Building a brand is largely about creating consistency and expanding reach.\u00a0 There are a number of ways that that can be accomplished; but, probably the cheapest and easiest way to do it is to utilize content marketing.\u00a0 Content marketing is just what it sounds like: marketing via the creation and dissemination of content.\u00a0 Content is broadly defined, and could include text (like a traditional, regular blog), images, videos, etc. \u2014 pretty much anything you can publish online.\u00a0 While it\u2019s fairly straightforward to create and manage a blog, or add a video to your website \u2014 you\u2019ll want to publish more broadly than that.\u00a0 And, using social media is the easiest way to broadcast your content focused on your expertise.<\/p>\n
The more you can tell people about what you do, show them your knowledge, gain their trust, the more clients you\u2019ll eventually acquire.\u00a0 The advantage of posting your content to social media services is that you expand your reach exponentially each time you utilize a different service.\u00a0 Consider the math: If you have 5000 followers on Twitter, 3000 connections on LinkedIn and 1500 friends on Facebook, every time you post something on those channels, you have the potential to reach 9500 people.\u00a0 And then, if any of those people repost what you\u2019ve posted, you have access to their networks, and from there the numbers expand exponentially.\u00a0 It used to be that lawyers would have to go through a long-term editing process and find a magazine to publish something.\u00a0 Now, you can publish anything you want, anytime you want, while simultaneously developing a larger reach than those old school publication methods offered.<\/p>\n
And, setting up profiles on social media services is straightforward \u2014 far easier than creating a website, which itself is becoming easier than ever to do.\u00a0 Once you have a professional photo and a logo, just follow the prompts for any service to develop a page for your business \u2014 keeping in mind that some business pages are valuable (Facebook) while others are not (LinkedIn).\u00a0 Even if you plan on remaining solo, or using your personal social media accounts for exclusively professional purposes, just claim accounts for your business name, in case you need them at some point in the future.<\/p>\n
When your accounts are established, develop a publication schedule for your social media posting, just as you would for posting to your blog.\u00a0 And, if you\u2019re having trouble effectively managing many different platforms, use a social media management tool, like HootSuite or Buffer, to login and post to different services at the same time.<\/p>\n
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If you want to start your own law firm, join me for an exclusive workshop, coming up in Boston (August 24-26) and New York (September 7-9).<\/p>\n
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