Marketing for lawyers, accountants and professional services
Have you ever Googled yourself? Go on, do it. What comes up on the first page of your results? Probably a LinkedIn page, along with your profile on your firm’s website, any professional accolades you’ve received and perhaps some links to your social media accounts or press mentions. If that’s what your results look like then it’s a good start, but what happens when…
What is ghost writing? Today’s thought leaders are publishing more than ever – here’s why they might be using a ghost writer. Often, you may want to promote your own brand as a thought leader as well as providing content for your law firm. Whether you’re the founding partner or a sole practitioner seeking to get a foothold in the industry, expert content can…
I speak to a lot of law firms, talking about their marketing and helping them to create content that suits their brand, clients and budget. One thing that I hear often is that content is very costly and time-consuming for them to produce their law firm’s blog because their senior partners are heavily involved in its production and often become a bottleneck. This always amazes…
Inbound marketing is the art of attracting prospects before they’re ready to buy your services. You may have heard this oft-quoted statistic from SiriusDecisions: 70% of the buyer’s journey is done before they reach out. Inbound marketing focuses on creating quality content that aligns with the interests of your desired customers. They’ll find your content organically, which means you’ll already be established in their…
What gets measured gets done, but how do you measure the impact of your firm’s inbound marketing efforts? According to HubSpot’s State of Inbound 2017 report 46% of businesses said that inbound marketing (that’s content marketing, email marketing and even social media promotion) generated more return per $ invested than other marketing activities. This isn’t that surprising when you consider how expensive traditional business development activities…
You may have the best written and most informative content in the world on your blog, but without a social media strategy, you’re likely to be missing out on a huge swath of your possible audience. Social media channels are ideal for pushing out your own content, with the view of bringing viewers to your website. It also represents an opportunity to interact with…
The sight of an overflowing inbox fills me with a dread, so why on earth would I recommend that your firm should engage in email marketing? Well, the simple fact is that email marketing does work…. when it’s done well. There are four things that make a good email marketing campaign. Speak to your audience with purpose The best emails are those that know…
It’s not that you don’t want to hire a content marketer. It’s that you’re a specialist, and your content needs to reflect that. Unfortunately, most technical specialists aren’t great writers, and most great writers aren’t technical specialists. So what’s a professional services firm to do? If you’ve experienced this frustration, you’re not alone. Too often, law firms end up having to edit their outsourced…
It’s a privilege and an honour to receive an award or be featured in a prestigious list like Australia’s Best Lawyers and Lawyer of the Year list. These accolades are often peer-reviewed, which means your peers and colleagues all recognise and acknowledge the work that you do. But how do you ensure your clients and potential new clients know that you’re at the top of…
Whether you’re planning on revamping your firm’s website or trying to maintain a blog to attract new clients, one of the first questions you’ll need to consider is what you’re going to write. As a professional you know just how important every single word is, so it’s understandable that you want to write every word in-house. Just like writing for legal accuracy is a highly…