Content Marketing – the Key to Connecting with Your Clients
“Content is King” (Bill Gates)
We all know that law firm marketing and accountancy firm marketing are no longer nice-to-haves – remaining top-of-mind with your clients (and potential new clients) has become essential to survive and thrive in today’s highly competitive world.
But how best to achieve that? Which marketing channels are most important for your law or accountancy firm? Which give you the most bang for your buck?
We trawled the Internet for research results to help you answer those questions. This is what we came up with –
“Content Marketing” is 2017’s top-rated digital marketing technique
What is content marketing? It’s neatly defined by Wikipedia as “a form of marketing focused on creating, publishing and distributing content for a targeted audience online”.
In 2017 it’s used by 89% of marketers, of whom 88% identify it as important to their marketing programs, whilst 70% are increasing their content creation from 2016 – ContentMarketingInstitute.
Asked to “select one marketing activity that you think will give your business the biggest incremental uplift in leads and sales in 2017 (or your clients if you work for an agency or as a consultant)”, SmartInsights readers answered –
The most popular content delivery channels are …
Quality content is valuable in every marketing channel you have, with the most popular delivery methods being email and Social Media –
Why are 93% of marketers using email newsletters to deliver their content?
- Lead generation – 89% of marketers say that email is their primary channel for lead generation – Mailigen
- Client acquisition – email is 40x better than Social Media for customer acquisition – McKinsey
- High Return on Investment – average returns measured in 2015 were R38 for every R1 spent, with 20% of companies reporting an ROI of over 70:1 – emailmonday
- It’s popular with clients – 91% like to receive emails from companies they do business with – MarketingSherpa
- It works for small businesses, with Forbes Magazine reporting 10 main reasons why they use it –
- To build credulity
- To boost sales
- To strengthen relationships
- To learn what works
- To reach people on any device
- To look professional
- To get immediate results
- To generate leads
- To promote services
- To attract new clients.
How to meet the content creation challenge
No matter how you plan to use your content, the one absolute essential is that it must promote engagement with your firm. You can only achieve this with high-quality, professional, useful and interesting articles. Drop the ball on that one and it will come back to bite you.
The challenge of course is, how do you go about creating great content? Do you sacrifice billable hours? Do you burn the midnight oil or spend your weekends researching, writing and polishing article after article? The reality is that for most smaller law and accountancy firms, creating your own in-house content just doesn’t make commercial sense.
Which is where we come in as your outsource partners. Since 2005 our trusted, professional articles have been at the very heart of our integrated client connection services for both law firm marketing and accountancy firm marketing.
Contact Us for more.