Here we go again, Step 5 – Embrace modern marketing!
This is a HUGE topic, but here’s the gist of it.
Traditionally, lawyers have focused on outbound marketing – broadcasting their message to anyone who will listen. Today, we need to focus on inbound marketing – putting relevant information in front of the right audience and attracting prospects who are actively looking for the solutions you provide.
The other huge part of this relates to the stranglehold on information that we’ve typically enjoyed. Well, thanks to the Internet and the Information Age, those days are gone. Google holds many answers and clients are more informed than ever before.
Lawyers need to share information freely and openly. While you might worry this will do you out of a job, you’ll find the opposite to be true. The other thing about the modern era is that we’re time poor. Demonstrate your credibility and customers will gladly pay you to take the problem off their hands.
This post is part of a seven-part series. Read the previous post, Step 4: Productise your services.
To learn more or to jump ahead, buy my book, It’s Time to Do Law Differently: How to Reshape Your Firm and Regain Your Life.