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It's difficult to break old habits. The ways in which a lawyer markets his or her firm are no different. I still see lawyers participating in far too much self-promotion. In the world of internet marketing, traditional methods of self-promotion aren't as effective. Let me explain.
Lawyer marketing on the web is becoming far too self-promoting. This includes websites, blogs, videos, etc.
Gaining a presence on the web can work both for you and against you. In other words, even though people may know who you are, it may be for the wrong reasons. When you are marketing professional services, such as legal services, not all publicity is good publicity.
Make sure you aren't producing content that is purely self-promoting.
Here are some ideas to consider.
1. It isn't all about you. The reality is that by writing about what you know, by being an expert in your field, you are promoting yourself is a good, but more subtle way. Think about the last time you read something you really admired or found interesting. If you didn't know who the author was previously, chances are you took the time to find out afterward. This is what lawyer marketing in the web 2.0 world is about. Contribute good info and you will be remembered.
2. People on the internet have a short attention span. Marketing your legal services on the web gives you very limited time to make your point. Be informative, but concise with your writing. Create lists, outlines, and short paragraphs.
3. Stay current, but don't get overwhelmed. In addition to being brief, you need to be current. With web 2.0 lawyer marketing, people don't want to wait a month for your next blog post. By the same token, you don't need to produce 3 articles a day to stay current. I would advise planning out a couple of blog posts, perhaps 2-3 a week. Do the same with your social media efforts. This will help you increase the effectiveness of your efforts.
4. Talk with your own voice. In a nutshell, be interesting. The amount of information put out onto the web increases with every second. To rise to the top, you need to be interesting. When you speak in your own voice, the content will take on your personality and will differentiate from what others are writing.
Lawyer marketing on the web is becoming far too self-promoting. This includes websites, blogs, videos, etc.
Gaining a presence on the web can work both for you and against you. In other words, even though people may know who you are, it may be for the wrong reasons. When you are marketing professional services, such as legal services, not all publicity is good publicity.
Make sure you aren't producing content that is purely self-promoting.
Here are some ideas to consider.
1. It isn't all about you. The reality is that by writing about what you know, by being an expert in your field, you are promoting yourself is a good, but more subtle way. Think about the last time you read something you really admired or found interesting. If you didn't know who the author was previously, chances are you took the time to find out afterward. This is what lawyer marketing in the web 2.0 world is about. Contribute good info and you will be remembered.
2. People on the internet have a short attention span. Marketing your legal services on the web gives you very limited time to make your point. Be informative, but concise with your writing. Create lists, outlines, and short paragraphs.
3. Stay current, but don't get overwhelmed. In addition to being brief, you need to be current. With web 2.0 lawyer marketing, people don't want to wait a month for your next blog post. By the same token, you don't need to produce 3 articles a day to stay current. I would advise planning out a couple of blog posts, perhaps 2-3 a week. Do the same with your social media efforts. This will help you increase the effectiveness of your efforts.
4. Talk with your own voice. In a nutshell, be interesting. The amount of information put out onto the web increases with every second. To rise to the top, you need to be interesting. When you speak in your own voice, the content will take on your personality and will differentiate from what others are writing.
About the Author:
Jeff Berman is Executive Director at AttorneySync. If you are looking for proven lawyer marketing ideas or unique ways of advertising for lawyers we should talk.
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