In marketing, a conversion happens when a visitor to your website responds to a call-to-action. So, depending on the actions you want visitors to take, a conversion may happen when a user uses a link on your site to subscribe to your mailing list, email or call your firm or download an online resource. If your website gets lots of traffic but your conversion rate is low, content marketing may be able to help with that.
What is content marketing?
Content marketing focuses on the creation and publishing of online material which does not directly promote your firm but has the purpose of stimulating interest in your legal services. Content marketing material may be in the form of blog posts, videos and social media posts.
Research has shown that a well-planned and well-executed content marketing strategy can yield up to 6 times higher conversion rates than other marketing methods. Content marketing will increase the quality of your leads too. Many people who read legal advice on a website go on to contract the services of the firm. Content marketing is so effective because it provides you with an opportunity to connect with and educate visitors to help them make informed decisions regarding their legal issues. This is a great way to build trust and lasting relationships.
Building an effective content marketing strategy
If you want to create a content marketing strategy to boost your conversion rate, here are some things you need to do:
Understand Your Audience
Before you can even begin crafting a content marketing strategy, you must understand exactly who you’re trying to target. Who will need your legal services? To determine your target audience, you will need to look at the demographics of your clients. Demographic information includes age, gender, income bracket, location and similar characteristics. You also need to examine how these people search online, where they go to be informed and other behaviors. When you gather this information, you can create a holistic view of your client base.
Determine the key performance indicators
The only way you will know if your content marketing strategy is working is if you determine key performance indicators (KPIs). These KPIs will show you whether you’re meeting your conversion targets. If your goals are not being met, your KPIs will tell you how much work needs to be done. Some KPIs you may want to monitor include:
- The amount of time spent on your blog posts and other content creation
- Subscriptions to mailing lists or registration to download gated content such as e-books or podcasts
- The average views for your blog posts and bounce rates
- Social media shares
- Number of inbound links
- Number of comments on your blog posts
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Link your content strategy to your marketing funnel
A marketing funnel refers to the process that takes web visitors from the point where they first discover your firm to the point where they become clients. The marketing funnel also looks at client retention. A standard marketing funnel is divided into 4 stages: discover, consider, convert and retain. Your content strategy should be weaved into every stage of this process.
Your content should look beyond your law firm
The main point of content marketing is to answer questions and address the legal concerns of your clients. If all you do is talk your legal services without offering valuable legal advice, it might be off-putting to potential clients and they may find it difficult to trust your firm.
Promote your content
Creating valuable legal content will not automatically bring visitors to your website. People can only read your content if they can find it. Therefore, SEO is important. SEO will help ensure your content is shown in the top organic search results, making it will easier for readers/viewers to find. You should also create “click trails” which will lead visitors from one piece of content to another.
Additionally, social media is a great avenue that may be used to drive more traffic to your site and increase engagement. So, do not neglect to share your content on your social media pages. Also, ensure that your readers/viewers can easily share the content they enjoyed, both directly from your website and social media posts. You can share your content in related online forums as well.
Do you need help creating your content marketing strategy?
For content marketing to be successful, you will need to put in a lot of time and effort to build an effective content strategy. If you are not sure where to start, Soulpepper Digital Marketing Agency can help. Our lawyer marketing experts have years of experience in creating and implementing successful content marketing strategies. We would love to use this experience to help grow your firm online. So, give us a call today to schedule a free lawyer marketing consultation.