{"id":896,"date":"2019-08-12T12:30:33","date_gmt":"2019-08-12T11:30:33","guid":{"rendered":"https:\/\/www.infolaw.co.uk\/partners\/?p=896"},"modified":"2019-08-12T12:33:09","modified_gmt":"2019-08-12T11:33:09","slug":"why-is-content-marketing-better-than-traditional-methods-for-legal-smes","status":"publish","type":"post","link":"https:\/\/www.infolaw.co.uk\/partners\/why-is-content-marketing-better-than-traditional-methods-for-legal-smes\/","title":{"rendered":"Why is content marketing better than traditional methods for legal SMEs?"},"content":{"rendered":"

For large legal firms, marketing is a relatively straightforward affair. But for SMEs, the need to be innovative and eschew tradition has never been clearer.<\/em><\/p>\n

Many an SME legal firm will feel a tinge of envy at the comparative simplicity of marketing services for larger firms. With their well-known brand names, wide geographical reach and in-house marketing teams, the big players enjoy obvious advantages.<\/p>\n

That does not mean smaller firms have not tried to market themselves, but the use of traditional methods<\/a> has led to poor returns on investment.<\/p>\n

Using analogue techniques for trying to reach clients in a digital age is always likely to be less successful. For instance, a newspaper advert is here today and gone tomorrow. Similarly, a billboard is constrained by physical location.<\/p>\n

Moreover, there is little control over who gets to see these adverts; a host of uninterested people may pass a billboard while a more likely customer walks down a neighbouring street.<\/p>\n

In contrast, digital content is by nature more accessible, without such limitations of time and place. But that is just one of its advantages.<\/p>\n

Through content marketing<\/a>, law firms and their digital partners can create great content and focus it more accurately on the people they want to engage with.<\/p>\n

Based on the characteristics (known as personas<\/a>) of the target market, content can be produced concerning the topics of greatest interest to them. The rule of seven suggests customers typically must be exposed seven times to a marketing message before buying; few will see the same newspaper ad seven times, but regular interesting online content can start a conversation to achieve this goal.<\/p>\n

This effort can be further boosted by using search engine optimisation (SEO) for law firms, as the right keywords can direct readers to relevant content. Social media and email marketing<\/a> can also focus more on particular target groups.<\/p>\n

With this greater precision of digital marketing, the ROI is sure to be higher than that of traditional methods.<\/p>\n

For some legal firms the use of modern techniques requires a shift from the ways of the past. Since old habits die hard and lawyers cannot be expected to do the jobs of marketers<\/a>, it makes sense to work with partners who can apply the most contemporary and effective methods of communicating with target markets.<\/p>\n

By Charlie Britten, BeUniqueness.co.uk<\/a>.<\/em><\/p>\n

Photo from Pixabay<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

For large legal firms, marketing is a relatively straightforward affair. But for SMEs, the need to be innovative and eschew tradition has never been clearer. Many an SME legal firm will feel a tinge of envy at the comparative simplicity of marketing services for larger firms. 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