3 Content Marketing Goals for Growing Your Legal Technology Company
As content marketing becomes increasingly important for business growth, it is necessary to set certain content marketing goals to achieve success. As many sectors are embracing this, we need to recognize that some sectors, such as law, do not easily welcome innovation. The practice of law tends to be governed by traditional methods and shows little interest in technology. However, this seems to be gradually changing. This is demonstrated by the ABA TechReport 2021. In this latest survey, 65% of respondents said they had a budget earmarked for investment in technology.
This is good news for the legal technology industry, although challenges still lay ahead. In fact, the usual marketing practices don’t always work with these clients. The direct and aggressive approach to direct selling is generally rejected by law firms.
Legal professionals are used to presenting arguments and counterarguments. They are specialists in finding the weaknesses and loopholes, so it is not easy to convince them. Gaining their trust is a slow process, but it is essential for concluding any type of sale. This is where content marketing goals come into play. Implementing them is a long-term strategy aimed at developing the relationship with the customer.
Why is content marketing effective for legal technology businesses?
Content marketing goals focus on generating value for the customer even before a transaction is finalized. This technique basically consists of creating valuable content that responds to the interests of the audience. This is of crucial importance in B2B sales.
The dynamics of business-to-business transactions differ from direct-to-consumer commerce to a certain extent. According to Forrester, almost 70% of B2B buyers conduct online research before selecting a product or service. Factors such as the decision-making process and the investment amount may explain this behavior.
So it is not surprising that content marketing has become the primary tool for B2B sales. Three fundamental content marketing goals will help create effective marketing in a legal technology company.
Increase qualified leads
You should generate a list of prospects for whom a personalized offer could be a suitable approach. To do this, it is essential to interact and obtain information that allows you to target your proposal. This is only possible if you provide the customer with something of value that persuades them to share their data.
This goal comes closest to the actual sale. You have already attracted the prospect’s attention and now you must demonstrate your value.
Test materials can be developed in a variety of formats. These are often in the form of, for example, white papers, online presentations or analyses and even videos and tutorials. All are useful resources for the customer, which can be obtained free of charge, in exchange for a subscription.
To collect data, develop a simple form. Request, for example, the company name, the name of the contact person, their role or position in the organization and a telephone or e-mail address.
Increase brand awareness
Brand awareness is one of the most well-known content marketing objectives. It’s a very effective tactic for increasing your company’s visibility because it directly influences SEO rankings. A top position in search engine rankings is imperative for successful B2B businesses. Thus, it is with good reason that 62% of corporate customers choose their suppliers based on digital content.
Consequently, this is a crucial first step to generate leads. But how can you increase your online presence and ensure that your content reaches the right audience? Once again, the secret lies in the value you provide the potential customer.
Increasing traffic to your website should be one of your main content marketing goals. To achieve this, you need to create relevant and frequent posts.
Similarly, social networks are an excellent channel to optimize your online presence. You can, for example, syndicate your website posts from your LinkedIn, Facebook or Twitter profiles.
Above all, be sure to create resources tailored to the platform’s features. You can share infographics or videos on Instagram and Facebook or publish articles and reports on LinkedIn. Remember that, at this point, your content marketing goals aim to generate captivating experiences that will engage your audience.
Establish trust and build relationships
We have already mentioned that B2B sales is a process that requires patience and proper use of information. These are not impulse purchases but business decisions based on reliable data. This is an important nuance. Trust cannot be gained freely but rather is built with perseverance and honesty.
Content marketing goals are designed for developing relationships with your potential customers. It’s not just about communicating. It’s about understanding and connecting with their interests and motivations.
Valuable content is then defined by its ability to answer the audience’s questions and solve a problem. When creating your content pieces, you should focus on the user’s needs. Present a conversation that revolves around how your solution can help them.
Provide details that encourage the user to look further into your proposal. Generate a two-way dialogue that motivates the potential customer to stay in touch. Adopting a consultative approach, rather than relying on a promotional pitch, is an effective tactic to drive conversions.
This may necessitate a change in your strategy. For starters, your marketing and sales teams need to work together. Salespeople can provide valuable input for case studies and lists of frequently asked questions. With this, the marketing team can create content pieces that support your business proposition.
You can also use social media to interact directly with your target audience, for example, by taking polls on Twitter or by sharing testimonials and reviews from satisfied customers on other platforms.
At the same time, expand your network of influence. Consider publishing your content on other sites in addition to the pieces on your own page or blog. These collaborations will help you drive traffic to your site and gain authority.
Set your content marketing goals at this stage to generating recognition and credibility in your industry. Keep in mind that thought leadership will position you as an expert and maximize the likelihood that customers will consider choosing you.
How to achieve content marketing goals?
These three content marketing goals form the foundation for growing your legal technology business. The content marketing, however, must be constant, as it is an ongoing process of value creation. Remember that your relationship with the customer does not end with the sale, as it is in your best interest to retain them. At the same time, you must work on nurturing your prospect base.
You need to design a plan and execute it with precision. Randomly publishing pieces of content on your digital platforms serves little purpose. This wastes a lot of time and, despite your best efforts, does not bring you the expected results. As you should concentrate your energies on the core of your business, it is much faster and more cost-effective to delegate the fulfilment of your content marketing goals to specialists.