We’ve been doing legal marketing a long time… Some of us started before websites were even a thing. But, we still see the same legal marketing problems with attorneys looking to build a book of business. Here are some examples:
- Creating content – a LinkedIn post or a blog – and being mad that there’s no ROI.
- Bragging about how many people they know but not nurturing those relationships.
- Complaining about how busy they are and how there’s only one of them, but then micromanaging every detail of every task that can be handled by others.
So, here’s the deal.
You have an entrepreneurial spirit. You have goals. And, you know the work-life balance you want.
Let’s make it happen.
The beauty of law firm content marketing is the ability to control the image of your firm, or you as a professional. Strategic law firm content marketing also increases SEO, keeps you top-of-mind, shows your involvement, and education, and creates a competitive advantage.
Likewise, anything in marketing, or in life really, consistency is critical. And nothing should be once and done.
You’re doing a presentation next month? Great! Prepare a press release and send it to the media and post it on your website. Post about it before and after the event. Take a few pics with you and others at the event to share. Turn your slides into a blog. Turn each slide into a social media post. Send the slide deck to people who didn’t attend but would be interested in the topic.
Nothing is once and done. Turn each action step into a checklist and you can do it every time!
You know everyone. People recognize you when you are out at restaurants, in the grocery store, and running in the park. You sit on multiple boards, regularly attend golf outings and events, and you have a drawer full of business cards. That’s great! You are ahead of the game. How are you making sure you are top of mind for these people when you don’t run into them at the pharmacy, or see them at the winter gala, or the development committee zoom meeting?
Make a plan to stay in touch with people – we recommend six to twelve touches a year. What is a “touch”?
- An email making an intro to someone they should have in their network – make it thoughtful. Everyone doesn’t need to know everyone. Don’t waste people’s time.
- A newsletter from your firm about things they’ll actually care about.
- A comment on one of their LinkedIn posts.
- Coffee, lunch, happy hour…
- Invite them to attend a Chamber event or other work-related event as your guest.
- A simple phone call to check-in.
- Let them know when you see them in the news.
- A congratulatory card on their promotion, wedding, baby, etc.
Simple communications will ensure you are top-of-mind when someone in their network needs your expertise.
You’re busy. I feel ya. I’m busy too. So is the guy who cut you off this morning, the mail delivery person, and the barista.
Let’s deal with how busy you are.
If you have the right people (our friend Steve Ferman always says – the right people in the right seats on the bus) around you – a team you trust and who has your goals in mind – then you should be able to get back to doing the work that “only you can do”. There is only one of you. So make sure you are using your time wisely.
That’s where a business development and marketing plan comes in.
- Your plan will:
consider your goals, opportunities, and constraints (you know – so you can have a life?)
- have a timeline to achieve those goals
- incorporate your marketing activities (with checklists to make sure you market them!)
- nurture your network
- get the help you need to make it all happen!
Put one foot in front of the other and just keep going. Progress is better than perfection. Small adjustments lead to monumental transformations.
You get the idea. But, don’t be afraid to ask for help. These common legal marketing problems have solutions!