INTRODUCTION
In a previous Experts.com blog post, I wrote about how the sales funnel is relevant for expert witnesses. Specifically, we covered the importance of the Awareness Stage and measured its success with reach. But what happens next? What steps do you take after you reach your target audience? How do you keep them engaged? This post delves into the best content strategies expert witnesses can use to nurture their target audience in the Interest Stage.
What is the Interest Stage?
After you’ve acquired your target audience’s attention, some may stick around because they find your content relatable or intriguing. These audience members are part of the Interest Stage, as they have shown consideration for your previous material or find you someone with whom they resonate. Maybe they voted in a poll you posted or thought the introductory video to your practice was worth the watch. Regardless, metrics such as likes, comments, shares, reposts, and follows give you insight into people occasionally interacting with you online. Now that you have the information in mind, how do you maintain their interest?
Unlike the Awareness Stage, where people are familiarizing themselves with your practice, those in the Interest Stage want to know the available solutions to their problems. This includes the advantages and disadvantages of those solutions. At this point, you have strengthened your audience’s recognition of your expert witness practice. Now, your digital marketing efforts need to be taken a step further.
So, nurture your audience by focusing on persuasion. Just simply posting about your brand is not fully engaging. How can you simultaneously stand out amongst competitors while helping your audience begin to consider whether to connect with you or hire you for their next case? What methods can you use to put your expert witness practice, into practice?
Content Strategies for the Interest Stage
Thankfully, there are a few options to highlight the benefits of your business. With the following content types, you can clearly communicate why your services are the best option for your potential clients and cement credibility, authority, and trustworthiness.
Comparison Guides
Comparison Guides are excellent for visually communicating the possible advantages and drawbacks of your service. They also allow you to share the aspects of your practice that stand out among other experts in your area or field. Being upfront about all factors of your expert witness practice (price rate, location, industry specialization, certifications, etc.) can inform your audience of everything they need to know before attorneys and law firms decide to retain you.
Here are more examples of things to include:
- Total number of times you have testified (“I have been retained 15 times in the last 6 years.”).
- List the states where you hold certifications and licenses
- Types of courts you have presented your expert witness testimony.
Testimonials
Testimonials are valuable because they are first-hand accounts that praise you and your expertise. Essentially, they are subtle referrals for potential clients to consider when looking for an expert in your field. Even though you already have a positive reputation or an esteemed practice, confirmation from secondary sources can only help you market yourself.
Case Studies
Case Studies are, without a doubt, the most influential pieces of content to show your target audience. It demonstrates your experience in court and/or mediation, and how your testimony helped your client. In addition, it also portrays the types of cases you get retained for or accept. If you have notable cases that you are allowed to discuss, then presenting them to prospecting clients gives them insight regarding how collaborating with you would play out.
Parting Words
Overall, identical strategies will not work in all sales funnel stages. There are different methods you can use to maintain and grow your audience’s intrigue in your business and add value to your services. In our upcoming blog, we’ll discuss content strategies for the Conversion and Loyalty stages so you can learn how to retain repeat clients.























