The annual holiday advertising blitz soon will begin signaling the year’s end, but lawyers and their firms still have plenty of time to lay the groundwork for effective legal marketing as we head into 2019.
Some lawyers and law firms dismiss social media in terms of marketing, but it can be a difference maker if you know where to be online and what to do once you get there.
Many lawyers spend countless hours preparing CLE presentations, writing informative blog posts, giving media interviews, and generally creating informative content of interest to their clients, prospective clients and referral sources.
The smartest lawyers find ways to get multiple uses out of those efforts by recycling their content in a variety of other formats.
In the era of online content marketing, the press release seems as quaint and outdated as the fax machine.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.
Legal blogs are a relatively low-cost way for lawyers to promote their expertise and demonstrate their knowledge to clients, prospective clients and referral sources. Blogging is also an excellent way for solos and small firm lawyers with niche practices to spur business development and raise their profile in a competitive marketplace.
Developing new business is largely about 1) building relationships and 2) demonstrating that you know what you’re talking about. Blogging can help lawyers do both.