Your customer base is rarely at the Buying Point. Less than 5% of the people that come through your site are intentionally looking to use your services or product. Between 60-70% of the people will want your service or product “someday” but they just need more time as the need is not imminent or they are still researching. The remaining 30-35% will NEVER be customers.
The goal of content marketing is to address and convert the 60-70% of the people that could use your services someday.
To illustrate this, let’s look at the legal industry from the eyes of a small law firm.
Answer a Specific Question with a Cheat Sheet, Answer Guide or How-To
“The 5 steps to take immediately after a buying a business.” This very specific question provides value to high income earners (generally) that will need some type of legal documents drafted or legal advice down the road.
Having this valuable information on your website provides value and helps clients receive information independent of the “Wiki-How” canned responses. You are establishing legal and practical authority at this point.
People are researchers and will read, view, listen to as much FREE information as possible. Their decision point eventually culminates in either “do I do this myself” or “should I hire someone?”
The “hire someone” folks will certainly keep you in consideration as they feel some sort of connection to you given that you already gave them value up front.
Provide the solution to the $2,500 problem!
Go ahead and provide a “FREE Purchase Agreement” that people would normally pay $2,500+ to obtain. What will it cost you in the end? The templates you created once are already there and are slightly modified for each scenario depending on client needs. So instead of them sitting on firm’s archive, have them serve as the Lead Magnet for your website or Landing Page.
By ‘giving’ this template away you are receiving the following:
- Additional website traffic
- Contact information that you can drip into your marketing campaign
- A conversation starter that could be followed with, “Hey, I noticed you downloaded the Purchase Agreement. Are you looking to _____ and if so, keep _____ and ____ in mind.”
- A loyal follower down the road when a more complex issue comes around
Of course, attorneys more than anyone know that disclaimers are in order when providing this type of value. So the patented “The above is not legal advice…etc” would be in order.
Use Social Proof Creatively
Sure, people like seeing the certifications and positive testimonials of you law firm (or any business). However, how about infusing content-rich information into a real-life situation? The suggestion is NOT to include names and/or break attorney client privilege but to provide enough tangible information that would give people the gist of the situation and the value you provided.
“Recent client avoided litigation and mitigated risk by simply creating an LLC.” This simple title and further explanation of the situation provides the following value to future clients:
- Better understanding of LLCs
- Provides a general rule of thumb in risk mitigation and how to do it
- Establishes you as the expert and problem solver
- Demonstrates real world examples of your services
- Softens the “Cost” conversation (client spent $900 to set up LLC appropriately vs spending $50,000 in litigation)
- Builds trust, rapport and provides that social proof that
Overall these strategies provide your voice on an On-Demand platform. You are having multiple conversations with future clients that need your service and/or will need it down the road. Not mention, you are gaining more website traffic and improving your SEO by drawing people in and having them stay for your content.