Trending February 2024 # Content Marketing For Legal Services # Suggested March 2024 # Top 7 Popular

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Legal services: Engaging the non-engagable through content marketing

For law firms, word of mouth has always been the principal generator of work. This may seem surprising given the wealth of marketing tools at their disposal, but the reason is actually quite obvious. Both individuals and businesses perceive purchasing legal services as high risk.

People generally don’t fully understand their legal rights, and if they do, making a purchase is typically an infrequent act, arising out of a situation of distress (litigation, divorce, death). So people look to friends, colleagues and ‘opinion leaders’ for their experiences and recommendations, to reduce any risk they may feel exposed to.

Historically law firms have sought to leverage the power of word of mouth through ‘thought leadership’ activities, ‘early’ forms of content marketing; monthly newsletters, articles in trade publications, local seminars etc. But things have moved on. Or to be more specific, moved online: word of mouth has expanded its reach across social platforms, as ‘interrupt marketing’ continues to fail.

While other industries and big consumer brands opt for more ‘permission-based’ promotion, law firms and professional services in general have been usurped in the ‘content marketing’ stakes.

With huge investments being made, industries such as retail use content marketing not only as the cornerstone of their in-bound marketing strategies, but also to strengthen their brands and move consumers ‘softly’ through buying cycles.

Consumer and business audiences are now exposed to more content than ever before, and the bar for ‘quality content’ has been considerably raised. In order to ensure their firms are gaining traction amongst the increasing online ‘noise’, legal service marketers need to help their firms progress beyond direct mailing a ‘quarterly newsletter’ and ‘monthly case updates’ to existing clients, to a more rigorously defined, consistent and efficient content marketing and distribution system.

As almost cliched the term has become, law firms really do need to become legal publishing houses.

So how do firms bring thought leadership marketing into a new era?

How can they compete effectively online – not only with their direct competitors, but with any other brand vying for audience attention and mind space?

1. Develop the business case

Most legal service marketers need to ‘gain buy-in’ internally before they can do something different. At the most senior level, this probably means pitching a business case to your firm’s management board. If you’re putting a business case together to actively pursue a content marketing strategy, start by piquing the board’s interest and talking their language. They need to understand that:

1. Clients – actual and prospective are more empowered, impatient and sceptical than ever before. They will do their best to ignore interrupt marketing and are acutely aware of when they are being sold to.

2. If ever there was a marketing tactic which supported the traditional tenets of professional services – trust, integrity, credibility – content marketing is it.

3. Socially shared content will create brand awareness beyond the traditional local-operating reach of the firm.

4. Content marketing can be used to foster engagement, create trust, establish your firm as a thought leader and expand the reach of your reputation and message through social sharing (online word of mouth).

5. Content will drive organic search results and will increase SERPs.

9. Content marketing will help retain clients between instructions and increase cross-sell opportunities.

10. Content marketing will increase client awareness, making future sales cycles shorter.

A good structure is to highlight the current situation, and then project a future position, remembering to under-promise and over-deliver.

2. Develop the content marketing strategy

Law firms must turn their thought leading ‘authority’ into ‘audience’. To do this, the marketing team should lead on developing a solid content marketing strategy for the firm.

By increasing and reinforcing awareness through quality content, you can achieve business objectives by illustrating why your firm’s solution is the best fit or will meet potential clients’ needs more adequately.

The content strategy should:

1. Define how content marketing will achieve business goals.

2. Define the needs and wants of the audience the content will address.

3. Define the value that the audience will receive.

4. Define how content will deliver and reinforce the firm’s brand experience.

5. Define the content type; the legal topics that the audience need to be aware of.

6. Define how differentiation from other firms will occur.

7. Define the content message.

8. Address how the firm will reach the audience.

9. Address how the firm will encourage participation.

11. Address howe the firm will engage long term.

12. Identify if the firm has the necessary resources in place, specifying who will be responsible for what.

Content marketing is about initiating a real conversation that addresses real problems and provides real solutions.

Firms must be able to create content that answers the audience’s questions. Firms need to create something that will help people. Think in terms of how to be that ‘best answer’. But also consider how your firm can achieve differentiation through your content.

3. Plan content and understand the audience

Good content planning considers the audience and their characteristics. Whilst many firms will already have a good idea of who their audience is, you need to go the extra mile and understand how your audiences discover, consume and act upon the content being provided.

Start empathising with the ‘audience information journey’. Where are they looking for information? What are their discovery channels: email messaging, search keywords, social network topics, popular websites and forums?

It’s also important to figure out how your target audience prefers to consume information: video, visuals like info-graphics, long or short form text, or the many other media formats that exist? And consider the devices and platforms audiences are using: social networks, websites, blogs, apps, smartphones, tablets or computers.

Tapping into web analytics for devices used and media types consumed that result in conversions is the low hanging fruit for determining whether firms need to optimise for a mobile experience vs. tablet or images vs. video.

Once you understand this information, detailed editorial calendars and content schedules should be created. These are vital for indicating how frequent content will be updated, the content type and formats and how content will be created and sourced. As are delegated responsibilities to produce, edit and obtain approval for content.

4. Maximise visibility

Content needs to be found.

In today’s omni-channel communication environment, ‘transmedia storytelling’ has developed because of the dynamics of how audiences consume and share content. Audiences have access to so much content, they filter or skim; except for the content they need.

Audiences consume content in bite-sized pieces, on smart phones and tablets, often on the go. Because engagement is central to this form of storytelling, firms must ensure that whichever platforms are being used, audiences should not only find content but should be able to react and interact with it in a very simple way.

Devise and build lists of the platforms that matter to your audiences, such as influential industry blogs, news sites, RSS feeds, podcasts, industry and trade publications, news and information aggregators and forums. But rather than simply repeating the content on different platforms, try to adapt the content and story to match the platform’s strength to maximise user experience.

This content should not only all link together, but should be in narrative synchronisation with each other. By creating interconnected content, broken down into easier-to-consume chunks, you can embrace the technicalities and complexities that can exist in professional services content and educate audiences by distribution across varying channels.

5. Measure and improve

A well-executed content marketing strategy will show returns. However, firms need to examine resources carefully and create a strategy that plays to their strengths. Showing an analytics report to the managing partner will just raise more questions than support.

Break down the returns into primary, secondary and user metrics.

1. As primary metrics, the management board will only care about:

1. Is the content driving business for us?


2. Is the content reducing costs?

3. Is the content retaining clients?

It’s these questions that primarily need answering.

2. As secondary supporting metrics:

1. Is content improving lead quality?

2. Is content increasing lead quantity?

3. Is content making sales cycles shorter?

4. Is content increasing client awareness?

5. Is content increasing cross-selling opportunities?

6. Is content driving positive client feedback?

3. There are also user metrics that help support the secondary indicators, around content:

1 increasing web traffic?

2.increasing page views?

3.reducing bounce rates?

4.producing re-tweets or social shares?

5.increasing our search engine ranking?

Conclusion

The demise of interrupt marketing means traditional methods of thought leadership promotion don’t work the way they used to. It’s for law firm marketers to turn to content marketing as a way to leverage word of mouth, and support their firm’s efforts to attract, engage and acquire a clearly defined target audience.

However, in doing this, thinking like a publisher and formulating a content marketing strategy is a must if results are to be achieved.

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Emerging Trends Of Content Marketing In 2023

In 2023, content marketing was characterized by swift changes in strategy and agility of the brand. Likewise, in 2023, brands with higher adaptability and agility will likely succeed. Content creates brand awareness, demand, and conversion when its created tactfully.

So how can you create content that’s apt for your brand? Following are the emerging trends in content marketing that can help your brand to grow lucratively in 2023.

Topical Authority will Substitute Keyword Research

How well are you aware of the subjects that you create content about? Google will primarily emphasize the depth of expertise compared to other factors, such as link building. Backlinking was once the primary factor in developing authority in the SEO-verse, but subject expertise is now becoming more important.

The Content must Provide Value

Customers engage with a variety of content daily, meaning they will become particular about where their attention goes. Hopefully, we will experience the end of gated content for everything but the best and most authentic research.

The cycle of giving away emails for half-baked e-books and guides is over. Users will refrain from sharing their personal information in exchange for mediocre and invaluable content, so brands need to provide insightful and value-driven content immediately.

Original and Well-Researched Content will be Popular

The Internet has become a sea of content; it can be difficult for brands to differentiate by producing unique and original content. Blogs with original research and content are likely to get featured on google because of their unique selling proposition and originality.

The field of content marketing is incredibly monopolized by influencers and thought leaders; however, they are exactly unhelpful in determining what works and what doesn’t in the ever-transforming digital landscape of google.

Whereas original research gives you profound information into what industry professionals and startups are doing, whether it is beneficial or deteriorating. As companies are likely to seek ways to help customers, they can reach out to established influencers in the content marketing industry to help create original and well-researched content.

Content must become Engaging and More Interactive

In 2023, the content must grasp the user’s attention. Otherwise, they won’t engage with it, which would not convert the interaction into sales. To convert more, the brands must create interactive content. Users are looking for content that ignites an emotional response, maybe laugh and relish in aha moments when they have successfully found the answer to their query.

Creating engaging and interactive content will become more critical, especially as B2B brands continue to practice the marketing strategies of B2C companies.

Pro-Tip: Make sure your content has a jovial tone, relatable memes, and funny GIFs, and there you have a highly engaged audience.

Also read:

Top 10 Best Software Companies in India

Adoption of Artificial Intelligence (AI)

Though you cannot use the content for high-quality blog posts, SEO spammers will start adopting this AI tool for massively producing content to increase the noise in search engine results pages.

Although, creating high-quality and in-depth content won’t be possible with the current capabilities of AI software. But it is a future that all content marketers should be ready for.

User Experience is Your USP (Unique Selling Proposition)

When creating content, especially SEO content, many content marketers focus on catering the google’s requirements, but google will be catering much more to its consumers. Rather than optimizing for keywords, google will emphasize user experience to create a more user-friendly and delightful web.

Content Templates are The Future

Before progressing and performing another task, we humans like to reflect retrospectively on how our competitors have done it before us. D2C brands emphasize using how-to guides and explainer videos for their products. B2B companies use demo templates. Another way is to use template libraries.

The Launch of Google’s Core Web Vitals

Google’s emphasis on user experience will stretch to more than just making alterations to their search algorithm and hoping brands will adapt. Core Web Vitals will have a greater impact on the search results.

Core Web Vitals reports are easily available in Google Search Console and illustrate how your pages perform based on real-world usage data, also known as field data. Brands can use these reports to direct the content marketers on pages that need to be fixed so that they are adequately prepared once the alterations are made.

Google constantly updates its search algorithm, but with these reports, brands have a way of continually monitoring and evaluating what is happening on the pages instead of just relying on the traffic reports or waiting until the traffic has reduced.

Conclusion

Content Marketing is a growing field, and only those who are well-versed in the updates made by google are likely to remain successful because the search algorithm and criteria keep changing. So, there you have it. What other content marketing trends do you think SEO experts will experience in 2023? Comment below.

How To Create Successful Content Marketing Strategy? – Webnots

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7 Steps for Successful Content Marketing

There is no rubber-stamped route to content marketing strategy. However, there are frameworks that you can follow to get the best outline for your need. The following steps can prove useful in formulating a successful content marketing strategy.

1. Know Your Target

This is a crucial first step in formulating your content marketing strategy. Your target provides the direction for your content marketing. The way you define your target can determine if your strategy will be successful or not. A clear outline of your target provides you with the standard with which you measure your outcome.

2. Work on Content Nature

Just before you even think of creating the content you need, there is a need for you to determine the nature of your content. You have to decide the direction in which you are taking your content. For example, you decide on things like if your content should be informational, sales pitch, leading on your audience, etc. One thing that is recommendable about the type of content you are creating is to make it unique to you. Given the huge amount of content out there with more churning out every day. Uniqueness is vital to your brand. Do a cross-analysis of your content and that of your competitors and eliminate any trace of similarity in content as well as strategy.

3. Content Formation

Now, this part is the main attraction, and for the sake of your content marketing strategy success. It is important you get this part right. By now, you know your target and the nature of the content you want to create. Therefore, you need to get writing experts who can produce the exact content that fits into your content marketing strategy. During content creation, take note of the headline and ensure you craft an attention-grabbing headline. It is also crucial at this stage as it can make or break your campaign. Overall, align your content with your target.

4. Content Outreach

You need to start thinking of how to give your content a broad outreach through the right distribution channel. The wrong distribution channel could affect the success of your content marketing strategy. It is useless creating high-quality content with poor content outreach. Your distribution channel could be influential publications, high authority websites, social media, etc. Ensure you pick the right one that suits your overall strategy and target.

You can utilize various distribution channels.

Boost your content outreach through social media, press releases, etc.

Utilize your existing network to distribute your work or use the industry network.

The basic point is you need to invest as much time into content outreach as you did content formulation.

5. Evaluate Performance of Your Content

Once your content is out there, the work is not over yet. You need to evaluate your content performance by using tools like Google Analytics. You measure your content against the target you set earlier in your content marketing strategy. This will give you an idea if your content is measuring up to the set target or you should re-strategizes.

6. Enhance Strategy Through Data Collection

Collecting data is part of what makes your content marketing strategy successful. Through data collection, you can bring value to your readers by offering what might actually interest them. Data collection offers you an insight into your niche. You can collect data through a customer’s survey using tools like surveys, polls or even interviews. You can collect data from existing sources or start from scratch, whichever way you go will influence the success of your content marketing strategy.

7. SEO Additives

Talking of adding flavors to your content marketing strategy, there is no better flavor to add than SEO. After organizing a highly successful campaign and you have your content on every targeted site. It is essential to do follow-up for the sake of SEO, this is to ensure you get all the necessary SEO backlinks from your published content.

In order to get credit for your original content, it is essential to keep track of websites that publishes your content. You can use tools like Google alerts to get notifications about the sites that use your content. Once you discover sites that do not provide a backlink, simply notify them and most will be happy to oblige.

Conclusion

The recipe for a successful content marketing strategy is definitely not a single route. However, whichever route you want to take some fundamentals must not be ignored as we have mentioned and discussed above. Above all, have in mind your business and marketing aims and ensure your strategy from initiation to content distribution aligns with those aims. If you have a team then carry the rest of the team along so that you are on the same page. This ensures that their contribution tally with set goals in your content marketing strategy.

Das 1×1 Des Content Marketing: Ihr Leitfaden Für Erfolgreiche Kampagnen

Neben den Grundlagen, stellen wir Ihnen Methoden vor, mit denen Sie Ihr Content Marketing analysieren und verbessern können.

Content Marketing ist definitiv angekommen. Laut einer aktuellen Studie gilt das Vermarkten von Inhalten in 83% aller deutschen Unternehmen als gesetzt. Doch bevor Sie in die unendlichen Weiten professionell gemachter Inhalte aufbrechen, studieren Sie die Grundlagen. Es lohnt sich: Wer das 1×1 des Content Marketing beherrscht, kann richtig aufdrehen.

Diesen Leitfaden haben wir ursprünglich nur zur internen Verwendung entwickelt. Doch ich bin sicher, dass auch andere Content-Marketing-Teams davon profitieren können. In unserem Content Marketing 1×1 stellen wir Ihnen neben den Grundlagen einer Content-Marketing-Strategie auch ein paar komplexere Methoden vor, mit denen Sie Ihr Content Marketing analysieren, verfeinern und verbessern können.

Der Leitfaden unterstützt Ihr Team dabei:

Ideen für Kampagnen zu entwickeln, die in Ihrem Zielmarkt für breite Aufmerksamkeit sorgen

Kundenorientierte Inhalte für die Leadgenerierung zu produzieren

Sich mittels vorhandener Daten besser auf die Bedürfnisse Ihrer Kunden zu konzentrieren

Mit durchdachten Verkaufsprinzipien Traffic und Konversion zu steigern

I. Content-Marketing-Grundlagen

Ganz egal, ob Sie einen Blog-Post verfassen wollen oder gerade über eine neue Webinar-Kampagne nachdenken – die folgenden sechs Regeln bilden die Grundlage für jedes erfolgreiche Content Marketing.

1. Verhelfen Sie Ihren Kunden zum Erfolg 2. Schreiben Sie, wie es wirklich ist

Um Ihren Kunden zum Erfolg zu verhelfen, müssen Sie über deren reale Schwierigkeiten schreiben. Das gelingt am besten, wenn Ihr Content auf echten Erkenntnissen beruht. Sprechen Sie mit Ihrem Sales-Team. Sprechen Sie mit Ihren Kunden. Hören Sie sich nach konkreten Problemen um, die die Leute lösen möchten. „Die Komplexität eines globalen Konzerns mit lokalen Niederlassungen managen“ ist kein konkretes Thema. „Wie bekomme ich die lokalen Teams dazu, unsere Markenrichtlinien tatsächlich zu lesen?“ entspricht schon eher dem Arbeitsalltag der Leute.

3. Schreiben Sie unkompliziert

Ihre Leser sind nicht dumm. Und Sie sind auch nicht schlauer, als Ihre Leser. Aber niemand hat Zeit, sich zu überlegen, was genau mit „integrieren Sie Ihre Workflows, um einen höheren Deckungsbeitrag zu erzielen“ gemeint ist. Benutzen Sie möglichst einfache Sprache, und schreiben Sie so, dass es auch ein Fünftklässler verstehen kann.

4. Klingen Sie wie ein Mensch

Kurze Sätze und Absätze funktionieren am besten. Vermeiden Sie lange Wörter. Wenn ein Satz aus mehr als 15 Wörtern besteht, machen Sie besser zwei daraus. Versuchen Sie, einen Mix aus langen und kurzen Sätzen zu verwenden. Verzichten Sie auf leere Floskeln. Vermeiden Sie Klischees.

5. Ratschläge und Tipps sollten sofort umsetzbar sein

Ihre Tipps, Tricks und Ratschläge sollten sich sofort umsetzen lassen, erklärt Rand Fishkin in seinem Content-Marketing-Manifest. Den Traffic auf der Website steigern. Ein neues soziales Netzwerk nutzen können. Den Chef durch Insider-Wissen beeindrucken. Es gibt eine Menge Content, der nur allgemeine Ratschläge (wie „optimieren Sie Ihr Social Media-Profil“) erteilt. Gefragt sind konkrete Tipps, die Ihre Leser sofort ausprobieren können. Fragen Sie sich also immer: Was kann ein Leser direkt nach der Lektüre dieses Inhalts in seinem Job umsetzen?

6. 

Schreiben Sie etwas, auf das Sie stolz sein können

Werden Sie nicht bequem. Schaffen Sie Dinge, die Sie stolz machen. Bemühen Sie sich um gute Arbeit. Und wenn Sie auf ein Hindernis stoßen, finden Sie einen besseren Weg.

Fünf Fragen zur Selbstüberprüfung:

Hilft es dem Leser?

Lösen Sie tatsächlich die Probleme der Leser („Das steigert Ihre Verkaufszahlen“)? Oder tarnen Sie Produktbeschreibungen als Ratschläge („Wie Sie Ihre Verkaufszahlen steigern = Vereinbaren Sie einen Demo-Termin mit unserem Sales-Team“)?

Basiert es auf einem echten, handfesten und spezifischen Kundenproblem?

Mit Social Media Zeit zu sparen, ist kein Problem. Sich vier Stunden mit einem Social Media-Report für den Chef in Excel herumzuärgern, schon.

Hat der Content Nutzwert?

Sie kennen zwar das Problem (der Kunde will mehr über Instagram verkaufen), aber bieten Ihre Ratschläge wirklich eine Lösung? Um ihre Herausforderungen erfolgreich zu meistern, brauchen Ihre Kunden handfeste Tipps.

Lässt sich das sofort umsetzen?

Was können die Leser direkt nach dem Lesen in ihrem Arbeitsalltag anwenden?

Sind Sie zufrieden damit?

Ist es einfach geschrieben? Klingt es nach einem Menschen? Würden Sie das mit Ihren Freunden teilen?

II. Die besten Content-Arten 1. Nehmen Sie den Lesern Arbeit ab

Recherchieren Sie fünf Stunden lang alles über die neuesten Branchentrends. Dann fassen Sie die Ergebnisse zusammen. Damit sparen Sie Ihren Lesern Zeit – diese wissen nach 10 Minuten, wofür Sie fünf Stunden gebraucht haben.

2. Schreiben Sie über die Leitbilder des Unternehmens

Intercom sagt: „Schreiben Sie mit Leidenschaft über das, was Sie kennen, damit Ihr Content nicht in der Versenkung verschwindet. […] Die besten Texte entstehen aus Ihrem unerschütterlichen Glauben an das Richtige.“ Vermitteln Sie einfache Botschaften wie „Social Media verändert die Geschäftswelt“ durch Geschichten. Zum Beispiel: „Wie ein Weinliebhaber mit seinem Twitter-Nutzernamen ein globales Unternehmen aufbaute.“

3. Lernen Sie etwas Neues, und erklären Sie dann, wie es funktioniert

Finden Sie heraus wie etwas funktioniert (zum Beispiel den Konversion-Tracker in Facebook einrichten). Dann schreiben Sie eine Schritt-für-Schritt Anleitung dazu. Aber bitte ganz konkret. Bitten Sie jemanden, diese Anleitung auszuprobieren – und zwar bevor Sie sie veröffentlichen.

4. Veröffentlichen Sie etwas, das nirgendwo sonst zu finden ist

Teilen Sie exklusives Wissen aus Ihrem Unternehmen. Zum Beispiel eine anhand von Firmendaten durchgeführte Studie oder eine Kunden-Story aus Ihrem Vertrieb.

5. Übernehmen Sie die Denkarbeit

Nehmen Sie sich eine Stunde Zeit, und überlegen Sie sich Marketing-Strategien für eine Firma. Dann listen Sie all Ihre kreativen Ideen in einem Beitrag auf. Kaum jemand kann sich den Luxus leisten, in Ruhe nachzudenken – Sie schon. Schon mit ein paar wenigen Ideen stehen Ihre Leser im nächsten Meeting besser da.

III. Wo finden sich Content-Ideen? Konsumenten- und Produktforschung

Wie der legendäre Werbetexter Eugene Schwartz einst sagte: „Hören Sie auf Ihre Kunden und das kollektive Bewusstsein des Marktes. Informieren Sie sich genau über das Produkt. Auf diese beiden Quellen können Sie sich verlassen.“

Sie wollen Ihren Traffic im nächsten Quartal um 20 Prozent steigern? Es fehlt an Ideen für Ihre Marketing-Kampagne? Sie finden einfach keine Strategie, um die Abwanderungsquote zu verringern?

Die Antwort liegt entweder in der kollektiven Bewusstsein des Marktes oder in Ihrem Produkt. Eine andere Inspirationsquelle gibt es nicht.

Eigentlich ist dieser Punkt ganz einfach. Doch die Mitarbeiter versammeln sich lieber vor einem Whiteboard und hoffen auf göttliche Eingebung. Das Ergebnis sind generische Strategien, Werbekampagnen voller langweiliger Wortspiele und oberflächlicher Content. Doch kreativ sein heißt nicht Ideen aus dem Hut zu zaubern. Kreativität hat die Aufgabe die beiden Ausgangspunkten „Produkt“ und „Wissen über die Kunden“ zu verbinden.

Unternehmen Sie eine Sales-Safari

Eine unserer favorisierten Strategien haben wir von der Marketing-Beraterin und renommierten Referentin Pamela Slim: die Sales-Safari. Auf so einer Sales-Safari beobachten Sie die Kunden in ihrer natürlichen Umgebung. Das hilft, Ideen für Produkte oder Kampagnen zu sammeln, weil Sie miterleben, mit welchen Schwierigkeiten Ihre Kunden Tag für Tag zu kämpfen haben.

Verwenden Sie diese fünf Fragen als Leitfaden für Ihre Safari:

ERSTENS: Was wissen die Kunden bereits?

Sammelt Ihre Firma Informationen über abgeschlossene und geplatzte Geschäfte? Wenn ja, können Sie anhand dieser Daten den Wissensstand einer Zielgruppe ermitteln. Finden Sie heraus, wer typischerweise in den Kaufprozess involviert ist.

Sie schreiben für die Reisebranche? Dann suchen Sie nach einem Reiseangebot. Finden Sie heraus, wer von Kundenseite am Prozess beteiligt war. Notieren Sie die Namen und Positionen der Beteiligten.

Sobald Sie das wissen, recherchieren Sie auf LinkedIn und Twitter: Suchen Sie die Profile der Betreffenden. Schauen Sie dort, welche Inhalte sie regelmäßig teilen. Richten Sie einen Such-Stream in Hootsuite ein, und beobachten Sie regelmäßig, was diese Leute gerne teilen und was sie über Social Media wissen.

ZWEITENS: Welches konkrete Problem möchten die Kunden lösen?

Das lässt sich nicht ganz so einfach herauszufinden. Auf den LinkedIn-Profilen wird darüber jedenfalls nicht gesprochen. Der beste Ausgangspunkt ist Ihr Vertrieb. Vereinbaren Sie ein Meeting, und erkundigen Sie sich, was die Kunden typischerweise wissen wollen. Oder noch besser: Nehmen Sie als stiller Zuhörer an einem Sales-Call teil.

Hier finden Sie weitere Hinweise:

Suchen Sie nach einer öffentlichen Facebook-Gruppe, in der sich potenzielle Kunden über die täglichen Schwierigkeiten im Job austauschen.

Durchsuchen Sie Fragen auf

Inbound.org

,

Quora

,

Clarity

und

Gute Frage

. Die Ergebnisse sind recht unterschiedlich, aber manchmal stoßen Sie auf Gold.

Reden Sie mit „echten Menschen“. Sprechen Sie mit dem Vertriebs-Team, interviewen Sie einen Experten (zum Beispiel einen Berater, der im entsprechenden vertikalen Markt tätig ist) oder befragen Sie einen Kunden zu seinen täglichen Herausforderungen.

Suchen Sie nach einem Buch zum Thema, beispielsweise „Social Media für Dummies“. Gehen Sie dann auf Amazon. Lesen Sie die Bewertungen. Das verschafft Ihnen einen Eindruck von den Problemen, die durch die Lektüre des Buchs gelöst werden sollten. Diese Taktik haben wir von der Autorin und Werbetexterin Joanna Wiebe übernommen.

DRITTENS: Was wurde bereits unternommen, um das Problem selbst zu lösen?

In der Regel versuchen die Menschen das Problem, für das Ihr Produkt eine Lösung anbietet, erst einmal selbst zu lösen.

Möglicherweise haben sie sich ein Konkurrenzprodukt angeschafft und sind damit gescheitert. Der Werbetexter Ray Edwards nennt das den „Versuch-und-Irrtum-Kreislauf des Käufers“.

Guter Content sagt: „Das ist Ihr Problem. Und hier ist die Lösung dafür.“ Ausgezeichneter Content sagt: „Das ist Ihr Problem. Und das haben Sie schon alles erfolglos versucht. Dies sollten Sie stattdessen tun.“

VIERTENS: Was soll sich ändern?

Hier kommen Ihre Marketing-Fähigkeiten ins Spiel. Potenzielle Kunden werden Ihnen mit Sicherheit ein allgemeines Ziel nennen, etwa „Wir wollen unsere Social Media Community vergrößern.“ Das wahre, persönlich angestrebte Ziel („Ich hätte gerne, dass diese Kampagne extrem erfolgreich ist, damit mein Chef mich weiter diesen wichtigen Kunden betreuen lässt“) wird Ihnen wahrscheinlich verschwiegen. Ausgezeichneter Content spricht sowohl die Unternehmensziele als auch die persönlichen Karriereziele der potenziellen Kunden an.

Lesen Sie den Businessweek-Bestseller „Crossing the Chasm“ – darin wird erklärt, warum Transformation für verschiedene Menschen auch verschiedene Bedeutungen hat. So wird beispielsweise ein junges, innovatives Unternehmen andere Gründe für einen Software-Kauf haben, als ein etablierter Konzern.

Lassen Sie sich von der Positionierung Ihrer Marke inspirieren. Bei Hootsuite zum Beispiel sorgen die

Grundsätze unserer Unternehmenskultur

dafür, dass die Content-Strategie auf die Marken-Story abgestimmt werden kann. Senden Sie nicht zu viele unterschiedliche Botschaften aus. Vermitteln Sie die Unternehmensvision in jeder Kunden-Story, jedem Blog-Post und jedem Leitfaden. Dieser rote Faden sorgt dafür, dass Ihr Content im Thema und in Erinnerung bleibt.

FÜNFTENS: Wie hilft das Produkt den Kunden?

Irgendwann wollen die Kunden wissen, wie das Produkt sie bei der Bewältigung der täglichen Herausforderungen unterstützt. Werden Sie zum Experten für Ihr Produkt. So kommen Sie auf bessere Ideen (etwa wenn es darum geht, die Kündigungsrate zu reduzieren oder neue Nutzer zu trainieren). Nutzen Sie das Produkt selbst. Lesen Sie die Bedienungsanleitung. Beherrschen Sie neue Funktionen.

IV. Für Fortgeschrittene: Konversionsrate verbessern

Jetzt kennen Sie die Grundlagen. Und mit diesen Tipps können Sie Ihren Content noch veredeln.

Seien Sie großzügig

„Content Marketing hat nicht die Aufgabe, Leser sofort in Kunden umzuwandeln“, sagt Rand Fishkin, Gründer der Software-Firma Moz. Es geht vielmehr darum, Sympathie, Vertrauen und Nähe aufzubauen. Lernen Sie eine der größten Fähigkeiten versierter Marketingexperten: zu geben, ohne gefragt zu werden.

Entwickeln Sie Content, der mehr als „nur“ einzigartig ist

Einzigartiger Content ist nicht genug. Nützlicher Content ist nicht genug. Behalten Sie das im Gedächtnis. Die Leute haben tagelang nach Strategie-Tipps gesucht. Sie haben mittelmäßige Ratschläge gefunden. Und dann haben sie Ihren Blog entdeckt. Sie haben sie ernst genommen und ihnen tatsächlich geholfen. Das Ziel: Content Marketing muss die Leser bei ihrer Suche nach Antworten stoppen, weil es diese Antworten liefert. So wird es zum Mentor.

Verstecken Sie typische Verkaufsphrasen

Als Verkäufer lernen Sie zuallererst, Vorteile statt Funktionen zu verkaufen. Das stimmt auch soweit. Was Sie jedoch nicht lernen: die wirklich guten Verkäufer verbergen ihre Verkaufstechniken. „Den Umsatz ankurbeln“ klingt nach Werbung. Es ist ein Vorteil, von dem wir alle oft gehört haben. Das Buch „Zero to One: Wie Innovation unsere Gesellschaft rettet“ von Peter Thiel ist ausgesprochen hilfreich. Sie erfahren darin, warum Sie Ihre Sales-Tricks verstecken sollten, wenn Sie wirklich erfolgreich verkaufen wollen.

Expertise statt Basiswissen

Rand Fishkin rät: „Verbreiten Sie keine Tipps, Ratschläge oder Taktiken, die bei mehr als 20 Prozent Ihrer Zielgruppe bereits bekannt sind.“ Im Zweifel vermitteln Sie lieber zu viel Expertenwissen als Grundlagen.

Formulieren Sie einen schlüssigen CTA (Call-to-Action)

JETZT DÜRFEN SIE ENDLICH AUCH VORTEILE VERKAUFEN. Wenn Sie 1.000 Wörter lang den lustigen und sympathischen Experten gegeben haben, brauchen Sie jetzt nicht in die Verkäuferrolle schlüpfen, um Ihre Leser zu animieren, einen Leitfaden herunterzuladen. Das wäre kontraproduktiv. Sie haben ja bereits Vertrauen aufgebaut. Setzen Sie bei Ihrem CTA auf diesselbe Tonalität. Bleiben Sie ungezwungen. Zum Beispiel:

„Hier können Sie ein kostenloses Template herunterladen, das Ihnen bei der Entwicklung einer professionellen Social Media-Strategie unter die Arme greift. Eine PowerPoint-Vorlage für die Präsentation Ihrer Strategie bei Vorgesetzten oder Kunden haben wir gleich mit reingepackt.“

Jetzt Template herunterladen

Dieser Beitrag stammt ursprünglich von James Mulvey und wurde unter dem Titel “Content Marketing 101: Your Guide to Creating Successful Campaigns” auf unserem internationalen Blog veröffentlicht.

Our 16 Best Home Services Marketing Tips To Get New Customers

For home services professionals, competition can be stiff. There are a lot of providers out there, and it can be hard to figure out the best way to stand out. Plus, the way homeowners think about and search for home repair and home remodeling solutions has changed over the last decade, so it’s important that home services companies, like plumbers, roofers, general contractors, home cleaners, and more learn how to capture the attention of today’s modern consumers.

That means that in order to market your home services business effectively, there are many different factors (and marketing channels!) to consider.

That’s a lot of places people are looking for businesses like yours!

16 best home services marketing tips

Let’s walk through each home services marketing tip in detail:

1. Invest in local SEO

Internet searches are the top way homeowners are finding a home services provider, according to our national home improvement consumer study. And, when searching for home service professionals on search engines, consumers are usually taking a local approach.

Searches with phrases like “electrician near me” are a regular occurrence. After all, an electrician five states over is not going to do you any good! That’s why it’s critical for home services professionals to have a presence in local search results.

This means that your home services marketing must include a local SEO, or search engine optimization, strategy that helps you get found in search results when potential customers are looking for your services in your area.

These businesses show in organic search results for “roof repair oklahoma city.”

Local SEO is just SEO that optimizes your website and online presence for local searches. This includes adding location-specific keywords to your website, optimizing your web content for the right keywords for your services, and managing your offsite local listings (which we’ll talk about more in a bit!).

Related: Get the steps for how to do local keyword research.

4. Use video to up your game

There’s no question that video marketing delivers messages more effectively in a shorter amount of time.

Consider these stats:

Video watchers retain 95% of a message compared to 10% for those who read text.

These stats illustrate why adding video to your home services marketing mix can help you reach and convert more consumers.

Related: Get YouTube video ideas that will work for your business.

5. Boost your home services business with better reviews

Getting your business found is only half the battle. According to our home services study, 70% of homeowners rely on recommendations from family or at least one review site. Plus, research has found that nearly 90% of consumers trust online reviews.

In other words, once a potential customer knows about you, you then need to convince them that your company is better than the competition–or you won’t be on their shortlist of who to call. As a home services business, your job goes beyond promoting your business to new customers, it’s also about getting existing or former customers to publicly sing their praises about your company.

You can encourage happy customers to leave reviews for your home services business on relevant review sites like Google Business, Yelp, and Angi. And, make sure you’re responding to reviews so happy (and potentially unhappy) customers know you’re reading and considering their feedback.

6. Build a user-friendly website

See more of the best plumbing website examples here.

You also want to make sure your site is clearly laid out and that your contact information is front and center. You’d be surprised by the number of home services businesses that hide their address and phone number away on their site. Instead, make sure that your contact details are in the header or footer of every page, so someone who’s looking for home services help in a rush doesn’t have any trouble getting in touch!

7. Add live chat to your website

One way to take your website to the next level is to add live chat. Live chat can help you quickly answer questions, provide details, and collect lead information so you’re able to provide a positive user experience for potential and existing clients on your website.

People prefer to use chat and messaging rather than calling a business, so if you provide live chat as an opportunity for them to reach out, you have a higher chance of converting them into a customer.

Source

8. Manage your business listings

For home services businesses, business listings are extremely important. Not only do they help you get seen on search engines and help your local SEO, but they also provide an additional place to collect and manage your reviews.

Start by claiming your Google Business Profile so that you appear in Maps results and have a shot at getting featured in organic search results as well as the Google 3-pack. Business listings can be tricky for home services providers–especially when you don’t have a specific business address. So it’s important to include the most accurate service area for your business to increase your chances of showing up on Google for local searches.

Sites like Yelp, Angi, and others are places where consumers turn for assistance in finding local home services providers, so you want to make sure your business is listed in these places as well.

It’s also important that your home services business information is listed accurately and consistently in local listings to provide a positive customer experience and because consistency is an important ranking factor for your local SEO. Google looks at your business information across the web to determine the trustworthiness of the information they can find about you–the more sites have consistent information, the more credible Google finds said information, which, in turn, can give you a boost in search results.

9. Don’t underestimate the power of referrals

Referrals are a great asset for any business but can be especially powerful in the home services industry. Customers are looking for a business they can trust that they know will perform the work correctly, so many turn to friends and family for suggestions. We shared this stat earlier, but it’s worth repeating here: 70% of homeowners rely on recommendations from family.

You want to be that recommendation. This means that you need to incorporate asking for referrals into your home services marketing.

We detailed how to ask for referrals here.

10. Encourage Nextdoor recommendations

Nextdoor is a website (with an app) where people can connect with their neighbors, share items for sale (like Facebook Marketplace), and, lucky for you, ask for recommendations for home services professionals. This is a great way for people to discover your business from clients who have been happy with your work in the past.

First, you’ll first want to claim your business page on the app. Anyone can mention your business regardless of if you’ve claimed your business page, but this will give you more control over what people see about your business.

Then, you’ll want to ask your happy clients to mention you on Nextdoor and make sure you’re always providing the best possible service to increase your chances of getting mentioned!

For most homeowners looking for help from home services professionals, time is of the essence. You’re generally calling a plumber with an emergency need, not something that can wait a few weeks. In fact, our home services study found that 93% of homeowners get a fix in less than one week. No wonder research shows that 50% of consumers will do business with the company that responds to them first.

12. Focus on delivering great customer service

Once you’ve gotten noticed and made contact with your prospects, you want to be sure you follow through and deliver stellar customer service. From arriving on time to the job site to speedy and seamless invoicing, being on top of your game every step of the way helps you impress customers and develop a long-term, loyal relationship.

Great customer service can help you get repeat customers and good online reviews–plus it can encourage referrals, which are all key components for a great home services marketing strategy.

When you run a home service business, beating out the competition is all about getting seen first and staying in close communication throughout the customer journey. If you can do that, you can set yourself apart from other businesses that struggle to manage their communications.

This moving company sends a regular newsletter called “Smooth Moves” filled with content that would be relevant to its audience.

14. Engage your audience on social media

If your home services business hasn’t jumped on the social media bandwagon, now is the time. Not only is social media a great place for people to connect directly with businesses, but it’s also a place they’re spending a significant amount of time.

The average user spends 142 minutes on social media each day. That’s more than two hours every day!

If your home service business is absent from social media, you’re missing the opportunity to engage with this highly engaged audience.

You can use your social media pages to share:

Updates about your business

Positive feedback or testimonials

Helpful videos you create

Educational content you write or curate

Local events or causes

Your social media posts don’t have to be fancy–they just have to be consistent and engaging.

Related: Get social media post ideas for each month of the year by checking out our free marketing calendar template!

15. Grow your audience with a social media contest or giveaway

If you’re looking for another way to use social media for your home services marketing, a contest or giveaway is always a great option.

Facebook giveaways or Instagram contests can help you grow your audience, engage with your existing fans and followers, and promote your business.

To run a giveaway for your home services business, simply identify a prize your audience would like (perhaps a discounted or free service), create your contest post including your timeline and how to enter, set the post live, and choose a winner when it’s time!

We walk through these steps in detail here.

16. Add your branding everywhere

If your home services business doesn’t already have your branding wherever you can get it, now’s the time. Home services lends itself well to branding on vehicles, uniforms, equipment bags, and more.

Make sure that your branding includes a link to your website and your phone number so it’s easy for people to find more information about your business when they see your brand out and about.

Home services marketing made easy

With the right marketing plan in place, your home services marketing can be a breeze. Focus on building an online presence and delivering an amazing customer experience to get new business for your home services company. And, don’t be afraid to try new marketing channels and tactics to help you stand out and reach a new audience.

Here’s a recap of the top home services marketing tips:

Invest in local SEO

Use video marketing

Improve your online reputation

Update your website

Deploy live chat

Manage your business listings

Get referrals

Encourage recommendations on Nextdoor

Respond to prospective customers quickly

Deliver great customer service

Stay top of mind with email marketing

Engage your audience on social media

Run a social media contest

Get your branding everywhere

Stephanie Heitman

Stephanie is the Associate Director of Content for LocaliQ and WordStream. She has over 10 years of experience in content and social media marketing and loves writing about all things digital marketing. When she’s not researching the latest and greatest marketing news and updates, she’s probably watching reality TV with her husband, reading, or playing with her two pups.

Other posts by Stephanie Heitman

Best Gaming Subscription Services For Pc

PC gaming is not known for subscription services because most gamers have been spoiled by Steam for decades. All the key features on Steam are free to use, but that doesn’t mean competing platforms aren’t able to woo gamers with features via subscriptions. Currently, there are several gaming subscription services for PC that are, in our eyes, quite good. All you have to do is pay a monthly or yearly cost, and you can go ahead and enjoy all they have to offer.

Best PC Gaming subscription services

The list below consists of the best gaming subscription services for PC gamers:

Xbox Game Pass for PC

Humble Choice

EA Play

Prime Gaming

Ubisoft+

Utomik

Google Stadia Pro

1] Xbox Game Pass for PC

By now, we suspect most folks have heard about Xbox Game Pass. It was first brought to the forefront via the Xbox One video game console, then after that, Microsoft decided to bring the service to PC.

With this service, gamers have the ability to play all Microsoft-published titles on the day of release at no extra charge. You will also gain access to titles from other publishers, but these will not be available forever. It also comes packed with EA Play support, so all the titles available on that service can be played without issues.

Xbox Game Pass begins at $9.99 for the basic option. If you want EA Play, Ubisoft+, and Xbox Cloud Gaming, then prepare to shell out $14.99 per month for Xbox Game Pass Ultimate. From our point of view, the fee is worth it, so if you’re in good financial standing, then subscribe.

2] Humble Choice

Not many PC gamers have heard about Humble Choice, a really good gaming subscription service from our point of view. You see, other services will remove games at some point, and you won’t be able to play them again unless the title is purchased outright.

This is not the case with Humble Choice at all. Once you are subscribed to the service, you can proceed to download the games you wish to play. The great thing here is that any game downloaded to your system is yours forever.

Now, the catch is, that you cannot choose individual games. Humble Choice provides eight games every month from both mainstream and indie developers.

3] EA Play

One of the biggest video game publishers is no other than Electronic Arts or EA for short. This company has published several major titles over a lifetime spanning decades, so when an EA-based subscription service is released in the form of EA Play, one has to take notice.

The cost of the service begins at $4.99 every month and can go up to as much as $14.99 for EA Play Pro. Now, bear in mind that with EA Play, you will only have access to games published by EA.

4] Prime Gaming

Amazon is getting its hands involved in everything these days, so the arrival of Prime Gaming should surprise no one. If you’re already an Amazon Prime subscriber, then understand that Prime Gaming has already been included as part of the overall package.

So, what does Prime Gaming offer? Well, players can get loot each month from selected developers. Not only that, but Amazon brings to the table a rotating list of free games every month as well. Furthermore, gamers will have access to Amazon’s cloud gaming service, Luna.

5] Ubisoft+

If you’re a huge fan of Ubisoft games, then this is the subscription service for you. You’ll gain access to all available titles from this popular publisher. Games such as Assassin’s Creed, Splinter Cell, The Division, and more, are ready to be downloaded and to be played.

The price for Ubisoft+ begins at $14.99 per month. However, if you want support for Luna and Stadia, then prepare to spend a whopping $17.99 each month.

6] Utomik

If we look back into history, then it would become apparent that Utomik is one of the first gaming-related subscription services to come on the scene. It first came to market back in 2014, and since then, the company has garnered a decent following.

Yes, we are aware that Utomik is not as large as Xbox Game Pass in terms of subscribers, but at the time of writing, it has over 1,385 games with more added each week.

7] Google Stadia Pro

Finally, we want to take a look at what Google has to offer in the sphere of gaming. You see, the search giant is not new to gaming due to the popularity of the Google Play Store on Android. With that in mind, the company launched Google Stadia, though things did not go according to plan at first.

These days, Stadia is doing OK for itself, and we expect it to compete directly with Microsoft and Sony in the years to come.

Now, outside of regular Stadia, there is a subscription service known as Stadia Pro where gamers can play a list of titles from the crowd throughout the duration of the subscription. This can be done via a computer, smartphone, tablet, or over Chromecast Ultra device.

The cost is an affordable $9.99 each month, so not as expensive when compared to some on this list.

Read: Xbox Game Pass vs PlayStation Plus: Which is better?

Does Steam have a subscription service? Which is the best game subscription service?

If you are curious about which game subscription service is the best on PC, then have a look at the list below.

Xbox PC Game Pass.

EA Play.

Ubisoft+

Humble Choice.

Prime Gaming.

Stadia Pro.

Utomik.

What is the biggest streaming platform for gaming?

At the moment, there are several streaming platforms for PC gaming, but only Twitch reigns supreme. Yes, it is possible to use YouTube as an alternative, but it pales in comparison to what Twitch can bring to the table in terms of viewers and features.

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