When professional firms start to use social media they tend to restrict access to a small group of people – often the central marketing and business development teams. And the first thing they do is broadcast out material about the firm to the world. A bit like how they managed PR in the past.
This doesn’t quite meet the requirements of being social though. And it often fails to prompt interaction. It also means that the people who really should be using social media in their marketing, selling and relationship management activities – the fee-earners themselves – are excluded from the process.
As firms become more familiar and confident with social media, they will then encourage their fee-earners to establish social media profiles, share content, engage in on-line communities and enter dialogues with clients, referrers, influencers and prospects. This is good but often takes place separately to the fee-earners’ other marketing, selling and relationship management activities.
So what is needed is an attempt to integrate social media into traditional business development activities – both at a central campaign level and with each individual fee-earner. This is easier said than done – especially as many firms will employ specialists in separate digital marketing and social media teams.
There are numerous blogs providing advice on how to integrate social media into a range of marketing, selling and relationship management activities so check the list of related links below.
If you are a fee-earner you might follow these steps:
1. Be clear about your overall business development aims
2. Analyse your target markets – examine which social media platforms they use. And how and when.
3. Develop your key messages – think about the relevant key words
4. Read your firm’s social media policies and take advantage of any training that it provides
5. Get your marketing people to help you build an integrated campaign plan that combines traditional methods (e.g. research, publications, media relations, newsletters, seminars, networking, sales meetings) with social media methods.
6. Build a content management plan that shows what content you plan to produce and share over the next six to 12 months that supports your main business development programme.
7. Ensure that you have up to date profiles on your chosen platforms – typically for the professions this will include LinkedIn and Twitter but increasingly Google+
8. Start connecting with your clients, contacts and referrers on relevant social media platforms and in suitable on-line communities (e.g. LinkedIn groups)
9. Allocate a set amount of time each day or week for generating content and getting it out through the right social media platforms
10. Allocate some time each day to reviewing the social media activity of your colleagues, clients, referrers, contacts and targets. Make the effort to like and share their content and add comments where appropriate
11. Use analytics and influence tools to assess the impact and effectiveness of your social media activities
In early 2014 my latest book “Rainmakers & Trailblazers: A practical step-by-step guide to effective business development for lawyers showing how their support teams can help” will be published and this shows how social media and other digital marketing methods can be integrated into the business development programme of a lawyer.
- What makes a good marketing campaign?
- What is inbound marketing?
- How do I market to high net worth individuals?
- Is social media relevant for lawyers, accountants and surveyors?
- Barrister marketing: What is the best way for barristers to market themselves?
- What is thought leadership and why is it so important?
- Why should lawyers accountants surveyors and other professionals devote time to blogging?
- Digital PR case study – Brecher Solicitors: from food to law to property blogging
- Avoid “New lamps for old” – why the genie of marketing takes some effort
- Lawyers, agents and media on international communications in real estate
- Book Review – “Share this – the social media handbook for PR professionals”
- Developing a family law practice – mind shift, focus and pricing
- Book Review: Valuable content marketing by Sonja Jefferson and Sharon Tanton
- Coaching success stories
- Legal Marketing Case study - Withy King's research/media relations campaign
- Half year review of law firm strategy and finance
- Conference review: CLT’s “Managing and marketing a profitable private client practice” 2013
- Legal marketing case study: Focused newsletters at the heart of client relationship and events programmes at Aaron & Partners
- Book Review – “Google+ for business – How Google’s Social Network Changes Everything” by Chris Brogan
- Reinventing marketing – beyond the 4Ps
- Six tips to integrate social media into B2B professional services campaigns
- Marketing strategy for personal injury lawyers at MASS conference
- Case study: Developing a family law practice at Oxley & Coward solicitors in Yorkshire
- Book review: Rainmakers and Trailblazers – A practical step-by-step guide to effective business development for lawyers showing how their support teams can help
- Legal marketing case study: Irwin Mitchell combines DR advertising, online promotion and brand building
- How can a lawyer become more effective at business development?
- Why should a tax adviser use social media?
- What’s Google+ and why should I use it?
- Book review - Rainmakers and Trailblazers (Business development for lawyers) by DWF
- Marketing accountability and creativity, crisis management pragmatism, social media success and new banking brands at AMBA
- Up to speed in digital marketing and social media (session summary)
- Down with digital marketing? Leader from Professional Marketing magazine
- Marketing in a digital world – Conscious Solutions seminar review
- Effective social media for accountants
- Update on digital marketing and social media in the professions (May 2015)
- “Mavericks, measurement and impatience” Campaign management in the professions – highlights from the West Midlands Professional Marketing Forum
- The power of three in personal introductions (BrandMe)
- Digital marketing and social media in the legal sector update – Law Society and The Lawyer
- Four questions from secretaries on marketing and business development: thought leadership, campaigns, social media and search engines
- Book review: Understanding Digital Marketing – Marketing strategies for engaging the digital generation by Damian Ryan Third Edition (Kogan Page)
- Dear fee-earner, Love from Leeds: Why you should allow your marketing and business development team to help you to develop campaigns
- Marketing planning in a nutshell – Selecting a strategy
- Legal Marketing Case Study – Fisher Meredith family law services and so much more
- Referrer management strategies: Plan, target, focus, research, relationship, add value and let go (Manchester, 2016)
- Two big guns of communication – Face-time and reframing
- Checklist: 25 practical and professional skills for marketing and business development assistants (2015)
- Legal marketing case study: Social media in business development and relationship management: A guide for lawyers by Kim Tasso (Book review)
- How do I improve my web site performance in search engines (SEO)?
- BOOK REVIEW: Mastering story, community and influence: How to use social media to build your tribe By Jay Oatway
- How to write a press release
- Crisis management - When your web site is hacked…
- Top persuasive writing tips – Audience, structure and content (Feb 2019)
- Key issues in Marketing and Business Development Planning: Engage, Analyse, Expand, Innovate and Measure
- Five insights from developing a privately funded family law practice
- Digital PR case study – BDO accountants “Service2020: Megatrends for the decade ahead” and local government social media campaign
- Video in the marketing mix – Legal video awards and trends for 2015
- 7 building blocks of a proactive marketing executive (2015)
- Referrer management – what do you do when you can’t reciprocate work referrals?
- Business development for lawyers – five key insights
- Professional Service Firms: Reflections on 2014 – Actions for 2015
- Getting to grips with Key Account Management (KAM)
- Cross selling – the dream versus the reality
- Book Review – Business Networking: The Survival Guide by Will Kintish
- Not so much “Pimp My Ride” but “Niche My Market” (Law firm niche marketing)
- Selling basics – Targeting with rabbits, deer and elephants (Video)
- 10 steps to create a business development campaign
- Five favourite thoughts on fantastic writing – from a business development writing workshop (2015)
- How do I tackle client profiling for my key client management (KAM) programme?
- From Jesse J to Einstein - ROI in professional service firm marketing and business development
- Client relationship management (CRM) - How many close relationships can you manage?
- Professional selling tips
- Advanced social media use amongst lawyers, accountants and surveyors
- Book review - Rainmakers (Business Development for lawyers) by Geoffrey Lander
- Six highlights from CLT’s Business Development for Lawyers training course
- Referrer management – Back to basics and the role of social media
- Legal Marketing Technology Case Studies – Highlights from Conscious Solutions “Marketing in a digital world”
- Work Update - Kim Tasso clients and assignments
- Business development for professional service firms – Summary of MBL seminar