Generating Leads Through Content Marketing
Lawyers today face a unique challenge when it comes to marketing their services. With so much information available on the internet, potential clients can be inundated with choices and may not even know where to start looking for a divorce attorney. That’s where content marketing comes in. By creating captivating content whether it’s in the form of blogs, ebooks, guides, cheat sheets, or templates, you can attract leads and that will actually convert into paying clients.
Creating Captivating Content
When it comes to creating content that will captivate your target audience, it’s important to keep a few things in mind:
- Write for your audience, not for yourself. It’s important to know who your target client is and what they’re looking for. Are they searching for divorce tips? Information about a custody case or child support? Information about how they can get through either process? By writing content that potential new clients are searching for, you are more likely to capture their attention and gain them as clients.
- Keep it interesting. No one wants to read a dry, dull blog post or ebook. Write in an engaging, easy-to-read style that will keep your readers attention from beginning to end as well as it being easily digestible.
- Use visuals. People are visual creatures, and adding images, infographics, or videos to your content can help you standout, capture attention, and convey information more effectively.
One of the best ways to generate leads is by writing blog posts that target your ideal client. But what makes a good blog post? Here are a few tips:
- Write SEO-friendly titles. Include keywords that potential clients would be searching for, such as “divorce attorney” or “child custody lawyers.”
- Write in a conversational tone. Remember, you’re writing for your audience, not for yourself. Stray away from using legal jargon and write in a way that is easy to understand for someone with no legal background.
- Make sure your blogs are at least between 600-800 words and create long form content 1,000+ words from time to time as well.
- Add a call to action (CTA). At the end of your blog post, include a CTA that tells readers what they should do next. For example, you could direct them to sign up for your free ebook, guide on divorce, or direct them to the most relevant page of your website.
- Additionally you will want to include a hyperlink to your contact page to make it easier for potential clients to get in touch with someone from your office.
Guides and Ebooks
Another great way to generate leads is by creating an ebook. This is a more in-depth piece of content that can address a specific issue or concern that your target client may have. If you want to go even more in-depth and really zero in on a specific topic, a guide would be the better choice. For example, if you’re a divorce lawyer, you could write an ebook about different aspects of divorce process, what to look for in an attorney, or various aspects that are involved in child custody cases. When you’re creating an ebook make sure to keep in mind:
- Scannability. Use headings, subheadings, and bullet points to make your ebook easy to skim.
- Keep it short. No one wants to read a 100-page ebook. Aim for 10-30 pages.
- Include a CTA. Just like with your blog posts, you’ll want to include a CTA at the end of your ebook. This could be something like “Interested in learning more? Contact us today for a free consultation.”
- Include a “Contact US” page that includes a link to your website, your office location, and phone number.
Cheat Sheets are short, concise guides that provide readers with quick and easy to understand information on a specific topic. For example, if you’re a divorce lawyer, you could write a cheat sheet that focuses on the divorce process. When you’re creating a cheat sheet make sure to keep in mind:
- Keep it short. Cheat sheets should be no more than one or two pages.
- Get to the point. Include only the most essential information.
- Use simple language. Again, you’re writing for your audience, not for yourself. So avoid using any legal jargon.
- Include a CTA. Just like with your blog posts, ebooks, and guides, you’ll want to include a CTA at the end of your cheatsheet.
Using Your Content in Paid Advertising
Whether you are advertising on Facebook, Google Ads, LinkedIn, or any other platform, you can use the content above to get leads. You can build a campaign around any piece of content you create as a way to capture new leads and nurture them until they either opt-out or convert to clients. The best way to do this is to set up the ad so the potential new client is sent to a customized landing page where they will be required to submit some personal information so they can access your content.
Have An Optimized Landing Page with a Clear CTA
Once you have finished creating your content and building out your ads, it’s important to have an optimized landing page attached to that ad. Your landing page is where your potential clients will land after they click on one of your ads or links. Once they’re on your landing page, you want to make sure that you have a clear and concise call to action (CTA). Your CTA should tell your potential clients what they need to do next. For example, if you’re offering a free piece of content such as an ebook or guide you’ll want to have a CTA telling the client to download your content.
Creating captivating content that you can use as lead generation magnets is a great way to get in front of potential new clients and nurture them. By doing this you will have a much higher conversion rate than simply sending them to a service page. We’ve created lead generation ads as well as all the content for those ads for law firms across the country and can create them for your firm as well. We are a full-service digital marketing agency that specializes in all types of digital legal marketing. Whether it’s SEO, PPC, or social media, we have a team of experienced legal marketers who can help you develop a strategy that works for your firm. Contact us at (303) 376-3449 today!