There’s a lot that takes place between the time that a prospect first becomes aware of your legal brand and when they actually convert into a client. According to Square 2 Marketing, “On average 73 percent of leads are not sales-ready, 50 percent are qualified leads but not ready to buy and 79 percent never convert into sales-ready leads.”
So a good amount of nurturing is usually necessary before prospects are ready to take the plunge. And you could argue that the most critical part of the sales funnel is the middle where leads are learning more about your law firm, deciding whether or not they trust you and if you’re the right one to handle their case.
A big part of succeeding in this area involves creating a nice archive of middle-of-funnel content. Here are five specific types of content that are perfect for this.
Video content is one of the most powerful weapons you can have in your arsenal. This is one of the most effective ways to explain complex topics, while at the same time connecting with prospects on a personal level.
For this type of middle-of-funnel content you’ll want to go beyond your basic “explainer” video that you may have on your homepage or landing page and discuss more detailed topics. If you were a personal injury lawyer you might want to cover topics like:
- What’s considered to be personal injury
- Personal injury examples
- Types of personal injury cases
- How settlements work
2) Case Studies
Basic blog posts are good for covering the fundamentals of the legal process and work great for top-of-funnel prospects. But case studies are ideal for reaching those who are a bit further along.
Covering an actual case study of either a popular legal battle or a case you’ve handled yourself should provide readers with some nice perspective on how the legal process works and what they can expect.
3) Original Research
Original research is huge at the moment. With the Internet becoming saturated with a growing body of content, many people love the insights that fresh data can provide.
HubSpot explains, “A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Marketers create whitepapers to educate their audience about a particular issue, or explain and promote a particular methodology.”
You can think of it as being content that falls somewhere between a longform blog post and an eBook. It’s where you discuss a particular legal topic at length (typically between 6 and 50 pages) and jam it full of practical information that leads can use when approaching their cases.
5) An eBook
This leads us to our final type of middle-of-funnel content—an eBook. Although this requires a substantial amount of time and energy to create, it can be an excellent lead nurturing tool. You can offer it to blog readers that are interested in a topic and want to learn more. And you can also use it to encourage visitors to sign up for your newsletter.
Middle-of-funnel prospects are at a critical juncture in the buyer’s journey, and the approach you can take can often make or break you. By developing a variety of content like the ones mentioned here, you should be in a better position to convert more of those leads and motivate them to seek out your legal services.
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