You’ve put in the time and effort to create a marketing strategy for your law firm. After several months of sharing your content you notice very little audience engagement. Is the return on investment (ROI) there? Constructing a strategic marketing plan and implementing that plan are great first steps when it comes to marketing your law firm. But what happens when the content isn’t doing its job of engaging, informing, and attracting new clients? When this happens, you must ask yourself, “Are we producing the type of content they even want to see?” Fortunately for you, we have some answers to that question.
In a survey conducted by HubSpot in 2016, 1,000 Internet users were asked about their content consumption preferences and typical Internet behaviors. Here is what was revealed:
Internet users are more drawn to visual content, such as images, videos, and educational games. They also read social media posts more often than long form content, research content, and blogs. This doesn’t mean you should ditch writing blogs, drafting research articles, or producing podcasts for your law firm. But, your law firm should approach digital marketing with more diverse methods. Below are a few suggestions on where to start with a more diversified content marketing approach.
1. YOUTUBE VIDEOS
Some of the most popular videos people watch on YouTube include tutorials, question and answer (Q&A) sessions, educational videos, interviews, and behind the scenes clips. Your law firm could either start shooting videos like these or diversify your current video content to include more options.
2. SOCIAL MEDIA POSTS
Internet users are consuming more content than ever on social media. With more than 1.7 billion users on Facebook, 500 million on Instagram, and 313 million on Twitter, it only makes sense to include these outlets in your law firm marketing strategy. These social media channels are where your followers gather information and you need to be present and speak their language in order to reach them.
The HubSpot survey mentioned above revealed people are drawn to visual content. Other statistics help this make even more sense – 65% of people are visual learners, information pieces with visual aides are 43% more persuasive, and people have short attention spans.
Images can easily be applied within social media posts, blog posts, and even throughout your website. Create original graphics in the appropriate sizes with Canva to share along with your social media updates or infographics explaining legal processes and then share them across the board.
4. RESEARCH WITH TABLES/CHARTS
Make sure you’re using the right visualization for every post your law firm shares. Believe it or not, this especially applies to data, research, presentations, or educational pieces your law firm posts about. Using tables, charts, and diagrams gets the point across in a more effective manner and at the same time will be more appealing to your audience.
5. NUMBERED/BULLETED LISTS
Gone are the days when people actually take the time to read every word written in a blog post. Your audience wants the information, but they want to skim it quickly. Numbering or bulleting your information is a great way to ensure the information is actually seen.
If you can generate the type of content that resonates with your audience then interest and engagement will follow suit. If your law firm needs help with its digital marketing needs, contact us today.