In this week’s edition of Things I Wish I Knew, New York divorce attorney Joleena Louis gives her top tips on how to effectively find clients by giving away information for free. Check it out for yourself!
One of the many ways to attract your ideal client is to establish yourself as an expert in your field. And one of the easiest ways to do that is by giving out as much free information as possible.
This marketing technique is also known as content marketing. Content marketing is far more than writing blog posts. It’s the creation and publishing of information, plus the marketing of that information to people who are most likely to read it.
Note that I said information, not advice. And though it seems counterintuitive, providing high-quality information for free has been a fantastic lead generation tool for my practice. Also, if done correctly, posting information on your website or a blog can be a great tool for boosting SEO. Making it easier for potential clients to find you online.
People want to do business with professionals they like and trust. And a great way to build that trust is to give out useful information for free.
How Does Giving Away Free Content Help You?
1. It positions you as an expert and authority in your practice area.
If people keep coming across my blog posts, YouTube videos, and eBooks when researching divorcing in New York, they will start to perceive me as an expert.
This gives me a huge advantage over my competition, because while I might not be the most experienced divorce lawyers in New York, all that matters is that the client thinks I am.
2. It helps you get more clients.
If you give great information away for free, potential clients might wonder how much more you can help if they pay you.
People who come to me through blogging, social media, or webinars, typically have already decided to hire me before they even call for a consultation. They already trust me so there is no need to sell them on my services.
So to make a long story short, providing free information helps me find more high-quality leads.
3. It gets you loyal followers and free marketing.
If you share information that is truly helpful and has value, people will want to return the favor by sharing it with their network.
I’ve received dozens of referrals from friends of people who follow me on Instagram or who have participated in one of my webinars. I’ve also obtained a number of other marketing opportunities as a result of a blog post I’ve written or one of my answers on Quora.
How To Decide What Kind Of Information To Give Away For Free
When deciding what information to give away, I look at how my ideal client comes to the decision to hire an attorney. Just like every other marketing technique, I always consider my ideal client’s journey.
Before deciding to talk to a lawyer, there are likely certain issues that my ideal clients have questions about. I look at:
- What questions they may have
- Where they will look for answers
- Evaluate the information that is already out there
- Determine what information I can give that is better than what’s currently available.
From there I decide on topics for webinars, blog posts, videos, Q&A sessions on social media and during in-person meetups. I also go to where my clients are by answering questions on Avvo and Quora, networking events, and by participating in Facebook group discussions.
Giving away information freely helps you build relationships with potential clients. By the time they’re ready to hire an attorney, they already know and trust you so you’ll be the first person they call.