Growing law firms in Australia and the USA since 2009.

Things to Consider with Content Guides for Law Firms

Effectively marketing your law firm is a derivative of numerous things that come together in concert to achieve your law firm marketing objective of transforming a stranger into a happy client. In this context, providing great information in the guise of a guide is an excellent way to begin the client-onboarding process.

Content Guides and Lead Generation

Building out law firm marketing lead generation strategies can be complex. The moving parts are numerous, but can be best categorised under a methodology we call “funnel marketing.”

Integral to the funnel methodology are things we call “lead magnets.” A Lead magnet is something that prompts a potential client to pause and take an action of doing something that gives you insight into who they are and what they’re trying to achieve by being on your law firm’s website or other online property.

The most common and by far the most effective lead magnet we have found in successfully marketing plenty of law firms over the last 10 years is the “downloadable guide.”

 

What is a Law Firm Downloadable Guide?

At Fast Firms, we have years of experience that informs us that content marketing is the most effective way to market your practice.  It’s a marathon as opposed to a sprint. At the heart of a content marketing strategy is the design and careful implementation of lead magnets like downloadable guides.  To be effective, the downloadable guide is an adjunct to your website content, but the guide is an extension, a more substantive experience for your potential client.

Examples of Funnel Marketing for Law Firms

Let’s say the content on your law firm’s website that relates to separation is informative, but it’s subservient to the more substantial read to your guide titled, “Contemplating Separation: The Road Ahead.” In this guide, you’re ticking off the key topics, but you’re also starting to build a relationship with this potential client and validating in their mind, why your law firm is a good choice.  It’s not an overtly promotional tool, but it has attributes of promotion within it.  Most importantly, the downloadable guide only is downloaded after an exchange of the potential client’s name and email address.  This, of course, initiates an automated marketing flow that we prepare and deploy at a rhythm that suits your legal practice.

At Fast Firms, we take care of everything associated with this downloadable guide, from its inception, its content, its design, its integration and every marketing workflow that has to follow to enhance your firm’s success of acquiring the client.

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