
Recently, I created an advertisement for a magazine (people still do this occasionally). It was for Spotlight Branding and briefly discussed content marketing, ROI, and SEO. Like any proud son, I sent the ad to my mother so she could tell me how amazing I was. Instead, she told me she didn’t understand the ad copy and that maybe she wasn’t my target audience.
I have also had other experiences where I emailed clients about their SM (social media) accounts, and they wrote back asking what SM was. Both instances were entirely my fault. I used terms and shorthand for an audience who was unfamiliar with them. As an attorney, you, too, have an entire language unique to the legal profession. Part of your job is conveying legal language to your clients, which I will attempt to do for marketing now.
SEO
SEO (Search Engine Optimization) tries to improve a website’s visibility when people look things up on search engines. The goal is to increase the quantity of traffic. SEO incorporates content, keywords, and meta tags that search engines view as relevant and trustworthy for specific search questions. SEO focuses on internal elements (keywords and blogs) and external factors (such as backlinks from other sites). SEO companies want a website to rank higher. It makes it easier for users to find it when they search for related terms or questions.
If you want to understand why we don’t do SEO, read The Anti-SEO Report. Next week, we will publish a blog about how AI makes SEO even harder.
Touchpoints
Like the old AT&T commercial, touchpoints “reach out and touch someone.” (I use this reference a lot when talking about touchpoints.) Touchpoints can take the form of social media and newsletters. They get sent out to your audience. Your website and blog are static, so people must go to them. Touchpoints drive traffic to both and are excellent ways of nurturing an existing relationship. What is lead nurturing? Great question.
Lead Nurturing (Not Lead Generation)
Lead nurturing is maintaining and building relationships with potential clients over time. Ideally, you can convert them into paying clients or have them generate referrals for you. It typically involves sending targeted, relevant content to the clients you have worked with or the people you have met when networking. Lead nurturing helps keep your business top of mind, providing value and addressing any concerns or questions a lead may have until they decide. This process can include email marketing, personalized follow-ups, and providing educational resources, all aimed at helping leads move closer to becoming clients.
Content Multiplication
Content creation is often tied to quantity. Think of how many ideas you must have to make content:
- Blogs
- Social Media Posts
- Videos
- Newsletters
- Webinars
This becomes even more daunting when considering how frequently you have to post. Content multiplication resolves this problem. When you write a blog, it can be posted on social media. Social media can also include links for your videos and newsletters. You can include the blog in your newsletter and make the title the subject line. An idea for a blog turns into an expanded webinar. Content multiplication takes one idea or piece of content and turns it into others. You get the most out of each idea. With it, you can create more posts without the challenge of starting over with each platform.
Level Up Your Marketing
Spotlight Branding creates the types of content we discussed in this blog (everything but webinars—but we make websites!). We embrace content multiplication because it generates much material while asking very little of you. Give us thirty minutes, and you will have blogs and social media posts for three months. Talk to our Business Development Manager to learn how we can do this for you.
Spotlight Branding
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