Photo of Stefanie M. Marrone

Stefanie Marrone helps law firms and legal service providers effectively tell their stories and find their unique voices. She has worked at some of the most prominent law firms in the world, developing and executing global revenue generating, business development, internal and external communications strategies, including media relations, branding, multi-channel content marketing and thought leadership campaigns. She has particular experience in helping B2B companies and their employees effectively utilize social media platforms such as LinkedIn, Twitter, Facebook and Instagram for business development, revenue generation and visibility.

Stefanie advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry.

Connect with her on LinkedInTwitterYouTube, Instagram,  sign up for her email list and follow her latest writing on JD Supra.

I recently had the opportunity to participate in an interview series with the Legal Marketing Association where they asked some of the speakers of the upcoming LMA19 conference to respond to questions on why they submitted to speak at the LMA Annual Conference, what they hope attendees will learn from their presentation, what they think are the keys for success for legal marketers today and which other sessions they are most excited to attend. Here are my responses. I’m looking forward to seeing many of you in Atlanta on April 8-10, and I hope you will join me and Jennifer Carr for our deep-dive workshop session on April 10 at 1:30pm on “Beyond Branding: Aligning Social Media Strategy With Business Development Goals.” Learn more about the session

Many professionals want to step outside of their comfort zones and try different types of professional branding activities such as public speaking, article writing, taking a leadership role on a committee or joining a nonprofit board or starting a blog, but there’s something inside of them that holds them back from doing so.

Here’s what I say to those feelings of self-doubt and negativity (and what you should say too), “Yes you can, and you will!”

It’s not easy to tame our inner critic, but nothing in life that’s worth it ever is, right? We all have tons of self-doubts in our head that wreak havoc on our self-confidence. It’s so important to believe in yourself, in fact, your career depends on it.

A positive mindset goes a long way in determining whether your endeavors fail or succeed. Harsh self-reflections can be very damaging to your psyche and your career. To succeed you must consciously silence these negative thoughts, replace them with proactive thoughts and actions and generally just be kinder to yourself.

I used to be in this category of people who just didn’t believe in themselves and who were overly critical of themselves – let’s just say that I was not the most charismatic public speaker (in fact, I was terrible!) and I beat myself up over it watching videos of myself, critiquing my performance and asking others for feedback where I obsessed over the negative comments.

But I kept at it, I strove to improve what I could, I didn’t give up and I didn’t say no to future speaking engagements just because I had a few so-so experiences. And neither should you.

So what if your speaking engagement is only good not great or if your article just receives a lukewarm reception? You’ll learn from each of these and do better next time. After all, practice really does make perfect. If you work hard for the things you want, they will happen.

The next time you hear that negative voice in your head, I want you to promise to do the following: 

It’s not always easy to develop a steady stream of strong content to engage with your clients, prospects and other target audiences, especially when there’s so much competition out there from other firms that are content powerhouses and so little time to capture the attention of your audience.

You also don’t want to be the firm that posts content just for the sake of posting content – you always want your articles and posts to be meaningful, targeted and client-focused – remember, always think quality over quantity. You can also use what you do have more efficiently to give you much more bang for your buck.

Your professional biography is one of the most important pieces of copy you’ll ever write about yourself. It’s your opportunity to showcase your work, capabilities, areas of expertise and what makes you stand out from your competitors.

Many in-house counsel cite lawyer bios as one of the most important sources of information regarding researching outside lawyers (yes, everyone is Googling you and your bio is usually the number one search result of your name). In addition, lawyer bios are among the most trafficked pages on law firm web sites.

Your bio can serve as an important business development tool if it is well-crafted. Yet within the legal industry, so many bios are still lackluster, outdated, not client-focused or just plain poorly written.

Given the power of bios, it has always baffled me that many lawyers do not update theirs at least several times a year or write them with a client focus. Any down time you have or right before a pitch or a speaking engagement are all great reasons to take a fresh look at your bio and them more engaging and client-focused. Now let’s get to work! 

I’m often asked how to develop a successful social media strategy. Firms of all sizes and budgets can do it if they are resourceful and creative.

Here are some ideas