The majority of people prefer working with brands that they not only know but also like and trust. This principle is especially true among people looking for legal services in cases with potentially life-changing outcomes.
There’s a proven principle in the marketing world called “Know, Like, Trust” – at its core, it means that potential clients need to know you, like you, and trust you in order to do business with you and your firm. The best way to get your audience to know, like, and trust your law firm is through your content. Here is a brief guide with expert tips on how to achieve this in your content generation strategy.
Getting Your Audience to Know You
Your audience may know of or about your brand, but that doesn’t mean that they actually know you. They must get you to know you, and this means going beyond the obvious and superficial aspects of your brand.
You can get people to know you through your content by sharing some of the more intimate information about your brand, and you personally. The best place to start is by answering questions about your brand. What was the inspiration behind the brand? What are your goals, and how does you plan to achieve them through your firm? More importantly, how can you help your clients?
It is also important to show some personality in your content. For example, sharing relevant real-life stories with your audience will help you connect with them at a deeper level based on shared experiences or perspectives. In addition, it is recommended to interact with your clients more closely via your company’s social media platforms.
Getting Your Audience to Like You
It can be a challenge getting everyone in your audience to like your brand – and, in reality, if everyone likes you, your brand is probably too bland. However, you can do it by getting them to connect and relate with it via a calculated content generation strategy. You can get more people in your audience to like you via your content by doing the following:
- Creative, helpful legal content that focuses on answering your audience’s questions
- Providing free legal resources such as newsletters, checklists, and how-to guides
- Expressing your true personality and style (most law firm content tends to be dry and boring)
- Inspiring confidence and other positive sentiments such as hope
However, you shouldn’t compromise your brand’s credibility and professionalism trying to get everyone to like you. For example, making promises that you cannot keep to get people to like you is not a sustainable tactic. It is important to remember that liking something is a subjective concept – you cannot get everyone in your audience to like you.
Getting Your Audience to Trust You
Some people tend to be suspicious of law firms, mostly because of the complexities of the legal system. However, trust is the most important thing in any transaction, especially when your clients have a legal issue that they need to be solved in their favor.
The best way to get your clients to trust you is by projecting yourself as a reliable authority in your practice areas. For example, experience, specializations, charitable and pro bono efforts are all good ways to build trust, so be sure to highlight them in your content.
Other ways of getting your audience to trust you via your content strategy include:
- Making it easy for your clients to reach you – chat, contact forms, phone, etc
- Encouraging positive reviews and testimonials from your past and current clients
- Backlinking to other trusted brands and authorities in your niche
- Engaging in community-based and niche-based events
- Highlighting your most notable wins
The best way to get your audience to trust you via your content is by providing informative content focused on answering their most questions. Providing answers will portray you as an authority in your field, showing your audience that you know what you are talking about.
Whether you do content yourself or with one of your attorneys in-house, or have a trusted partner like LegalScapes’ attorney writing team doing your content, it’s important to connect with your clients through the “Know, Like, Trust” model. Have questions? Let us know, we’re happy to help!
About The Author
Brian Craig helps successful law firm owners build their websites into powerful lead-generating machines, helping them attract better leads and more revenue without working more hours. With over 20 years of experience, he helps lawyers through speaking, consulting, and highly personalized digital marketing services.
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I trust Brian and the team at Legalscapes entirely.
Their command of the legal industry sets them miles apart from other agencies.
They know our specific pain points and have the insight and capabilities to solve them.
Digital Marketing Director
Riddle & Brantley