• What is the difference between organic web traffic and paid web traffic?
• What is the trending organic tactics in law firm digital marketing?
• What metrics will assist in measuring the success of organic efforts?

Below are the answers to these significant questions.

 WHAT IS THE DIFFERENCE BETWEEN ORGANIC WEB AND PAID WEB

There exist two ways (paid and organic marketing) to ensure that your law firm’s site is seen in the first page of the search results, irrespective of the search engine that you utilize.  Paid and organic marketing have similar aim: to attract potential clients to your site. But the tactics between these marketing strategies isn’t quite different.

 Paid search is exactly what you think it is. You, as an attorney, or the marketing agency of your law firm, make adverts for keywords that boast of huge conversation rates, making payments per click or for the impression amassed by the advert. Certainly, your law firm’s pay per click campaigns may turn out to be more complex than that.

Organic search (SEO) is a quite different ball game or process. In this process, you won’t have to bid on clicks and impressions, which can help you save big money in marketing budget. Payment for clicks and impressions is off, but you will be required to invest in significant, unique and captivating content, site layout and functionality, including website promotion.

But the advantage of this strategy is that, as soon as you have obtained that performance, you will own it forever,

 WHAT IS LAW FIRM MARKETING

When you successfully market your law firm, you achieving two crucial things: you are creating a huge awareness for yourself, thus making potential buyers notice you, and you are softly compelling them to contact and hire you. The only problem here is that, you aren’t the only one who is leveraging marketing to attract customers, your ever-present competitors are also in the game. So, the job left for you isn’t only to attract clients and recruits, but to outclass and outrank your rivals. 

WHAT IS ORGANIC MARKETING

An organic marketing strategy is a tactic used to generate traffic to your business naturally as time passes, instead of adopting paid ads or sponsored posts. Whatever you don’t spend a dime on directly, be it blog posts, cases studies, guest posts, unpaid tweets, etc., all fall under the heading of organic marketing. That email blast you dished out is organic including that user-generated content campaign you just activated. 

Now don’t think that you won’t spend a dime in an organic marketing process. You will spend some cash but it won’t be on clicks or impression like the paid marketing. The money spent will be to invest in the marketing tactics you will be using and any software such as Hubspot for inbounds. MailChimp for email lists, etc. 

WHAT IS THE REASON FOR ORGANIC MARKETING

As an attorney-probably one with a law firm- an organic strategy is capable of naturally attracting clients to your business over time. Rather than directing ads to your target audience, you are attracting them by offering them the information they are in search of. This information, which must be captivating and genuine, can be on any law subject or issue such as probate, estate planning, estate attorney, civil law and all it entails, what to do when one commits misdemeanor, etc.

Having said that, there is no quick way to obtaining the results you seek. As an attorney, adopting an organic marketing tactics won’t promote or skyrocket your business overnight. The process can take months or years to display the kind of performance you are dreaming of.

ORGANIC MARKETING FOR ATTORNEYS

Having known what organic marketing is, deducing why attorneys use organic marketing should be quite easy. Organic marketing is being utilized by attorneys to raise brand awareness and promote their business. This natural strategy helps attract potential clients to their site, not rapidly like the paid marketing, but overtime.

Attorneys who utilize this tactic don’t spend much money in implementing the strategy like attorneys who adopt other marketing tactics. This is because it is a natural process. The only cash required here is that needed to enhance the marketing strategy. 

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What is content marketing?

Content marketing is a strategic marketing approach through the use of consistent, relevant and valuable contents such as blogs and videos to address the problems faced by a target audience, with the ultimate aim of building a relationship with the audience, drawing their attention to a lasting solution to their problems in form of a product or service, thus obtaining customer patronage.

Content marketing does not have to do with simply advertising your product. In fact, content marketing does not put your product in the forefront of the content it distributes. The content created is such that helps answer the questions of users and solve their issues.

How to carry out content marketing

As have been implied, in content marketing, one does not just advertise a product. Content marketing is all about story telling. It is all about relationship building. To do content marketing is to offer content that have relevance to your target audience on an incessant basis, such that they turn to you whenever they run into a jam in that given field. Take for instance, you are an app developer. Your target audience would be those who have passion or need for apps and technology. What you then have to do is to distribute captivating content about apps and technology, answering frequently asked questions on app development, how useful it is, and how to go about developing an app. You have to release new content about new and diverse issues regarding apps and apps lovers consistently. By answering their questions and solving their problems, you show you care about them and not just your product.

By so doing, you are building a long-term relationship with your audience. Whenever they have questions concerning apps, they run to you. Eventually, when they need to make a purchase or develop an app, their loyalty already lies with you and so would rather patronize you than your competition.

Content marketing is a strategy used by world renowned brands

Research shows that content marketing is wildly used by prominent companies like Microsoft, Orbit media, Investopedia, Cisco Systems, TED, John Deere, GoPro, amongst others. It is highly noticeable how Investopedia comes up on the search results whenever a user makes a search relating to investments. Content marketing is not only used by big corporations — it is also very much effectually used by individuals, start-ups and SMEs.

Content marketing is what Jay Shetty does with his videos.

The 3D content model

As have been mentioned, content marketing is all about making your audience your prime focus rather than your product. To do this, you can apply the 3D content model:

1. Find a problem or “pain-point” peculiar to your audience
2. Structure your content to address that problem
3. Then map the content to the purchasing pattern of that particular audience.

When your content is tailored towards the right audience who have the problem that your content addresses, then your content marketing becomes a success.

Content marketing is unified into all other forms of marketing for optimum results

There are several marketing tactics used by different individuals and corporate bodies. You can employ as many strategies as relevant to you. But contrary to what one might think, content marketing should not be treated as a separate marketing technique but as a part of the whole process. In fact, quality content marketing makes up a huge chunk of marketing as a whole in this digital age.

This can be seen in the following:

• Social media marketing: to market via social media, you have to create quality and relevant content for your followers to build a long-lasting relationship.
• SEO: search engine optimization involves creating top quality, relevant content as these are what search engines give precedence.
• Digital PR: strategic Public Relations is about caring for the customer and not just the product.
• PPC marketing: PPC will not work without quality content behind it.

Content marketing drives traffic to your page, and ultimately customer-action in form of a purchase.

Benefits of content marketing

The three core benefits are:

• Cost-effectiveness
• Increased sales
• Acquisition of loyal customers.

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