At Muse Communications, we love sharing tools, ideas and techniques that make our clients’ lives easier. That’s why, periodically, we’ll feature content from contributing writers. And because we’re former journalists, we feel the need to disclose that, no, we have not paid for this content, nor have we received any financial incentives for running it. Enjoy, and we hope you find this post useful! [Note: for our own (more traditional) primer on defeating writer’s block, take a look at Bruce Vincent’s post.]
If you’re a small law firm looking to grow your business, you may have encountered the phrase “content marketing” while exploring potential marketing options.
This blog post will explain some of the main concepts of content marketing and how it can be a potent tool for solos and small law firms with limited marketing budgets.
Now that primary season is over in Texas, political campaigns are gearing up for the general election. That means our mail, airwaves, social media feeds, and email inboxes will soon be filled with pleas for our money and our votes.
The challenge for candidates is to break through the noise. How can their message rise above the cacophony and be heard by those voters and donors who are most persuadable and likely to show up on Election Day?
It’s the same issues law firms face when trying to promote their services in a marketplace flooded with lawyers looking for business – only every day is Election Day. There’s no magic bullet, of course, but here are a few things law firms (and political candidates) should keep in mind as they plan their marketing efforts:
Whether a potential client has heard about your legal work from a friend, colleague or a simple internet search, the first place they visit for more information is your online professional bio. The key is making sure that what you say about yourself is well written, organized, and presented in a way that will impress the people who see it.
In the era of online content marketing, the press release seems as quaint and outdated as the fax machine. But a well-written, concise, timely press release remains one of the most potent vehicles for getting your law firm’s story in front of important audiences.
If anything, press releases are more important today than they were back in the day when they took over newsroom fax machines and made one of my editors “cry for the trees” they were written on. (Fortunately for those trees, press releases are now almost entirely distributed electronically. You’re welcome, Earth.)
One of the biggest impediments to embarking on a full-throttle marketing plan is the reluctance many lawyers have about tooting their own horn.
I see this more frequently among women lawyers, but it is not exclusively a female problem. Lawyers of both genders have trouble with marketing, especially the part where they have to assert that they’re good at something and ask for business.
Simply put, lots of people find the act of marketing themselves to be icky. But mortgage and tuition payments don’t grow on trees, so if we want to stay solvent, we have to find ways to make marketing less icky.