“Giving knowledge away” is something any good blogger does on a normal day and if they are successful, they will command a lot of attention for what they write about. It is a marketing practice that positions a person or company as an authoritative source on a subject matter. Sometimes referred to as educational marketing, it’s one of the quickest ways to find a following of dedicated readers.
The concept of giving knowledge to get business is something lawyers use all the time. Attorneys frequently present at seminars and write articles. And of course, there is the free initial consultation offered by many attorneys that you will find on the website of almost any lawyer that handles personal injury. This is a practice that is based on the concept that free knowledge is a way to bring in a potential client and establish loyalty. Take for example these Salt Lake City bankruptcy lawyers. One of the initial statements on their homepage is: “The first thing you get from Jeffrey Howe is one hour of absolutely free phone consultation.”
Educational marketing, however, can be expanded to the online community as well. Blog posts, tweets, forum comments, and even including good information on your website can go a long way in helping an attorney to accumulate a client base. By giving your knowledge away, you are already developing a relationship with your client before meeting in person. A trust in the type of information you reveal brings them one step closer to calling you when they really need advice. Receiving legal advice before meeting an actual lawyer may help sway a potential customer toward a particular law firm that has already established themselves as a reliable resource. What also makes it a smart way to develop a business is that besides the time and attorney labor(which does not have to be substantial if done correctly) it is a low cost alternative to other forms for marketing.
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[...] the information potential clients are looking for when visiting a law firm’s site. And posts on educational marketing and the value of blogging both championed the idea that you can establish customer loyalty and win [...]