Content marketing: An insight into client-retention strategies

Content Marketing and client relationsBy Paul Herrmann

Content marketing is a specific type of marketing that involves the creation of online material which stimulates interest in a specific product or service. These materials can include videos, blogs, social media and more.
It is an extremely useful tool for client-retention, as it builds trust and loyalty between a client and a company. In order to foster this retention, it is important for companies, especially law firms, to develop clear content marketing strategies and define goals that focus on the most strategic areas of company growth.

This content should be client-centered, meaning that it should be framed around what the client will respond to the best. It is advantageous to use these strategies in order to allow a client to feel like they have a loyal ally in their individual success. In fact, many law firms who use content-marketing strategies have improved their clientele greatly. It is important to keep the following in mind when implementing content-marketing into your business plans:

Your content should be striking and maintain quality. While it is important to produce higher quantities of content, it’s crucial that you never lose the content’s quality. Through a mix of good quantity and quality, your content will reach wider varieties of audiences.

Create a brand. It is important to market your business as a brand, and revolve your content around that brand. A unique style will attract even more people to your firm’s content. Make sure that this content is relatable to your audience.

Keep it simple. At a law firm, it’s easy to focus content around the intricacies of law and legal practice; however, using a conversational tone and simpler language will help more people relate to what you’re saying. You don’t necessarily have to dumb it down, but balancing conversation, examples, humor, and legal jargon will relate better to people.

Use the news. Many great content pieces will come from current events. This is why it’s extremely important to take advantage of the news and what’s trending in order to push your content out to more readers.

Content marketing has proven extremely useful in many businesses, especially within law firms. The legal industry should actively work to incorporate more content-marketing strategies in order to take full advantage of the marketing world.

The Role of Return on Investment in Legal Marketing

One of the most important questions in the marketing field, and in legal marketing specifically, is how to calculate the return on investment (ROI) of the dollars spent on marketing. In the law firm world, this question has become much more crucial than it was a few years ago.

Herrmmann Law provides ROI for Law Firms of all sizesWe are in an age of accountability, and marketing departments have to prove their worth.

One of the most important questions in the marketing field, and in legal marketing specifically, is how to calculate the return on investment (ROI) of the dollars spent on marketing. In the law firm world, this question has become much more crucial than it was a few years ago. As law firms’ marketing budgets become tighter, lawyers are becoming increasingly more interested in knowing how their marketing dollars are being spent, and to what end.

We know that people do business with people they know and trust, and have seen – that’s where we step in. Marketing can make a lot happen, but there are caveats. We can’t control the product, the pricing, attorney follow-ups, sales skills, presentation skills, or people skills.

A good deal has been written on the ROI of legal marketing. The basic principles that I see as most crucial are the following:

1. Many of the measures of ROI are imperfect at best. Although it’s easy to say with certainty how much a law firm spent on, say, a CLE seminar on tax issues involving trusts and estates, and it’s easy to know how many current and prospective clients attended the seminar, it’s quite difficult to ascertain what new client matters may have resulted from the seminar and thus how much revenue was generated. There are many reasons why a new client might come to a firm or why an existing client might choose to give the firm new legal work.

2. Return on investment must be calculated over the long term. A period as long as two to three years is generally needed to realize the benefits from a media campaign, a social media program involving brand exposure, or a blog. Quite often, an attorney will look for a major influx of client work after three to six months. It doesn’t happen that way. The firm’s leaders need to have intestinal fortitude and need to persist with their plan.

3. Even though ROI is hard to measure, a firm that makes serious attempts to measure ROI is doing much better than a firm that doesn’t even try. Although it may not be easy to directly track revenue from a seminar or an advertising campaign, there are ways of approximating the value of the marketing expenditure. The firm could measure the number of billable hours worked by its trusts and estates department in the six months before the seminar and in the six months afterward. An increase would give at least an indication that the seminar was worthwhile.

4. All the good marketing plans a law firm can make through seminars, media campaigns and the like are probably going to be useless for ROI purposes unless the attorneys know how to follow up and deliver their message. A good marketing team can increase brand recognition, can help foster trust and a sense of stability, and can encourage lawyers to do their part. But the lawyers need to close the deal.

5. It’s always better to plan a marketing campaign ahead of time with thoughtfulness and intent, and it’s likewise better to plan the use of an ROI measure ahead of time. If the firm chooses to pay for search terms via Google, for example, that marketing expenditure should be coupled with a planned and appropriate ROI metric, such as the firm’s cost per impression, cost per click, or average position in response to a Google search.