What are some of the content marketing mistakes law firms make? Legally Yours shares their expertise on how to help your efforts pay off on Lawyers Weekly.
If you want your marketing efforts to pay off, it’s crucial that you don’t make the mistakes that I see most lawyers (and even big law firms with marketing departments) are making.
Ask yourself, are you committing any of these content marketing mistakes?
1. Forgetting to define your avatar
The biggest mistake most lawyers make is that they don’t have a clearly identified target market or ideal client (often called an ‘avatar’). Lawyers generally have a vague idea about the clients they would like to work with, but they haven’t spent time really getting to know their ideal client well.
The problem is that if you don’t know who your ideal client is, it makes it almost impossible to know how to frame and pitch your content. Are you talking to a small business owner or a sophisticated property investor? What do they need to know about your expertise? What problems are they facing? If you don’t know the answers to these questions, it’s worth spending the time getting clear on this.