People often tend to view marketing as a checklist. There are professional marketers who do the same thing as well. It’s an easy trap to fall into, especially if you are diligent enough to set aside time each quarter to map out a marketing strategy. On these plans, people list various initiatives, such as newsletters, events, and social media ads.
All these tactics will remain disconnected—and the results may even be underwhelming—if you don’t have a cohesive system tying it all together. Although we are proud to offer a complete marketing solution, it is important to note that each component within our system complements the others. Regardless of whether you hire an agency or run your marketing in-house, keep the concept of connectedness in mind as you develop a marketing plan.
Content & Ads Should Work Together
Think of content as the foundation of your marketing plan. People will often ask us to write blogs or social media posts that “convert.” That’s what paid ads, landing pages, and drip campaigns are for. I can already hear you asking why you need content then.
Begin viewing your content as part of a long-term strategy. Blogs, organic social media posts (unpaid), and videos demonstrate to your audience that you have something valuable to say. Each of these tools works toward establishing credibility.
There’s a person out there actively looking for a lawyer they can trust, and you must show you are that person. Educational content brings the right prospect further along on the buying journey, and it also filters out the wrong ones. And because content lives on your website, it will work forever if you make it evergreen (timeless).
How Content + Paid Ads Get You Clients
Now, combine this with a paid ad on Facebook promoting one of the free guides on your website. (This type of content is commonly referred to as a lead magnet.) These ads are effective not because they are pushy but because they are purposeful, and they give your content more reach. You can target a particular type of client to ensure that the right people see the content you’re creating.
But here’s where things get interesting: content improves ads, and ads improve content. A well-written blog post doubles as an ad destination. You run an ad that offers value—a checklist, a video, a how-to article. People click because they’re curious, not because they’re being sold.
Ads validate your content strategy. Run two ad variations promoting different blog topics and see which performs better. Suddenly, you’re not guessing what your audience wants. You’re seeing it in real time. The data informs what content you create next.
And once they land on your content, they’re already in your world. You can offer more. Capture their email. And retargeting takes this a step further. Someone visits your site and reads your post on what to do after a car accident. That’s not the end—it’s just the opening. With the right pixel in place, you can send the same person an ad a week later, such as a free consultation, a case study, or another article that delves deeper into the topic. That’s a conversation, not a cold pitch.
Adopt A Complete Marketing System
If you have ever felt that your marketing plan lacks direction or is not generating a sufficient return, consider building a better system. One that gets you more of the right clients. Book a one-on-one discovery call to see if our content and paid ads strategies make sense for your firm.
Spotlight Branding
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