For law firms, digital marketing is vastly superior to traditional marketing strategies when it comes to generating ROI. That’s because digital marketing is targeted to connect you with people in your area who are seeking the services you provide.
Content marketing is a key component of any digital marketing campaign. It has significant front-end costs, including building a competitive website, defining your marketing goals, and purchasing the necessary diagnostic tools. After that, maintaining a content marketing campaign is relatively inexpensive and it will provide revenues for years to come
Content marketing levels the playing field for smaller law firms. When you create outstanding content, it will appear at the top of Search Engine Results Pages (SERPS), and you’ll attract organic traffic to your site.
Marketers generally recommend spending between 20 and 25 percent of your digital marketing budget for ongoing content creation. But this is just a guideline, and you’ll want to consult with your marketer to determine the portion of your advertising budget that will be dedicated to content creation.
Content Creation is the Key to Inbound Marketing
Just like the name implies, inbound marketing is a way to get new clients to come to you. This strategy depends on creating well-crafted content that ranks high in search engine queries. We call it organic traffic because it occurs naturally. And unlike Pay-Per-Click (PPC) advertising, organic traffic is free.
Content creation is the engine that drives your inbound marketing strategy. The higher your content ranks, the more traffic will be directed to your website. This traffic can be converted into new clients for your firm.
To rank high in Google queries, you’ll want to develop content that does the following:
- Answers frequently asked questions
- Contains the right keywords
- Is clear, concise, and enjoyable to read
- Is grammatically correct
- Expands the reader’s knowledge about a topic
- Appeals to the reader’s emotions
The Benefits of Content Marketing
Unlike traditional advertising such as print ads and billboards, content marketing doesn’t go after people who aren’t interested in your services. Instead, you strategically find people who are looking for what you have to offer.
It takes time to build an effective content marketing campaign, but it provides outstanding results when you do it right. And it will continue to generate traffic for years to come because Google and other search engines place a high value on informative content.
The benefits of content marketing include:
- Amazing ROI
- Driving traffic to your website
- Building your brand
- Generating and converting leads
- Expanding your social media reach
- Allowing you to compete with larger firms
- Establishing authority in your field
- It’s extremely cost-effective
Deciding How Much to Spend on Content Marketing
It makes sense to constantly measure and evaluate the ROI you’re getting on your advertising spend. But one thing is certain: Cutting your advertising budget to save money is a foolish maneuver. In a sluggish market, competition for new clients becomes even more intense.
When revenues are down, you’ll want to redouble your efforts to publicize your services. Your advertising budget is an investment in future growth.
Content marketing provides a low-cost acquisition channel with tremendous potential for growth.
That’s why 70 percent of businesses plan on increasing their content marketing budget according to Semrush, a leading internet research company.
Looking for Creative Ways to Get More Clients?
Legal marketing is a dynamic field, and you have to be on the cutting edge to remain competitive. That’s what we’ve been doing at SLS Consulting, Inc. for over 20 years.
Call to schedule a FREE consultation today. You can reach us at (323) 745-1806.
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