A consistent, calibrated thought leadership program could do the heavy lifting for your business development efforts, getting you 90% of the way in showing a potential client that you and your business are the right choice for them.
When it comes to legal marketing and business development, there are few tactics as effective as a cohesive content marketing or thought leadership program. There are a number of reasons why such a program can be so effective, and I could spend hours talking about the various benefits of a program.
But to me, the greatest benefit that a consistent thought leadership or content marketing program brings to a law firm, practice group, or the lawyers in that firm or practice group is that it can help grease their business development slippages.
A steady stream of relevant, valuable, and compelling content can take a potential client 90% of the way to concluding that a particular law firm, practice group, or lawyer is qualified to help them meet their legal needs.
At this point, all the firm, practice group, or attorney has to do is cross that finish line. They need to reach the remaining 10% and show the potential client that they are the right choice for them in terms of personality and given their particular legal needs. They don’t have to prove their qualifications because the content has already done that for them.
Here are four ways content marketing and thought leadership marketing can grease the skids of business development.
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A consistent program of thought leadership content builds authority
First, obviously, relevant, valuable, and compelling content that consistently shows the knowledge and wisdom of a law firm, practice group, or attorney regarding a particular area of law or industry particular, goes a long way in showing a potential client that the firm, practice group or lawyer owns the assets.
This content works 24/7/365, whether in the form of blog posts, client alerts, videos or podcast episodes, to show the potential client that the firm, practice group or l lawyer is qualified to help him. Additionally, the type of content produced can give an indication of the qualifications of the creators.
Content that contains in-depth analysis will do a better job of showing qualifications than content that covers legal developments in a “breaking news” fashion. Additionally, creating content regarding developments in target clients’ industries can reassure potential clients that a law firm, practice group, or lawyer is aware of the business context surrounding their legal issues and that the firm, group or lawyer will take this context into account. by advising them, without them having to say so themselves.
A consistent thought leadership content program builds trust
If a law firm, practice group, or lawyer consistently creates content, this consistency shows that they are on top of the topic, because they wouldn’t be able to talk as much about the topics they cover if they didn’t. didn’t know. But this consistency also breeds trust.
If a potential client finds that a firm, practice group, or attorney has been publishing content consistently for years, especially flagship content like monthly, quarterly, or annual reviews, they will consider the creators to be trustworthy and disciplined.
This is helpful because it means the people posting the thought leadership will be trustworthy and disciplined when representing clients. Potential clients will assume they won’t let them down because they’ve been consistent with their thought leadership marketing and business development content.
Thought leadership can show potential clients that lawyers see the world as they see it
In thought leadership content, you will often see advocates sprinkling in subjective commentary when providing analysis. When these comments show that lawyers see the world from the perspective of their clients, potential clients are further persuaded that these lawyers are the right choice for them without the lawyers having to hint.
For example, a white-collar criminal defense attorney may frequently drum up thought leadership content about overzealous prosecutors who bring charges for which they cannot obtain a conviction in court, but do so anyway. for political and public relations reasons.
When a potential customer is the subject of such accusations, they think while reading this content: “This person knows what I am talking about. They know how I feel. They have already seen it. I bet they could help me.
Similarly, let’s say a regulatory lawyer frequently comments on how the regulatory body he deals with most often still lags behind the industry and needs to adapt his regulations and policy decisions to the modern age. The reason is, according to the lawyer, that the regulator stifles innovation with its dated visions of the world and the industry.
If a potential client feels the same way, seeing this content shows them that the lawyer is both qualified to help them and shares similar worldviews, which means they are more likely to agree on the best way to approach the legal problem(s). perspective is faced.
Thought leadership can build personal relationships
The subjective comments lawyers make in their thought leadership content can also build personal relationships with potential clients when those comments relate to shared hobbies and outside interests.
Let’s say a lawyer makes reference to classic cars in a blog post about a recent appeals case that unfolded. In fact, this lawyer mentions that a particular model year of the Ford Mustang was by far the worst Mustang ever made. Imagine the rapport established when a potential customer reads this message and says, when chatting for the first time, “By the way, you’re completely wrong about the 1968 Mustang. The 1971 model was a bigger pile of junk. -to-brac.
Subjective comments referencing topics as broad as parenting, pop culture, and food could be opportunities for potential clients to get to know an attorney through their content and start building relationships. So when they finally speak, it feels like the potential client already knows the lawyer and feels a connection to them that makes it easier to continue retaining the lawyer without the lawyer having to do much, if any. , to sell “.
Pull out the thought leadership, pull out the grease
Establishing and executing a strategic thought leadership marketing program is not easy. Consistently creating relevant, valuable, and compelling content is challenging for lawyers and law firms given how much they have to do.
But law firms and lawyers need every unfair and honest advantage they can get in the marketing and business development game – an increasingly difficult game given how competitive all segments of the industry are. legal industry these days.
A strategic leadership marketing program that consistently delivers relevant, valuable, and compelling content calibrated to the interests and needs of its target audiences is an unfair advantage. Indeed, it can grease the slippages of business development, making it easier for potential clients to hire a law firm, practice group or lawyer by creating relationships that would not have existed without the content.