In Black And White : Legal Marketing Strategies & Insights : Paula Black & Associates : Law Firm Marketing, Branding and Positioning

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For the second part of this special post I went to a true success story from the Lexblog network, Delaware Corporate and Commercial Litigation Blog’s Francis Pileggi. With over five-and-a-half years of blogging under his belt, Francis continues to reap the rewards of having a well-recognized blog. So how did he do it?

Take control of your image.

“[In 2004], I came to the realization that people who wanted to find more information about lawyers went online and Googled them. I realized that lawyers who care about their image should be concerned what people find when they do a Google search and I wanted influence over it. I wanted to make sure that the first 5 or 10 things they saw on a Google search would be the best 5 or 10 things about me. I decided I needed to increase my Internet presence and the best way to do that was through a blog.”

Enjoy the process.

“For me it was a natural evolution. I’ve always written a lot of articles. It’s not likely you’re going to do well with a blog unless you write a lot. You have to enjoy writing and want to write frequently and extensively. It’s a lot of work but it’s a labor of love.”

Speak to the right audience.

“It’s developed into something bigger than I ever anticipated. I’ve developed a following among lawyers… and judges. It’s become required reading for some law clerks… Now I am on a first-name basis with all of the nationally recognized corporate law professors and other corporate law experts.”

All rewards are not financial.

“I’ve gotten a substantial amount of business from it, no question about it. [The blog] has improved my professional stature. It’s made me a better lawyer. Now I’m not just reading cases, I’m summarizing them and I’m using it for my own research.”

Blogging is not an option anymore.

“If you really want to be well known in a specific area… then you should be blogging on that topic. It identifies you as someone who is serious about that subject matter.” 

Thanks so much to Francis for his invaluable insight.  Next week we will focus on two more bloggers who have proven that you can get business from your blog! 

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It may not be the most frequently ASKED question by my clients, but I can guarantee you it’s certainly the most frequently thought.  So rather than give you theory—I want to give you results. This week we’ll take a break from the norm to look at two successful bloggers, the results they’ve achieved and how they got to where they are. First up: Adrianos Facchetti of California Defamation Law Blog.
 
Adrianos estimates that an astounding one-half to two-thirds of his business comes from his blog, which has been steadily growing since he launched in September of 2008. I spoke to him by phone last week and here’s what we can all learn from him...

Don’t underestimate the power of a blog. 

“I get calls from people all over the U.S., people in 30 countries read my blog and I get asked all the time to work on matters as co-counsel. I recently got my first legitimate 7-figure case. I wouldn’t have been contacted if it weren’t for my blog.”

Find your place.

“You have to pick a really specific niche [to be successful]. Choose something very specific and be known as the person who does that specific thing.”

A blog can affect your practice.

“[If it weren’t for the blog] I think my practice would be more scattered. I would probably just be a general litigator, taking everything I could. The blog forced me to learn even more about my subject. I was practicing defamation law before, but this allowed me to get my information in front of more people and gain credibility.”

Be patient.

“I didn’t get any clients from the blog for a long time. At least until six months after I started. This last 12 months is when it’s really kicked up a notch.”

Thank you Adrianos for your insights. Let us all remember that results don't happen overnight. If you know your stuff your credibility will shine through and your niche market will find you.

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Stop overthinking and speak your mind. Your blog is the perfect place to let your personality shine.

This week we asked: If you blog, how often do you incorporate stories from real life, the daily news or pop culture?

1. Often - 10%

2. Sometimes - 56%

3. Rarely - 32%

4. Never - 2%

My Thoughts: This week 34% agreed that you rarely or never incorporate timely news and events into your blogging. Why? With the plethora of information available on the Internet, why not use it to your advantage? Commenting on top headlines can make your blog more relevant, give great examples for potential clients and, sometimes, even garner you national attention. A few months ago one of my employees happened to turn on “The Today Show” as she was making breakfast. The segment that was on? Personal branding. Rather than laugh and move on, we threw together a last-minute “special” post and used it to illustrate the points we had just been blogging about (you can see it here.)

The point is that it doesn’t have to be all business all the time. As long as it’s relevant to your overall strategy and has a connection to your practice area or specialization there’s no harm in having a little fun now and then. If something strikes you…write about it!

I think this quote from Evan Schaeffer really does a great job of summing it up:

“It often feels uncomfortable to provide personal details on a professionally-oriented weblogs, but you'll gain a lot if you do. Readers are more likely to return if they feel like they know something about the weblog's author. Think of yourself not as a reporter but as a columnist. The ability to easily provide personal details is a feature of weblogging that's easy to use and free for the taking to anyone who recognizes its value.”

Black Pearl: While it may be extreme, Russell Wetanson’s blog Popsquire (“where pop culture and law collide”), combines commentary, legal opinion, celebrity and pop culture all in one. Here’s how he got there.

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For all of my yelling and shouting about consistency and repetition, there are some (but only some) exceptions to the rules. A good place to break from the norm? You guessed it—your blog. While keeping on topic is still important, a blog is a place to get creative in the way you communicate with the outside world. It’s a place to show your personality and occasionally your humor, interests and view of the world. Don’t be afraid to think outside the box and draw inspiration from everyday events, news and pop culture.

Question of the week: Are you breaking from the norm?

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Working with a ghostblogger can be a great, collaborative experience for many busy attorneys--but the key is just that... COLLABORATE!

This week we asked: Do you write your own blog?

1. Yes, every word comes from me - 55%

2. Somewhat, I collaborate with a ghostwriter - 35%

3. No, I give direction but the writing is done by someone else - 10%

My Thoughts: Almost 90% of you either write your blog yourself or collaborate closely with your ghostwriter. Fantastic.

My main advice to clients who want to work with ghostblogger is just that…be involved! No matter who puts the actual words on paper (or on screen), the voice, tone and ideas should come directly from you.

A few of my clients have recently begun working with ghostwriters with great results. Though you must still dedicate your time to overseeing the content, these professionals can help shape your words and post on a regular basis. My advice if you’re planning to go this route? Stick with someone in the legal arena, whether it be a lawyer, former lawyer, paralegal or law student; find someone you connect with—even though it’s someone else writing it should still reflect your tone and your opinion, and all content should be directed by you; and be clear on the arrangement from the beginning by setting a schedule for how many posts you expect per week or per month. I also think the lawyer needs to be the one fielding comments and responses, and generally connecting with readers.

On the other end of the spectrum is LexBlog’s own fearless leader Kevin O’Keefe, who his own definite view of ghostblogging. I recently read a post by Kevin that included the following statement:

“But the very essence of social media precludes ghostwriting. Social media is not about producing content. Social media is about engaging others so as to build and nurture meaningful relationships. Engagement that requires listening to your audience and offering value to the conversation.”

I agree with the statement, but not the context. I truly believe that you can engage and nurture relationships even if you are not the only hand in the blog. In fact, I called Kevin and had a discussion about this very issue. My point? Rather than negate the power of a ghostblogger, we should look at the ways to make that arrangement work to the benefit of the lawyer. If the question is: "to blog or not to blog?" the answer is simple... do what you have to do to blog. 

Black Pearl: For more thoughts from Kevin, read the rest of his post on ghostblogging.  

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Ghostblogging has come under a bit of scrutiny lately (we’ll discuss that on Thursday) but in my mind it’s a great alternative. Better to be a part of the social media world than write off all the opportunities that can arise from it simply because you are afraid of the time commitment. Working with a collaborator can be a great experience, but (of course) there’s nothing like your own ideas going straight from brain to paper (or screen in this case). The true challenge is finding the right balance.

Question of the week: Do you write your own blog?

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From business opportunities to PR for your practice, making the connection is an important part of your blog.

This week we asked: What are you doing to make connections?

1. Nothing, I'm just writing my blog - 45%

2. I’m asking questions and engaging my audience - 30%

3. I’m promoting my posts on Twitter, LinkedIn and other social media - 25%

My Thoughts: The good news is that a little over half of you (55%) are actively engaging your audience via social media or simpy asking questions and encouraging discussion. The bad news? Almost half of you (45%) are not.

As I mentioned on Tuesday, a focused, smart blog can open doors to a wide variety of opportunity…whether that be new business (which we’ll discuss in 2 weeks) or just connecting with other professionals in your industry. At the very least it can open up a forum for discussion, at its best it can draw regional or national attention for its commentary. The key is to keep your posts relevant and interesting enough to draw comments or re-posts from others. I can’t tell you how many books I’ve sold or how much traffic I’ve driven from a simple link to a post I’ve done on this very blog.

A few ideas for connecting? Don’t hog the spotlight. Feature other bloggers and link to interesting or insightful commentary they’ve posted. Then let them know about it! It’s a great way to build relationships. Also, promote your posts to others via social media—whether it be LinkedIn, Twitter or if it is appropriate Facebook.

I came across this great quote on connecting from Zappos.com CEO Tony Hsieh. He was speaking about Twitter but I think it applies to blogs as well…

“We’ve found that Twitter has been a great way for us to connect on a more personal level with our employees and customers. We use it to help build our brand, not drive direct sales. It’d be like asking how does providing a telephone number for customer service translate into new business when they are mostly non-sales-related calls.”

Black Pearl: I pulled the quote above from this great Copyblogger post about using Twitter to connect. It’s a great summary of who’s using social media and how they’re doing it in new and interesting ways.

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One of the greatest things about putting out a truly engaging and thoughtful blog is the opportunity to connect. A focused, smart blog can draw attention and comments from potential clients, industry colleagues and even local, regional and national media; it can help you develop your personal brand (as we discussed previously); and can open the doors to other opportunities via the reputation you build. While having a blog is obviously step one, there are many more ideas to consider when understanding just how to make those connections.

Question of the week: What are you doing to make connections?

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While templates may seem the simplest route, adding a little personal brand to the layout can take your blog to the next level.

This week we asked: Does your blog design gel with your personal brand?

1. Yes, it’s obvious that it’s mine - 2%

2. Somewhat, I think it’s a decent reflection - 58%

3. No, it’s just a generic template - 40%

My Thoughts: It seems the majority of you (about 60%) have put at least some thought into your blog design. Good for you. It’s important to remember that as much as content might be king, design should never be overlooked.

The biggest missed opportunity in blog design is the lack of branding. It takes only a few extra minutes to incorporate your logo or signature colors into the banners and headlines (same with your Twitter page—if you have one) to set yourself apart from the competition. A few other suggestions?

• Make sure your logo or tagline plays a prominent role as soon as the page appears.
• Stick with the same colors and fonts as your website, brochure or business cards, (no need to look like a twin sister, but it should look like a family member).
• Be organized in the way you think out placement of buttons such as “search” or “archives” and make sure they are easily spotted.
• Make sure headlines look like headlines and not simply blocks of copy and use links or quotes to enhance the readability of your posts. 

I recently came across this quote from Michael Martin of Pro Blog Design and thought it made a great point about balancing content and design:

"People come to your blog to read articles and the easier they are to read, the better. A design that obscures the content will only turn visitors away."

Black Pearl: For more on increasing the readability of your blog from a design point of view, here's the rest of Mr. Martin's article "30 Ways to Improve Readability." It's a short post but includes a lot of solid, smart, simple advice for bloggers.

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Though most blogging platforms offer up templates of how a blog should look, it’s up to you to impress your personal brand on the page. The true test: Can someone easily identify the blog as YOURS upon first glance? That doesn’t mean intricate design or flashy graphics, it simply means bringing a sense of organization to the visuals and reflecting your brand in the color, fonts and logos used.

Question of the week:  Does your blog design gel with your firm or personal brand?

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Whether you devote one hour a day or one hour a week, making time for blogging is an integral part of your business development success.

This week we asked: How often do you post or plan to post on your blog?

1. At least 1-2 posts a week - 75%

2. At least 3-4 posts a week - 15%

3. 5 or more posts a week - 10%

My Thoughts: It seems most of you (about 75%) seem to hover around 1-2 posts a week, a respectable goal for any good blogger. 15% of you post 3-4 times per week, which is very good.  5 or more posts a week is reserved for the truly dedicated (10% of you).  If you're posting less than once a week, you need to either step up your blogging or don’t bother.
 
It may sound harsh, but if you’re not willing to dedicate your time and your focus you may as well not embark on the journey. While once or twice a month is often seen as a bare minimum, to truly reap results from the blog you should plan on posting at least once a week. It will help you build a following and get readers on board to follow you and keep up with your posts. If it’s impossible to find time during the day, think outside the office. Keep a voice recorder in your car and dictate ideas during your commute; give up 2 hours of your weekend to work on posts, or even use part of your lunchtime to do research and jot down ideas.

As my colleague Juan Antunez of Stokes McMilan Maracini & Antunez (and FLProbateLitigation.com) says:

“I spend about 2 to 4 hours a week on the blog. Most of that time is at home, writing on my laptop while the kids run around me. I’m the only obsessive compulsive at my office, so the blog is a solo affair.”

Black Pearl: Here is a great post from Cordell Parvin on the importance of making time for blogging, with input from one of his actual (overworked!) clients.

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The first question out of most of my client’s mouths when I suggest a blog is the following: How much time will it take? The answer is simple. As much as you want it to. There are many ways to think about time when it comes to blogging but the most important thing to recognize is how much of it you want to devote.

Question of the week: How much time do you devote (or plan to devote) to blogging?  

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Bringing your personal brand to the forefront and mixing it with what your target market wants to know makes for a clear, concise blog personality.

This week we asked: Do you have a clear vision for your blog or potential blog?

1. Yes, my vision is clear - 0%

2. Maybe, I have a few ideas - 68%

3. No, I have no idea where to begin - 32%

My Thoughts: It seems that most of you have at least an idea of where you’re headed with your blog and 32% of you don't know where to begin. I'll shed a bit of light.

I often speak about staying true to your personal brand, and blogging is one of those areas where it becomes even MORE important. You want readers to get an instant sense of who you are, what you do and what makes you stand out. Once you have that straight, move on to your target audience. A copywriter that I work with says she often pictures writing to a specific person… do the same with your blog. Who are you writing to? Other lawyers? Potential clients? A specialized industry? It will help you become clear on what your blog needs to cover and how you can position your voice and your advice or opinion in the best light.

Finally, think about theme. Find a way to differentiate your blog from others out there that are similar. Mine places it’s focus on simple, straightforward legal marketing and business development advice that can be applied to everyday life and is formatted in a very specific pattern (question, poll, answer and discussion). Are you passionate about a certain topic within the law? Blog about that. Have special insight into city-specific rulings or legislation? Blog about that. Does your legal knowledge translate well into a long-term newsworthy topic (such as local real estate, celebrity divorces, or travel issues)? Turn it into a blog. Just be sure to choose something that interests both you and your target audience and do it in a voice that stays true to your personal brand.

As my colleague Carolyn Elefant of LegalMarketingBlawg.com says:

“In addition to staying on top of news streams, put yourself in a client's shoes.  If you were a prospective client searching for a [bankruptcy or immigration or family or special education or fill-in-the-blank] lawyer, what kinds of questions would you have?  What information would you want to know?  And what would you hope to learn about your lawyer?”

Black Pearl: For great examples of interesting and focused blogs look no further than the blogroll at right. Click through and you’ll get a good idea of focus and content. A few of my favorites: DeathPenaltyBlog.com, themaclawyer.com, artlaw.foxrothschild.com, NYBusinessDivorce.com, and cruiselawnews.com.

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Finding your niche when it comes to blogging is an important part of the process. Randomly commenting on events or ideas won’t cut it in this day and age…you have to have something that sets you apart and distinguishes your blog from the other million or so out there. So how do you know what to blog about? Use your expertise, your personal brand and your target market to begin with.

Question of the week: Do you have a clear vision for your blog or potential blog?

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The key to a successful blog? Have a plan before your get started and stick to it!  



This week we asked: Do you blog?

1. Yes - 2%

2. No - 40%

3. I'm considering it - 58%

My Thoughts: At least 2% of you blog, with another 58% considering it! Those who gave me a flat-out no? Time to reconsider.

As we touched on last week, everything you put out into the world should have your distinct stamp on it. From design to content, that includes your blog. Prior to jumping in head first, I always advise my clients to stop and understand the strategy behind the journey they are about to embark on. If you don’t have a plan, your blog becomes lost. Do your research. Look at what’s out in the blogosphere, what’s NOT out in the blogosphere and where you fit in with your expertise, your background and your target market. What do potential clients and referrals want to read about? What should it be called? How often will you post and will your posts have a set format? Will you write them or hire a ghostwriter? These are the questions (and more!) you need to answer before you get started. 

We’ll cover all of these topics in-depth in the coming weeks but feel free to post specific questions or concerns you wish to see touched on in the comments section below and we’ll do our best to bring you answers.

As my friend Kevin O'Keefe, CEO of LexBlog Inc. (and author of Real Lawyers Have Blogs) said in an interview with GPSOLO Magazine:

“I think the biggest thing is to know what you are doing. People are going to find and read your blog. They will search for and monitor particular words and phrases and see what you are writing on that subject… If you are not presenting yourself well and you do not know what you are doing, that is an issue."

Black Pearl: Want more O'Keefe advice? Here  is  the full article from the American Bar Association website.  It's a great introduction to blogging from a pioneer in the "blawg" arena.

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In the past year I can truly say I've seen an incredible interest from my clients in the area of blogging.  Even my most internet-skeptical attorneys are venturing into this new arena (well, new to them!) and exploring the possibilities that come from expanding their brand online.  So what makes a great blog?  One word: strategy.  But first...

Question of the week: Do you blog?

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Whether it’s a blog or Twitter page, make sure your presence online is a true extension of the personal brand that you’re working to build.

The question this week was: My social media is a [fill in the blank] representation of my personal brand:

Great - 20%
Good - 40%
So-so - 0%
Weak - 0%
Nonexistent - 40%

My Thoughts: Kudos to those of you who have already recognized the importance of seeing your personal brand reflected in your social media. For the 40% of you, today is the day to rethink what goes out into the world.

As I’ve mentioned before (many, many times!) everything that you do should bear the stamp of your personal branding. Think about the market you have decided to focus on and tailor your online presence to attract them. What does your LinkedIn say about you? Does your firm have a LinkedIn page? If you tweet, what does your Twitter page look like? Does your picture reflect your visual brand? Is your logo clear and recognizeable? Are your tweets geared at drawing in the clients you want? Create a filter in your mind for everything you write and make sure your topics and tweets fit that criteria before you post them.

Now let’s talk about blogs. Look around at mine. It’s very clearly branded with my signature black. Even the title reflects my brand—both in the “black and white” and the meaning behind it. I give simple, straightforward advice; black is my signature color. That’s a personal brand. Content is the same idea… stick to what your target audience wants to know and don’t get off track.

As my colleague Glenn Callison of Munsch Hardt Kopf & Harr says:

"Keeping everybody on message is what our culture is all about.  It's very easy to throw marketing dollars at a variety of events and social functions.  However, trying to pull it together so there is a consistent message to build brand identity... that's the real challenge."

Black Pearl: Twitter power by Joel Comm is a great book about the power of social media.  It's a great way for those new to Twitter (and even those already using it!) to truly understand how to make the most of their time online. 
 

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Social media has become a major talking point in the realm of marketing and business development. Today, almost every professional has a LinkedIn profile, if not a blog, twitter account and yes, even Facebook page. Whether or not you choose to participate in any of the above, you should know that everything that’s put out into the world needs to reflect your personal brand.

Question of the week: Does your social media reflect your personal brand?