Content Creation Secrets of Successful Lawyers
Successful lawyers make a commitment to educational marketing. This means they help their client understand the issues he faces, help him comprehend the implications of those issues and provide him with criteria for choosing a lawyer.
This education process is not something that happens overnight.
Additionally, savvy lawyers also educate their referral sources. They help them understand the difference between a good client and a crappy client. They help them pre-qualify cases before send a client their way. They help the referral source position them as an expert.
Educational marketing requires diligent focus, pigheaded persistence and message discipline. It also requires a great deal of content.
This last part intimidates lawyers.
You have a full caseload. You run a law firm and need to deal with all the responsibilities that come with that role. You also have to attract new clients (and referral sources) and keep the pipeline of cases full.
When will you ever find the time to create the content necessary to educate your clients and referral sources?
Luckily there is a shortcut you can take.
If you focus, in one week you can create enough content to fill the following media:
- One 45 minute presentation
- One 550 word article for publication in a trade magazine
- 7-10 blog posts
- One video DVD to be sent out in a direct mail campaign
- One 1 hour webinar
- 60 – 80 posts on Twitter, Google+, Facebook and LinkedIn
- 12-15 YouTube videos
- 15-20 Frequently Asked Questions (with answers) for your website
- Content for an email newsletter for several weeks
All of this content is created almost simultaneously so you leverage your time and effort.
Wondering how all this gets done?
I do it all the time. And I reveal my secrets in this episode of the Valtimax podcast.
Click the link below to listen.
You can also listen on your desktop by using the player below.
Here are three additional articles that will help you with educational marketing:
This is a detailed article about successful lawyer marketing and content creation. These folks pump out great content each week. You can too.
Sometimes you create too much content and you are not sure how to keep it organized and focused. This article will provide you with a framework you can follow to keep your readers engaged and your marketing on track.
What you write is important but how you write it is critical. Do you know what is going on inside your client’s mind? You should and that’s how you should write.
Are You Up To The Challenge?
Here is some good news for you.
Whether or not you are on track to reach your goals, this is the perfect time to take specific steps to grow your law firm revenue and your income. The best way to do that is by taking massive action.
There are five systems in any law firm marketing plan. They are:
- A system to develop new relationships by speaking at conferences and events
- A system to attract new client interest through writing and publishing written content
- A system for establishing new client relationships through networking
- A system for creating new relationships with clients via the internet
- A system to help you follow-up with all the new prospective clients and existing clients in your portfolio
Overall law firm growth comes from taking action to increase the number of relationships from each of these systems.
Our focus for this article is growing your client relationships via the internet.
If you have spent any time with me, you know I am not a huge fan of internet marketing for lawyers. Search engine optimization has always been a black art and many practitioners of this voodoo marketing are unethical.
Google (and by proxy all other search engines) are aggressively working to stamp out the unethical SEO charlatans and social media (on-line interaction based upon relationships) is quickly expanding its influence on search results.
Today the outcome of an internet search is just as likely to be based upon your interactions with other real people on line as it is to be influenced by a guy in a room in India building links. But the trend is moving toward search results based upon your relationships with real people and away from false results influenced by gaming the system.
This legitimization of internet search, and the positive user experience it creates, makes the internet impossible for lawyers to ignore.
For this reason, I have identified the on-line marketing system as an area of rapid growth for both me and my clients.
That’s why I am issuing this challenge:
Together we are going to double our revenue from client relationships initiated via the internet during the next six months.
You read correctly. We will double our money from internet marketing in the next six months.
Don’t worry. I have a plan for us.
Listen to this weekly podcast as I outline our plan for growth during the next six months.
I also “pull back the curtain” and give you an exclusive look into my own results from internet marketing. They are not so exciting right now, but they will be in six months.
So are you up for the challenge?
Will you join me in doubling your number of on-line clients in the next six months?
How Law Firms Make The Best Use of Social Media
If you are thinking this is an article you’d never see associated with me, I understand.
For a long time I was not only anti-social media, I actively campaigned against it. My theory: Your time is better spent using another business development method to attract clients and engage referral sources.
I’d scroll through Facebook and see people discussing their cats, what they had for lunch and re-posts of chain letters and I’d shake my head and wish for that time back.
Then a couple of things happened.
First: I began reading articles about Google’s view of social media. You see the geniuses in Mountain View believe your friends help shape your opinion about everything from vacation spots to hiring a lawyer. After hearing that from them for about the sixteenth time, I gave it some thought.
Here’s what I suddenly remembered:
- When we purchased our last television we asked our friends what they purchased, why they liked it and where they bought it.
- In looking for a dentist I asked my friends who they used.
- Swimming lessons for the kids – we checked with our neighbors.
- Best movies out now? – Sister-in-law
- We needed a babysitter. Three families at church recommended the same kid.
- Bottle of wine for the guy who referred me some business – call my buddy who knows wine.
- Car mechanic – the folks in my business networking group.
- Cleaning service – back to the neighbors.
So it seemed that in “real life” we (and everyone else we knew) were already being influenced by the recommendations of our friends and the people we trust. And yeah, sometimes we have to listen to boring stories about cats and what they ate for lunch before we ask them for their opinion.
Google sees this trend taking root on line and they want to consolidate these opinions and serve them up right when you need them.
They are doing this through direct examination on their own social network, Google+, and also by scraping data from the other social networks and building it into their search algorithm.
Second: I started using these social networks to drive traffic to my website. And it worked. It worked really well. In fact, it is working better than traditional Search Engine Optimization.
So I was wrong about social media.
Law firms can use it effectively for marketing. It can be used by consumer focused practices to generate leads and it can be used in a business to business law firm to generate interest from referral sources.
Side note: The B-to-B connection was the last one for me to make. Know what did it? I was having a discussion with a client about the cost of radio advertising in a market about 300 miles away. We wanted a ball park rate for airtime. The client whipped out his cell phone and searched for the market and “radio advertising cost.” A Google+ link to a blog article came up and it contained some rates. He called the author and ended up using him to book the media, right on the spot.
As this media matures will this sort of thing become pervasive or will it fade away?
I was wrong about social media but I’m correcting that error. Here’s my video apology and the next thing I’m going to do to help you get up to speed.
Get on board with this now while you can still take advantage of the ability to influence your market with minimal effort. The timing is analogous to being one of the first people to advertise on television. You can reach your audience in a new way that has enormous credibility.
Is It Time To Get Selfish With Your “Friends?”
If you are anything like me, you were dragged into social media kicking and screaming.
You resisted with every fiber of your being because, hey, who needs something else to take up a lot of time you really don’t have?
Then you realize the value of creating new relationships on line and the value of the knowledge base you can tap into and the value of broadening your audience, etc. etc.
Now we are into social media in a big way. We have conversations. We aggregate and share information. And we look for new people we can engage.
All the while, other people are engaging us. They are essentially, entering our world, our sphere of influence and our daily consciousness.
Many of these folks were uninvited and some of them are now in our world simply to sell their wares or ideas.
This happens with all the different social media services. Twitter, LinkedIn, Facebook and to a lesser extent Google+ all leave you vulnerable to being endlessly spammed.
This begs the question: How do you keep building great relationships on social media and keep the one-way relationships to a minimum?
Here’s how I currently do it:
Each week I dedicate one hour to evaluating my social media relationships. This means I look at all the new people who have entered my world that week and I examine the value they have delivered. If they provide a link to an article or relevant commentary, I keep them. If not, I send them on their way.
This is actually pretty easy to do on a service by service basis. Here’s how.
On Facebook I let the friend requests pile up and go through them all at one time. When someone friends me, I look at the things they post in their newsfeed. If it’s junk, I decline the request.
On LinkedIn I look at a few of the person’s connections. If they are relevant to my business I accept them. If they are not, I ignore them. This is a bit of a challenge since I have over 30,000 connections. Every time I add someone new, I have to remove someone already on the list.
On Twitter I hardly follow back anyone. I look for people who engage me in a dialogue and those are the people I follow back.
On Google+ I take a similar approach to my Twitter strategy. If you engage me in a conversation, you go in a circle. If you broadcast interesting information, you go in a circle. If you add me to boost your numbers, it’s probably not going to work out.
It is time to get selfish with your social media strategy.
The purpose of these accounts is to expand your network and develop relationships that are based upon trust. Just as in “real life” you avoid and ignore people who constantly come to your home or office with their hand out – you should do the same thing in your online life.
Here are some other resources you will find valuable:
This article provides you with the one thing you need to remember when it comes to networking. It is similar to the golden rule. Follow it and you will always be successful.
Understand the way our minds work is important not only for our own wellbeing. It is also important for those of us who want to help others make good decisions. This article will help you do both.
If you want great traffic to you blog this article is a must read. We help you understand the most important aspects of your blogging strategy.
Have You Become an Internet Marketer?
During the past couple of weeks I’ve been heavily promoting Google+ as a tool to help develop new relationships and promote your law firm on line.
There has been a bit of a “rebirth” in my focus on the Internet as a law firm marketing tool.
But your focus on the internet should be limited to only 10% of your overall marketing efforts.
Don’t worry. You won’t find me promoting my company with the slogan:
“Wondering how to get clients as a lawyer? Let me write your Social Media copy.”
I think you should write your own posts for social media and your website.
Here’s a piece I posted on this very topic on my Google+ page: