Marketing Channel Strategy for Lawyers
You have your profiles built and your aware of some of the maintenance work that can help you avoid certain pitfalls. But, where is the best place to start?
Your goal is to build up an engaged audience in your niche. This will allow you to build your personal brand so you can be seen as an expert in your field. You will also be able to attract new business because of this which will allow you to progress quicker up the ranks in your career.
This will take time and there are a number of angles we can come at it to achieve this goal. You will have to do a quick self-audit before finding your course of action.
Assess where exactly your at and what you are looking to achieve. Answer the following:
What is your current situation?
What are your goals?
Who are you speaking to?
What types of people buy the services that your firm works in?
These answers will all have an impact on where your focus should go first. If your starting from scratch, you should choose one channel to put the majority of your focus in initially.
The goal is to figure out the channel that will get you the most traction. For law professionals, that will usually be LinkedIn although it can differ if you offer more private services.
If you're further down the line, you should create a basic website. If your at a advanced level, you should build an email list and add more lead magnets to your website.
The strategies and tactics are going to differ. But, the trick is to start to build an audience on at least one channel first.
Think about, who do you want to be known as? From there, who might your audience be?
Once you know the type of audience you want to attract, make an assumption on where that audience “lives”. Not figuratively of course, but where do they spend most of their time online? This could be Facebook, LinkedIn or somewhere else.
Commit to that channel until you either start to get traction or fall flat on your face, then you can try another.
Whatever the channel, you need to start the process of becoming an expert in your field now. Your work will compound so the earlier you start, the better.
As we mentioned, the goal is to get as much traction as possible. But, that will come once you follow the process.
Before you decide on your first channel to focus on, brainstorm some quick experiment campaigns that you could do. Are they easily achievable? The campaigns should be easily implemented. If they can carried out with ease, make your final decision on the channel your going to stick with.
This blog post is part of our Branding For Lawyers Series. Look out for our next post on it.