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Google Ad Words |
Step 1 – Create Your Content
The first step is to create compelling content. For professionals, this often takes the form of a free report or guidebook that will provide the reader with valuable information, which they will be willing to give up an email address for. The content should be mostly informational and not a sales pitch. There should be very little mention of the organization, perhaps with the exceptions of authorship and contact information at the end of the piece. Very often, this takes on the form of a downloadable brochure, white paper or eBook. The material should be written with the end-user in mind and not be overly technical (unless of course this is your target market). Some examples: for attorneys, it could be a guidebook on “What I Need to Know before I Purchase a Home”; for an ophthalmologist, “Will I Benefit from Laser Eye Surgery?”; for a home health care provider, “The Advantages of Using a Home Health Agency”; for a retailer or restaurant, you could just offer a coupon.
The Public Relations and Marketing Group is a full-service marketing firm founded by attorney John C. Zaher. For nearly 10 years, we have been specializing in attorney marketing, working with law firms to help them build their practices through advertising, marketing, public relations and Web development.
Contact John Zaher today to learn how we can help your firm at johnzaher@theprmg.com or call (631) 207-1057 or (212) 201-1339.
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