#LetsAskNancy is where I answer questions others have about legal and lawyer marketing and business development, including content, social and digital marketing.
You have a choice…either listen to this post in the podcast player below, read it below that, or both!
Sticky…hmm, what is that? We’ll get to that in a minute, but let’s talk about the real question behind this, and that is:
“How do I go from people visiting my bio or blog posts on my website, to actually developing client relationships with them?”
It gets down to this: How do you make your relationship with your visitors to your website more sticky?
What Does Sticky Mean?
Let’s first look at the definition of sticky as it relates to your website.
BusinessDictionary.com tells us that a sticky site is a website so rich in content and features, and so well organized, the visitors feel compelled to stick around for quite a long time and come back often.
This is also about being more efficient with your time and resources as you are providing ways to close the gap between clients and potential clients finding you, and that point in time when you have been able to build a relationship with them. Instead of it being a completely manual process, this adds digital components to the mix that help to facilitate those relationships, or at least the awareness of you to them that can help this happen.
Nancy, How Do We Do That?
There are many ways, but let’s discuss 3 today.
- Let’s make sure there is related content for them to click on, both within your post or bio, after they finish reading it, or even in the sidebars, which are the margins of the page. Suggest related blog posts, articles, news releases, event invitations, or even important articles where you’ve been quoted.
- Provide an opt-in box for them to sign-up to receive another piece you’ve written. Perhaps this is a white paper, a video series that summarizes recent developments in legislation your clients might care about, or an audio recording of a recent presentation you made (even if it was 10 minutes ago sitting in your office). The ideas are endless if we use our imagination.
- Facebook conversion tracking. This one might be new to many of you. I won’t go completely into detail about how this is done because we could spend a lot of time discussing this, but I want you to have a sense for what this means, and how it might play into what you do on a daily basis to reach those people who have already expressed an interest in you…again, making you more sticky.
Conversion tracking allows you to reach those who have visited your website or blog with advertising that you place on Facebook. Please don’t be a naysayer just yet when it comes to Facebook. With almost 1.5 billion users, you can be pretty certain that many of your clients and potential clients are there. Remember that many people join it to keep up on what their children and grandchildren are doing, so why not meet them where they are?
Anyhow, conversion tracking helps you to find the exact people who have visited your website. You then create ads offering some type of knowledge, much as we discussed in Number 1 above, that is targeted to the exact people who have already expressed interest in you by visiting your site.
Again, this is all about building relationships by creating moments of contact between you and your potential clients. Giving them reasons to interact with your content is smart marketing. It’s efficient. It’s helping them learn more about you by absorbing what you have to say. It’s helping you by strategically placing your knowledge, intelligence and wisdom around your website to lengthen the digital moments you have together. It’s making you…you know what I’m going to say…more sticky!
If you have a question you’d like to be considered for #LetsAskNancy, feel free to leave it in the comments below, on Twitter using the hashtag #LetsAskNancy, or via my email….thanks!
Nancy Myrland is a Marketing, Content, Digital & Social Media Strategist, Speaker & Advisor, helping lawyers, law firms and legal marketers grow by strategically integrating all marketing disciplines. She helps lawyers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online strategy when dealing with high-stakes, visible cases.