Got to Give It Up: Sprung Clean Legal Marketing
Let Marvin be your guide: When it comes to your marketing, sometimes you’ve just got to give it up. And, what better time to get on it than now, when tradition, and spent bloggers everywhere, dictate a spring cleaning.
Certainly, there are aspects of your marketing program that aren’t working. If you have not made the effort to figure out how to effectively measure those efforts, do so now, at this time of rebirth. If you have made the effort to figure out how to effectively measure those efforts, but have been afraid to pull the trigger with respect to dropping some of your dog marketing forays, work up the courage this Spring to move on.
I’ll help you to get started:
- You still doing print advertising? Whoa, hold on. That’s not necessarily a bad thing. But, if you’ve had the same standard ad running for years without any changes, rather than discontinue it, maybe tweak it, and re-release it, measuring the results of the change over time. If you have an inkling that it’s the venue that’s the problem, maybe try something new. Switch newspapers, or look to an alternative publication, targeted to your client base. Split the budget between print ads and web ads, and see which does better, and try to figure out why.
- Is your blog languishing? Maybe you suffer from the lawyer’s curse, and can’t write succinctly, feeling as though you must cover every potential eventuality related to any problem. If you’re publishing one 3,000 word post every month or so, you’d likely get better traction by publishing shorter posts more regularly. (And, yes, I know I’m being hypocritical here.) In a culture of overinformation, brevity and frequency count for a lot; and, if you can add quality to that mix, all the better. Check out what Lee Rosen does at his blog. For more blogging tips, consider Ernie the Attorney’s new ‘Blogging in One Hour for Lawyers’ title, from the ABA.
- How does your law firm marketing work get parsed out? If you’re a solo, do you create specific projects for yourself, with deadlines attached? If you’re a small firm attorney, do you assign yourself, and others, projects and continuing duties, and meet regularly respecting your collective progress? Or, is your marketing all performed on an ad hoc basis? Creating a marketing plan is essential; but, sticking to it is often the difference between really streamlined marketing efforts, and those that languish. Setting down goals is really useful; but, creating tasks and deadlines associated with those goals is even more important. In reality, it’s the only effective way to manage a team of individuals.
- How does your website look on a smartphone? If you don’t know, it’s time to find out. A significant amount of web traffic now passes by mobile devices. If you’ve already got a website, there are a number of platforms available to ‘mobilize’ your content, from built-ins (like WordPress’ Mobile Pack) to third party services (like Mobify). Chances are, if you’ve got a website, you can acquire a mobile profile with relative ease.
- If you’re like me, you’ve got a bunch of marketing and writing ideas in the hopper. Only, that’s a rather large ‘hoppah.’ Realistically, you’ll never get to them all. So, sometimes it pays to vet your languishing ideas, to purge the stockpile, if just a little bit. This will force you to drop certain ideas and proposals that just aren’t going to work, when viewed with a critical eye. You’ll also be less reluctant about adding new ideas to the mix, because it won’t feel like you’re dropping those ideas into a bottomless pit. Putting a positive spin on this, you can select your favorite of the ideas from the boneyard, and implement it.
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For more marketing tips, attend the ‘Third Annual Super Marketing Conference: Accelerate Your Marketing,’ on May 16, 2013, at Suffolk University Law School in Boston, or online. The conference is sponsored by Clio, and features a keynote address by Mark Britton, Founder and CEO of Avvo.
For a full program agenda, and to RSVP, visit: www.lunchhourlegalmarketing.com.
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