What is hot in attorney marketing in 2021? Well, with COVID, webinars, Zoom networking and digital marketing seem to be the rage. However, are these activities helpful? Are they paying dividends? We like to say, at least you are moving your arms and legs. In other words, doing these activities are better than doing nothing. But if you are going to invest the time, we recommend being more strategic.
Remote Networking is Not For All
I had a call today with a young lawyer who was down on himself for not getting more involved with his bar association’s remote networking events. I asked him if he enjoyed these events. He said emphatically, no! He explained that the events were awkward, uncomfortable, and not for him. Further, he was not connecting with the right people. As his marketing coach, the answer was very clear to me. He should not attend these events. They are a complete waste of his time. And as we all know, lawyers do not have time to waste. He asked what would be a good alternative for him. Because he likes building relationships one-on-one, we will explore a tailored approach.
This brings me to another point – these days more than ever, it is all about the relationship. Fatigue is the new gate. In New Jersey, there was Bridge-Gate with Governor Christie, President Trump was wrapped up in Russia-Gate, and then there was the bizarre Pizza-Gate story. I digress. Now it is all fatigue. We have COVID-fatigue, we have Zoom-fatigue, and we have everything-fatigue. You and your key people are also worn down by fatigue. Reach out to them. Check on them. Show you genuinely care about them. Ask about their lives and ask about their business. All the attorney marketing in the world cannot replace personal relationships.
Old-Fashioned Attorney Marketing in 2021
In addition to maintaining relationships, work on your reputation-building activities. No, do not plan a series of webinars in your area of law. Remember the Zoom fatigue? Dedicate yourself to content strategy. Write an e-book in your area of expertise. Be social on social media – comment, like, and share. Add something to the conversation. Show the world that you know your stuff and would be an excellent choice when hiring a lawyer. And position yourself for when the world is back to normal. Where is the pent-up demand and how are you the solution to that demand?
We have seen a lot of gimmicks during this pandemic. Forget that. Get back to attorney marketing fundamentals. Call us to make a plan – a plan that will work for you.