Aug 4 '17
And so we come to the last of our tips for summer marketing jobs. We’d be missing a trick if we didn’t consider the social and digital media tasks (and even social selling) that the summer holidays are just perfect for.
- Would you connect with you – We know you know that you’re meant to be using LinkedIn. You’ve had your LinkedIn profile for years and periodically go online to accept a few invitations to connect from people you were at university with. The summer is a great time to take a step back and look at your profile. Would you connect with you? Have you filled in all the sections you need to? How does your profile compare to those of your peers? Have you added in details of case studies or articles you’ve written?
- Go online – It’s worth taking a look at your website at least every six months and asking yourself whether the content is still useful. We all succumb to the temptation to produce content when we don’t really have a business case for doing it. Start the holidays by taking a long look at everything and asking yourself whether it really serves the purpose you need it to. Perhaps there are topics missing that you really should be sharing your opinions on. It might be that the information on the main services pages are out of date… or even missing. Make a list and work your way through it.
- Getting creative with digital content – Continuing this theme, one of the best ways to demonstrate your knowledge is to write short articles or checklists that you can share with targets, clients, referrers etc. Start by going through the newsletters or legal discussion forums to see what your competitors are writing about. Have you missed a trick? It may be that documents talking about the legal process or useful information (rather than selling your services) would work better as an infographic or fact sheet. Why not work through a load of hot topics (as well as some of your standard client information guides) whilst it’s the summer period?
- An introduction to social selling – It might sound scary but to be honest social selling is what you’ve been doing for years at the monthly breakfast networking… it’s just online… and the coffee is probably better. But there’s no point being there if you aren’t going to say anything. Start by working out what your ideal contact looks like. Consider the type of firm or organisation they work for, job title, location, experience etc. Having worked this out, start building a list of people you’d like to connect to. It’s no different than getting the delegate list at a conference and highlighting those you want to speak to.
- Make the first move – Start by working out content for three messages: a cold connection request, introducing yourself; a follow up message for those that have ignored message #1; a thank you and ‘next steps’ message for those that have accepted it. In all cases you’re trying to establish a clear reason why you should connect as well as provide enough information to tempt them and move the connection on. Now pick ten people from your list and send it out. See what happens. Now repeat, and repeat, and repeat… it’s probably also worth having a version of these to say “thank you” to those that have invited you to connect too. Just because they’ve contacted you doesn’t mean you can’t (in some cases) try to convert it to the next stage conversation.
Wouldn’t it be great if you had a way of presenting barrister expertise directly to over 31,000 UK law firm partners? Wait… You do? It’s time to bother with LinkedIn. For information about our social media training and social selling support click here.