It goes without saying that we are in uncharted waters. The COVID-19 crisis is impacting law firms, their employees and, of course, their clients. Events are being cancelled. Schools and
The Best Hashtags to Use When Writing About the Coronavirus on LinkedIn
Hashtags are great tools to help your content become discoverable and to build your brand and business (especially on LinkedIn), but only if you’re using the right ones.
If you’re
16 Content Marketing Strategy Best Practices for Firms of All Sizes
While many firms are content producing powerhouses, disseminating client alerts, thought leadership pieces, social media posts and other information daily via the many distribution channels with which they engage their target audiences, they often fail to really think about the how, what, when, where and why of the content they are creating and how it will actually benefit their clients and other influential readers.
These firms are on content autopilot, just going through the motions to churn out thought leadership pieces as efficiently as possible, often because that’s just the way their firm does things or because they don’t want to question a partner or someone more senior to them or because there is pressure to get things out the door to be competitive with another firm.
If you find yourself in this position, take a moment to give yourself a “content time-out” in order to really think about why you are doing what you are doing. If it doesn’t make sense with your brand and business development goals, immediately change course.
Taking the time to ensure that your content marketing and your business development strategies are completely aligned will enable you to create more focused, client-centric content that will better engage with your target audiences and lead to new business and the retention of clients.
Remember that the goal of content marketing is not just about populating your social media feeds with a steady stream of content. Rather, the goal is to use content as a differentiator to help position your lawyers and your firm as thought leaders, which will help to keep you top of mind with key individuals for when they have a matter that fits your background. It’s always about quality versus quantity.
Here are some ideas to take your content strategy to the next level.
Women Who Wow: Susan Freeman
Many of those in the legal marketing industry already know of Susan Freeman because of her strong online presence and ability to gather and support other women. Susan is the epitome of what is means to be a woman who supports other women. She’s been kind and helpful to me through the years, and she is a role model for all of us in terms of using her platform for the greater good.
I asked Susan to be part of the Women Who Wow series, which is running not only during March, Women’s History Month, but throughout the year, because she selflessly promotes so many others, and I thought it was time to shine a spotlight on her. Thank you Susan for all you do for our industry and for women. Learn more about her.
How Your Workout Can Be a Great Business Development Funnel
Business can come from any and everywhere. Everyone you meet could be a potential client, referral source, job lead or just someone who can help you at some point. This
Celebrating International Women’s Day at Baker McKenzie
Thank you so much to Baker McKenzie’s BakerWomen’s group for inviting me to speak about LinkedIn best practices and building your personal brand today. It was a great way to
How Showcasing Softer Content and Your Firm’s Culture Can Greatly Enhance Your Social Media Efforts
Using social media to support your firm’s and lawyers’ business development efforts should be at forefront of everything you do on LinkedIn, Twitter, Facebook, etc. If the post doesn’t support your firm’s strategic goals, take a time out to think about why you are even doing this and rethink your strategy.
Don’t use your social channels to only focus on your firm’s work and its substantive news, events and publications – that can make your firm seem dry, a little boastful and devoid of personality and heart.
Firms should also showcase their “softer” side, which can support their business development efforts, because clients want to peek behind the curtains on the firms on which they rely.
Showcasing the softer side of your law firm humanizes your firm and makes your lawyers more relatable. Include posts about firm life, pro bono and community service, upcoming holidays, as well as profiles on lawyers and alumni, and photos from firm events.
Here’s how to do it at any size firm.
Here’s a Tip on How to Create Content That Will Be Read and Could Go Viral
Here’s a client alert/article tip. Write about what’s hot right now and be first to market on the topic.
For example, the coronavirus is of major to concerns to businesses
Why You Need a Strong LinkedIn Company Page Strategy and How to Do It
It’s so important today to have a strong LinkedIn company page and consistent presence on the platform. Why? Because your clients and prospects are using the platform to conduct due
How and Why to Create a Custom Friendly URL for Your LinkedIn Profile
Here’s an easy and essential LinkedIn tip that everyone should do ASAP – create a custom LinkedIn profile URL.
Why? Having one will enable you to use your LinkedIn profile