Wendy Merrill is the Founder & Chief Rainmaker of StrategyHorse Consulting Group, providing leadership, professional and business development training and support to lawyers. We talked to Wendy about how lawyers can continue to nurture and develop their networks during the coronavirus crisis.
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Let’s say you’re a marketer at a regional law firm, with offices in six states. Being a consummate professional, you know that the legal profession is governed by ethics rules, which vary state by state, but are all based on (but not identical to) the American Bar Association’s (ABA) Model Rules of Professional Conduct.
Among many other things, the rules cover all forms of advertising, from the content on your website to social media and blogging. However, they are:
So, how do you market your law firm while complying with all these aggravating rules?
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Want the good news or the bad news first?
Let’s go with the good news: Email marketing is incredibly effective for B2B companies and professional services firms.
And now the bad news: Your email list degrades by about 22.5% every year. People change jobs, unqualified leads unsubscribe and others disengage after emails get trapped in spam folders.
I’m no mathematician, but with a churn rate of 25%, if you don’t grow your email list, you’ll be left with just you and your grandma reading your emails in a few short years.
Here’s more good news (you just got served a shit sandwich): There are lots of ways to grow your email list, and I’ve helpfully summarized them for you below.
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If you’re a B2B marketer and not taking advantage of email, you’ve missed the effective-marketing boat (sounds like a fun party, doesn’t it?).
To put it in a way your CEO will understand, if your B2B company is not engaging in email marketing — including email newsletters, drip campaigns, lead nurturing emails, prospecting and promotional emails — your client acquisition and retention will suffer.
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It’s likely your B2B company is vendita parco acquatico gonfiabile already incorporating video into its marketing efforts. If not, what are you waiting for? The majority of internet users today watch videos every single day. Not only that, but companies that use video marketing grow their revenue 49% faster than those that don’t.
Strategically produced videos can:
But what kinds of video should you focus aufblasbare wasserrutschen kaufen on? Let’s examine four types of video you should start leveraging to grow your business.
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While law firms are prolific content generators, very few firms have a documented content marketing strategy.
According to Greentarget’s 2017 State of Digital & Content Marketing Survey, 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more. And a measly 26% of law firm marketers say they have a documented content strategy.
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At the Legal Marketing Association’s Southeastern Conference last week in Charlotte, North Carolina, in a session on content marketing, the presenters gave an overview of Greentarget’s 2017 State of Digital & Content Marketing Survey. Unsurprisingly, the theme of the report: information overload. The survey found that 96% of in-house counsel say that there is content overload, while 81% of law firm marketers plan to produce more.
How to rise above this content deluge? Shift from a thought-leadership mindset to a lead-generation mindset. By doing so, law firms will be forced to become more strategic in how they reach their prospective clients, giving them the content that they want, when they want and how they want it. Because if they don’t, the proof will be in the pudding: zero leads.
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Our team recently had the pleasure of mingling with movers and shakers in the architecture, engineering and construction (AEC) industry at the SMPS SunBuilt conference, an annual regional event for AEC marketing and business development professionals.
One of those people was Bobby Hollis, VP of Marketing for Cosential, a CRM and proposal tool for AEC firms. We wanted to pick Bobby’s brain about what the industry-specific CRM means for AEC lead-generation efforts. Luckily, he agreed (without us pinning him down).
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When you put blood, sweat and tears (ok, maybe just a lot of strategy, hours and money) into a top-quality piece of thought-leadership content, it deserves a longer shelf life than one round of LinkedIn promotion and a slot in your website “resources” section. Whether you’re an architecture, engineering or construction (AEC) firm or a law firm, long-form content offers like e-books can cost thousands of precious marketing dollars to produce and design, so you need to squeeze out every lead-generation opportunity you can. Top companies know that repurposing content is the smart thing to do — here’s how:
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Alright, we’re more than a month into this brave new world we’re calling 2017. So how are those resolutions coming?
Maybe you’re crushing that 5K training plan (good for you!), or perhaps you decided a world without fried chicken taco shells isn’t a world you want to live in (you do you, friend). Or maybe the whole New Year’s resolution thing is too mainstream for you. That’s cool, too.
Regardless of where you stand, there’s a conversation we need to have that’s bigger than a simple resolution.
See, a resolution is a choice to do something, but when it comes to the AEC industry, content marketing isn’t really a choice anymore — if you want your business to boom, at least.
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