One of the most important changes in marketing in recent years is that much of your buyers’ considerations occur long before they ever contact your sales team. Unprecedented access to information has altered how legal professionals evaluate software options and make legal tech purchasing decisions. Research shows that B2B buyers today spend more time reviewing and analyzing information online before reaching out to vendors and deciding what to buy.
This presents a stark choice. Either you:
Provide blog posts, white papers, videos, and other online content to make prospects aware of your products and services and to better inform them during the evaluation phase of the sales cycle, or
Eliminate yourself from the purchase decision-making process from the get-go.
Unfortunately, too many legal tech vendors view this choice as a call to crank out a lot of content. With little forethought and no planning, they start churning out self-aggrandizing marketing content that just fills space and turns off readers.
That’s unfortunate because your blog is often the first point of contact with prospects. Your blog is an excellent tool to build greater awareness of benefits your technology offers and earn the trust of buyers. But to serve their purpose well, blog posts need three critical elements:
Keep the needs and pain points of buyers front and center.
We’re living in auspicious times for marketing. The internet removes traditional media gatekeepers such as editors. It eliminates roadblocks such as the extravagant costs it takes to claim a limited amount of promotional space.
You can now get the word out about your products and services quickly and freely. You have unfettered access to prospects through your website, blog, social media and email. You are editor-in-chief at The You Times, and you are always on the front page, above the fold. You are your own broadcaster, and the channel is always tuned to the You station.
Not so fast. Yes, your ability to present your company and software solutions in the exact light you desire is mighty powerful indeed.
Lead-capturing blog posts should not be about YOU. Embracing that fact is at the heart of writing that attracts readers and builds authentic connections — two critical keys for capturing high-quality leads.
Blog posts should educate, inform and entertain readers. Legal professionals search Google for answers because they have a problem (educate), need to know details about something (inform), and are interested in discovering something new (entertain).
Hence, your blog posts should discuss and provide solutions for common issues the various members of your target audience deal with. Blog topics should be pertinent to their goals, interests, and struggles.
Relevancy is by far the most important factor in writing lead-capturing blog posts. Posts that speak to real concerns get noticed, read, and considered during the evaluation phase of the sales cycle.
No sales pitches in posts. Connect authentically to build trust.
People who are looking for solutions to their problems do not want to be sold to. You can easily ruin the authenticity of an otherwise stellar post by including self-promotional sales language.
Remember, blog posts are about the concerns and needs of buyers, not YOU. If you MUST discuss your product or service, it should be in relation to reader concerns. For example, you may opt to discuss events leading to your understanding of the need for a new product or service. You could answer questions like:
What problems did you see lawyers struggling with that inspired the solution you offer?
What processes did you explore for developing and delivering your latest solution?
How are legal professionals using your software to their advantage?
You may tell the story of how a new product or service came to be and what your business hopes to accomplish. Share your answers to:
How did you come to recognize the need for this new product or service?
Did you explore other avenues to fulfill that need? Why did those avenues not work?
What challenges are you planning to meet next? In the future?
These questions work because in answering them, you inevitably tell stories about the lives and needs of potential buyers. They will recognize themselves in your stories. Relatable stories connect with readers’ emotions, positioning your company as an understanding and trustworthy business partner.
Relatable stories connect with readers’ emotions, positioning your company as an understanding and trustworthy business partner.
3. Internal Links
Your blog is a launching pad for content offers.
Content offers fill your lead-capturing system with qualified prospects. They can be white papers, original research, webinars, or other content. It must provide enough value to prospects that they willingly hand over their contact information in exchange for access. Compelling content offers build a receptive recipient list for email marketing campaigns.
If you’ve done your research, your content offers should address specific needs of your audience. For example, you discover that potential clients need help determining which practice management software is best for them. So, you write an ebook discussing 10 critical factors they should consider when evaluating solutions.
Publishing the ebook is only the beginning. You should write blog posts on related topics such as: How does practice management software use artificial intelligence? What are the top five needs practice management software solves for medium-sized firms? Should corporate counsel use practice management software? Maybe you develop each of the 10 factors into a full blog post of its own. The possibilities are endless.
What’s important is that when you write and publish these blog posts, you’ll include language with a link to promote your content offers. Readers interested in learning more will click and download the ebook. They came for answers, after all. You can also link to other relevant blog posts or website pages.
This is how your blog acts as a conduit, funneling readers deeper into your resource center, answering their questions, and earning their trust in your capabilities. Meanwhile, your email list is also filled with prospects who have demonstrated an interest in your solution, which makes your email marketing efforts more successful, too.
Done well, blogs are center stage for capturing leads
Content marketing is vital to making sales, and your blog posts are at center stage. Prospective buyers are putting a lot more thought and time into evaluating which technology products and services are best suited to their needs. Sneaky sales pitches disguised as helpful blog posts turn off readers. Capture leads by writing posts that target the genuine pain points and interests of buyers. Make readers aware of additional content that helps them learn more while also improving the quality of your leads. Readers who are educated, informed, and entertained by your blog are well on their way to becoming customers.