Relationship Marketing

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Also known as “How to Translate Content Marketing into Relationship Marketing” without using the big scary words that will make you run away from this post before you read it.

Remember the good old days when we just did a bunch of things and didn’t have specialized terms for them? Yep, these aren’t them.

There are a lot of things that you do or may have done for a while, that now have terms associated with them. You may hear those terms bandied about and get turned off by them, but my belief is that if you knew what they were really talking about, you’d realize that they refer to things you’re already doing and feel a lot more comfortable a) using them and b) maybe even exploring some of the other areas that they refer to more.
Continue Reading Turning “What You Say About What You Do” Into Connections

I recently had the opportunity to participate in a podcast with Deirdre Breakenridge for her Women Worldwide series, discussing how to build unbreakable bonds. One of the questions she asked me to think about in advance of the session was “What is relationship marketing, and where do you start when you want to build your business?”

Since we’re in a relationship business, I’d hope that most lawyers reading this would be comfortable with the idea of engaging in relationship marketing, and how to translate that into business for your practice. But in case you’re not (or in case you want to put a more formal name to something you’re already doing in your practice), let’s talk about what it is, and how to use it. …
Continue Reading Why Does Relationship Marketing Matter to Lawyers?

Remember the good old days when we just did a bunch of things and didn’t have specialized terms for them? Yep, these aren’t them.

“Social media marketing” came about when social media platforms were introduced and we learned how to use online technology to build relationships that we’d previously been building offline (that’s tremendously simplified, but you get the idea). Then “content marketing” came along to describe what many law firms had been doing for years – writing about the law and its impact on their clients, and then sharing it with them. As a term, content marketing is broader than that, but in terms of the legal industry, that’s pretty much the short version.

As we worked through the introduction of the terms, we separated people into two camps: the “broadcasters” and the “engagers.” The “broadcasters” treated social media and content marketing as a means to spread their message around, but without the end goal of developing community with anyone. This isn’t a bad thing, it’s just a different valuation – some of the goals that firms/lawyers who embrace this philosophy might be pursuing are reputation enhancement, being considered a thought leader on a particular subject, etc. Many firms/lawyers have been successful, and even built a large following this way, and spend little or no time engaging with their audience.
Continue Reading Want to Build Better Business Relationships? Try Content Marketing

photo-1452690700222-8a2a1a109f4cRemember the good old days when we just did a bunch of things and didn’t have specialized terms for them? Yep, these aren’t them.

“Social media marketing” came about when social media platforms were introduced and we learned how to use online technology to build relationships that we’d previously been building offline (that’s tremendously simplified, but you get the idea). Then “content marketing” came along to describe what many law firms had been doing for years – writing about the law and its impact on their clients, and then sharing it with them. As a term, content marketing is broader than that, but in terms of the legal industry, that’s pretty much the short version.

As we worked through the introduction of the terms, we separated people into two camps: the “broadcasters” and the “engagers.” The “broadcasters” treated social media and content marketing as a means to spread their message around, but without the end goal of developing community with anyone. This isn’t a bad thing, it’s just a different valuation – some of the goals that firms/lawyers who embrace this philosophy might be pursuing are reputation enhancement, being considered a thought leader on a particular subject, etc. Many firms/lawyers have been successful, and even built a large following this way, and spend little or no time engaging with their audience.
Continue Reading Two Ways to Translate Content Marketing into Relationship Marketing