Western resources estimate that a 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 someone who can help. In the first case, the legal company is selected 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 should be able to position itself as an expert, to inform the potential client about the possibility of certain problems and ways to solve them. This should be done even before the client’s need for legal services arises. Thus, in his presentation you will become a suitable partner for solving problems.
We need a different approach: business cards and billboards are the past century.
Because any client with the emergence of a need, for example, in the structuring of the transaction with the investor, enters into the search engine necessary queries and gets access to a huge amount of information on the topic of interest to him. And this he gets access to the content.
The concept of “patent attorney” on Google is requested 170 times a month, “copyright protection” and “investment agreement” – 90 times each, “representation in court” – 140. If the site of your company is not among the results of these requests, it is not in the head of a potential client.
How do I get into a client’s head?
Create content that is useful to him, both in the area in which your company specializes and in related areas. In this way you will be present in the information space, and when your services are needed, you will be remembered.
“I’m reading the blog of one law firm, they write interesting articles there, you can address them,” – about this will think the manager, who had a need to urgently prepare a contract with a Chinese partner for the export of sunflower oil.
High-quality content attracts and keeps the client’s attention, leads him on the way to the sales funnel: from the only interest and flashed suddenly thought to contact a lawyer to a clear intention to sign a contract with you.
The content focuses on the potential client is your company, which is always close at hand, at any moment ready to share competent advice, tell an interesting case and perform its work qualitatively. Find at least one person who does not like to be paid attention to him. High-quality content that solves the client’s problems creates confidence in your company.
What content should be and how it works.
Blogging is the first place to start if you want to manage your clients’ attention and help them solve problems on a daily basis.
If large corporations can live without a blog, it is mandatory for smaller companies. We have three arguments why you should start a blog. A blog is an excuse to come to your website again. And then visit it regularly to read a useful new article.
Blog is your way of communicating with clients, including potential ones.
Few people will read what is written on the main page of the site: there is usually little really interesting information. A blog in which you publish useful material for the reader – an excuse to stay on the site and come here again. Do you remember about holding your attention? This is it. When a potential client has a problem, he already knows that the solution can be found in your blog.
The blog sends the right clients to you and shows you the best side.
Another reason to blog is Google. You don’t just need customers, but those who are really interested in your services.
For example, a client who hammered in the search box “protection against raiding”: if your blog has a publication on how to prepare employees for the sudden arrival of law enforcement agencies or article-instruction “What to do if the attackers forged the statutory documents of your company”, you will have two advantages at once: you get the attention of the client and demonstrate your professionalism without spending a penny on advertising.
Blog reduces advertising costs.
Four out of five users ignore online advertising. You can order a blinking banner, of course, and the possibility of using this tool should not be completely ruled out. But useful publications form your prestige better than any advertising.
By filling your blog with legal advice and examples, you guarantee yourself the constant attention of potential clients. The result will be long-lasting: articles will gradually disperse online for many months after publication.
The advantage of a blog over advertising is that you do not have to pay for every 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 saw and only 20% of what he read, and color visualization increases the desire to see the material by 70%. So you can not do without infographics.
Infographics has one wonderful ability – to make complex simple. Carefully planned and competently visualized infographics replaces several articles, which means that it is easier to see the visualization than to dig in articles and codes of laws. It helps to get the necessary information in a short time with less effort.
Visual content is more willing to share, so infographics will spread over the Internet, and more people will know that you understand the topic.
Infographics stands out in terabytes of text information and always gets to the goal: quickly and in an understandable form delivers the right message to the consumer. And you can also print it out and give it away at events.