Page 27 - Social Media Musings

Social Media Musings – Part III My Reflections on the Practice and Life
tend to read multiple books on the same topic by different authors with different perspectives on that topic. I don’t assume a recommended book on a given topic has all the answers on that topic, nor that the answers it does have are necessarily the right ones.
Looking for an online marketing idea? Start a Zoom book club.
Some lawyers hate networking, because they perceive it as sales, and no one wants to be a salesperson. It’s not sales. It’s making friends. You’re building genuine relationships. Everyone wants friends. Don’t sell. Make friends.
Business development for lawyers starts with listing all your contacts. Write them down. You have more than you know. And then figure out how to stay on their radar. Have a weekly coffee with a different contact. Post on social media platforms they are on. Ask them if they want to be included in your firm newsletter (if you have one). They need to have you at the forefront of their minds when a case in your area involving your expertise lands on their desk.
When folks talk about real estate, they discuss location, location, location. Today, your online presence is your virtual real estate. And location is just as important when it comes to your online presence - your website, your blog, and your social media. Creating quality content and giving it away - that’s Boardwalk and Park Place.
E-books addressing issues and topics of interest to prospective clients is an effective way to market your practice.
If you want to drive eyes to your website, remember that prospective clients are looking for relevant, timely content that meets their needs and answers their questions. Consider having a blog, an e-newsletter, white papers or e-books on your website to attract attention and views.
Content marketing requites tinkering to see what works. Try different types of posts. Consider using videos. Try short versus longer posts. Try posting articles. See what resonates. Stick with what works and move on from what doesn’t. Consider platforms like this a lab where you test different hypotheses to see which experiments work and which ones don’t.
In every sector, there are trends, and there are those who try to predict them, ride them and jump off before they end. In Florida’s legal market, trends have included the foreclosure wave after the 2008 economic downturn and now the trend of insurance and employment legal issues born of COVID-19. The thing about trends is that timing is so radically important. Jumping
on a trend too late and holding on too long can adversely affect your firm’s bottom line and its future viability. Trends are risky. If you can build a firm without chasing them, you may be better off. If you do chase them, keep your eyes open and don’t overstay your welcome at the party. You need to leave before the DJ packs up and you’re left in an empty room, with red solo cups scattered all over the floor.
Foster relationships with legal journalists. This can lead to being quoted in or being featured in their pieces.
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