CarusoPR recently responded to a LinkedIn inquiry for the best way to celebrate reaching three years in business. We wanted to share our response as an example of how to use social media as a tool to professionally provide knowledge and ideas without being overly self-serving.
Question: What would you do to celebrate reaching three years in business--something? Or nothing?
Response: "We would encourage you to use your business anniversary as a part of your strategic marketing efforts to continue to acquire new clients, grow your business and ultimately reach more successful milestone years. How? Use the press release you wrote to share the how and what you've accomplished, not just stating the length of time. Reach our to your community or target audiences and get in front of them--offer to speak or write tips and articles that impart your growing knowledge and expertise to build on your successful client results and gain positive exposure. Think about integrating your story of achievements, accomplishments and case studies to date through all of your current communication channels, such as your website, blog and other social media channels, including LinkedIn, to reach potential new clients. I would encourage you to reach out to your current and former clients with a simple Thank You to reconnect and remind them of the services you provide and as an outreach for references. This is an easy way to incorporate your business anniversary into your marketing efforts and can be as simple as specially designing a card, creative email or other form of letter, of course depending on the number and type of people and businesses you are trying to reach.”
The Lesson: We all know that social media, when used strategically, can be a powerful instrument for increasing business and connections. We sometimes forget, however, that using social media does not always have to be a self-centered activity focused on exposure and profit. Engaging in social media conversations offering practical, valuable content is a practice we follow and encourage our clients and other organizations and businesses to also adopt. There is value in connecting and communicating without expecting something directly in return.
At the recent ISBA Solo and Small Firm Annual Conference, speaker Ben A. Neiburger, Generation Law, Ltd., shared his thoughts on “Baby Boomers, the Age Wave, and the Commoditization of the Practice of Law: How to Survive the Storm” and provided insights worth repeating.
Neiburger noted two major societal changes and factors that are greatly impacting both the practice of law and the marketing of the practice: the baby boomer generation and the commoditization of law practice.
-The baby boomer generation--people born between 1946 and 1964--is estimated to represent more than 72 million people. As a group, boomers are well-educated, smart, tech-savvy, independent and highly opinionated.
-An unfortunate trend in the legal profession is the cheapening of legal services. A shift has taken place--clients are more focused on the cost of legal services, not the quality of the services provided, thus commoditizing the practice.
How do these two changes affect you and your practice?
There are various factors that contribute to the commoditization of law. One of the largest factors, however, is the Internet and availability of online information. Combine this availability and the do-it-yourself attitude of baby boomers, which account for a large portion of those seeking legal services, and the result is the assumption that legal matters can be adequately solved without a lawyer.
The notion that through online research--which boomers do a significant amount of--enough information can be gleaned to render a lawyer unnecessary poses many problems to lawyers and their firms. Clients may attempt to complete forms and processes themselves that, in reality, need the expertise of a lawyer. They may use online forums to gather legal information, instead of seeking the counsel of a knowledgeable attorney. Clients also may take advantage of your time in an attempt to shop for the lowest bidder and their services.
The list goes on, and the end result is that clients’ attempt to cut costs and independently solve legal matters cheapens and commoditizes the practice of law and undervalues the experience, education and credentials of lawyers and their firms.
How do you survive the storm?
Digesting and seeking to understand these major societal changes and factors is vital for the legal profession. Clients need to understand the value you provide--communicate to them that you are a trusted advisor who provides the experience necessary to successfully navigate legal matters. Use strategic marketing initiatives to share your credentials, scope of legal knowledge and niche practice areas. The value you provide to clients and the experience you bring is irreplaceable--communicate that to clients.
This week, CarusoPR is at the ISBA Solo and Small Law Firm Annual Conference in Itsaca, Illinois talking with lawyers about how they can standout amid the competition and develop new business relationships. With over 25 years experience working with lawyers, we understand how to best position individual attorneys and firms of all sizes to attract, retain and grow their client base.
Lawyers need to pinpoint their marketing objectives and develop a strategic marketing communications plan that encompasses a variety of tactics. These tactics may include everything from social media integration and professional development to media relations and advertisement creation.
A well-rounded and strategically developed digital presence is a vital component of a lawyer’s marketing communications plan and is an invaluable tool that helps unlock business potential. By identifying the unique attributes and credentials that set you apart and effectively integrating them across multiple communication channels you will be able to better reach current clients, potential clients and develop strong referral sources.
A strong website is the most essential part of a lawyer’s digital marketing mix. A strong website is able to attract and retain business and serves as a platform to introduce you and your firm to new referrals and other sources for business development. Dynamic, interactive websites offering valuable content provide a platform to differentiate your practice in the marketplace.
CarusoPR ensures that every element of your marketing communications plan aligns with and supports your strategic business goals leading to exposure and new clients.
Published in Attorney at Work
By Ellyn Caruso | Aug.14.12 | Careers, Daily Dispatch, New Lawyers
In previous posts we asked the question, “How Much Does It Cost to Start a New Solo Firm?” And we received some great advice from practice management experts and a few newly minted solos on how much seed money it takes to start up today … from scratch. But cash on hand isn’t the only consideration when deliberating whether or not to hang your single shingle.
Today’s economy can lead seasoned attorneys, mid-career laterals and even freshly minted law grads into solo practice. But is solo practice a good fit for you? No matter the stage of your career, there are questions to ask yourself and options to examine to determine whether this is your best choice before you launch a solo practice.
How Many Hats Can I Wear?
Opening a solo practice means wearing many hats to handle all the functions in the firm—in addition to practicing law. A lawyer stepping out of a larger firm may find herself a bit ill-equipped to manage all the details required in running a law office, even a solo one. That realization—sometimes a difficult one—may lead to the need for extra support, either outsourced or in-house, to cover everything from bookkeeping and billing to marketing and technology support, plus other administrative duties. Acknowledge your strengths and interests, and then plan ways to cover the rest so you can balance both the administrative and the legal side of running the practice.
What Is My Vision of Solo Practice?
Do you view solo practice as a temporary or long-range option? Will you focus on one practice niche or several areas? Do you anticipate a need for support through a paralegal, legal assistant or other? Will you need the involvement of other lawyers? Many solo lawyers network and solidify of counsel relationships with their peers to plug into particular client matters as the need arises. Being prepared in advance is key to ensuring solid legal services and handling client expectations.
Who Would Be My Best Client?
Think about the areas of practice you want to concentrate in. Consider your background and experience—what types of client matters do you enjoy? Describe your best client and explore why that’s the case. Developing key areas of practice where you have both experience and interest to grow and develop will lead you on a path to a satisfying and successful practice.
What Is My Ideal Practice Setting?
The location of your office depends on the type of clients you want to serve. Are your clients businesses or consumers? How will the physical office affect attracting clients? Will clients need to visit you often or only occasionally? Endless technology options can support your law practice wherever it is, but you still need to decide what setting works best for you. Do you enjoy tossing around a legal issue or argument among a group of other legal minds? If so, consider renting within a suite of other lawyers. Or if you desire a strong presence, explore leasing or owning your own space. While working from home may seem like paradise, it is not always wise to bring clients to your home. You might consider a virtual office with a professional business address and renting a conference room for meeting with clients on confidential matters.
How Will I Find Clients?
To build your business, you must have a strong strategic plan that makes marketing and business development a high priority. Concentrate on marketing a few key areas of your practice. Reach out and network—you can learn and gain valuable insights by getting active in your local bar or other specialty law groups. Develop your writing and speaking skills so you can share your knowledge with potential clients. Weave your interests and experience into your online presence through your website and social media as you develop your place in a niche.
Remember, too, that in a solo setting, you may no longer be perceived as competition by your peers. This is a good thing. Communicate how you can be of value to them by helping when conflicts arise in their own firms. Their good feelings about you can result in a stream of solid referrals.
Several marketing companies are choosing to focus exclusively in owned or earned media.
Owned media are the platforms where the brand has total control and some will argue a stronger influence. Theses include your website, mobile app, social presence (although you can easily loose control without a plan in place), email marketing and advertising.
Earned media is also known to the public relations industry as media relations. It is the art of securing placements in editorial outlets such as the news media and blogs.
As to which one has the most influence depends on the audience. To some a high Google ranking for a website and a strong social media presence is enough to convince them of the product. Others find an endorsement of an objective journalist to be more of a value.
At CarusoPR we take a different approach. We believe owned and eared are equally important and compliment each other. It is critical for brands owned media presence to be in line with the earned messages being delivered. We take a holistic approach to marketing on all channels, with the goal of reaching the largest audience.