Education based marketing is the art of presenting your expertise as a way of marketing your law firm. The idea is that by simply providing a bit of your expertise and educating a possible client, you can build trust and establish yourself as an invaluable resource. Here are three ways you can utilize education based marketing for your law firm on the web:
1. Blog - Authoring a practice specific blog is an excellent way to market your firm online. Submitting educational articles about your area of expertise serves a couple of purposes. It provides you more exposure and visibility on the web whenever potential clients are researching their legal issues. It also results in an opportunity for conversation because potential clients can leave comments and interact with your content.
2. Educational Guides – Another excellent way to get prospective clients to interact with your website is to provide free e-books for download in exchange for a client’s contact info. As an example, if you operate a bankruptcy practice you could write a short guide or e-book “Top Ten Myths About Bankruptcy”. You can supply the e-book for free in exchange for a name and e-mail address. When the prospective client fills out a form providing the necessary information, you e-mail them a link to your guide. You now have a chance to start a dialogue with the prospective client.
3. Online Videos – A great way to present your expertise is by producing a brief video. This is a very intimate setting where the potential client has a chance to see and hear you as opposed to just reading through text you have written. When you are producing an online video for the law firm it’s essential to remember not to just talk about your organization and how great you are. Talk to the prospective client about their problems. Answer well-known questions or offer information about how to do something. Stay away from shameless, self-promotion.