Turning Content into Connections: The Power of Relationship Marketing

International Lawyers Network

International Lawyers Network

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.

Written by:

International Lawyers Network

International Lawyers Network on:

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