Endeavor to Be Useful: Legal Marketing Tips 01.20.12

A digest of social media “how-to” advice and tips for legal marketing.

Market Each Blog Post Like a Product

The great thing about social media marketing is that the best ideas are the simplest — the rest is tweaking.

This morning I attended an Austin Social Media Breakfast presentation by Brian Massey (aka “The Conversion Scientist”) on strategies, tactics, data capture and measurement for content marketing, and came away with some commonsense but potentially transformational tips for lawyers on how to drive blog traffic and leads:

  1. Instead of treating your blog like an epistolary novel for other smart lawyers to admire, think of it as a supermarket of ideas and market each post on its own like a distinct product.
  2. Take a page from Guy Kawasaki and tweet out links to each new content “product” four times over an eight-hour period.
  3. Make sure that each post contains a call to action (e.g. free download offer, webinar sign-up link, etc.), or has one physically approximate to the post.

Lots of social media marketing gold to mine on Brian’s site. For additional information and resources on blog conversion, also check out Social Mouths.


The ROI of Listening Part I: Popular Hosts and Interesting Guests

When I speak with clients about business development through social media, I frequently use the analogy of a cocktail party. The same rules of thumb that help make you a popular host and sought-after guest in your social life apply to cultivating a blog that’s followed and linked to.

  1. No one wants to listen to someone talk about their job all night. Mix it up, and don’t be afraid to talk about your life/interests beyond work.
  2. The best way to meet people is to enter a conversation that’s already in progress. If you are a new or relatively unknown blogger, it is much easier and more productive to find people already talking about a topic you’re interested in than it is to throw some pick-up lines out there and hope someone will overhear. Use simple search tools to find, comment on and link to other blogs, posts and tweets that you find interesting, and you’re more likely to get the same intereste in return.
  3. Don’t spend all your time talking to the same small circle of friends. Social media “cool kids” love to cite and retweet each other. But if you haven’t noticed, eavesdroppers who try to join in are usually ignored. If you have that luxury, mazel tov, but most social marketers don’t. As the numbers of your followers, fans and subscribers grow, there’s an opportunity to differentiate yourself and build positive brand associations by being inclusive, or at least approachable.
  4. Politeness pays. Even a short but pleasant exchange can go a long way building your online brand. Guy Kawasaki was already a senior member of the social media pantheon when I started following him on Twitter.  When he followed me back, he tweeted a friendly message that showed he’d read my profile. Mind you, since then he’s never retweeted me, linked to one of my posts or responded to my @ comments, but I’m still a fan because he demonstrated simply and elegantly that he understands that small, polite gestures can carry a lot of branding weight.
  5. Location, location, location. Kevin O’Keefe’s recent post about Facebook rightly notes:

“For lawyers the key to client development success is going where the people are. The people preferably being your target audience of clients, prospective clients, referral sources, and the influencers of those three.”

Phrased another way:

  • Be interesting
  • Be approachable
  • Be curious
  • Work all parts of the room
  • Don’t be a jerk

Works for parties, works for social media.