Lawyers: No Time To Create A Marketing Plan?

Nancy Myrland All Posts, Lawyer Marketing, Marketing Plans & Planning, Marketing Strategy 0 Comments

Lawyers, Are You Sure You Don't Have Time To Create A Marketing Plan?It’s the end of November. For some of us, this means a change in seasons when the leaves turn color and fall off, and the air turns brisk. Things begin to change. We wear additional layers of clothing to accommodate the ever-changing temps, and we hope that the cold and ice stay away for as long as possible…all Winter if you ask me.

Professionally, November and December also bring about that pressure we feel to carve out some time to think about what we can do next year to grow our business.

A Simple Process

If we make time, the process might resemble this:

  • A review of 2016.
  • A frank discussion with ourselves about what went right and what went wrong.
  • Taking a look at our goals for 2016 to see what we accomplished.
  • Creating a few simple goals for 2017.
  • Digging into each of those goals to decide how we are going to achieve them.
  • Setting a timeline and budget for those activities.I Don' t Have Time To Write A Marketing Plan!
  • …and so on.

I Don’t Have Time

I know that sounds like a pretty simple explanation of what needs to be done. The reason it looks simple is because we all tend to make the process much more difficult and time-consuming than it has to be. Similar to that paper cut we had two years ago that our memory has now stretched into a gaping wound, we all tend to stretch the task of creating an annual marketing and business development plan into a Herculean task that we just don’t have the time or fortitude to tackle. We continue to claim “I don’t have time.”

If that resembles your line of thinking in any way, I must ask you…

“How’s that working for you?”

You Wait. Others Move.

While you are putting off creating what could arguably be the most important component of your business because you don’t have time, here is what might be happening:

  • Others (a.k.a. competitors) in your practice area are creating their plans.
  • Opportunities to connect with potential clients are slipping through your fingers.
  • Current clients are becoming disenchanted because they aren’t being contacted frequently enough.
  • Someone else is establishing a referral relationship with someone you thought was loyal to you.
  • You aren’t making the income you should be.
  • You aren’t doing anything to secure the future of your practice.
  • You aren’t defining those skills you need to work on to advance yourself.
  • You aren’t growing.

Yes, those are all results we can focus on when we write marketing and business development plans. You and I can “I don’t have time” ourselves until we believe it, but deep down we know that we can find time for that which we enjoy, or which we find critical to our success.

Facing The Reality

If this has been a struggle for you, or at the very least, a weak link in your practice, let this be the year:

  • You win that struggle
  • You strengthen that weakness
  • You focus your marketing and business development efforts

…and, last but not least,

Hope Is Not A Strategy

You and I can’t sit around hoping that business just walks in our doors. As you’ve heard a thousand times, hope is not a strategy…at least not a sensible one.

Competition is not going away. Our clients have many choices, including insourcing their legal work, or giving more of their work (your work) to other lawyers or advisors. Take control of your year. Make it your year.

As always, let me know if I can be of service to you as you create your marketing and business development plans.

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For LawyersNancy Myrland is a Marketing Planning, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing disciplines. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly

Lawyers, Here’s One Skill You Need To Have

Nancy Myrland All Posts, Client Service and Retention, Lawyer Marketing 0 Comments

Lawyers, One Skill You Need To HaveImagine if all of your clients said: “Thank heavens that problem has been taken care of. I feel like the weight of the world has been lifted off my shoulders.”

Even better, imagine they also said this: “I had an amazing experience working with him. He understood exactly what I was feeling, what was tearing me up inside, and what the ramifications would be to me, to my job, and to my company if this didn’t get solved. He really gets it.”

Spring Into Action

When your client has an issue that needs to be resolved, it’s easy to spring into action and become programmed and process-oriented about what you need to do in response to his or her issues and challenges. You want to make sure you solve your client’s problems, so you seriously and diligently take in all the facts of the matter so you can decide the best way to proceed.

The Best Of Both Worlds

You want to make sure you solve your clients’ problems to the best of your ability, using the best your mind, precedent, and research have to offer, but you also need to do it with another critical skill, and that is empathy. Using empathy when dealing with clients and potential clients helps you get on the same playing field with them, which helps you understand at a deeper level what they are going through.

Merriam-Webster tells us that empathy is:

The feeling that you understand and share another person’s experiences and emotions : the ability to share someone else’s feelings

Put Yourself In Their Shoes

I understand you can’t let emotions cloud your judgment, but this is something different. It might help to put it in another context. Imagine if, upon finding out your mother has a serious illness, your doctor or nurse takes the time to sit down with you, to look at you as a real person and not just another family member of some patient with a serious medical condition. She looks directly into your eyes and tells you she understands how you are feeling because this is a very scary time and she understands how much you love your mother.Lawyers, Have Empathy For Your Clients

In lay terms, she tells you what needs to be done, and that she will be with you and your mom every step of the way.

She then goes on to tell you that she has a mom, too, and if this was her mom, she would be tied up in knots inside because she would just want her to be well, and happy, to not suffer, and to be able to get back to what she was doing before.

She goes on to tell you that because of that, she is going to take very good care of her, and will do everything she possibly can.

I could go on, but I think you are getting the picture. She is taking your feelings into consideration. She has entered your world and is not only discussing a medical condition that your mom has, but is also empathizing with what you are going through. She has shown that she is committed to doing everything medically possible to help her, but also that she feels your pain, and cares about your mom, too. She’s not guaranteeing an outcome, but she is relating to what you are going through and wants you to know she cares.

I don’t know about you, but I wish those were the kinds of doctors and nurses I had to deal with every time I went through this with my mom and dad.

The Statistics Reinforce The Practice

In Rebekah Radice’s post discussing 7 Social Media Trends That Will Change Your Marketing Strategy, she discusses the importance of empathy in marketing and client service.

Rebekah tells us:

“While there might be a lot of talk around empathy these days, I believe we’ll see it reach new heights in 2017. Companies that take empathy from an idea to an art form will not only survive, but thrive. And the statistics prove it.”

She goes on:

“The top 10 companies in the Global Empathy Index 2015 increased in value more than twice as much as the bottom 10 and generated 50% more earnings. Average earnings among the top 10 were up 6% in 2016, while the average earnings of the bottom 10 dropped 9%.”

I’m not suggesting you practice empathy just for marketing and revenue purposes, but because it is the right thing to do. It is the human thing to do. Business and profits will follow, and those are the icing on the cake, but they aren’t the primary motivation. Your clients are.

More Fulfilling For Both Of You

This is the kind of situation I want for you and your clients. This makes for a more fulfilling relationship on both sides of the equation. Of course you are helping your clients solve problems, but you are also helping them feel better, safer, and relieved because you are also validating what might be tying them up in knots inside.

What do your clients want?

They want their problems solved, and:

  • They want to be heard
  • They want to be understood
  • They want to be taken care of
  • They want to worry less
  • They want to feel secure knowing you are doing everything you can to take care of their issue

They want results backed up by empathy.

Bottom Line

Your clients want to know you are not only a brilliant professional, but that you are also a human being on the other end of the transaction that understands what they are going through.

  • Be great.
  • Be smart.
  • Be efficient.
  • Be a problem-solver.
  • Get things done.
  • Do it right.

But always remember to show empathy. It can be pretty powerful, don’t you think?

Would You Please Share My Blog Post

NNancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For Lawyersancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing practices. She is a LinkedIn, Twitter, and Facebook trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital media and technology, she also helps firms with blogging, podcasts, video marketing, and livestreaming. She can be reached via email here.

Print Friendly

Lawyers, Stop Worrying About The Guy In The Third Row

Nancy Myrland All Posts, Presentation Skills 1 Comment

Lawyers, Stop Worrying About The Guy In The Third RowI listened to a video interview with Seth Godin where he talked about a conversation he had with one of his longtime mentors, the great Zig Ziglar, before Zig passed awaySeth told a story about how Zig made an impact on how he views giving presentations. I think we can all learn from his words.

Seth and Zig were both scheduled to speak at an event, and backstage Seth asked Zig what he was supposed to do with the guy in the third row who fell asleep while he, Seth, was presenting. He told Zig how concerned he was about seeing this happen when he gives presentations because he spends so much time preparing his best for them. It was apparent to Seth that people who fell sleep like that could care less about what he is talking about.

Stop Worrying

Zig told him to stop worrying about the guy in the third row, and do it for the woman sitting next to him who is sitting on the edge of her seat, soaking up everything he has to say.

What a simple and profound comment and suggestion for him to make to Seth Godin, who is one of the most famous authors, speakers and strategists of our time.

We’re No Different

Don’t we take it personally when we see someone nodding off in the third row while we are giving a presentation?

Don’t we tend to get upset by the one bad review we get when presenting at a conference?

Don’t we get upset when, out of the corner of our eye, we happen to see a person who is gesturing or rolling their eyeballs to someone else, thinking we didn’t see what they were doing?

Don’t we get upset when we prepare so thoroughly for a meeting with a potential client, ending with a request to do business with us, and they say no?

Don’t we take it personally when we try to set appointments with clients and potential clients, and they put us off for reasons we don’t understand?

Absolutely we do!

You and I Should Know Better

We should know that the people who do that to us, and about us, aren’t meant for us. We should also know there are sometimes (not always) extenuating circumstances that cause that one person to fall asleep while we are presenting. Were they out late last night? Did they stay up working on a critical project that resulted in little or no sleep? Were they up with a sick child or parent? Do they not feel well? We just don’t know, do we?

The Reality

The reality is there are always going to be people who don’t want to buy what we have to sell, who don’t like our style, or who simply don’t like what we have to say.

You and I would be much happier, and much more productive, if we spent our time, passion, and efforts geared toward those people who do show an interest in what we say, or who do have a need for what we are selling, or the concept we are presenting.

If everyone is falling asleep, or rolling their eyes while we’re speaking, or looking over our shoulder for someone more important, then there might be other issues that we need to tackle, but that is not often the case. It is that one person who we allow to damage our self esteem, and who seems to have placed a boulder on our heart as we attempt to share what we are passionate about that we remember.

Let’s Work On This Together

Why don’t you and I work on this together?

Let’s not worry about the man in the third row who seems to be falling asleep when we are presenting.

Let’s not dwell on the woman who is looking over our shoulder at an event to see who the next person is she wants to talk to as soon as she finds a way to ditch our conversation.

Let’s not worry about the lone person in a meeting who often finds joy in rolling his/her eyes when they think we aren’t looking.

Instead:

  • Let’s spend more time focusing on those people who are interested in what we have to say, and who want to engage in real conversation.
  • Let’s spend more time working with those we know we can help, and not dwell on those who aren’t interested.
  • Let’s spend more time becoming really good at what we do, then doing it again and again, and creating a community of people who see, understand, and need our passion and our knowledge.
  • Let’s spend more time preparing for, and focusing on, that woman in the 3rd row who is sitting on the edge of her seat, soaking up everything we have to say.

I promise I’ll try. Will you try with me?Would You Please Share My Blog Post

NNancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For Lawyersancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing practices. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital media and technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly

Myrland Marketing Motivation: Stop Believing That Voice

Nancy Myrland All Posts, Career Development & Education, Myrland Marketing Motivation 0 Comments

Stop Believing That VoiceMyrland Marketing Motivation is a little virtual encouragement to start your week. More motivation than marketing. It’s a Monday kind of thing!

Is there something you really want or need to do to grow professionally, but you keep believing that voice inside you that says you aren’t good enough, smart enough, important enough, big enough, senior enough, or worthy enough? Today, I want you to stop believing that voice and begin believing in you!

NNancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For Lawyersancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing practices. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital media and technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly

Lawyers, Is Social Media Worth It? You Decide.

Nancy Myrland All Posts, Business Development/Sales, Lawyer Marketing, Lawyers, Legal Marketers, Legal Marketing, Social Media 0 Comments

Lawyers, Is Social Media Worth It?I’ve heard these comments, or ones similar to them, many times in the past several years.

“I’m not sure this is all worth it….this Social Media thing.”

“I tried LinkedIn, but it didn’t produce anything for me.”

“I can’t see how Twitter could possibly result in anything positive.”

“Why would I want to spend time on Facebook?”

“I have no desire to sit in front of my phone, livestreaming to people I can’t hear.”

“Nobody listens to podcasts.”

I understand this doubt, and I also understand what causes it. Why don’t we spend a few minutes talking about a few ways to overcome that doubt about social media.

Networking

We need to first agree that this is all about networking, and the importance of that is not new to you. Networking with clients, potential clients, referral sources, alumni, media, and others has always been important to you and your practice, and it always will be. Without others, you have no practice.

Networking via social media is definitely worth it if you are focusing on the following.

Interacting With People

You must interact with people if you expect to find results in these spaces. Only you know what your goals for using social media are, but one constant that applies to every goal I can think of is that you need to communicate with other people. If you don’t interact, you are simply a broadcaster, and you are sending the signal that you aren’t interested in what others have to say. Do you attend events to be a wallflower, or do you go to them knowing you might get to know clients and prospects a little better? The same is true for networking via social media.

Listening To People

Part of social networking is listening to what others are talking about. When you do, you pick up on what is important to your clients and prospects. Are they posting about events they are sponsoring, showing their pride in their community, a cause, a person, a new hire, or a partner who has been honored? Are they attending industry conferences, and maybe even presenting? People will tell you what to talk about…if you listen. Follow up. React. Share their excitement. 

Learning From Others

You and I know a lot about our respective fields of study, but we don’t know everything. Well, at least I don’t. You have spent years, maybe even decades, staying on top of your practice area so you can help your clients in the best way possible. The reality is that there is enough information about our areas of expertise out there to keep us busy reading, watching and listening for the next 10 years. Find your favorite sources of new information, or at least different ways to look at your practice area, or even those who are at odds with your philosophy, and follow and listen to them. Take the best of it and get better. Share what you respect with others, and help them become better, too. They will appreciate you for that. 

Showing Up Regularly

When you get involved in industry or trade events, do you go once and expect to develop lasting relationships? Do you write one article for a trade, legal, or business publication, and feel certain readers will fall in love with what you have to say, and will come calling? Hoping the answer to that is no, you don’t, then I want to remind you social media is the same. You can’t show up once or twice, expecting to gain a huge or important following. You have to choose your platform, then show up consistently. That doesn’t mean hours every day. It also doesn’t have to mean hours every week. You would be surprised what you can accomplish in between meetings, or when you are waiting for your mocha java latte with 2 pumps of lightening, and extra foamy stuff (sorry, I’m not a coffee drinker, so I had to make that one up), or during the commercials during The World Series. You can become an amazing social networker in those “in between” moments. 

As you can see, these are not networking concepts that are out of reach for you. They resemble in-person networking. The differences lie in the mechanics and best practices to use to approach the different social networks, setting them up, finding the best ways to become efficient while using them, and discovering the best ways to work all of this into your busy days.

Is social media worth it? Yes, it is, but only if you incorporate the best practices that will help you stand out from others who seem to like to use these platforms as broadcasters, and not as ways to find, nurture, and protect the relationships that are important to the business you are running, which is your practice.

You decide. I’d love to know what you think, or if you have anything to add.Do you have a moment to share my blog post?

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For LawyersNancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing practices. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital media and technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

 

Print Friendly

Myrland Marketing Motivation: Marketing Is Never Boring

Nancy Myrland All Posts, Business Development/Sales, Legal Marketing, Myrland Marketing Motivation 0 Comments

 

Lawyers, Marketing and Business Development Are Never BoringMyrland Marketing Motivation, A Little Virtual Encouragement To Start Your Week. More Motivation Than Marketing. It’s A Monday Kind Of Thing!

Marketing & business development are never boring once you realize this is all about others.
What can you do to connect?
What can you do to serve?
What can you do to help them solve their problems?
What can you do to protect them?
This is the foundation.

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For LawyersNancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing practices. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital media and technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly

Lawyers, Your Law Practice Isn’t Your Hobby

Nancy Myrland All Posts 0 Comments

Lawyers, Your Law Practice Is Not Your HobbyThere are things you do because they are fun to do when you aren’t doing anything else. You enjoy them. They are a form of release or pleasure. Those are hobbies, right?

For me, those are:

  • Working out
  • Spending time with my husband and 2 adorable Yellow Labs
  • Riding my new bike, and
  • …traveling if I had more time, and my pups would stop having knee surgeries (5 this year, but who’s counting?).

There are also things you do when you are doing something else. That something else is work. It is your job. More importantly, it is your career. It is the practice of law. It is the skilled, intelligent, important work you do every day to help protect your clients.

You Own and Operate A Business

It is a business that runs every second of every day. Whether you are actively working in or on your business, and whether you are in your office, on your phone, on your laptop, when you are physically at your firm, or sneaking in a few hours of rest overnight, it goes on with or without you until the day you retire.

Whether you are part of a firm of other attorneys and legal professionals, or you are a one-person band, you still own and operate a business that you are responsible for.

Your Clients’ Shoes

Putting yourself in your clients’ shoes can help put things in perspective. Because it is a business they are running, they need to get serious and treat it that way. How do you and others advise your clients to help them run the most profitable, secure, protected businesses they can?

Do you think about ways to help keep them in business? Do you suggest actions that need to be performed to make sure they are there tomorrow, in 3 months, or in 3 years? I’ll bet you do.

You Are Like Your Clients, Aren’t You?

Your clients’ businesses are either shrinking, growing, or standing still. The same is true for yours.

Do you:

  1. Show up, letting others know you exist?
  2. Communicate what kind of law you practice, and what that means?
  3. Listen to your clients and potential clients, constantly learning what is on their minds, both good and bad?
  4. Connect with others who share your passion for your area of expertise?
  5. Do anything to stand out from your competitors when it comes to the way you communicate?
  6. Do any planning that will help match your skills with your clients’ needs?

It’s Not Fair

I know, time is in short supply. Trust me, I run my own business, too, so I completely understand where you are coming from. Because of that, number 6 above is critical in order to accomplish numbers 1 through 5. I don’t want you to spend any more time treating your business like a hobby that you only have time to do when you aren’t working. That’s not fair to you, and it’s not fair to those you could be serving with your knowledge.

I want you:

  • To figure out who your potential clients are
  • To identify where your clients are
  • To send the right messages to the right people
  • To help them understand how you can help them
  • To stand out from the sea of lawyers that allegedly do what you do for a living

I Want You To Succeed

Hobbies are important. They are probably critical for your relaxation and sanity in the midst of practicing law. Running your business, your practice, in ways that will help you thrive tomorrow, in 3 months, or in 3 years, is also critical. I want you to succeed, and I know you want that, too.

Take the time. Your clients and your business are worth it. Who knows? You might even find a way to incorporate your hobby into your business. Now we’re talking, right?!

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For LawyersNancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing disciplines. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly

Myrland Marketing Motivation: I Could Grow My Practice If…

Nancy Myrland All Posts 0 Comments

I Could Grow My Law Practice If

Myrland Marketing Motivation, A Little Virtual Encouragement To Start Your Week. More Motivation Than Marketing. It’s A Monday Kind Of Thing!

What is one skill you need to grow your practice?

It can be big or small.

Do you know how to do it?

If not, ask for help from someone you trust.

If you do know how, then start doing it today.

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For LawyersNancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing disciplines. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly

Lawyers, What Are You Waiting For?

Nancy Myrland All Posts, Social Media, Videos 0 Comments

Lawyers, What Are You Waiting For?The level of frustration among lawyers irritated because their cases and expertise aren’t being picked up by media is not decreasing. I continue to hear the same comments on a regular basis.

“This was a major case. Why didn’t anyone pick it up?”

“I’ve been doing this long enough that they should know to come to me for a comment on this subject.”

“My marketing people should see to it that I get mentioned for this type of story.”

“We have PR people for that.”

Enough Already!

It’s time, no, it’s past time for you to take the bull by the horns and tell your own story, or to add to the story others are trying to help you tell.

Because of social and digital media, the world has never been closer. If you are sitting back, just waiting for someone else to discover you, you aren’t living in the real world. You have tools at your disposal that can help you tell the world what you do.

Stop sitting back hoping your phone will ring, that email will come in, that reporter will approach you on the conference, that blogger will think to include you in the latest post, that trade journalist will miraculously mention your name, or any other of a host of ways lawyers relied upon in the past.

How Are You Supposed To Do It?

Alright, I’ll get you started with a few easy ways:

  • You can use your own tools in a second by pushing the power button on your phone and going live on several livestreaming platforms we have been given, such as Facebook Live, Huzza, and Periscope, to name a few.
  • Worried about live video? Fine, put your phone on a tripod or a clamp, and record your message. Do it a few times until you like it. Post it with a comment about what your message is about.
  • You can get on LinkedIn and begin turning your most important contacts into connections by actually talking to them about what they are writing.
  • Post on your firm’s Facebook page about an important ruling.
  • Follow and talk to media that cover your area on Twitter. Put them in a list so you can find them fast when you only have a minute.
  • Write a blog post about a recent development in your practice area.
  • Don’t have a blog? Fine, crank up LinkedIn Publisher and create your own. With the new format, it’s easier than ever.
  • Create a podcast where you interview influencers in your area. Discuss. Debate. Agree. Disagree.
  • Don’t have the resources for a podcast? Create audio recordings using GarageBand or Audacity, then place them on your website until you get the resources to turn them into a podcast.

It Has Never Been Easier

I could go on, but I think that’s a good start. What I want you to take away from this is that it has never been easier to tell your own story than it is right now. The tools are many, and they are easy to come by.

Stop waiting for others to tell your story, or to tell it right. Sure, engage your marketing and PR professionals to help, but stop thinking this isn’t also your job.

Gone are the days when business walked in the door because you were the best around. You might still be the best, but guess what? There are several others who think the same thing.

Be The One

Be the one who goes out of his/her way to be visible, to be vocal, to be smart, to be a connector, to be a problem solver, to be empathetic, to show what you do by using the social and digital tools you have at your fingertips to tell your own wonderful story.

Yes, with social and digital media, the world is close. Connect. Be the one. Tell your own story.

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For LawyersNancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing disciplines. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly

Lawyers, Are You Drowning In A Mosh Pit of Content?

Nancy Myrland All Posts, Content Marketing 0 Comments

Lawyers, Are You Drowning In A Mosh Pit of Content?How many emails, conversations, texts, phone calls, newspapers, blog posts, podcasts, YouTube and Facebook videos, trade journals, Snaps, and other pieces of information do you receive on a daily basis?

I don’t know about you, but I can’t even count the number. I imagine it is in the thousands by the time I add up all of the messages I am exposed to on a daily basis.

Go, Just Start Writing Content….No!

In recent years, many experts have suggested you need to get out there and start creating content. “Go…just go, and start writing! Get it out there!” They have told you you need to write more often, you need to speak more often, you need to get on Twitter and Tweet more often, you need to post status updates and articles on LinkedIn, you need to post on your Facebook page, you need to send more emails, and on and on and on.

What we’ve discovered is there is so much content out there that we are now drowning in a sea of content. It almost feels like we have been thrown into a mosh pit of content. It might be valuable, but it’s hard to know because there’s just too much of it.

Content Marketing Must Evolve. We Must Evolve.

Content marketing must now evolve to a more sophisticated practice of planning out messages that flow in a sequence to the people we have identified in our marketing and business development plans. These messages need to be ready and available at the appropriate time when they have questions, interests, challenges or curiosity about some aspect of the topics you focus on in your practice.

It is now critical to emerge from this sea of content, this mosh pit of random acts of content, and be more thoughtful about what we are creating, producing and posting.

I don’t want people to establish a perception of the content you are distributing as though these are just posts or messages that you felt you had to produce everyday to keep up. I want your readers, clients and connections to think your content is valuable, that it speaks to what is on their minds, that it somehow resonates with them, and that it comes from someone who thinks about what he or she is writing or saying, vs. just producing content to fill up available space.

You Are Better Than That

I want you to start thinking about why you are producing what you are producing, and for whom you are producing it, vs. just trying to get massive amounts of content out there every day in hopes of it being discovered. You might end up producing content every day once you get your rhythm down, but focus first on creating messages that speak to these typical marketing and business development plan components: 

  1. What are your goals? What are you trying to accomplish over the next few months?
  2. Who are your clients?
  3. Who do you want to be your clients?
  4. What needs or challenges do those people have?
  5. How do those needs match up against your skills and knowledge?
  6. What messages do you want them to know that blend #4 and #5?
  7. Where do they spend time, both online and offline?
  8. How do they consume news, education and industry developments?

Strategic and Valuable

Content marketing is great, but only if it is strategic and provides value. Following steps like those above will help with the strategic part. Your brain and research produce the valuable part.

Your Brand Is At Stake

Remember that your brand travels along with your content. The information you post…your wisdom, your content, needs to be wise and valuable, and representative of the fine brand that you have spent so much time building.

Take care of that brand. Produce content that matches what your clients and potential clients care about.

You have this. Go get ’em!

Nancy Myrland, Myrland Marketing & Social Media and LinkedIn Coach For Lawyers

Nancy Myrland is a Marketing, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing disciplines. She is a frequent LinkedIn and Twitter trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital technology, she also helps firms with blogging, podcasts, video marketing and livestreaming. She can be reached via email here.

Print Friendly