To the economic ecosystem B2B buyer's role seems to be very much vital for law firms that are offering B2B services, but they are nowdays becoming more self-reliant.
According to Forrester's research, buying decisions today require an average of 27 interactions - an increase of 59%. More B2B stakeholders have been participating in purchasing decision-making in recent years: In 2017, 47% of purchases involved at least four parties, while in 2021, 60% involved at least four parties, and this number is expected to increase.
It is becoming more common for buying groups to perform their research as they grow in size. When making a purchase decision, B2B buyers spend a lot of time reading, researching, and engaging in internal discussions.
How does this affect B2B law firms? All leaders should focus on providing the one thing B2B consumers need to decide - accurate information. As a consequence of such activities, content has become increasingly important. Read this article to learn more about the B2B market.
Content is increasingly important in sales, significantly impacting a company's bottom line. How can you stay up to date with this B2B content revolution? We offer some tips for law firms hoping to create more content for the business-to-business market.
1. Engage Your Business Development Team in Collaborative Efforts
It is not uncommon for marketing and business development teams to work independently, but great things can happen when they are partnered. In an ideal situation, your content creation team would be in contact with your sales team. In real meetings, they should discuss their goals as well as what the sales team is hearing from the team. From there, you can build on the conversation by asking about their experiences with prospects. A few good starting points are as follows:
● How does a buying group work, and who is involved?
● Who is the most likely person with whom you will interact?
● Who asks prospects for information, and what are they sharing with the committee?
● What is the most likely time for the prospect to contact the sales team? Has the firm just come to their attention, or do they already know specific individuals they want to hire?
● Before making a purchase decision, what questions would they like answered?
2. Research Your Target Market and Revise Your Client Personas
Can you describe how your audiences interact with your brand content? Readers of B2B content are often defined based on their roles. In contrast, larger buying groups are more likely to have a wider audience, so it is worthwhile to expand these audiences.
Should you add specific personas based on your understanding of who will likely be involved in the purchasing decision?
Is it necessary to rethink your overall content strategy in light of the growth in independent research? To begin, examining the data available to your organization is advisable. Gather data about visitors to your website, social media followers, subscribers, YouTube viewers, etc.
What is the most popular part of the funnel? Suppose there are significant changes between top-of-funnel content and bottom-of-funnel content, for example. In that case, you may attract customers directly involved in decision-making.
A marketing automation system, which tracks prospects through the entire sales cycle, will likely relate your data to individuals.
3. Create Promotional and Educational Videos
Videos are an essential component of your content strategy for B2B marketing, and you can’t ignore them.A promotional video usually introduces your firm and your attorneys to the public. Consider asking your best clients to record testimonial videos for you. This builds credibility and authority, which will help convince prospective clients that you are the right person for the job.
It is also necessary to create educational videos. Demonstrating your expertise in your practice areas can make you appear more trustworthy to potential clients. Buyers in the B2B market frequently seek educational resources to assist them in understanding complex legal concepts or navigating legal challenges. You should provide your audience with informative and valuable content that explains legal issues pertinent to their profession or industry.
4. Take Benefit of Sign-up Forms
According to conventional marketing wisdom, people are likelier to fill out forms if kept brief. Adding some fields to your forms will allow you to gather more general information about B2B buyers. Ensure you include fields such as “What is your title?” and “What role do you play in the decision-making process”?
A drop-down menu with the most popular answers can make things easier, and then there is another column where people may elaborate if necessary. Questions like these may also be included in feedback forms or post-event surveys. It is essential to use the forms you created to gather more information and pull reports from them.
5. Create Power Pages for Practice Areas
Your law firm website should include practice area pages.
The purpose of these pages should be to provide informative, long-form content. Power pages are the antithesis of dull practice area service pages, typically found on law firms' websites. Content is the cornerstone of any law firm's marketing strategy. These pages provide valuable information and an engaging experience that encourages visitors to stay and engage with your content.Moreover, Google loves these pages as well. An in-depth, long-form piece of content will always perform better than a short, shallow one. You can achieve four key objectives by using practice area power pages:
● Get your website on the front page of Google for your target keywords in a dramatic manner.
● Boost your website's click-through rate by many times.
●Develop credibility and trust with your audience by demonstrating authority in your field.
● Get more leads for a lower cost and grow your business.
6. Implement SEO Practices
Improve your content's visibility and attract organic traffic by optimizing it for search engines. Research keywords, include them in titles, headings, and meta tags, and integrate them strategically.
Please pay close attention to your local SEO efforts; your Google My Business listing is paramount. A Google My Business listing provides direct access to Google Maps and local search results for your firm.
Conclusion
Creating content for the B2B market is an essential strategy for law firms looking to establish their expertise, build brand awareness, and attract high-quality clients. By understanding their target audience's unique needs and preferences, law firms can develop relevant and valuable content that addresses industry challenges, showcases thought leadership, and provides practical insights.
