Aesop's Fables, Volume 12 (Fables 276-284) by AESO: Recent Episodes
Digital Marketing Mastery for
Digital marketing strategies, tactics and practical advice for lawyers in SEO, content marketing, social media and more
Somewhere, deep in our training, lies this unusual pathology that lawyers develop. Basically, it insists that the “lawyer” us and the “human” us need to be kept apart from each other.
Kind of like trying not to cross the streams.
But is that really an effective, or even plausible, approach to marketing?
It’s tempting to just go straight for the business account option when you’re setting up your instagram account, but is that really the right decision or are there some things you should think about first?
Well – it’s probably right.
But let’s talk about why, just in case you were wondering what the difference was.
Good question! There are pros and cons to both, and it depends on the size of your firm and the nature of your practice.
But ultimately, one option shines out over the other.
Let’s start nice and easy with basic but effective instagram strategies.
We’re going to focus on engagement here, not publication. Although the temptation is to start the other way around, for lawyers the struggle is normally getting connected – so let’s front load that part!
How to get going in the space when you’re short on experience, expertise, time and money. Yes – it’s still possible!
Somewhere between obsessing about how you look and not caring at all is the place to be when it comes to getting the right headshot for social media.
So how do we do that?
Just because you don’t have time to write a huge blog post every day doesn’t mean that you can’t still get useful content out there.
Here’s how to do it.
While I don’t do a lot of live video myself, it certainly has some appeal on a number of levels.
Here are a few reasons you might want to consider live video as part of your content mix, even if it’s not the mainstay of your operation.
Yes I’m aware of the irony of this question, given that this entire podcast series is also a video series.
But let’s explore the issue properly and find out whether the current flavour of the marketing month is actually worth it.
A common problem for lawyers – just how much of our craft should we give away in the form of content, and what are the risks of doing so?
As you’ll see, if we ask a slightly different question most of the problems with this dilemma go away (but not quite all).
Most firms have brand pages across social media by now, and some have high hopes for developing a truck load of followers.
But the question you need to ask is this: why should I, or anyone else for that matter, follow YOUR brand page? What exactly does it have to offer?
While one of the big appeals of digital marketing is the sheer scope of what you can achieve with huge numbers of people, for lawyers aiming for astronomic numbers isn’t necessarily the best aim for the game.
If you’ve ever tried to get into the exercise game, you know it’s not a matter of busting your guts out for a week and then letting the next 51 slide.
No – it’s about constantly showing up, getting stronger and better and faster.
Digital marketing is kind of the same… but less sweaty.
If you’re just getting into the game, then the big wide world of digital marketing options is probably going to seem a bit overwhelming.
But, you know you need to do something. The “go to” for many people is going to be blogging, but while that’s a great content type for lawyers I’m not 100% convinced that’s actually where I would start if I had my time over.
Find out what I’d do in this episode.
If you’re going to produce… stuff… then how much do you need to care about whether it looks like it came out of Hollywood ?
Hmmm – as many times as I have tried, I’ve probably failed.
So what makes you so special?
It’s tempting, as a “professional” (whatever that means) to keep ourselves suited up, serious minded and extremely conservative at all times.
Unfortunately, from a content marketing perspective, the result is that we’re also super boring a lot of the time.
And in a sea of information, who in their right mind is going to pick the most boring thing they can find, if there’s an viable alternative?
So the trick is… don’t be boring.
Just in case you need it. Or perhaps a refresher on what the point of all this really is.
Yes – I said joy.
Honest.
I mean – not joy in the sense of overwhelming and inescapable inner peace, but at least some sense of vague understanding.