Ever feel overwhelmed by marketing jargon? You’re not alone. Let’s demystify some buzzwords and explore how you’re likely already engaging in effective relationship-building through your content. This all might sound a little bit scary, but I promise, once we get rid of the jargon, you’re going to realize how accessible to you it all is!

Today, we hear terms like “social media marketing” and “content marketing” tossed around. At first glance, they might seem intimidating, but in reality, they describe activities many of us are already familiar with.

For instance, “social media marketing” emerged as we adapted offline relationship-building techniques to online platforms. Similarly, “content marketing” encompasses much of what law firms have been doing for years – sharing legal insights with clients. While these terms might sound complex, they often represent activities you’re already undertaking, just with a new label attached.

Within these marketing strategies, we’ve identified two approaches: “broadcasters” and “engagers.” Broadcasters focus on spreading their message (essentially posting or sharing news or content), while engagers prioritize building relationships. Both have their merits, but the latter, known as “relationship marketing,” emphasizes meaningful connections over mass dissemination.

As attorneys, relationship marketing aligns perfectly with our profession’s emphasis on word-of-mouth referrals. We’ve been cultivating relationships for years; social media and content simply amplify those efforts.

Let’s break down two key tactics for effective relationship marketing:

Tactic One: Inbound Marketing

“Inbound marketing” entails actively drawing your audience to your content. It’s about sparking dialogue and engaging your community. While lawyers may encounter challenges in fostering online engagement, there are strategies to overcome these barriers:

  • Start conversations: Pose questions in your social media posts to encourage interaction.
  • Be proactive: Use your content to connect with influencers and peers, demonstrating your expertise and fostering relationships.
  • Share and engage: Share valuable content from others in your industry, tagging them to initiate dialogue and showcase your knowledge.

Tactic Two: User-Generated Content

User-generated content (UGC) involves leveraging your audience’s contributions to enhance your online presence. While encouraging UGC in the legal field presents unique challenges, there are ways to prompt meaningful engagement:

  • Write for your audience: Solicit input from your audience by addressing their legal concerns in your content.
  • Seed the content: Encourage participation from your colleagues to kickstart engagement and demonstrate a thriving online community.

By embracing relationship marketing, lawyers can strengthen client connections and foster new business opportunities. Despite the evolving terminology, the essence remains unchanged: building meaningful relationships that drive success.

How is your firm leveraging relationship marketing to advance your business goals? Let’s continue the conversation in the comments!

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the goals of a global professional services network. She manages all major aspects of the Network, including recruitment, member retention, and providing exceptional client service to an international membership base.

In her role as Executive Director, Griffiths manages a mix of international programs, engages a diverse global community, and develops an international membership base. She leads the development and successful implementation of major organizational initiatives, manages interpersonal relationships, and possesses executive presence with audiences of internal and external stakeholders. Griffiths excels at project management, organization, and planning, writes and speaks with influence and authority, and works independently while demonstrating flexibility in thinking, especially in challenging situations. She also adapts to diverse and dynamic environments with constant assessment and recalibration.

JD Supra Readers Choice Top Author 2019

In 2021, the ILN was honored as Global Law Firm Network of the Year by The Lawyer European Awards, and in 2016, 2017, and 2022, they were shortlisted as Global Law Firm Network of the Year. Since 2011, the Network has been listed as a Chambers & Partners Leading Law Firm Network, recently increasing this ranking to be included in the top two percent of law firm networks globally, as well as adding two regional rankings. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry and was included in Clio’s list of “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful, and useful.” Ms. Griffiths was chosen as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February 2009.