There are few areas in life that can create as much anxiety in people as legal issues. From bankruptcy to personal injury, the complexity of the laws is only surpassed by the potential to cause long term problems. And, while laws are written for all citizens, most people are very unsure about their meaning and the implications. They realize they need professional help when navigating the intricacies of our legal system, but where do they begin?
Research from a Safe Vantage Point
Consumers that need legal assistance will begin their quest by educating themselves with some basic research on their particular predicament. If they have been in a car accident they will start firing questions into a search engine that revolve around, “Do I have a case if…”. These tend to be specific and therefore present opportunities for lawyers to engage in Content Marketing. By creating articles based on the common questions and concerns, you will be able to engage with potential customers early in their research. Consumers are often apprehensive about the entire legal process and have fears of being pressured into making a decision. This approach allows them to research independently and from a safe vantage point. By helping them answer their basic questions online you can start building a relationship of trust and authority.
Enter the Path to Purchase Early
Content Marketing also allows you to enter your potential client’s path to purchase early in the process. Traditional marketing tends to focus on vendor selection, which in this instance would be someone typing in a search like, “bankruptcy lawyers in Reston, Va.” While it’s important for your practice to perform well in searches like these, engaging consumers earlier in the process at the problem solving phase allows you to avoid the cattle call when they are trying to select a vendor.
What Does It Look Like?
Based on a list of legal services your firm provides, you have a content marketing agency create a series of articles that address the fears and concerns that consumers have pertaining to those services. For example, if your firm specializes in personal injury law, you might have a series of articles about how a personal injury case typically proceeds. Through case studies that demonstrate how a case is assessed and developed, potential clients will become familiar with the process before they talk to you and they will see that you have litigated cases that deal with circumstances similar to their own.
More Than Frequently Asked Questions
At the surface, addressing your clients questions may appear to be solved best by a Frequently Asked Questions (FAQ) page, but this is not the case. By addressing questions and concerns in articles that are about specific issues, you will be able to rank much better than a page that contains dozens of different questions. You can also adopt a much more casual voice in your content that will make the ideas more approachable and valuable. FAQ pages still have a place, but they are no substitute for targeted Content Marketing.
Why Does It Work So Well For Lawyers?
This strategy works exceedingly well for lawyers because there are many fears and questions surrounding legal issues. The stakes are very high and the subject is intimidating. At it’s simplest level you are just answering your potential customers questions but the extended strategy is much more precise and requires a proven approach.
At SynaVista we have helped many lawyers market effectively with content and we can help you too. If you are ready to take your practice to another level with marketing that is effective, affordable and will continue to deliver results for many years to come, contact us and let’s discuss the ways Content Marketing can help your practice.