According to Western resources, the company starts looking for a partner to provide legal services in two cases: when there is an urgent need to solve a problem or when there is already an understanding of who is able to help. In the first case, a law firm is chosen on the recommendation, in the second – after studying the market opportunities.
Today it is not enough just to tell the client that you exist. The company must be able to position itself as an expert, convey to a potential client information about the possibility of certain problems and ways to solve them. This should be done before the client needs legal services. So in his mind, you will become a suitable partner for solving problems.
We need a different approach: handing out business cards and billboards is the last century
Because any client with a need, for example, in structuring a deal with an investor, enters the necessary queries into the search engine and gets access to a huge amount of information on a topic of interest to him. And this way he gets access to the content.
The term “patent attorney” in Google is requested 170 times a month, “copyright protection” and “investment agreement” – 90 times each, “representation in court” – 140. If your company’s website is not among the results for these queries, it is not and in the mind of a potential client.
How to get into the client’s head?
Create content that is useful for him both in the field in which your company specializes and in related areas. Thus, you will be present in the information space, and when your services are needed, you will be remembered. “I read the blog of a law firm, they write interesting articles there, you can refer to them,” a manager who needs to urgently prepare an agreement with a Chinese partner for the export of sunflower oil will think something like this.
High-quality content attracts and holds the attention of the client, leads him along the path of the sales funnel: from the newly formed interest and the sudden thought of contacting a lawyer to a clear intention to sign an agreement with you. The content focuses a potential client on your company, which is always there, ready to share competent advice, tell an interesting case, and perform high-quality work at any time. Find at least one person who doesn’t like being paid attention to. Quality content that solves customer problems builds trust in your company.
What should be the content and how it works
Articles in blogs. A blog is the first place to start if you want to manage customer attention and help them solve problems on a daily basis. If large corporations can live without a blog, then for smaller companies it is mandatory. We have three reasons why you should start a blog. A blog is an excuse to visit your site again. And then visit it regularly to read a new useful article.
1. A blog is your way of communicating with customers, including potential ones.
Few people will read what is written on the main page of the site: there is usually little really interesting information there. And a blog in which you publish material that is useful to the reader is a reason to stay on the site and come here again. Remember to keep your attention? Here it is. When a potential client has a problem, they already know that the solution can be found on your blog.
2. Blogging leads you to the right customers and shows you from the best side.
Another reason to blog is the same Google. You need not just customers, but those who are really interested in your services. For example, a client who types in “raiding protection” in the search bar: if your blog has a post on how to prepare employees for the sudden arrival of law enforcement agencies or an instructional article “What to do if attackers forged the statutory documents of your company”, you will have two advantages at once: you will get the attention of the client and demonstrate your professionalism without spending a dime on advertising.
3. Blogging reduces advertising costs.
Four out of five users ignore online ads. Of course, you can order a blinking banner, and the possibility of using this tool should not be completely ruled out. But useful publications build your prestige better than any advertisement.
Many Western companies have blogs: for example, Clyde & Co and Hogan Lovell. An excellent blog is maintained by Osborne Clarke, publishing insiders from its field of activity. Covington has 12 blogs, each dedicated to a different area of their expertise. And Baker & McKenzie published a blog post on the business implications of Britain leaving the EU.
By filling your blog with advice and examples of legal issues, you guarantee yourself the constant attention of potential clients. The result will be long-term: articles will gradually circulate on the Internet over many months after publication. The advantage of a blog over advertising is that you do not have to pay for each click and view: the attention of potential customers depends only on how relevant and interesting your publications are.
Infographics. A person remembers 80% of what he sees and only 20% of what he reads, and color visualization increases the desire to see the material by 70%. Therefore, you can not do without infographics.
Infographics have a wonderful ability to make complex things simple. Carefully planned and well-visualized infographics replace several articles, which means that it is easier to look at the visualization than to delve into articles and codes of laws. It helps to get the necessary information in a short time with less effort.
Visual content is more likely to be shared, so infographics will spread across the internet and more people will know that you understand the topic.
Infographics stands out in terabytes of textual information and always hits the target: quickly and in an understandable form conveys the desired message to the consumer. It can also be printed and distributed at events.