Marketing Tactics VS Strategies VS Principles For Lawyers
I have a confession. I think I’m obsessed with marketing tactics for law firms. I think I’ve tried everything under the sun: SEO, Adwords, forums, Quora, Instagram, YouTube, direct mail, etc. if you can name it I’ve probably done it. However, at the end of the day, these are all tactics. At one point the best tactic was naming your law firm AAA Law Firm so it appeared first in the yellow pages. If you want to know what I think the best tactic is I’ll save you some trouble. Right now, the best tactic is getting viewed on social media. All tactics are subject to becoming obsolete. Never “fall in love” with a tactic. Tactics come and go. Eventually, the hottest tactic will have something to do with virtual reality. I don’t want to downplay the importance of tactics. They’re great, but they are just the tip of the iceberg.
Marketing Strategies For Lawyers
Our strategies are connect our principles with our tactics. Right now, my overall strategy is what is called “Inbound marketing.” I want to get as many eyeballs on my content as possible because I don’t like traditional networking. You may be better at meeting people in person. Find the strategy that works for you. Your strategy is just how you connect your principle with your tactics.
Our Principles Are Our Foundation
Our principles make up the majority of the iceberg. This is the most important part. I like to think of principles as questions. And I don’t mean dumb questions like “What does your brand represent?” Here are what I think are some good questions:
- Who is my target audience?
- Who is my ideal customer?
- What are my customer’s needs?
- Why should someone hire me?
- How do I position myself as the ideal lawyer for my ideal customer?
- Am I a member of my target audience? Side note – This is a question I’ve been pondering lately. If you’re a member of your target audience it’s super easy to market to them. All you have to do is put out content that scratches your own itch!
Unlike strategy and tactics, principles are not subject to change. This is where we should start – right at the foundation. We should always know who our ideal customer is. Our principles should inform our strategies which inform our tactics. By understanding why someone should hire you in the first place, or who is your target audience, you will be able to connect the right message with the right person.
I need to stop working backward. I’ll try to make future content more on strategies and principles. To wrap this up, to get better results, ask we should ask ourselves better questions.
Let’s help each other. Drop a foundational question in the comments. 🙂
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