Building A Successful Legal Practice using Content Marketing and Other Digital Marketing Strategies
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In this presentation, we will explore the fundamentals of Building A Successful Legal Practice using Digital Marketing Strategies such as: - Content Marketing - Social Media Marketing - Website
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Building A Successful Legal Practice using Content Marketing and Other Digital Marketing Strategies
- 1. Building A Successful Legal Practice using Content Marketing and Other Digital Marketing Strategies
- 2. HELLO! I am Joie Thompson Chief Content Editor at iVEN Digital and Legalpedia Nigeria Limited. Instagram: @thecontentmarketingchick URL: www.legalpediaonline.com/clb 2
- 3. What You Will Learn ● The Major Pillars of Law Firm Digital Marketing ● Myths in The Legal Industry (in respects to RPC)- DISPELLED ● What Content Marketing really is ● Reasons why Content Marketing is the core of your Law Firm’s marketing strategy. ● Getting the most out of your legal digital marketing efforts. ● BONUS 3
- 5. Place your screenshot here •Smart phone •Some form of data subscription •Eyeballs on screen 5
- 6. Statistics 6
- 7. Interesting Facts 97,000,000 Nigerians access the Internet 7
- 8. Interesting Facts 50% of internet users in Nigeria spend over 3 hours on the internet every day 8
- 9. Interesting Facts Top most visited sites in Nigeria are: • Google • Youtube • Facebook • Yahoo • Instagram 9
- 10. Attention is the new currency! 10
- 11. LEGAL INDUSTRY - Interesting Facts 96% of people with a legal issue use the Internet first to find answers with regard to their problem. 38% of people looking to hire a lawyer turn to the Internet first. (29% ask a friend or relative) 72% of people looking for a lawyer often hire the first lawyer they speak to. 11
- 12. Pillars Of Law Firm Digital Marketing 12
- 13. PILLARS OF LAW FIRM DIGITAL MARKETING 13 CONTENT WEBSITE & SEO SOCIAL MEDIA MARKETING BRANDING
- 14. Myths in the Legal Industry. 14
- 19. PILLARS OF LAW FIRM DIGITAL MARKETING 19 CONTENT WEBSITE & SEO SOCIAL MEDIA MARKETING BRANDING
- 20. Content is… 20 The corner piece of all your Law Firm’s online activities.
- 22. Content is… 22 Content is any information that provides adequate knowledge to your ideal prospects or clients at any point of their journey with you or your law firm; it takes them from a state of pain to a state of pleasure.
- 23. Content is… 23 It positions you as the expert in what problems they have and makes them want to consult and want to do business with you, by either exchanging time or money with you. It should be relevant and solution-solving on multiple platforms that have your target audience. The aim is to maximize exposure.
- 24. What Content Marketing Really is… 24 • … designed to stimulate the interests of viewers through the generation of blog posts, social media updates, cheatsheets, videos and other forms of digital content. • … Consistently appeals to the needs of your ideal clients
- 25. What Content Marketing Really is… 25 … it should also be developed from a comprehensive strategy to communicate “intent, engagement and transformation.”
- 26. Reasons why Content Marketing is the core of your Law Firm’s marketing strategy. 26
- 27. Reason #1 27 • You need words to communicate the value of your offer to your ideal clients. It shows them how you are different from your competition and encourages them to submit contact information to receive future messages from your law firm. It helps them make informed contract decisions - turning them from leads to clients.
- 28. Reason #2 28 • Your Content entertains, educates and inspires prospective clients. The prospects entering the top of your funnel are completely unaware of your solution and, oftentimes, they are completely unaware of their problem. They want solutions to their problems - they need to know that you are aware that they have a problem and that YOU or your organisation have a solution for it.
- 29. Reason #3 29 • It gets a person from their first encounter with you, past the point of purchase where they not only become your client but a loyal client and a brand advocate. Shows they trust you as the ultimate solution provider.
- 30. Reason #3 30 For this to successfully happen, you need to have a solid content strategy throughout the customer journey to keep them engaged with your business. They need to know, like and trust you before they become clients, before they make a commitment by buying from you.
- 31. Types of Content 31 • Blog content around specific topics. Round-up posts - this is a collection of micro publications from other lawyers that have been curated on a particular topic. • Clear Social Media graphics with a call to action
- 32. Types of Content 32 • Webinars - give a lot of value even more than what your competitors are doing. • White papers • Email Newsletters for lead nurturing and to demonstrate expertise, knowledge, and resources over time - do this consistently.
- 33. Action Steps 33 • Determine who your ideal clients are, what your client journey should look like and stick to it • Create a content plan that fits in with the client journey • Decide on your success measurements for each piece of content • Audit your current content and make time to regularly audit content to see how it can be improved so that readers, watchers and listeners can see that it is up to date • Regularly check your content analytics via the channels chosen
- 34. 34
- 35. PILLARS OF LAW FIRM DIGITAL MARKETING 35 CONTENT WEBSITE & SEO SOCIAL MEDIA MARKETING BRANDING
- 36. Your Website 36
- 37. Image Source: Oak Web Design
- 38. Website 38 Potential clients will almost always look you up online. Does your website appeal to them? It's imperative that you start with a great looking website that has a consistent message and a great logo that can extend across all your social media profiles too. Appearance is everything and so is the content you put on it.
- 39. Website Stats 39 • 88% of Online Consumers are less likely to return if they have a bad website experience. • Slow loading websites are the number one reason prospective clients leave a website. • Around 70% of businesses forget to have a call to action on their website, there should always be an opportunity for them to take an action.
- 40. Website Must Haves 40 • Fast to load & Clear Images • Consistent and Modern Design • Talks to your Ideal Client • Simple Navigation • Blog • Call to Action • Contact Information • FAQ Page • About Us • Security
- 41. Image Source: Oak Web Design www.benglasslaw.com
- 44. Action Steps 44 • Make sure your developer tests the site for fast loading. - (Don’t blame the internet speed) • Don’t be afraid to ask people to “Give Us a Call” or “Send Us a Message At…” they are more likely to do it if you ask. • Use your content plan to produce relevant articles on your Blog • Don’t be afraid of blowing your own trumpet in the About Us section, you are still trying to stand out after all but please, let your prospective clients see why you are of great benefit to them above your competition.
- 45. Action Steps 45 • Make sure each page on your website has a unique title and description tag relevant to the content on the page • Keep things simple. • When adding content (remember the content strategy) you need to include links in your content back to the relevant pages (internally and externally) and make sure that nothing is broken.
- 47. Image Source: Oak Web Design
- 48. 48 • Social media, in essence, is a networking tool that can supplement, but not replace, offline activities.
- 49. 49 • It is simply another channel to get your message out there and let your voice be heard by a much bigger audience. Why Social Media
- 50. 50 •By having a greater presence online, potential clients have more opportunities to find your firm and learn about your services.
- 51. 51 • Determine who your ideal clients are • Select your social media platforms - Linkedin & Facebook • Determine your social media goals • Create content that speaks to your target audience • Determine social media policies on how best to respond to your ideal clients • Decide on how you will measure results Important things to do on Social Media
- 52. Image Source: BlueStacksImage Source: lynda.com
- 54. Why LinkedIn 54 • #1 Business Network in the world • Over 500 Million Users Worldwide • Over 2.2 million Nigerian Professionals • Network with people all over the world
- 56. Tip #2 56 Publish Your Own Content
- 57. Tip #3 57 Join Relevant Groups
- 58. Tip #4 58 LinkedIn Company Page
- 60. Why FaceBook 60 • #1 Social Media Network in the world • Over 2 Billion Users • Over 14 million monthly active users in Nigeria • Engaged Audience
- 61. Why FaceBook 61 What You Can Do Today?
- 62. Tip #1 62 Facebook Business Page
- 63. Tip #2 63 Publish Relevant Content
- 64. Tip #3 64 Join Relevant Groups e.g. Housewives, Violated Moms or Women, Land Owners, Oil and Gas, etc.
- 66. Big Question? 66 If I need a lawyer, why should I call or message your firm?
- 67. Your Brand is… 67 …the impression you make on those who come into contact with your firm in any way. - through a referral, someone talking about you; - a click to your website or merely walking into your office - or feedback from online channels as well as offline.
- 68. Your Brand is… 68 Your brand is a consistent, distinct point-of-view that serves as a way for potential clients to understand what your firm is really about.
- 70. Your Favorite Brand is… 70 You love it. - You had a positive experience and that has earned your respect and business. - You know exactly what they’re all about and what to expect. ???
- 71. Questions to ask yourself… 71 Who is my target client? What impression do I want people to have of my firm? How do I want my clients to feel? What makes my law firm or legal practice different? How are my competitors branding themselves? What can I do differently?
- 72. Your Brand should be… 72 Consistent across all touch-points. Clear. Realistic. Differentiated.
- 73. Consistent Across All Touch- Points 73 Your law firm’s website, social media and other publications should all look like they belong to the same firm.
- 74. Clear 74 Your potential clients should understand almost immediately what makes you stand out… what’s your USP - Unique Selling Proposition
- 75. Realistic 75 Understand who your client is and what type of branding will work best for your firm.
- 76. Differentiated 76 Look for gaps in the market and adopt a brand in a way that no one else in your area is doing. Improve with a difference.
- 77. Action Steps 77 Determine the gaps in your area and fill it. Ensure that your brand and message is consistent - logo, colors and design is the same on all media channels. Ensure that your clients experience a positive feeling from your law firm. Determine what stands you out from your competition and form a culture around it. Your USP
- 78. Bottom Line 78 • This is not to negate what you’re currently doing but to encourage you to use it to accentuate it.
- 79. Bottom Line 79 Others Are Doing This… How about You?
- 80. I CAN’T DO THIS! 80 • Time • Knowledge
- 81. What To Do 81 Hire someone in-house to implement this OR Hire a digital consultant
- 82. 82 As lawyers, it is your job not only to present and defend cases in court but to help the general public be aware of what is contained in the law. Only then can we really build Africa and African business.
- 83. 83 FREE: The Digital Transformation Audit For Your Legal Practice Go to: www.legalpediaonline.com/clb Yours… Free!!!
- 85. THANKS! Joie Thompson You can find me at » @thecontentmarketingchick » URL: www.legalpediaonline.com/clb 85