Legal marketing is a unique niche in the realm of online marketing. You aren’t a business that’s driven by product sales. You’re driven by clientele. The legal field is a difficult one, but in society it’s absolutely necessary. As a lawyer, you can specialize in a variety of different field of law, from immigration, to personal injury, to constitutional law. Whatever your specialization, it’s important to have a marketing plan to make sure people have ready access to your services. Lawyers aren’t well-known for being masters of marketing, so sometimes it can be confusing to know where to start when you begin an online legal marketing campaign. One of the best ways to ensure you get the best exposure to potential new clients is to produce good content. There’s a myriad of options here, such as social media posts, legal blogs, videos, books, podcasts, etc. and although every option has its unique features, there are a few things you should remember whenever you’re producing any sort of legal content online
Quality Over Quantity
When you’re just starting to produce content, it can be easy to fall into the trap of “produce produce produce”. That being said, it is always, always better to make your content higher quality, even at the expense of the quantity. No matter your area of expertise, as a lawyer, you’re expected to be a sort of “knowledge powerhouse” and producing shoddy, shallow content is a surefire way to kill your (potential) clients’ trust in you. People reading your online content need to get a sense that you are a high quality lawyer, not some legal machine that will chew them up and spit them out. Take the time to curate good content, and the payoff will be massively greater than it would have been otherwise.
It can be hard to find the time to do the research, planning, and actual writing of the online legal content, but what helps is if you set aside time specifically for that, whether it’s for yourself or whoever is producing your content. Then, proofread and edit your content thoroughly, so that by the time it gets out the door to whatever blog, social media page, or YouTube account, it’s the best content you could have made. Your potential clients will spend more time actually reading/watching your content, which in turn creates higher conversions. If they’re seeing a steady stream of sub-par or non-diverse content, they’ll likely spend less and less time actually reading and that means they’ll be less likely to want to hire you as their attorney. Take the time, it’s absolutely worth it.
Know Your “Voice”
Every business is unique, and law firms are no different. When producing online content, it’s important to know your “voice” when putting information out on the internet. You don’t want to be a grey, cookie cutter lawyer. You want your readers to know who you are, and what sets you apart from the rest. A great way to do this is to do research on who exactly your audience is. Imagine you’re giving a speech about immigration law to two different groups: a retirement home, and a high school. You don’t want to give the same speech to both groups, as both audiences react differently to different forms of communication. The same can be said for your online legal marketing content. When you know what kind of client you want to attract, curate your content to do just that. Be real, and true to yourself. Don’t put on a false persona just for an online blog post. If you have a certain way of looking at problems, perhaps through humor or some other way, put that personality into your writing. You can always find a balance between professionalism and realism, and that comes from knowing what your voice is and how to apply it to your desired audience. Additionally, across each type of online marketing stream, such as blogs, social media, etc. you can adjust your method of delivery. Most people respond very positively to humor, so get yourself a content writer who understands how humor is best interpreted on the internet. This can help you not only increase the time people spend reading your content, you also may see more people share your content with friends/coworkers/family, and it’s certainly special when you have people sharing legal content with others.
When people come to your firm’s website/blog, etc., they are coming to find solutions to problems. That’s one of the ways online legal marketing differs from other forms. They’re usually on your pages because something has happened and they’re trying to find answers. When producing online content, use it as an opportunity to put forth real solutions to real problems. Give your readers what they came looking for. This will prevent frustration, and will give them the sense that you’re the lawyer they should go to when trying to find resolutions to a problem. In criminal defense, for example, many of the people who come across your content have most likely been accused of doing something and they need someone who is going to protect their rights. Create content that helps them know what their rights are in certain situations(traffic tickets, criminal accusations, etc.), and what having an attorney does to help their case. In personal injury cases, most people come across your pages after some type of accident, and are most often wondering what to do. You can give tips like “Take pictures, seek necessary medical attention, etc.” Help your readers find answers to their problems without nullifying your utility as their potential attorney.
Similar to the prior tip, you want to make your content as efficacious as possible. Maximize your time spent, and always keep track of how your content performs across the different fields of online marketing. If your firm’s blog is performing monumentally better than your Twitter account, you can curate your content to be specifically tailored for that particular platform. Conversely, if your Twitter gets much better interactions than an online blog, you can make your content short, powerful, and directed towards consistently bringing in interactions with large groups of people, potential client or not. Also, you want to measure your metrics on what types of content are best at getting these interactions. If more people like reading your articles when they’re humorous and spontaneous, focus on that. If more people like it when your articles are full of data and numbers, focus on that. Be efficient in the way you treat your content marketing, and strike a balance between focusing on what’s already successful while still being flexible, so you don’t grow stagnant in your content.
Consistency is often one of the hardest aspects of online legal marketing to get right. You’re often very busy doing other things, and it can be hard to remember to consistently produce content to increase your online presence. Whether you’re making content every single day or just every few weeks, you need some type of consistency. Make a schedule, and stick to it as best as you possibly can. As previously stated, set aside time specifically to work on your online legal content, and make sure you’re exporting this content as regularly as possible. This does not need to contradict the first tip, as “posting a lot” does not equal “posting on a set schedule”. There are some legal blogs that have been around for years and only have a few dozen articles, albeit ones that are very thorough and premium quality. When making a schedule, you don’t need to overwhelm yourself. You can make it work around your schedule.
As well as time consistency, the other type of consistency that’s easy to mess up is the simple fact that your content needs to all be on the same wavelength, so to speak. You don’t want to contradict your previous content, or even give that impression. Write content in a way that would be fluid and make perfect sense if someone were to simply binge-read all of your writing in one sitting. Be sure that nobody is going to think “Well this one article gave me this impression, but their Facebook post last week seems to give a different implication…”
All in all, the better you make your online legal content, the more effective your marketing campaign will be. To recap, make sure your content is of the highest quality possible as this helps build trust. Curate the content to accurately reflect the voice of your firm, and with a sense of humor and positivity that will help keep readers engaged. Use your content as a platform to give potential clients solutions to their problems, and help them gain a sense that you are the right lawyer to go to in order to find the best solutions. Carefully manage the metrics of your different streams to know exactly when and where to post your content, and above all, be consistent and diligent in how you create and share content. You’ll gain increased trust between yourself and clients, and see augmented growth in the quality of your clients.