There are a variety of ways to create and share content on social media. The direction you take will be based on your target audience and what you want to accomplish. Select your content and tailor each post for the platform you are using.
Attorneys have lots of methods available to them to establish their own brands. Speaking engagements, email blasts, published articles, podcasts, media appearances – these all have a role in establishing an attorney’s credibility. But perhaps the easiest and most versatile tool available to a lawyer today is social media.
A marketing audit is a comprehensive review of anything and everything that influences and shapes the marketing efforts of your firm. It is like a SWOT analysis on steroids. Upon completion of the audit, you will have a 360-degree view of your marketing department and all the ways it impacts your law firm.
There is a lot of uncertainty right now. We must be flexible. Broad goals are important, but very specific projects take precedence. Look closely at the marketing initiatives that will position your firm for growth as we come out of the havoc of this global pandemic.
After you have spent the time creating your blog posts, videos, or longer form content, and you’ve established yourself as a subject matter expert, now it is time to consider how you will share that content. This is where the rubber meets the road in digital marketing.
Building Your Digital Marketing Plan in the Time of Social Distancing Part 2: Establish Yourself as a Subject Matter Expert
You have experience. You are up-to-date on what is going on in your area of practice. You have created content. Now is a good time to pull all of that together to build your personal brand and establish yourself as a subject matter expert.
Because of social distancing, many of the marketing and business development activities we routinely participate in are now fundamentally changed. Conferences: postponed. Networking events: cancelled. Pitch meetings: moved online. How do we pursue new business opportunities when we cannot meet face-to-face? Digital marketing.
Every year I write a set of goals down in my bullet journal. (Yes, I’m a tech junkie with a flair for the analog.) It started a few years ago when I saw a friend post her “16 in ‘16” list on Facebook and I decided to join in. My goals are a mix of personal and professional, and I have yet to have a year when I achieve all of them. That’s ok – they’re goals. Not assignments. But goal setting is important to keep me motivated and working to better myself.
Goal setting is important when it comes to your digital marketing efforts too. Goals keep your campaigns and marketing activities aligned toward achieving a common objective. They also help you determine what is and isn’t attainable based on the resources available. Plus, complacency stifles growth, and goals help keep your marketing from being complacent and growing stale and out of touch.
Your website is one of, if not the first, ways prospective clients will interact with your firm. What does your online presence say about your firm’s mission, philosophy, and capabilities? It’s about more than just the words on the screen. Your decision to redesign a website isn’t one your firm will take lightly, and in order to get your project off the ground you must convince your executives and leadership team the time to act is now.
Budget season is in full swing or possibly even winding down if your firm is ahead of the game. You are likely budgeting for a number of important marketing and business development-focused projects for next year. Is one of those projects a new website? If you answered yes, you’re in good company. Generally speaking, companies update their websites every three years. In legal services, the timeline can be similar, but often other firm-wide initiatives and priorities can force your website project to the back burner. One way to help keep your project top of mind with executives and key stakeholders is to set a realistic expectation of how much it will cost, and how the process will work. This article will focus on the cost component, and how to set a realistic budget, considering all contingencies, that will help drive your website redesign conversation.