Category Archives: marketing

Four Tips for Success in Legal Marketing

Until ten years ago, I never would have never given myself the title “marketer” in addition to being a lawyer. I always did what it took to keep those phones ringing and e-mail inquiries coming in, but I didn’t label it as marketing, and I certainly didn’t have a marketing plan.

Like my lawyer father before me, I always had natural sources of business. Dad and I sent out our annual holiday cards, met our lawyer friends for lunch and attended bar association meetings and events.

Over the past decade, I have slowly become more and more enmeshed in the world of legal marketing.

It’s a very interesting world. It’s a profession unto itself.

Most of the large law firms have marketing departments with different positions, including business development specialists, marketing directors, directors of communications and event planners.

The smaller and mid-size firms might have one or two marketers who handle all the marketing for the firm and are considered generalists. Many firms hire interns to assist with marketing tasks or marketing consultants to keep them on task.

Individual attorneys hire their own marketing coaches or even sales coaches to teach them how to turn a potential new client (PNC) into an actual client. Some lawyers I know hire coaches to teach them how to package themselves, including how to dress, how to develop “elevator speeches” and how to network.

Over the years, I’ve picked up several tips:

Stay within your comfort zone. There are many methods and opportunities to market yourself. Unless your sole job is rainmaker, there is definitely limited time for legal marketing.

Make sure to use your time wisely and pick the one or two methods that feel the most comfortable to you. For example, if you are on the quieter side and don’t do well networking in large groups, use your marketing time in other ways. Invite a potential referral source to lunch, join a committee in a volunteer organization or find a smaller networking group that feels more intimate.

Brand yourself within your firm. If you work in a firm of 40 lawyers who all do the same type of work as you do, you must find a way to differentiate yourself.

Find your passion and try to incorporate that into the work that you do.

In the divorce world, there are attorneys who concentrate on working exclusively with men, the LGBT community, athletes, etc.

Just because you have your own brand doesn’t mean you aren’t a firm team player. In fact, by representing your firm in a niche area, you are bringing extra visibility to the firm.

Get online. More than ever, the Internet is an additional marketing tool. If you or your firm doesn’t have a website, now is the time to create one.

If your firm has its own website, make sure that your credentials stand out by continually updating your bio and qualifications. Also, make sure your website or blog can be read easily on mobile devices.

Find the time to market. Like any busy service business, clients come first. I will be the first to admit that some weeks or months, my marketing takes a backseat to all the client emergencies that arise. Schedule in your marketing time as you would any other important appointment.

Especially on the Internet, you have to stay on top of everything. It takes time to move into a good position on search results and only little time to drop down.

I have many titles and roles. I’m a lawyer, husband, father, friend, uncle and a marketer.

Each takes time and effort, and it’s not always easy to balance but I do my best. My final tip is to do the best you can, don’t give up – and the results will follow.

Content Marketing for Your Small Business

A large part of engaging social media posts has great content. Just having a profile on multiple Social Media sites isn’t enough to keep followers engaged or attract new customers. To get and hold people’s attention, you need to post new, trending and engaging content consistently.

You’ve probably heard that your social media content should NOT be all promotional for your product or service. Mix it up! Have a variety of different content about a wide range of subjects.

So, what do you talk about across your Social Media Channels, if you aren’t supposed to sell, sell, sell? Try these topics, put your twist on them.

1. Company: Give insight to your business. If people are coming to your pages to learn about who you are and what you do, then some background information is a great place to start. Give your audience a better sense of what’s going on with your business and why they should be your followers.

  • Behind the Scenes Photos
  • Staff Showcase
  • Testimonials
  • Product Photos and Videos
  • Business awards and accomplishments
  • Business News – what’s new?
  • Product tutorials
  • Music Playlist – do you play music in your office? Showcase what you are listening to so your followers can appreciate your taste in music.
  • Company #tbt – Throw Back Thursdays are always fun! Share a photo from when your business was just getting started. Let your followers see how far you’ve come.

2. Audience Engagers: Social Media allows you to interact with a broad audience of customers and potential customers directly. Ask your followers to be engaged, start up a two-way conversation and let your customers know you are listening.

  • Fill in the blanks: My favorite product is___________ or If I had a Million dollars I would ___________ (Be creative)
  • Ask Questions
  • Hold Contests
  • Either or Debate: Everyone loves to share their opinion. Get people to weigh in using an either-or debate. Ask them a question about your company (think this product over that product) or about something that’s trending.
  • Audience Photos: Did your followers/customers attend a meeting/event, ask to see these types of pictures.

3. Business | Industry: Many people like to follow the 80-20 posting ratio. You should post about other stuff 80% of the time and only 20% about you. Show what you know and how your followers can learn from you.

  • Industry News: Post a link to a news article that is related to what you do. Set up Google Alerts using relevant keywords.
  • Infographic: What do people share the most? Images, yes. Images are an effective social media content ideas -, especially regarding shares. Share some helpful information about your business, field, or industry by posting or creating your infographics.
  • Books: Read any good books lately? Will these help your customers/followers? Share, they’ll probably love your reading list too.
  • Share your LinkedIn Groups: Many groups on LinkedIn are a great source of industry/business related info. If you find interesting information share the link with your social media followers so they can join too.
  • Weekly Roundup: Create a top 5 or top 10 list of business news, announcements and anything else you find to be awesome! Share this on a regular schedule will have your followers checking your pages’ week after week to get it. Think This week in…
  • Promote your Partner: Do you have other businesses or professionals that help you get business done? Someone that provides you parts or promotes your services? Plug them into your Social Media strategy by linking their websites or social channels. Ask others to promote your business too.

4. Repurposed Content: Already have content? Repurposing and promoting existing content is an excellent way to fill your news feeds and deliver your message to newer audiences.

  • Blog Posts: Do you have a blog?
  • Re-share an old post: Find a previous social media post that performed well, and re-share it. Chances are your new audience hasn’t seen it.
  • Share Promotional Videos: If you’ve created and uploaded promotional videos on YouTube, share those on your social media channels.

5. Entertainment: Sometimes you just need to have a little fun to get your followers engaged.

  • Memes: Everyone loves a good Meme (you know the funny images with text).
  • Inspirational Quotes: We all can use a little more positivity in our lives. Humorous, inspiring or motivational quotes always perform well.
  • Funny YouTube Videos: Find a video that makes you laugh, then share it with your followers, so that they can laugh too!
  • Posts that show you’re human: Putting a personal face on a company helps people relate. Share occasional posts from your own, non-work life: cute photos from vacations, meals you ate, etc.
  • Holiday Celebrations: Every day is a holiday! Help your followers enjoy each day!
  • Support a Cause: Share what you is important to you, not only for business but in life too.
  • Share a joke: Laughter is the best medicine, right? Share a laugh or an ecard with your fans.

Christina Williams is the owner of Savvy Tech Consulting, an Entrepreneur, a public speaker, Microsoft Office Specialist, Graduate School Student and a Social Media Enthusiast. Christina is a computer consultant/educator who trains small business owners to use Social Media to enhance their digital business footprint. Webmasters and other article publishers are hereby granted article reproduction permission as long as this article in its entirety, author’s information, and any links remain intact. Copyright 2016 by Christina M Williams, Savvy Tech Consulting