I sometimes get asked silly questions like “which social network is the best?” or “which is better for law firms, content marketing or email newsletters?”
I find these questions silly, not because lawyers shouldn’t make value judgements on where to invest their time and money, but rather, that questions like these can inspire thinking in exclusionary terms. That one web tactic or service is vastly superior to its competitors, or that personal experimentation should be abandoned. Here’s the simple truth: it can’t.
Most law firms wouldn’t purchase a software package without a trial test period, and by the same notion, the majority of web services out there require some level of testing for personal fit.
For me, the concept of personal fit is absolutely crucial when it comes to selecting web-marketing tools and finding success. You need to be able to answer the following questions realistically and honestly. Is there a substantial peer group you can connect with? Is your target audience participating? Is one of your competitors the 800 lb gorilla that will eclipse your presence regardless of how much time you invest?
And most of all… Do you believe you can have an impact and stand out?
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