Helpful tools for determined DIYers. Plan & manage your legal tech marketing content.
Legal Tech Website Content: Building Reputations & Relationships
Did you dash out six blog posts, slap them on your legal tech website, and call your content marketing game good? Are the only visitors to your website the occasional tumbleweed? If so, I’m sorry about that. My bad. Like so many other website content marketers, I’m guilty of promoting the importance — nay, the necessity — of legal tech vendors consistently producing interesting, original content. And it’s true. Building up your online resource center …
Content Marketing Strategy for Legal Vendors
How does a content marketing strategy work for legal tech vendors? Success requires a lot more than simply writing blog posts. Part of performing successful content marketing for your business includes researching your target audience. Find their pain points, their questions, their objections to buying. But creating the blog posts, videos, etc. is not the final step. You must actively promote the pieces designed to attract visitors to your website. You must do the same …
Legal Tech Content Marketing: The power of persistence
Keep telling your story. Content marketing is a long game. Results require time and persistence.
3 Legal Tech Industry Challenges to Tap Into in Your Writing
For legal technology marketers, the key steps in creating content that captures interest, builds trust, and persuades attorneys and top executives to learn more about a product or service are: Discover your target audience’s pain points. Unearth the challenges that contribute to these pain points. Show how your technology solves those challenges. Too often, we skip #2 entirely and jump from #1 to #3 without fully understanding the many factors contributing to the issues our …
7 Reasons Attorneys Don’t Read Your Content & What You Can Do About Them
Your website copy sings. Your company brochure is attractive and informative. You regularly publish fresh blog posts and even wrote a guide to help attorneys work more productively using your product or service. And yet … it’s crickets out there. Lawyers aren’t reading your content. They use your flyers for scrap paper and your brochures for impromptu coasters. Your beautiful website isn’t even on their radar. This is a real problem because before you can sell …
Pillar Pages: Rank Higher in Search & Keep Readers Engaged Longer
One way to rank higher in search results is by organizing your website content in sections that make it easier for Google and visitors to (1) find pertinent information faster and (2) interpret its meaning more accurately. That’s what pillar pages do. Features of pillar pages include: They are the main supporting pieces for specific topics discussed on your website. Written like guides or ebooks, they cover the basics of a particular topic. They discuss …
How Legal Tech Vendors Win Over Clients with Great Writing
If your legal tech business relies heavily on technologies such as artificial intelligence to benefit law firms and legal departments, you no doubt struggle to stand out in a sea of voices that sound exactly like your own. Most legal tech companies sound exactly like every other legal tech company. Everyone sings the same song about how much time, money and effort their technologies save law firms, legal departments, and their IT teams. Prospects aren’t about …
Who Should I Follow? How to Find Legal Tech Social Media Influencers
Using social media increases your exposure to potential clients. By sharing your content and actively engaging with others in the legal tech industry on social media, you start building the type of relationships that result in partnerships and sales. But, that’s only if you engage with the right legal professionals on LinkedIn, Twitter, and Facebook. So, how do you locate social media influencers who can give your legal technology business the boost you need? Below …
Resources to Help Legal Tech Vendors Build a Strong Social Media Marketing Strategy
You hear all the hoopla and read all the headlines. Social media has eclipsed many traditional marketing outlets in usefulness and only continues to gather steam. It’s no wonder. Look back to when businesses were stuck advertising through mass media such as TV and print. Marketers must’ve lamented, “If only we had a way to communicate directly with people, one-on-one, yet also en masse simultaneously. What magic it would be!” Social media is more than …
LinkedIn for Legal Tech: 8 Tips to Look Like a Pro Even If You’re Just Starting Out
You’ve decided it’s time to up your strategic marketing game on LinkedIn. Congratulations! It’s an excellent choice for B2B sellers in general and legal tech vendors in particular. (More on why in a bit.) But before you start knocking out posts, there are a few not-so-obvious tasks to consider for how you’ll conduct activity on LinkedIn. And for some reason, a few of these issues are not discussed very often online, though they clearly pose …
1 Tool to Rule All Legal Tech Content SEO
A single tool that helps your marketing content rank higher in search results. In my most recent newsletter below, I shared the name of a single website tool that takes care of all your content SEO needs. This month, we’re going under the hood to take a peek at how to make your content work even harder for you by optimizing it for search. Legal Tech Content Writing: Search Engine Optimization (SEO) Content SEO is …
How to Write A Killer Legal Tech Case Study
Actionable Advice and Brilliant Questions to Create Killer Legal Tech Case Studies Client success stories are powerfully persuasive, making case studies valuable collateral in any industry. Research by DemandGen shows: Legal vendors need to write and share client success stories because attorneys hold proven, real-life results in high esteem. A convincing case study is exactly the type of hard evidence attorneys need to believe you can deliver results. Writing killer case studies requires experienced interviewing skills …
Finding Attorneys On Social Media
Are attorneys on social media? Where can you listen in on the issues attorneys are talking about? Are there places online they discuss their concerns? Do lawyers search for answers and look for input and solutions from others? Other legal vendors and marketers ask the same questions. Attorney at Work conducts an annual survey asking attorneys about their social media habits and preferences. Top level agencies such as Buzzsumo also conduct research into the online …
14 Blog Post Topic Ideas for Legal Vendors
Maintaining an active blog adds credibility to your website – from both your readers’ and Google’s perspectives. That is, as long as you’re publishing relevant content that lawyers and other readers find valuable. Consistently publishing interesting blog posts helps you: Engage and develop relationships with your audience Display your personality and thought leadership qualities Become a trusted authority in your field Which all works out to more sales. Businesses that blog experience 126% more lead growth …
The Case for Showing Prices on Your Legal Vendor Website
Many legal support providers and product vendors avoid showing actual prices on their website. Some fear competitors will do nefarious things with the information. Often, exact pricing is difficult to determine because services are tailored to each client. Many reason that if a potential client is interested, they’ll call or email to ask for pricing information. This also gives them an opportunity to talk directly with potential buyers to ensure they really understand the value they’re getting. …
Know What Stresses Lawyers
You market smarter, not harder, by delving into the issues your target audience members care about. In the newsletter below, I share links to 4 free reports that give us statistics about the issues that trouble lawyers in law firms as well as solo attorneys, corporate and in-house counsel, and legal professionals across the United States. Perhaps not too surprisingly, the reports uncovered a few common themes. Top concerns for almost every legal group include: Struggling to find new …
3 Super Simple Ways Anyone Can Increase Landing Page Conversions
Is there anything you can do to increase landing page conversions that doesn’t cost a ton in design fees or require crazy computer skills? Of course there is! It’s always optimal to hire professional help to create great landing pages. Copywriters know *just* the right way to phrase things so that people can’t resist signing up for your offer. Designers provide the extra oomph that makes pages appear enticing and professional. But for anyone needing …
Legal Tech Marketers: Get Noticed Online & Let Your Content Do the Heavy Lifting
Many businesses are concerned with how to get noticed online. I work daily to attract visitors to my website and, hopefully, convert them into leads. The first step for me in the process is to understand the concerns of my potential clients. Understanding the issues that trouble my clients helps me provide solutions and serve as a valuable resource for legal tech and legal services vendors. I want them to rely on me to be …
Content Marketing Goals for Legal Tech Vendors
Content marketing goals ensure you are creating content that matters. More than 2 million blog posts are published online every day. If you want your content to amount to more than a single raindrop in a vast ocean, you have to know why you’re creating it. Setting content marketing goals guides the creation of content that has purpose and meaning. Legal industry vendors must be active on the same online platforms where lawyers are active. You …
Communicating with Attorneys: 4 tips to improve how your value is perceived
Marketing to law firms can be challenging. Lawyers are smart, critical thinkers. Communicating with attorneys, law firm decision makers, and influencers requires strategic planning to positively influence how your value is perceived. Lawyers appreciate solid arguments that confidently present factual information. The legal field requires its players to seek out all available evidence in a situation and evaluate the strengths and weaknesses of every side before making decisions based on the most favorable outcomes supported …