Many firms and lawyers spend the time to create strong content but then they post it just once on social media. I call this “random acts of content.” This is huge waste of time for everyone involved.
Here’s why: Your clients and prospects are busy individuals who are likely to miss the content you post and distribute on your social channels. In fact, email is still the most direct way to reach your clients.
The very first thing you should do is make a content marketing plan focusing on key practices, industries and initiatives. For example, an initiative you could do right now would be a Coronavirus resource center, a section dedicated to the CARES Act or thinking beyond the present day, creating a post COVID-19 resource page.
When using social media, leverage and maximize your content by sharing posts several times using the same trackable link but changing up the content and the image of the post by highlighting a statistic, a quote, using icons or images – you get the idea.
Utilize your content calendar to help with scheduling to ensure that you have enough space between each post. Also, I promise you that no one is following your firm or your lawyers closely enough to remember that your firm posted something recently on this topic.
Remember that while it’s terrific if your firm has thousands of followers on LinkedIn, Facebook and Twitter, real social media success is measured today by much more than likes, shares or follows.
Attracting and engaging audiences through your content is what will lead to new business and the retention of clients.
Remember, the ultimate goal of content marketing is to drive your readers to take action, preferably in the form of retaining your firm. For your content marketing strategy to be truly successful, you should always think about how it can build relationships for your lawyers, showcase their expertise, highlight key practices and industries at your firm, all while adding value to your target audiences. Good content can help you do all of these, firms just need to make their content (and visuals) work smarter and harder for them.
The good news is that most firms aren’t yet aligning their content strategy to their business development goals, so there is a real opportunity for those firms that are ready, willing and able to do this. Try incorporating some of these tips into your content strategy and let me know how it goes.