How To Drive Your Firm To Digital Marketing Success in 2018

by JD Supra Perspectives
Contact

[The last in a series of 12 year-end posts published by LMA's Social & Digital Media SIG:]

Note from the editors: Thank you all for following along with our annual 12 Days of Social & Digital Media, and to our contributors for their thoughtful articles. Our final post is written by our outgoing 2017 Social & Digital Media Co-Chair, Karen Cariello. We want to thank Karen for her contributions and leadership, and all the great work she has done for the SIG this year. It has been a privilege to serve with her. Karen wraps up our series with her thoughts on driving digital success.  Now let's get ready to take a leap into 2018!

“If you don’t know where you’re going, any road can take you there.”

I hope you have all enjoyed reading the great, thought-provoking posts in our Leap Into 2018 series. After reading them all, it’s clear that those of us tasked with overseeing digital and social media have more options than ever to improve results for our firms. So as the New Year dawns, where exactly should we leap first? And how do we gain confidence to leap, and not just stick our toes in the water?

Those of you who know me know that I’m big on having a plan before embarking on an undertaking. So in thinking about leaping with confidence, I couldn’t help but think of the above “quote," which is frequently attributed to Lewis Carroll’s Alice in Wonderland. But it turns out this quote didn’t actually appear in the book. Here’s the passage that gave genesis to the quote:

(Alice): “Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to,” said the Cat.
“I don’t much care where–” said Alice.
“Then it doesn’t matter which way you go,” said the Cat.
“–so long as I get SOMEWHERE,” Alice added as an explanation.
“Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.”

As you no doubt saw in our series, there are a myriad of directions and approaches that one could take to improve results for a firm’s digital and social media. All of them will no doubt bring improvement if you but work with them long enough.

Yet none of us want to implement something and see negligible results. All of us want to leap with confidence, knowing that we’ll be moving the needle in a meaningful way for our firms. So where exactly should we start? Precisely which way should we go from here?

As Stefanie said in our first post, start by assessing what kept you from doing more this year. Or as Gina Rubel challenged us in her post, conduct a postmortem review to learn from your mistakes. For many of us, postmortems can be challenging, as so much of what we do is ongoing in nature vs. being a discrete project. Try thinking of this past year as your completed project. What were your triumphs? Where did the wheels come off? There’s a lot to learn from reviewing what was and wasn’t accomplished before deciding what to do next.

From here, it would be a really, really, really good idea to create a content strategy. Why? Because - paraphrasing the Cat - it doesn’t much matter what you do if you don’t know where you want to go. At the end of 2018, are you going to be happy with just going SOMEWHERE? Don’t you really want to arrive at your definition of SUCCESS? Adrian Lurssen and Susan Kostal offer well-crafted advice on the simplicity of creating a strategy, as well as the necessity of having one. And for those of you with blogs/thinking about blogs, check out Paula Williamson’s thoughts on the importance of developing a strategy before embarking on a blog initiative.

Matteo Bava’s piece on getting more out of video also touches on this. He talked about the importance of going beyond just posting a piece by thinking through your distribution plan. As he said, “It’s not enough to just post it online…(it needs to be) part of a larger marketing effort, such as a campaign, a series, a microsite, or a social media plan.”

It’s not rocket science. If you follow their advice, you’ll find it isn’t even that hard.

Several of our posts touched on new technologies. And, no doubt, many of you are looking at a few for possible implementation in 2018. The benefit of conducting a postmortem and developing a strategy is that you’ll have a sharper idea of what’s best for your firm at this precise time.

For my money, it would also be worthwhile to give thought to your target client’s journey through your digital footprint. As they move through your platform, does their experience and the content they’re seeing become more tailored to their needs? You may find tremendous opportunities for leaping here – as shared in these pieces on market automation,  mobile and  geo-tagging technologies, and even CRM capture.

On behalf of my co-chair, Stefanie Knapp, it has been a privilege to assist you all this past year. We’d love to hear your thoughts on what you found most helpful in this series, as well as what we didn’t cover but should have. And wherever your path takes you in 2018, best wishes for your continued success in leaping. 

*

[Karen Cariello was the 2017 co-chair of LMA’s Social and Digital Media SIG. A pioneer in B2B internet marketing, she has worked with law firms and B2B clients to align their business development objectives with their digital media presence for over 20 years. She currently lives in Atlanta with her husband and their two rescue dogs. ]

Written by:

JD Supra Perspectives
Contact
more
less

JD Supra Perspectives on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.