I return this week to the topic of how to successfully keep new year’s resolutions concerning legal marketing health and fitness. The pilates tenet of strengthening one’s “core” as the basis for all physical fitness holds true in marketing as well. Before you can safely, effectively and consistently perform more advanced and strenuous moves, the underlying muscle systems must be strong, flexible and controlled.
In the case of blogging and other forms of social media marketing based on content creation and dissemination, the “core” muscles involve listening, not writing. Listening enables you to:
- Identify whether there’s a market for your content.
- Identify who else is creating similar content
- Monitor your progress (or lack thereof)
- Get new ideas for posts, presentations and other content
- Capture timely, relevant content for linking and sharing through your blog, Facebook and Twitter
Instead of moving immediately into elaborate “thought leadership” maneuvers, video tutorials and SEO optimization, my “Pilates for Legal Marketing” regimen calls for mastering basic content that connects with readers. While it technically was not created this week, I discovered a useful post on point by the Allinotte Law Office via Twitter this week. “5 Things to Know Before Hiring a Personal or Business Lawyer” is addressed to parties looking for a lawyer, but the same advise provides a template for creating a firm website based not on what you want to tell prospective clients, but on what they want to know.
Depending on the area(s) of law you practice and the size of your firm, this could include topics like:
- How do you bill for your services?
- What resources do you have available that will make you responsive to and capable of supporting my needs?
- Do you proactively communicate on an ongoing basis?
- What types of matters do you personally work on beyond your advertised specialty or niche?
- What happens if you get too busy or leave the firm?
Without a strong, flexible and controlled marketing core, the rest is flailing.