With more than 15 years of experience in professional services marketing, Stefanie Marrone leads the business development, marketing and communications functions for Tarter Krinsky & Drogin LLP. She works with firm leadership and lawyers to develop and implement strategy around client and business development, marketing, communications and media relations. Stefanie is the secretary of the LMA’s Northeast Region and chairs for the Communications Regional Working Group. LinkedIn: Stefanie Marrone | Twitter: @StefanieMarrone
Small law firms face a different set of challenges than big law. However, they are able to take more risks on creative marketing strategies. In small firms, staffing and budget resources are limited, but this can lead to opportunities to utilize outside business partners in areas like writing, design, or SEO. Big law can lead to legal marketers being stretched thin, whereas small law can allow marketers to dive deep into content marketing tactics.
Owned Media vs. Earned Media
Earned: When another party produces content about your firm.
Owned: What your firm publishes themselves which can include client alerts, social media posts, and blogs.
Maximizing owned media can be important for small law firms who find it challenging to gain earned media attention.
Tips for Creating a Content Strategy Suited for your Firm
- Focused content. More volume does not equal high quality content. It’s important to focus on core initiatives rather than struggle to promote every practice area.
- Know your audience. Use analytics to understand where your readers are coming from and which platform they use to access your content.
- Create Once, Publish Everywhere. Small firms with less resources can do a lot by repurposing content in ways that encourage their audience to see it in different ways. Highlight different key points and vary the platforms where you share it.
- Utilize employee advocacy. Encourage employees and lawyers to share the content your firm creates with others through their own social networks.
How Smaller Law Firms Can Do the Same with Less
- Creating and then repurposing your own content.
- Training lawyers on social technologies and getting them involved in your content strategy.
- Taking advantage of tools like Canva that can make graphic design more accessible.
- Finding strong business partners and utilizing consultants.