Law firm marketing, like marketing in general, is a layered and nuanced activity. It isn’t just one thing.
Quite the contrary, it can involve multi-faceted and interrelated legal marketing tactics that are ultimately focused on one goal: attracting new clients.
One of the discussions I have had lately with law firms I am consulting to is about the audiences they are appealing to through their law firm marketing activities. At least, I think of these prospective clients as audiences and I’ll explain why?
Think “audiences” in law firm marketing
When you write an article on your blog or conduct a campaign online, you are appealing to the people you would like to take on as clients. If you are being deliberate then you will have a fairly clear idea of who these people are and what interests them most.
Instead of thinking of them as an amorphous group of people who will find something of interest in what you have to say, it may help to think of them as audiences. One of the definitions of an audience is “the people giving or likely to give attention to something”.
In this case, your audience is a group of people who you’re hoping will pay attention to your article or your promotion for your services.
If you want to capture their attention, you have to do what marketers strive for, generally. You need to offer your audience information that is relevant to them and that addresses some need they have.
If you want to attract individuals who are interested in estate planning, you won’t have much success by talking at them about high-level legal concepts and complicated estate planning regulations. You’d just lose them at the first “herewith”.
Instead, work out what these individuals, this audience, is most interested in and feed their curiosity with material that is written for them specifically. Just because you are a lawyer doesn’t mean you should bewilder your audience with fancy language.
At the same time, don’t treat your audience like idiots and patronize them with overly simplistic language. Use plain language and explain complexities with respect.
One of the most important things you can do is make the effort to understand what your audience’s needs are and address them specifically and clearly. Don’t talk “at” them, talk to them about the issues that matter to them.
If your firm services a variety of clients with varied services, identify each audience and consider whether you are communicating with each in an appropriate voice?
You will probably speak to your estate planning audience in a different tone compared to your corporate law audience. Each expects you to communicate with them at their level with a demonstrable understanding of their particular challenges and requirements.
Each of your audiences is different. Unless you run a highly focused, niche practice that addresses one audience with one category of services, you have to identify each audience’s differences and adapt your messaging.
If your messaging isn’t relevant to the audience you are speaking to and communicated in engaging terms, you probably won’t have much of an impact.
Where your goal is to attract more clients then you need to have an impact if you are going to hold their attention long enough to have the conversation that secures their business.
Anything short of that isn’t law firm marketing, it’s wishful thinking.
One of the newer buzz terms in the content marketing space is snackable content. It’s premised on the idea that short pieces of content are preferable to longer form articles. Who has time to read an in-depth discussion about an important topic, anyway?
Back of the napkin explanation of “snackable content”
Proponents of snackable content (for some reason, this phrase bothers me considerably) link research revealing shorter attention spans with the length and depth of your content. As Shanna Cook put it in her blog post titled “How to Create Snackable Content” on the Marketo blog:
See it, scan it, share it. Your audience is hungry for content and consuming it at a faster pace than ever before. In fact, a recent study by the National Center for Biotechnology Information found that the average attention span is getting remarkably shorter, down to just 8.25 seconds this year from 12 seconds in 2000.
Since your fans are consuming content faster than ever, you need to make sure that yours is short and snackable (read: easy to digest on-the-go). Can they absorb everything you want to convey in these short 8.25 seconds, or do they require a teaser to whet their appetite and take them to a larger piece of more easily digestible content? As a marketer in today’s “always on,” mobile, and social environment, you need to make your content available, easy to absorb, and totally shareable.
I’m not convinced that comparing the articles you read or the videos you watch to food is entirely appropriate but let’s run with that for the purposes of this discussion.
Junk food marketing
What this snackable content trend amounts to is shorter, more superficial content designed to give the mistaken impression of being informed.
Your reader scans through a short article and leaves it feeling s/he is up-to-date on its subject matter. You, the author of the material taps “Publish” and feel the satisfaction of knowing that you have shared something worthwhile that will generate leads.
What’s really happening here is that you are churning out the equivalent of junk food that your audience is “snacking” on. They feel as if their hunger for knowledge and insight is sated, not realizing that there is little nutritional value in this snack blizzard.
Worthwhile content takes longer to prepare
I had an appointment with my dietician earlier this week. I’m diabetic so my diet has a pretty big impact on my health. Some of her advice is relevant so bear with me.
As I described what I typically eat for lunches (usually something I can toss in the oven and prepare quickly), she pointed out that if food is quick and easy to make, it usually isn’t that healthy for you. Food that nourishes you tends to take longer to prepare but it gives your body what it needs.
When I think about “snackable content” now, it seems a lot like that quick and easy food I tend to eat when I lack the energy to prepare something healthier (probably not a coincidence).
Sure, you can pump out a higher volume of material but at what cost? Perhaps attention spans are shrinking but creating shorter pieces of content in an effort to fill those attention gaps isn’t the solution.
You’re aggravating the attention problem
When your audience finds itself faces with higher volumes of “easy to digest” content that, necessarily, lacks any meaningful depth or insights, they’re often overwhelmed. It’s a bit like walking through a food court and all the food vendors are throwing small, bite-sized chunks of food at you.
It’s probably not going to be a satisfying dining experience (unless you are about 8 years old). If that’s how you eat your meals, your audience is going to find themselves on their hands and knees a lot, picking up bits of food and stuffing their faces.
Using better food cannons may increase the volume you’re hurling at your audiences but is it really giving them what they need? If anything, you’re just fragmenting their attention even further (which means louder and bigger food cannons, right?).
To aggravate the situation, you’re also insulting your audience’s intelligence by force feeding them with this superficial stuff masquerading as “content”.
Maybe it isn’t about attention, not really.
What if the underlying assumption is wrong? Perhaps attention spans are shrinking because there is too much junk food content being thrust at audiences and they have become far more selective.
You can try break through to them with a bigger banners, clickbait titles and other shiny objects but it’s not a sustainable strategy.
One of the statistics they highlighted was that 84% of the study’s respondents said they are most likely to share long-form articles. Charts and data came in at second place with 47%. A related insight reinforces this:
88% of executives are likely to share good content, and its source almost always (85%) influences their decision to share it.
Long lunches and better conversation
Certainly, long-form articles take time to write and they take time to read. The same applies to longer videos, podcast episodes and so on.
It’s worth it.
When you think about the audiences who are most valuable to you, who are they? Are they the people who like your tweets and Facebook posts without reading them? Are they the people who click on your site links and almost immediately click away because you aren’t offering the equivalent of a free box of chicken nuggets?
In all likelihood, the audience that is most valuable to you are the people who take the time to read what you publish. They will read your longer articles, consider your arguments and insights and share it with like-minded colleagues and friends.
What is the point of creating all this “content” anyway? You certainly don’t need to add to the digital mountains humans create each day just for the sake of it.
Besides, like most junk food, this snackable content will only give your audience the mental equivalent of a quick sugar kick, followed by a nasty blood sugar crash. There’s nothing satisfying about that.
No, you write all this stuff and produce these videos because you have valuable insights to share and our audiences want to be informed, stimulated and entertained. You take the time to write a 2,000 word analysis of an important industry development or edit a seven minute video because you believe that your perspective will give your audience something that was previously lacking.
This is a big part of what it means to add real value and your ideal audience appreciates that. Not only that, they crave it and they will share it and your audience will grow.
Oh, and if you said that a growing number of mobile consumers changes this dynamic, think again.
As the Quartz study also revealed, executives are much more selective with their time and younger executives tend to be more discerning. This means they are more particular about what they focus their attention on and that quality really matters.
If you can deliver good quality and relevant material, your audience will take the time to appreciate it and share it. Just like a long lunch at a great restaurant with stimulating conversation.
Save the junk food for the kiddies’ birthday parties. Well, perhaps and in moderation. You wouldn’t want to cultivate bad eating habits, would you?