If you’re a legal marketer looking for ways to add a little more power to your digital marketing efforts, here are three practical tips that you can use.
Build better landing pages
Landing pages aren’t a new concept, but they’ve certainly developed over the last decade. Elements including design, lead capture forms, copy and the structure of content have changed to accommodate the way in which website visitors digest information and take action.
What is a landing page?
According to HubSpot, a landing page is any page on the web on which one might land that: 1) has a form, and 2) exists solely to capture a visitor's information through that form.
We like HubSpot’s take on landing pages because landing pages should be simple and focus on one thing only: capturing information as part of your digital marketing strategy to generate leads and revenue.
Can law firms use landing pages?
When it comes to digital marketing for law firms, landing pages definitely have a place. Has your firm released a special report on new legislature? Is there a case study about a high-profile case your firm won? Have you developed an eBook with your prospects’ most frequently asked questions?
There are an untold number of content ideas out there, but if you want to capture any prospect information online, you’re going to need a landing page.
Here are three tips to use to create high performing landing pages:
Share your expertise. You wouldn’t take your puppy to a veterinarian who can’t prove their qualification. In the same way, a prospect wouldn’t trust a law firm that can’t show its success. Showing that your firm is equipped with experience on the subject matter at hand gives the prospect who’s about to download your new case study confidence in your abilities.
Don’t shy away from the big hairy problem. If you’re offering a report on how Brexit will impact UK businesses with commercial interests in Greece, state the real and immediate threats. Make sure that you focus on the real value that your report has to offer – i.e. trusted knowledge.
Add social proof. It might seem odd to consider adding social proof to a landing page about a report, but here’s why you should: people trust the recommendations of people they see as trustworthy. If you added an insightful review to your landing page, more readers will see the report as more relevant to their immediate needs.
Building high performing landing pages will require some patience, testing and a good writer, but with the right amount of determination and these tips, you’ll be able to start producing results.
Manage your pitch and proposal content more efficiently
Law business development teams will understand the need for an easier way to manage legal content more than most. Important information is never in the same place, making producing pitch decks, RFP responses, updates to attorney bios, practice overviews and experience summaries a nightmare.
Our pitch and experience management solution helps you take control of all the content your firm needs to produce and manage. If you’re looking for a simpler way to manage your content, keep up-to-date prospect information, and help your business development team to create accurate, personalized business development content, you should take a look.
Create a stronger value proposition
It’s no secret that the legal industry is a tough one to market in, which is why you need to prove that your firm is the best place for your prospects.
Your value proposition needs to be stronger than your competitors, and here are some tips on how to strengthen yours:
Place your audience at the heart of the message
Develop an intimate understanding of who your customers are. Demographics and psychographics are great places to start, but also take it further and focus on experience.
Here are a few questions worth seeking answers to:
What’s the most painful part of finding new legal representation?
What is the one thing about a law firm that would turn a prospect off?
How does the client shortlist legal firms?
Know your competition
Like your prospects, your competition are equally important. Understanding how they position themselves will help you accentuate your strengths, allowing you to appeal to your target audience as the number one option.
As you take apart your competitors’ marketing strategy, focus on asking yourself questions that spark creative responses. Ask yourself:
What is the most important message that this competitor is selling?
Why is this message so important?
What needs is this competitor focusing on?
Does it address a client need that I’ve overlooked?
What can I take away from this competitor’s marketing, and then tweak and do better?
Successful digital marketing relies on an array of practices and tools. Using well-designed landing pages to capture leads, pitch management software that will transform your firm, and creating a stronger value proposition to stand out from the crowd are three ways to create meaningful results in the legal industry today.
Get your copy of the Essential Guide to Law Firm Marketing
In this guide, we share ideas on how to maximise on legal PR and media relations, how to get the best out of inbound marketing, and how to construct an effective pitch. Download your copy here.