Archive

Posts Tagged ‘social’

Marketing People – Improve Your Writing Skills

February 26, 2017 Leave a comment

agreementTo be a great marketing person you need to be:

  • Organized and a good project manager
  • A great communicator including being able to write effectively

This post will focus on how a marketing person can improve their writing skills.  No matter the marketing channels you use, a marketing person needs to be an excellent writer.  Period.  If you are not, then make it a goal to improve.

Each marketing channel (Twitter, blog, website, landing page, eBook, Facebook, data sheets, brochures, articles, etc.) has a different tone and style.  Make sure you know the tone to use when writing for that particular channel.

But in all cases grammar, spelling and clarity matter.  Even if it is just emails to others, writing accurately and concise is important for your career.

Here are some thoughts and suggestions on how to improve your writing:

  • Have a personal blog.  Set up a plan and write consistent blog posts.  I got to be a better writer by writing posts for my blog, especially when I decided to do a blog post a day for an entire month.  Read here for my blog post concerning that month of writing.
  • Keep a book journal.  As you read a personal development book or a business book write down notes.  Ideas are reinforced in the mind when they are written down.
  • For some, keeping a personal journal is helpful.  The more you write the better you will write. Practice, Practice, Practice.
  • Read. Read lots. Reading good writing will make you a better writer.
  • Read Stephen King’s book, On Writing.  Understand the habits and mindset of a great writer.  He mentions that after you write your draft go back in and cut down the copy.  I do this every time I write a blog post.
  • Get a copy of Strunk and White’s Elements of Style. Review is as it will give you the fundamentals you need.
  • Purchase Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman.  This provides up to date information on how to write for the various marketing channels.

  • Read articles on English usage such as their vs. there or its vs. it’s.  Or how about site, cite, sight.  Nothing shows that you are not a good writer more than incorrect usage.
  • Subscribe to the Copyblogger and Problogger blogs.  Review their posts and follow their advice.
  • When in doubt about something, please look it up.  If working for a company then review the company’s style guide and look up usage when in doubt.  Be consistent.  For example, we had to make a decision on do we use “life cycle” or “lifecycle”.  Either is fine but you need to be consistent.  Also decide on capitalization.  At a company I worked at we decided to use “HelpDesk” instead of help desk to describe our support team.  Again, be consistent, including on tenses.
David Ogilvy is considered to be the father of advertising and was known for his ability to communicate a clear vision.  He wrote (in 1982) a famous memo, titled “How to Write”, to his employees.  He stated “People who think well, write well.” as well as “Good writing is not a natural gift.  You have to learn to write well.”.  Some of his hints in the memo included:
  • Write the way you talk. Naturally.
  • Use short words, short sentences and short paragraphs.
  • Never use jargon words.
It is to your benefit to improve your written communication skills.  Writing is a skill that can be taught, refined, and improved. The written word is still a powerful tool used in marketing. The better you write the better your marketing will be.  Hope that his post helped you improve.  Feel free to let me know what you have done to be a better writer.
Photo credit: stocksnap.io (68)
Advertisements

Add Influencer Marketing to Your Planning

January 23, 2017 Leave a comment

influencerInfluencers are thought leaders, experts in their field, strong communicators or advocates who have strong reach or credibility with the target prospects of your organization. They can sway people to your organization often suggesting they consider your product or service.  Therefore, you need to include influence marketing into your marketing planning and activities.  This influence marketing needs to have a long term mindset as it involves creating trust with these influencer  individuals which takes time.  By engaging with the people at the top of their industries, you find credibility among their contacts.

This post will answer the following questions:

  1. Who are these influencers?
  2. What are the benefits of building influencer relationships?
  3. What are the elements of an influencer marketing plan?
  4. What are some of the action items to attract influencers to your organization?
  5. What would you like these influencers to do?
  6. How can you return the favor to influencers if they assist your organization?

Who are these influencers?
Well they could be:

  • If law firm, lawyers from other law firms that don’t have your firm’s specialty
  • Bloggers in your desired market
  • Consultants who install products related to your product
  • Speakers who are respected in your marketplace that present at association meetings
  • Current customer that is the president of a respected association
  • Media or academia persons with a focus in your particular area

What are the benefits of building influencer relationships?
There are many but here are a few that I came up with:

  1. Partnering with influencers in your marketplace assists getting your message in front of your target audience and accelerates conversions to customer / client status.  They can increase website traffic and getting new leads.
  2. The more trust influencers have within their industry, the more likely they can push your prospect further along the buyer’s journey.
  3. Influencers are great at getting your brand known by discussing, promoting and sharing content.
  4. Lowers cost of sales as their recommendation did not need an expensive campaign and prospects are found without a great deal of sales and marketing efforts.
  5. Shorter sales cycle as the influencer recommendation eliminates the first part of the sales process which involves getting known and establishing trust.

What are the elements of an influencer marketing plan?
You want to develop focused value-add relationships with your influencers which necessitates a plan including the following elements:

  1. Determine the budget, goals and responsibilities – For influencer marketing to work it needs to be made a priority including having a budget.  Document the goals that you want for this marketing program.  Make sure that there are marketing resources available to assist with the necessary marketing activities.
  2. Finalize the influencer type(s) – Brainstorm with others and determine who your target influencer types are (bloggers, media, consultants, etc.). Document your findings.  Need to know who influences your buyers.  These influencers types should be mentioned in your buyer personas.
  3. Discover specific influencers – Now that you know the type of influencer, get down to the specific persons that can impact your business and your buyer’s decision making process.  This discovery is not easy.A tool to use is BuzzSumo, where you can search keywords and discover the Twitter handles of accounts haring similar keyword-related content.    Filters allow you to sort influencers by reach, authority, influence and engagement.  This tool identifies websites and social users with serious influence.  Find the most influential content for any topic, domain, or author as well as the influential users that shared and linked to it.  Find individuals who have an established voice and social presence.  Or if you don’t want to do the search yourself, go to an outsider, such as through freelance.com, to do the search and come up with the list of influencers and their contact information.Look at their reach (blog subscribers, Twitter followers, LinkedIn connections, YouTube subscribers, books sold, Instagram followers, etc.).  See how much engagement they get such as retweets or comments on their blog.  Look to see if they communicate to others and affect people.
  4. Understand the needs of the influencer types – These needs are much like what is included in buyer personas.  Monitor the community to understand them and what they need.  As you make the list of influencers, determine how you can help them.
  5. Determine the necessary action items – Brainstorm with your marketing team and come up with the list of action items.  Document these action items.  Put the necessary tasks on the marketing calendar and any expected costs onto the marketing budget.  Tailor your actions to the individual influencers.
  6. Do the determined action items – You want to build trust with high quality content and engagements.  Keep track of your efforts, just like other marketing programs, in your marketing project management system.
  7. Perform measurements and make adjustments – Measure the performance of your engagement with the selected influencers on improving your brand and increasing revenue.  Keep track of the source of your leads especially if they came from specific influencers.  Report the efficiency and effectiveness of your efforts.  Review these efforts and make any necessary adjustments.  Look for new influencers and repeat cycle.

What are some of the action items to attract influencers to your organization?
Every organization is different in how they market to their buyers, donors and prospects.  Every market is different.  And who influences these markets are different.  But here are a few actions that can be done to attract influencers:

  1. Since you might not have their email addresses, direct message (DM) via Twitter the influencers to start out a conversation.  Ask them to check out your website, check out a specific content piece of yours or check out your blog.  And most importantly ask them how you can assist them.
  2. Schedule a meeting with them at a conference they are attending or at your office to discuss how you can assist each other.  Remember they might be promoting their business or efforts as well.  Try to meet them in real life (IRL) as that enhances the relationship.
  3. Create your influence relationship management (IRM) system.  Get their contact information (including name, position, organization, twitter id, email, phone number (if possible), something unique about them (President of an organization), website URL and/or blog post URL).  You need this info so that you can contact them and to keep track of the relationship.
  4. Join associations that the influencers are a part of and that your target audience attends.  You might be a member already but increase your efforts by following the association blog, following their social networks and staying more engaged with the association.  Influencers usually appreciate involvement with associations.
  5. Attend conferences that influencers and your target audience attends.  Review the conference content and speakers.  Look for influencers at these conferences.
  6. Sign up for webinars being done by the influencers.  Gather information from these webcasts and communicate thanks to the influencers after the webinar.
  7. If you have a product and you want the influencer to recommend your product, consider sending them the product for free.
  8. Create a nurture campaign to keep them informed of your company, your services and your products.  This might be a newsletter or scheduled emails with information (blog posts, webinar mentions, ebooks, etc.) that they might find valuable.
  9. Follow their social media networks (Twitter, LinkedIn, blog, YouTube channel, etc.), monitor the networks and engage with them such as retweeting their posts.
  10. Invite them to speak at your user conference or be included in a marketing piece such as an ask the expert document.

What would you like these influencers to do?
Be creative, but do encourage them to do the following:

  1. Mention your product or service to those in the marketplace.
  2. Share your content via their social media networks such as Twitter.
  3. Retweet your organization’s tweets to their large number of social media followers.
  4. Contribute a guest blog post to your organization’s blog.  Hopefully they will share that post on their social media networks.
  5. Be interviewed for a blog post or a video for posting on your YouTube channel.  Hopefully they will share this content on their social media networks.
  6. Contribute to an eBook or an article that you are publishing including those that are asking for expert opinions.  Hopefully they will share this content on their social media networks.
  7. Ask your organization to be on a panel of speakers at an association meeting.
  8. Present in one of your webinars or at your user conference (and make sure you record these presentations).

How can you return the favor to influencers if they assist your organization?
Remember that this is a 2 way relationship and you need to thank them when necessary by:

  1. Give them a call or send them an email thanking them for their assistance
  2. Offer to collaborate on projects so that they have more ownership of the content you want them to promote
  3. Exchange an email unrelated to any content you are promoting.  For example, if you saw that their blog was nominated for an award, send a brief congratulations email
  4. Thank the influencer in a tweet for any help they offered you that week
  5. Follow their social media networks
  6. Share their content
  7. Engage with them thru their social media posts (comment on their posts)
  8. Promote their events or their speaking engagements via your social media networks

The concept of reciprocity is simple: if someone does something for you, you naturally want to do something for them.  Although every influencer is different, when developing these relationships, remember to be as authentic and personable as possible.  Respect and genuine interest are what will make these valuable partnerships last.  A blog post can become outdated and a tweet can be forgotten, but what will last are the genuine connections you create with influencers.

If you have not already done so, you need to start building your influencer network now.  Make influencer marketing a consistent part of your marketing plan.  Find the relevant people, reach out to them, and build a relationship to support your organization’s sales and marketing efforts.  Hope this influence marketing post helped.  Feel free to comment back on your influencer efforts.

Photo credit: StockSnap.io (132)

Marketing Series for Legal Professionals

December 28, 2016 Leave a comment

This is my 11th blog post for lawyers and law firms this year and I thought I would have one post that combined the previous 10 posts into one post for easy access.  The series of posts covered a variety of topics including nurture marketing, social media, blogging, digital presence and planning.

You need to market your law firm to survive and grow.  There is a lot of competition out there.  Selling legal services requires it be a trust sale.  Marketing is different for all law firms depending on your size, your specialty and your geographic area.  Tailor your marketing to fit you.  Hope that these ten marketing related posts for law firms helps.  Enjoy.

legal

Nurture Marketing for Gaining Legal Clients

Client Retention for Law Firms

How Should Law Firms Measure Social Media

Gain Clients with Email and Social Media Marketing

Why a Law Firm Should Have a Blog

Law Firm’s should Review their Social Media Efforts

LinkedIn – A Few Suggestions for Lawyers on Its Use

Lawyers, Please Firm Up Your Digital Presence Now!

10 Ways to Successfully Market Your Law Firm

Time for Law Firm Marketing Planning

Hope that these posts were beneficial to your law firm.  Let me know if I can assist you in any way.

How Should Law Firms Measure Social Media

October 30, 2016 Leave a comment

measure

For each social media network (Twitter, LinkedIn, YouTube, Facebook) you use you should set goals and indicators that will prove the effort that you are putting on these channels.  Focus on awareness, interaction and conversions in your social media activities.

Social media should increase the awareness of your law firm.   This means increasing the number of fans and followers on the social media networks.  Determine a goal for each of the social media networks a goal of the number you want increased in a months time.  Social media should also increase the website and blog traffic by driving folks there via the social media posts.  Determine a goal of the number you wanted increased for the website and blog traffic.  Make sure you create a baseline and know how many you are getting now (thru social media and not thru social media).

Social media should increase interaction with the firm’s community (clients, legal community and prospective clients).  Usually the more interaction you have the more possibility of a conversion from prospect to client.  This interaction is measured by the number of comments, mentions and shares of the social media posts.

Social media should increase the number of conversions which are the movements between stages that someone interested in your legal services goes through.  This could be someone that is your contact database that shows enough interest in your firm that they are now converted (conversion) to a prospect status (Marketing Qualified Lead or MQL).  Measure the number of conversions that occurs due to social media. These will predominantly due to a website request for a consultation which converts someone from contact status to MQL or prospective client status.

Track these measurements on a monthly basis and compare monthly as well as year over year.  Using a spreadsheet to do this is acceptable.  Put in a reminder in your Outlook or day timer to do this measurement at the beginning of the month.  Each social media network has ways to provide you with these measurement numbers.

Awareness and interaction does not mean additional clients  but does improve the likelihood.

Choose your social media measurements wisely.  Remember you don’t need to get bogged down in too many measurements.  There are tools such as HubSpot that can assist.  Take some time to choose your goals and indicators.  What works for one law firm may not work for you.

What goals and indicators are MOST important to you to measure?  I would love to find out.  Please comment back to me.

 

 

 

 

 

Gain Clients with Email and Social Media Marketing

October 29, 2016 Leave a comment

fireworksattract

Many law firms and other professional services organizations seek to find the right marketing strategies and tactics to gain clients.  This post will cover the elements necessary for successful campaigns using email and social media marketing.  Marketing is more effective when the content elements are integrated.

A campaign (single activity or multiple activities) is intended to drive an action that benefits your law firm such as getting a prospective client to click on a website for more information, attend a webinar or requesting a meeting to discuss possible legal services.

For any campaign, it is necessary to set the goal and objective.  The goal for a campaign could be something like “reach new clients” or “inform current clients of new legal specialty”.    The objective for a campaign could be something like “get 10 new client consultations and convert at least 50% of those into paid clients by the end of the calendar year”.  Setting the marketing goal and objective for a campaign should be done first before any actual work on the campaign is started.

After the goal and objective are finalized and the campaign is approved to start then the following needs to be done:

  1. Choose the campaign type (offer, event invitation, announcement, etc.)
  2. Determine offer, if applicable (discount, downloadable content, consultation, etc.)
  3. Decide on the content necessary (blog post, case study, video, Twitter posts, Facebook post, etc.) – a good rule of thumb is that 80% of campaign content (and social media posts) should be informational and only 20% should be promotional.  Turn your prospect questions into content.  Make sure all the campaign components have the same look and consistent offer
  4. Select what marketing channels to use (email, Facebook, Twitter, etc.)
  5. Schedule your social media posts mentioning your campaign contents
  6. If email used, finalize the following:
    • Subject line (or lines if testing on different subject lines being done)
    • Send out day (or days if list split into 2)
    • Send out time (or times if list split into 2)

When the above is determined and finalized then execute the campaign.

After the campaign is completed (or during the campaign if it is a multi-month campaign) review the measurable results such as email sends, email opens, email clicks, which subject line had better results, better date send out, better time send out and goal numbers (such as possible client visits or number of new clients gained).

You want to deliver the right content to the right people at the right time.  And thru the right channels.  To do this you need to determine the goals and objectives  for the campaigns.  And you need to determine how to use social media and email activities in the campaigns.

Hope this post helps in creating campaigns using content creation, email marketing and social media marketing.

 

 

Law Firm’s should Review their Social Media Efforts

October 9, 2016 Leave a comment

 

All law firms need to have a marketing plan and that plan needs to contain social media such as Twitter, LinkedIn, Facebook, YouTube and blogs.  If your year has not started using these networks to engage with clients and prospects then now is the time.  This post will cover a suggested plan on social media for those firms just starting out with it.

SocialMedia

Social media helps create more buzz and discussions about your firm.  Social media is a lot of little things that hopefully will create more activity regarding your legal services.  For social media to be successful it needs to be integrated with your existing marketing of live events, case studies, webinars, target emails, newsletters, press releases,etc.  Social media needs to part of your firm’s culture.  A culture change takes time to accomplish and will require educating your staff about social media.

A goal of the social media part of the marketing plan is to include the social media needs, wants and ideas of different specialties of the firm. Social Media improves the communication to and from clients, prospects and other lawyers.  It also allows for gathering of information on competing lawyers and their service offerings.

Goals – First write down the goals that you want to accomplish with social media.  Here is an example of some goals:

  • Getting started on social media so that social media becomes part of the regular marketing process.
  • Improve firm perception with prospects.  As more law firms begin using social media more and more, your firm will need to do so as well to be perceived as a caring, involved, organized, knowledgeable, leading edge and professional law firm.
  • Improve firm’s digital presence so that your firm is found easily and more often on the internet when searched for by individuals.
  • Communicate out to those interested in your firm in the communication method that they desire.  Many individuals prefer the use of such tools as Twitter, LinkedIn and Facebook to get information.  Your firm would use social media to promote events, notify about trainings, announce webinars, mention client case studies and inform about the firm’s services.
  • Improve communication into firm by people with the communication method that they desire.  Many individuals are comfortable and prefer using tools such as Twitter and Facebook. They use social media to provide product feedback, mention support issues, make enhancement requests and request information.
  • Improve monitoring of competing law firms and their legal services so that your firm can quickly respond to their offerings.  This will be done by monitoring the competitor’s digital presence and social media efforts.
  • Improve monitoring of mentions of your firm on the internet.  Some of these mentions might be requests for information which should be responded to quickly.  Some of these mentions might be negative which also need to be responded to quickly.
  • Increase traffic to the company website and improve search engine optimization (SEO) as social media will provide more linkage to the site and will make the site more ever changing.

Components – Once you have your goals set, define what you are going to do.  Classify your social media tasks as phase 1 and phase 2 items.  Do not try to take on more than you can handle.  For example select Facebook, Twitter, LinkedIn and Google Alerts for phase 1 while YouTube videos and Blog will be done in a 2nd phase.

Facebook

Facebook is the leading social media tool.  Many individuals use Facebook as the way to stay up to date on the activities of friends and organizations that they care about.  Law firms create Facebook Fan pages so that those with an interest in their firm can get information easily and quickly.  A Facebook Fan Page usually has a more casual feel to it than a firm’s website.  Pictures and lighter tone pieces are used on a Facebook Fan Page rather than on the website which is more formal.  Facebook Fan Page should have a similar look as the  website.  The target audience is clients, prospects and partners of the company who use Facebook.  After the Fan Page is created, promote it on firm’s website, mention in newsletters and add to email signatures.  Set a goal such as to update Fan Page at least once a week with an update on firm events, webinars, trainings or service offerings.

Twitter

There are those that desire to get information via Twitter.  Twitter information is fast, current and short (140 characters).  Twitter is an excellent tool to drive individuals to a website so that they can get more information about events or services.  Anyone can be a follower of a particular Twitter account.  Therefore the desire is for anyone that has a Twitter account and would have an interest in your company for them to sign up to be a follower of your firm on Twitter.  Twitter Profile Page should have a similar look as the website.  Target audience is clients, prospects and partners who use Twitter.  After Twitter account is created, promote account on firm’s website, mention in newsletters and add to email signatures.  Set a goal to send at least 5 tweets a week on events, news releases, webinars, training and service offerings.  Tweets can also be industry related.

LinkedIn

LinkedIn is known as the business professional’s social media tool.  It is a great tool to find individuals, law firms and companies.  LinkedIn has the ability to have a company page and create groups which have members that are interested in the group subject.  Therefore your firm can create a group that is targeted for your clients and their needs.  LinkedIn does not require as much care and feeding as Facebook and Twitter.  Initially, LinkedIn will be used by your firm as a way for people to find your firm.  The LinkedIn company profile will drive people to the firm’s website.  The target audience is business professionals with an interest in your law firm.  The initial strategy is to create the profile and maintain accuracy.  It is also recommended that all the lawyers and important staff in the firm have individual LinkedIn profiles so that they can be easily be found by other individuals.  And the profiles should be reviewed by the firm’s marketing team to make sure their is consistency in the profiles about the firm.

Google Alerts and Competition Monitoring

It is important to know what is being posted about your firm, your legal services and your competitors on the internet.  This is done by setting Google alerts on specified terms.  If these specified terms are posted on the internet Google will send you an email notification.  These emails will need to be reviewed with the appropriate person in the company notified if something needs to be responded to.  Also someone outside of your company will need to follow competitor’s Twitter account and competitor’s Facebook Fan Page.

YouTube

YouTube is a highly searched tool for videos.  Videos are usually less than 10 minutes in length (less than 3 minutes preferred) and usually are not very formal.  Many firms put testimonial videos of happy clients on a custom YouTube Channel which they control.  Many individuals at your firm will need to assist in the creation of videos including selecting topics and being shown in the videos.  Target audience is clients, prospects and partners who access YouTube looking for information on your firm, your services.  The strategy is to announce videos on firm’s website, mention in newsletters, send out Tweets and post on Facebook Fan Page.  Set a goal to post at least 1 video a month once you have started posting videos.

Blog

A blog is a great way to show legal expertise and to provide information to those that want it.  There are multiple blog tools that can be used with WordPress being the most well known.  The blog should be integrated into the firm’s website.  A blog is time consuming as it does take time to write the blog posts.  Consistency is important to having a successful blog.  Blog posts will probably need to be written by multiple people at your firm (or ghost writers) who have the expertise necessary for the posts.  Target audience is clients, prospects and partners who would like to see information related to your firm and its services.  The strategy is to announce blog posts on website, mention in newsletters, send out Tweets and post on Facebook Fan Page.  Set a goal to post 1 blog post a month once you have started your blogging.

Calendar/Costs – Now that you know what you are going to do and why you are going to do it, create a time line or calendar of when you will be tackling these social media tasks.  Mark down when you are going to set them up and when you are going to promote them.  Create a reminder to do your postings and monitoring.

All most done.  Now you need to estimate what this is going to cost you.  Many of the additional costs to do social media are in the marketing labor necessary to setup, post and monitor.  Many of the tools used are no cost items for the basic versions.  Create an estimate on the number of additional hours of marketing time it will take to do these social media tasks.  At a minimum count on 1 to 2 hours every business day to be spent on social media for the company.  If you don’t have the resources to handle this consistent effort then look into getting an outside consultant to assist setting it up and doing some of the initial work.  But for it to be successful you still need to be involved.  Once the social media process is in place, consider bringing on an intern to assist with the social media activity.  If YouTube videos are on your list, I recommend purchasing a video camera (estimate $500 with a case, memory card and tripod).  I know that time is your most precious resource but if done correctly your efforts in social media will pay off.

Incorporate social media into the firm’s efforts.  Social media will increase the communication with the firm’s clients, prospects and partners.  Hopefully, this increased communication will increase the number of new client opportunities.  Remember that the social media plan will need to be reviewed on a regular basis.  It should be a living, ever changing document.  Wish you great success.

10 Ways to Successfully Market Your Law Firm

September 19, 2016 Leave a comment

legalMarketing your law firm can not be ignored if you want firm survival or growth due to increased competition.   Selling services like legal services requires it be a trust sale.  Many firms don’t have the expertise on staff or the time to market their services to acquire new clients.  The purpose of this blog is to suggest some ways for a law firm to market themselves to prospective clients.  One size does not fit all.  Marketing needs to be tailored to each firm.

Here are 10 ways for successful marketing:

  1. Create the necessary marketing infrastructure to make sure that the right quality marketing is done at the right time to the right people.  You need to make sure you have a staff person or an outside consultant assigned to marketing.  Marketing needs to be thought out and consistent.  Make sure that there is money budgeted to marketing so that it can be successful.  You want your marketing efforts to be efficient.  Make sure there are the right tools in place such as Hootsuite for social media management or HubSpot for Marketing Automation solution or Constant Contact Email system.
  2. Build a community that you stay in touch with including your clients and others who might need your legal services in the future.  Your community wants consistency and to be educated.  Get referrals from your community.  An excellent way to stay top of mind is to send out an email newsletter that is entertaining, educational and keeps them informed of your firm and services.  And make sure that they can forward the newsletters to others and that on your website there is an easy way to sign up for the newsletter.  A strong community retains clients and attracts perspective clients.
  3. Be a thought leader.  Show your expertise by writing articles, posting videos, doing blog posts and giving presentations. Make sure that this new content showing thought leadership is on your website so that the search engines will lead more folks to your site.  Make sure that you post the marketing pieces on your social media networks as well.   Every attorney at the firm should be writing a least 1 blog post a year.  If you are a 1 attorney firm then you will probably need to write at least 10 blog posts a year to support  your newsletter contents.  Your thought leadership will bring prospective clients to you.
  4. Get out of the office and network.  Go where perspective clients might be.  Go visit existing clients.  Remind them of your knowledge and services.  Building a stronger client relationship can increase your referral rate.  Do presentations at associations.  For example, if you are an employment attorney then present at the local HR group on a new law that went into affect.  If an attending HR person needs legal assistance then you might be their choice as your showed your expertise.  People want to do business with individuals they know and like.
  5. Firm up your identity and brand.  Make sure that your website, collateral, blog, business cards, letterhead, etc. are consistent and professional.   Make sure that every attorney and staff member at the firm understands that they need to be a sales person and a marketing person as well.  All attorneys and staff members should be trained on the importance of the firm’s brand and on marketing activities that they can be involved in such as social media.  Perspective clients want to deal with a firm that looks and acts professional.
  6. Have an accurate contact database.  Your contacts are gold. Make sure that you have your client’s contact information in a database, either a CRM system, a Marketing Automation system or an Email Blast system.  You need to stay in contact with your clients who might need future business and with prospects that have shown interest in your legal services.  Gather contact information at live events or from your website such as the newsletter sign up.  Make sure that your vendors and others that know your law firm in the contact database as well.  They might know individuals that could use your legal services.  These contacts will be used for your newsletter send outs and for any targeted emails you send out such as for a special event you are putting on or a charity that you are supporting.  The better your contact database is the more effective your prospecting will be.
  7. Strategize and finalize your target audience and messaging.  You need to know who your perspective clients (buyers) are and make sure that your marketing activities take them along the buyer’s journey so that the can become a satisfied client of your law firm.  You need to have consistent messaging in your marketing activities.  Everyone at the law firm needs to know the message to tell prospects.  Have a less than 2 minute elevator pitch that everyone at the firm can recite when someone asks them about your firm.  What is your differentiator?  Gather the members of the firm and get their feedback on what is the message for the firm.   Know who your prefect client is, what to tell them and have everyone in the firm be a part of the input and knowledge.
  8. Have a strong website.  A potential client is going to check out your website before their 1st call to set up an appointment to discuss legal services.  They will not make that call if that website does not talk to them and impress them with your services.  You need to make a good 1st impression with your website.  It must speak to their needs and displays your firm’s culture and expertise.  Make sure that the right messaging, branding and content is on the website.  Make sure that it is easy to use and easy for them to contact you.  Make sure that every page promotes your social media networks and has a clear call to action so that the perspective client knows what they need to do to continue on the buyer’s journey with your firm.  Make sure that you keep adding content to the site (blog posts and articles are good for this) so that your site can be found by the search engines.
  9. Be active on LinkedIn which is the largest social site for professionals.  Make sure that every attorney has their personal LinkedIn profile up to date.  Make sure that the law firm has a LinkedIn company page so that the firm can be found by others on LinkedIn.  Be involved in LinkedIn groups where prospective clients are members.  Educate your staff on how to use LinkedIn and how to be involved in LinkedIn groups.  Look at other social media networks such as Facebook, Twitter, Google+, Instagram, Snapchat, etc. and see where they might fit in your firm’s marketing strategy.  LinkedIn assists in engaging with perspective clients and with them finding your firm.
  10. Make it happen now.  Don’t wait.  Don’t just talk about marketing.  Do marketing.  As Seth Godin, a thought leader in marketing, says, ship it.  Marketing is not easy.  Execute marketing yourself or bring in someone from outside to do it.  Digital marketing is ever changing and that is not your focus as a lawyer.  Just look at the newer social media networks of Instagram and Snapchat.  You don’t need to do it all at once.  Divide and conquer.  But you need consistent, professional marketing for your firm.

The future of your firm could depend on the quality and effectiveness of your marketing efforts.  Marketing is different at every firm depending on their size, specialty, geography, marketing expertise, marketing budget and marketing resources.

Work with someone who can determine the right marketing activities and messaging for your firm.  As Jack Welch, former CEO of GE stated, “Your back room is somebody’s elses front room.  Back rooms by definition will never be able to attract your best.”  Convert your back room activities such as marketing to someone elses front room and insist on getting their best. Marketing is one area of your firm that you can outsource.

Marketing is an art.  You need to determine the mix of marketing activities that will reap the greatest benefit to your firm.  Marketing is a process.  Remember that marketing is not a single activity so you should  never stop marketing.  Hope that the above was helpful.  Let me know your thoughts on ways for successful marketing for law firms.