The three marketeers: Whom you’ll need to market your law practice
Three has always been held up as a mystical
number: the Trinity; Larry Bird; the titular reworking of the Three Musketeers; etc. It just so happens
that you also need three people to market a modern law practice.
The good thing is: there's very little mysticism about it.
Content. A modern marketing platform starts with
content. The most successful lawyers have always used publication
as a mechanism for becoming known for their expertise in their
fields. It still works. The difference now is that there are so
many more publication options, especially for self-publishing,
including the still-popular blogging. Content draws
people in; it is the carrot for your stick. Give something away,
and charge for the good stuff/specific advice.
In order to leverage content marketing, you'll need
someone who is a prolific writer and content curator.
Social. A modern marketing platform incorporates
the social web. The simplest argument for using social media is
that everybody else does. This is not to say that you should split
your efforts across every social network you can find. Rather, you
should focus on one medium, or a few or more popular
ones, to begin to create the organic growth required of a
personalized, professional web presence. But, there is an art to
using social media well, including to market your business.
In order to leverage social media marketing, you'll need someone
who can distribute curated content and engage naturally online.
Many people believe that this person must be a digital native; but, that's not necessarily the
case: it's more about ease of influence, than it is about the
Networking. A modern marketing platform includes
mandates for in-person networking. While your web presence will
allow you to supplement your marketing, it does not replace the
traditional in-person networking that attorneys have always relied
on to drive business. If anything, the prevalence of internet
marketing makes personal connections even more valuable, because
they've become rarer. And, the best way to cement an online
relationship remains to meet in-person.
In order to leverage in-person networking, you'll need someone who
is comfortable in a crowded room, filled with strange faces.
Many people believe that this person must be a traditionalist (an
ol' boy (or gal), as it were); but, that's not
necessarily the case: it's more about ease of influence than it is
about the medium.
Solo attorneys now very worried about commencing hiring searches
need not be. Certainly, all of these abilities can be wrapped up in
one person; it's just that . . . the 'one musketeer' sounded so
lame when I was brainstorming titles. But, even if you don't have
all of these access skills in spades, you can concentrate on one,
as you build up the others. That being said, there is an advantage
for larger firms in this regard: those firms can source the best
talent in each of these areas, and allow attorneys to hone in on
particular marketing skills. Separating marketing functions also
allows firms to become more efficient, since they're more favorably
leveraging the skills of their staff. Of course, that sort of
specialization would not necessarily help departing
. . .
If you're looking for additional marketing tips, and for a way to
network with your colleagues, there is still room to R.S.V.P. for
the Massachusetts Bar Association's
'Third Annual Super Marketing Conference: Accelerate
Your Marketing', featuring Mark Britton, founder and CEO of Avvo, as the
In-person and web attendance options are available. In-person
attendees will be provided breakfast and lunch.
For a full agenda, and to R.S.V.P., visit the event page.
Tip courtesy of Jared Correia, Law Office Management Assistance
Published May 9, 2013
To learn more about the Law Practice Management
Section, which is complimentary for all MBA members,
contact LPM Section Chair Thomas J. Barbar or Vice
Chair Cynthia E.