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Five Ways to Maximize Marketing Efforts
As business development, marketing and client service teams assume a much more central role in law firms, there is a time grab that happens for those attorneys who want to expand their book of business or maximize their thought leadership. With every request for external exposure, there is also an assumption that one effort of marketing will result in millions in new revenue. Yet, we all know that the responsibility to implement all marketing initiatives is on the lawyers.
While not too time consuming, it is critical that lawyers not rest their efforts after their article is published, the presentation ends or the webinar closes. These five tips below will help lawyers reshape their thoughts as they pursue additional marketing visibility.
1. Don't Wait for the Phone to Ring
While we as business development professionals would love to say that every piece of external outreach works magic, the truth is that consistent follow up is imperative. Whether they engage in publishing articles or speaking on webinars, podcasts, speaking engagements, follow up and repetition are necessary to move the needle on developing their personal brand and to attract potential clients.
Action step: Share the content with colleagues in your firm, clients and post on LinkedIn. The law of averages sharply increases when multiple people are aware of and sharing lawyers' content.
2. Let the Data Work for You
We live in a data heavy society, so it should be no surprise that with the right analytical tools, legal marketers can be extremely focused and strategic in their business development efforts. As I like to say, gone are the days of putting content in a bottle and throwing it into the ocean, hoping someone responds.
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