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Marketing Refresh 2.0

By Beryl Vaughan

Your sparkly marketing plan is in place. You get a rush of new case calls, which become a trickle, assessed by you over a matter of months, not years.  A normal response would be to beef up your marketing strategy, double down to more diligently “impress” your clients (about what you think is impressive.)  If the trickle keeps shrinking, you might give up on your goals and resign yourself. You need a second wind.

Your best impression is also your best reality: that you have an active, thriving practice built on ever-deepening skills. Your practice isn’t static. Communicating that can be accomplished with practical steps.

Now you’ve established an effective website,

  • Anything new attorneys keep bringing up? Write about it. Post it.
  • Consider a blog (or not).
  • Focus on different or expanded areas of expertise. Bored or stuck in a rut? Even established experts need a practice that’s interesting. Use content to emphasize your experience in those engaging areas of expertise where you want to be working.
  • Update graphics and photographs.
  • Introduce new features, like comments, buttons that link to other information on the site, investigate “Email this Page” and other tools attorneys appreciate.

Review directory listings.

I’ve discussed expert directories elsewhere on this site. They can be an effective marketing tool. Most contain a short profile with a photo and a link to your website and phone number.

  • Update your profile.
  • Add any new accomplishments, presentations, credentials, years of experience.
  • Update your CV and load it to the directory.
  • Adapt content from your website for use elsewhere.

There is no charge to update the profile responsive to shifts in your practice.

Get posting on Social media

Social Media is a misunderstood tool. In my experience, it isn’t how attorneys find you, but it has hidden benefits. They contribute to your online footprint and, ultimately, lead clients to learn about you, usually on your website. Create, or maintain, a Facebook page and post frequently, with links to your website.

  • Establish and update a Google Plus profile.

  • When a potential client searches you by name, Google gives prominent real estate to your business when you take advantage of free Google services.  Take the free advertising! Using these features, I made it possible to search ForensicExpertPro for some valuable visibility– test it to see what I mean.

  • Most Social Media posts bear a date; a dusty date gives the impression your practice isn’t active, or that you haven’t learned anything new lately.  Posting regularly establishes a routine “conversation” with your contacts, keeping you at the forefront of their thoughts.

Investigate Multi-Media Presentations.

  • Consider adding multimedia to your online venues.

  • Did you give an interview in the last year? Include a caption, and byline, get permission to reprint.

  • Scan and add a photo to your site–speaking to attorneys or at an event?

  • Maximize video of your testimony, if it exists.

  • Make a video or arrange for a videographer at your next presentation.  Video can be presented on a website with eye catching design.  Posted on YouTube the video has a wider public audience.  Attorneys care how you will appear to a jury. Wise and thoughtful? Flippant? Hostile? Trustworthy?  I can assist with video and audio editing and art direction.

Remember, anything you post online is open game on the stand. If you write it or post it, you must be prepared to talk about it in open court. This is a good reason to keep your statements straightforward. Identify personal opinions as such. Cite research if appropriate.

*Why 2.0? When software is first released to the public, it has a version number. The first release is 1.0.  As the software is updated and improved, new releases use sequential numbers, sometimes referred to as “builds.” Your marketing plan goes “live” at release 1.0. This article is about developing and releasing new builds. Thus, 2.0.  (e.g., I am writing this using MSOffice (containing Word) version 1707.