Using social media and content marketing is fast becoming necessary for many lawyers to grow their personal brands and generate new client inquires.
Definition of Content Marketing: This is a marketing technique where the lawyer creates and distributes relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
http://contentmarketinginstitute.com/what-is-content-marketing/
Quickly Building a Brand and Securing New Clients
Situation/Need
This trademark partner, at a large regional firm, was feeling increasing competition and rate pressure. He needed a way to differentiate himself and get his practice growing again.
Approach
We selected his niche based on the intersection of his passion, competency, and the market need. The industry we selected makes regular use of social media and is relatively unsophisticated when it comes to protecting their brands and making us of counsel. By using high-value white papers, Twitter, and a blog, we quickly established him as the leading authority in this industry.
Results
- Within six months, he secured 6 new clients in this industry. One came directly from Twitter.
- He is now one of the leading lawyers in the space.
- He is quite happy with his new practice focus and looking forward to continuing to grow his practice.
