Wednesday February 24, 2021
Last week we went through the basic tenants of inbound marketing and customer journey mapping for law, highlighting Part 1 of the Good2bSocial Academy. Good2bSocial developed an integrated program developed after 10 years of training for law firms to provide legal marketers with a basic understanding of digital marketing concepts in a cohesive format that can be done at the student’s own pace and provides measurable results. The academy is divided into eight modules. Module 2 explains the basic principles and goals of content marketing and how you can develop a strategy to find your law firm’s audience, engage them, and bring your prospects closer to the transition phase of the business development pipeline.
The content strategy aligns your business goals with the needs of potential customers and uses thought leadership as the primary means to achieve those goals. Per Guy Alvarez, founder and CEO of Good2bSocial and course leader: “Essentially, lawyers sell their knowledge and expertise. So what could be a better way not only to demonstrate that the lawyer is knowledgeable, but also to help the lawyer known for a particular area of law and from an SEO point of view, certain legal concepts are associated with the name of the lawyer and the law firm brought. ”
Content Marketing For Law Firms – Where To Start – Are We Getting It Right?
Hubspot estimates that over 70% of marketers are actively investing in content marketing. Therefore, it is critical to have a concrete starting point and understand the process for your business to stand out in a crowded marketplace. Things to consider:
Who reads your content or who is your target market?
Law firms with different practices cannot expect to reach all potential or current clients with a single piece of content. So, in addition to tailoring the content to your buyer personality, you also need to consider where the readers are in the buying process: awareness, evaluation, or willing to reach out to the law firm or attorney.
What problem does your thought leadership solve for your audience?
A solid content strategy helps buyers find out at an early stage if they have a problem and how serious or urgent the problem is. A solid content strategy can help buyers determine if they are ready to hire a lawyer and what questions they have for potential lawyers. In addition, a targeted thought-building program can help a prospect determine whether a lawyer is the right person or whether the law firm is the best law firm to handle their matter.
What makes your lawyers and your law firm unique? Why you?
How can you show that you are worth listening to and why would a customer consider engaging your business? How does your company’s mission or philosophy solve the customer’s problem?
What content format and channels will you be using?
Blog posts, guest posts, videos, podcasts, third-party syndicators: Different sales channels can include their own properties such as your website, blog and social media channels and / or rate reputable syndicators or industry groups to expand your reach. The module explains how to set a strategy for content channels and where your company will allocate resources.
The Who What When and Where to manage content creation and publishing.
Developing a content marketing strategy requires formalizing who is creating what, when it is due and going live, and where it will be published and promoted so that your company can reuse and schedule the content later when it’s beneficial is.
Good2bSocial’s content marketing module helps lawyers ask the right questions so they can develop a comprehensive plan, such as: B. Developing client personalities to find out who your law firm’s ideal clients are and how likely they are to buy from you. Buyer personas and customer journey mapping were discussed in depth in Section 1, and Module 2 applies this introspective journey to help your business get pen on paper. Per Alvarez: “By considering the challenges and questions your customer personality may have, you can target content to meet those needs and understand what types of content need to be created for each stage of the buyer’s journey.”
Thought leadership tools for the legal industry
Module 2 Content Marketing of Good2bSocial’s Digital Marketing Certification provides meaningful examples, tools and roadmaps for both legal marketers who may already have a robust machine for creating content marketing and want to rethink and redesign their processes. And the program helps lawyers or firms who are starting out or not investing heavily in the world of thought leadership. The course covers advice that is outdated or irrelevant to law firms, and addresses practical and applicable topics including top content marketing tools for law firms, social media planning platforms, applications to help analyze headlines, and feedback on word choice and tools enter Find important influencing factors and trend or breaking topics.
Good2bSocial provides a deeper look into how you differentiate your law firm from the 1000s by delving into business storytelling. Business storytelling creates a match between your company’s value and mission, or the connection with your prospect, by explaining the why – in the words of Simon Sinet: “People don’t buy what you do, they buy WHY you do it do. ”The course describes how to communicate your company’s brand where your prospect or existing customer is the main character, and how to weave that through your content marketing and branding to engage with your audience. In the context of professional services, it is a challenge to communicate in a real, organic and effective way that makes you stand out and not fit in. “By using different case studies and real-world examples throughout the training, I could really imagine how things would go in real life at our company.” Holly Maxwell, Squire Patton Boggs
How can you get the most out of your law firm’s investment in thought leadership?
As can often be seen, only about 20% of your content will reach the vast majority of your readership. Managing attorney expectations about content creation and communicating realistic content goals can be critical. If you’re in a niche practice and you’re reaching the right 500 people, this might just be you. But how do your lawyers know the value of investing in content creation if you don’t calibrate and communicate the results, and when you have one? You’re not working on multiple ways to reach the largest pool of potential customers possible. Good2bSocial’s digital certification provides details on best practices for republishing your content, from finding high quality legal or industry-specific sites to capture selected content to finding broader publications like Forbes or Huffington Post or other syndicators like LinkedIn or Reddit. It also provides tips on formatting how to view it on different platforms.
Most professional companies struggle to create content. However, this course helps get the content you create into the hands of the right people by helping your business define who those buyers are and consider what is important to them. The entire cycle of taking the news from a blog post and creating a guide or video series or doing the opposite and including a video or podcast into a written series is discussed with the ultimate goal of getting your message to the place Bring where your audience lives, whether on YouTube or in Becker’s healthcare. In addition, the development of trust and familiarity through repetition and various points of contact with a customer in the modules of the Good2bSocial Academy changes from an abstract concept to a concrete process.
To learn more about the Good2bSocial Academy and the topics covered by the law firm, please click here.
You can find more information on the topics and important topics included in the other seven modules of the Good2bSocial Academy here.
Click here to read Part 1 of the Good2bSocial Digital Academy for Law Firms – Inbound Marketing and Client Journey Mapping.
Copyright © 2020 National Legal Forum, LLCNational Law Review, Volume XI, Number 55