A lawyer friend told me once, “No one likes lawyers until they need one.”
It was a good reminder about the function lawyers play in today’s society, solving problems, or preventing them. And that people don’t want to think about them, until their problem becomes all-consuming, and they can’t think about anything else.
I saw an interesting article recently on content marketing for lawyers that reminded me of my friend’s statement. I especially was struck by the headline, “People Search for Lawyers, Not Law Firms.” It reminded me that people look for lawyers the same way they look for any other service provider: they want a solution to a problem.
If you have a leaky faucet, you call a plumber. If your car isn’t working, you call a mechanic. Maybe you worked with one in the past, maybe you have a friend who recommends one. But chances are, unless that mechanic or plumber put a lot of money into marketing, you’re basing your decision on a relationship you/a friend have with a particular plumber or mechanic.
Barring that, you’re basing it on a Google search.
Chris Grant wrote on Passle.net about how lawyers can ensure they’re more easily found online, by using LinkedIn, blogging, videos, and Twitter to promote their personal brand.
. . .[P]eople are interested in people, and [this] hammers home the importance for lawyers (and other professionals) of having a really good online presence! Your potential clients are out there, searching for an individual that can help with the problem they have
Did you catch that last bit? Your potential clients are searching for those who can help with the problem they have.
When You Don’t Have Large Advertising Budgets
Of course, there are some law firms you’ve heard of. The giant ones in your city or state that spend a bunch of money on TV advertising, and coughed up several thousand bucks just to be on the back cover of the phone book. We’ve all heard of those firms.
But what if you don’t have back-of-the-phone-book money? Don’t worry about it. Instead, ask yourself:
- When is the last time you reached for the phone book? And if you did, did you look at the back cover? And did you look at the back cover at the exact moment you needed a lawyer?
- When’s the last time you watched TV commercials? When’s the last time you did it without fast forwarding or running off to the kitchen? And when is the last time you watched a TV commercial at the exact moment you needed a lawyer?
That’s not to say advertising is ineffective. It creates awareness. People will remember who you are when they do need you. But I’ll bet that many people who used the phone book and watched the commercials didn’t remember the name or phone number right off the bat.
I’m more willing to bet they Googled it until they found the right name.
Content Marketing: Providing Solutions to Problems
I’ve done content marketing for three different law firms, in three different cities and states, and covered three different practice areas.
One was for a general small-town attorney, who wanted people to find his firm when they were in trouble. We wrote blog posts about “what to do after you have an accident” and “should I represent myself in court?”
Another was for an employment law attorney. He wanted people to find his firm when they had been wrongfully terminated. So we wrote articles about “how to tell if I was wrongfully terminated” and “my supervisor is sexually harassing me.”
The third was for a major medical malpractice and personal injury attorney. He wanted to be found if someone had been seriously injured during a medical procedure or major accident. We wrote about what to do after a surgical procedure went wrong, or if an insurance company wanted to give a small settlement.
For all three clients, we had three goals in mind:
- To win local Google searches. Google looks at where a particular search is taking place, and then shows the results closest to the searcher. Try this as an experiment: pull out your phone and do a search for a plumber. I’ll bet the plumbers that come up are all in your city. Google provides those kinds of local search results, but only the best optimized websites — and those with a Google Business listing — will show up first on those local results.
- To demonstrate their expertise in their field. Once people find you, they need to know you know your stuff. It’s already assumed you do, since you graduated from law school. But what if you work in a highly specialized field? Or a very competitive field?
- To solve people’s problems People don’t just go searching for attorneys willy-nilly. It’s not like their three favorite online time wasters is Facebook, Candy Crush, and searching for law firms. No, people only search for lawyers when they need a lawyer. If you go back and look at the attorney examples I used above, you’ll see these are all questions or issues people have at a particular moment. And they’re searching for the answers online, not the phone book, not late-night TV commercials. So if you can demonstrate that you know the answer, at the time people need the answer, you’re the one they’re going to call.
I knew an attorney who specialized in intellectual property, and he often wrote about IP issues, partly to educate the inventors he wanted to appeal to, but also to show them that he knew more than the other IP attorneys they might be checking out.
Another attorney specialized in large-scale alternative energy issues. She was sought after by investors and utility companies for her expertise in that field. And she was able to demonstrate that by writing repeatedly about different local and national alternative energy issues that were happening around the country.
Attorneys who don’t have a lot of money to spend on advertising can reap great benefits from content marketing. You can boost your search performance and personal branding if you can write one or two blog posts per week. It gives you some great exposure and gets your ideas out there for your potential clients to see.