As consumers become increasingly more savvy, marketers across all business categories are beginning to realize that interruption marketing, advertising and branding can’t be the only way to reach out to consumers. Lawyers and legal marketers often use content marketing to connect with potential clients. This involves producing engaging, high-quality content that can be used as a resource.
The distinction between “ads” and “resources” can be defined in a few key words:
Resources are more trusted than advertisements because they offer free, useful information. They are more engaging than advertisements, which most consumers know how to “tune out,” and they are often more relevant because they address specific concerns with actionable content.
Producing resources instead of ads
Getting yourself into a resource mindset for your marketing efforts will benefit your firm in the long run. The first rule is to think about what your customer base needs from you. For instance, as a Boston auto accident attorney, the resources you produce may be in the form of a helpful blog post detailing how to behave when you get into a car accident, the information you should gather and the potential problems that can arise. Another post might discuss the role of the customer’s auto insurance provider and the steps for making a claim.
These examples are rather quotidian, however. Creating truly unique resources involves finding niche topics for which there are few comprehensive guides and then producing the content yourself from information you’ve learned or have dealt with on a daily basis in your legal practice. An engaging tone, relevant content and a trusted source is all you need to get clients on your side.
If you use good SEO practices in your resource marketing, building business will almost feel like magic as clients begin to contact you for your services. Replace your ads or supplement them with articles and other useful resources, and your business will thrive.