Speaker 1: 0:06

Stop copying everyone else. Create your own damn strategy. Welcome to Legal Marketing 101. I'm Toby Rosen.

Speaker 1: 0:15

If you have been told to just follow the best practices or copy what the firm down the street is doing, stop right now. Today we are tearing up the copycat playbook and we're building a strategy that is unique to you and to your firm. Let's get real for a second. Copying another law firm in your market, copying their marketing strategy, might feel like a safe system to sort of cheat a little bit, but it's a recipe for mediocrity. Why? Because your firm isn't the same as their firm Number one. Your firm is unique. Think about it. Your practice areas, your target clients, the culture of your firm all of this creates a combination that no one else can replicate. Even if you are going to copy that firm down the streets marketing strategy, aren't you better than them? If you specialize in, say, estate planning for retirees, your audience and your approach are probably going to look nothing like a firm that's focused on high-stakes corporate litigation. And by copying someone else's strategy, even if they're in your vertical, you're ignoring the things that make your firm special and you're really missing a huge opportunity to stand out. Now let me be clear when I'm talking about copying, what I'm talking about is sort of blindly copying a strategy that you can see. It doesn't mean you can't be inspired by what others are doing, and it doesn't mean that you can't use what others are doing as a jumping off point. Those are really easy ways to sort of take a step forward. But if you're directly copying without giving it your real flavor of who you and your team are, then you're really missing out on something.

Speaker 1: 1:54

Because our number two key point here is that imitation leads to mediocrity. When we just directly mimic another firm, we're not showcasing our strength, we're blending into the crowd, we're looking like everybody else, and when potential clients can't tell one firm from another on the Google search page, they're just going to start shopping by price, and that is not what we want them to do in this scenario and that's really the last place we want to be competing, because you know the way to have an edge is to lower your prices. Differentiation when it comes to marketing is really not just a buzzword. It is how we shift the conversation from who's the cheapest to who's actually the best fit. For me, number three is that the market is changing constantly. What was working for a firm a year ago, or even a month ago may already be irrelevant to that. Client Platforms evolve, algorithms shift, platforms may even become unavailable temporarily, and the reality of all of this is it combines and, at the end of the day, what matters the most is that client expectations grow, things get better and they see that improvement across the market.

Speaker 1: 3:01

Remember that firm down the street that was crushing it with a LinkedIn campaign? You could pour a ton of time and money into the exact same strategy, only to find out that our clients just aren't engaging on LinkedIn. They're on Instagram or they're on Facebook. Firms learn this the hard way when they take big bets on particular platforms without doing their research, and part of that is understanding what's unique about you and where that message fits best. So stop playing. Follow the leader. Spend some time carving out a strategy that actually reflects who you and your team are, what you guys do, and figure out where you can deliver that message, where your clients are actually spending their time.

Speaker 1: 3:40

And now that we've covered this sort of basics of why copying others doesn't work I mean there are a lot of reasons why it usually doesn't work, but we don't need to get into the weeds there. Let's start focusing more on the upside of forging our own path, a custom marketing strategy, doing something that's a little bit different, or, you know, even if it's inspired or the idea comes from somebody, it's a game changer to really have something that's custom and rings true to you. That's because number one authenticity resonates. Think about the last time you connected with a brand. It wasn't because they were generic, for sure. It was because they told a story or shared values that mattered to you. The same is true for your firm. When your marketing is authentic, when it reflects your unique story, expertise and values, it draws clients in.

Speaker 1: 4:27

People aren't just looking for a lawyer. They're looking for someone that they trust, someone who understands them, and this doesn't mean it has to have a lot of frilly language. Just because you're looking for somebody who understands you doesn't mean you're looking for somebody who's necessarily soft. It means they're looking for somebody who has the same attitude towards the problem that they do. A personalized strategy allows us to showcase the really human side of our firm as well, because this does matter, and whether this is through client testimonials, behind the scenes glimpses, or even just a blog that talks directly about your audience's concerns, this stuff works. But number two, the big reason why we want to create something that's unique is because it gives us that competitive edge.

Speaker 1: 5:10

Law is a hugely competitive field, especially in online marketing, which is where we're generally talking about things. Every day, potential clients are bombarded with ads, billboards, radio ads, search engine results all of these different sources of information and a cookie-cutter approach just blends in. But a distinct strategy that makes you memorable. When it's your knack for explaining complex legal issues in simple terms on YouTube, or your commitment to responsive communication that's highlighted by your Google reviews, everyone is saying they respond right away. He seems like he's always on the phone.

Speaker 1: 5:46

Whatever it is, your custom strategy is what sets you apart and ultimately, this helps build loyalty and ensures that these clients think of you first when they or someone they know needs legal help. But number three is that it sets us up for long-term success, because let's talk about sustainability. That's going to be an issue. Trends in marketing come and go, but a strategy tailored to your firm is built to last. Why? Because it's designed around your specific goals, it's built around your audience and it's built around your strengths, instead of just chasing whatever the latest fad is or the latest type of video or the latest trend is on whatever app, you're going to be focusing on what actually works for your firm and adjusting as needed. This adaptability is really crucial in a world where client expectations and technology are, let's say, just constantly evolving. It's always changing and when you actually own your strategy, you're not going to be scrambling to keep up with whatever the competitor is doing. You're going to be leading the way.

Speaker 1: 6:48

The bottom line here is that a custom strategy isn't just about better marketing. It's about creating these meaningful connections that help us stand out in this crowded market and set our firm up for sustainable growth. This is what we're talking about on pretty much every episode of Legal Marketing 101. So, to start, take a step back, define what makes your firm unique and start building a strategy that actually reflects that. And if that seems a little bit overwhelming, don't worry, I have a little bit of a strategy Building this strategy. It can feel overwhelming. There are a lot of pieces here and the reality is it is kind of overwhelming, but if we do some smart planning and we get things pretty organized, it makes it a lot easier. My script here is actually telling me that it doesn't have to be overwhelming, but my script is wrong. It's overwhelming, and that's because there are a bunch of phases, there are a bunch of elements, and we need to get them right because we want to be successful. So let's start with these six steps that help us create this strategy. I'm not saying it's going to be easy, but it will get done. Let's say that.

Speaker 1: 7:53

So number one is that we need to understand and assess our unique value proposition. So what sets us apart Basically? Maybe it's our niche expertise like the lawyer for startups that are navigating complex IP issues or maybe it's our client service we offer a personalized approach to legal guidance that feels a lot less transactional and much more relationship-like. Or even it's our approach to technology. Maybe we have a seamless client portal and they get their documents back and it's a lot faster. All of this can be a differentiator. Whatever it is, identify that unique value proposition, or UVP, because you need this as the foundation of all of the marketing. Really, this is this is really a crucial piece, because it's sort of what we're going to sell.

Speaker 1: 8:38

If you're not sure what makes you unique, here's an easy way to find out Ask your clients why they picked you. Their insights could tell you about strengths that you haven't even thought about. Sure, some of them are going to say it's referrals, but some of them are going to tell you it's because I saw this on Google or saw this on your website and I felt like, hey, they're really going to understand my problem. Step two let's really dig in on that audience. I know we've just asked them about our insights and if you just paused after step one and didn't get to step two, I don't know why you would do that. But if you did that, go back and ask them again.

Speaker 1: 9:12

We need to understand our audience, because marketing without having a real client story, a real picture of who our client is, it's like throwing darts in the dark. We're never going to get anywhere and it might be dangerous. So take a little time to actually define on paper your ideal clients. Are they individuals, are they small business owners, or are they large corporations? What are their pain points? How can you solve those pain points? Use tools like the surveys, client interviews, even social media research, to get to know your audience. The more you understand them, the more effectively you can tailor your messaging and the channels you use to reach them where they are.

Speaker 1: 9:50

Step three is taking a look at our existing marketing efforts. Before we jump into something new, let's figure out what we're already doing. We need to know everything and what's actually driving leads. What is sort of spending money but maybe not producing enough. Look at our website, our social media, email campaigns, local paid advertising, anything you're spending money on. If your blog posts are getting views, but your email open rates are low, then we know where to double down and where to improve. This whole step here helps us from wasting resources on tasks that are sort of just ineffective, basically, and from doing things or adding elements to our strategy that aren't going to measure money, and you know we could have just avoided them.

Speaker 1: 10:34

Step four, though, is to set some goals, because a lot of the time, we're going to be trying something new and we're not going to know exactly how it's going to go, but we need to have some specific, measurable goals. Things like get more clients. This isn't going to cut it here. We need to write out goals and aim for things like increase quality leads by 20% in the next six months. Specific goals like this help us stay focused, and measurable goals allow us to track our progress. On top of this, clear goals like increase quality leads by 20% in the next six months, makes it a lot easier for us to celebrate milestones along the way, keeping our team motivated, and it makes it really easy for us to know whether or not we've succeeded. And then, once we've set our goals, we understand where we are.

Speaker 1: 11:23

Step five is to experiment and innovate. This is where the fun really begins. Don't be afraid to test new ideas. Sure, we have some data on what works and what doesn't, so we don't need to play with that. But maybe we launch a webinar series that showcases expertise, or we try short form video ads on YouTube shorts, or maybe on TikTok. We'll see. Experimenting doesn't mean throwing spaghetti at the wall. This is not what we're doing, and we're not throwing darts in the dark either. Experimenting means making calculated decisions based on what we know. We know about our audience and measuring the outcomes. This is a science experiment. We want to use the scientific method whenever possible and we also want to have a little bit of fun. So step six is less fun, unfortunately.

Speaker 1: 12:08

It is to measure and adapt, because our strategy isn't set in stone. This is a living document, this is a living plan, and we have to treat it like that. Use tools like Google Analytics, your CRM system, client feedback all of these elements to feed in and help us monitor what's working and what's not. If a campaign flops, don't panic. Analyze why that happened, what we could fix, and then pivot. If it's fixable, keep doing it. If it's not fixable, do something else. Do something else. The most successful firms are those that are continuously learning and adapting, and, while they do know when to cut their losses and move on to the next project, they also make sure they give it a good college try. By following this framework, we're going to create a strategy that's not only unique, but it's effective, sustainable and it's flexible enough to evolve with your firm and with the market.

Speaker 1: 13:01

Now, before we go, I want to mention three big mistakes that firms tend to make when it comes to these marketing strategies. These aren't really the end of the world, but they're things that happen and it can make you feel like you're stuck in a rut. They can derail your efforts a bit. Mistake number one is overcomplicating your strategy. It's really easy to get caught up in the flashy tools, the new tactics, the new stuff and doing all these different things, but a strategy that's overloaded with complexity is going to fall apart faster than it gets started. Simplicity here is really what wins. Focus on a few core initiatives that align with your goals and your audience. So if we start with something small, we can then grow it. Instead of prioritizing six social media platforms, prioritize one or two where the clients are most active, and then scale with automation.

Speaker 1: 13:51

Mistake number two is ignoring data and relying too much on your gut feeling. Yes, your instincts may be very sharp, but the reality is they're no substitute for the hard data that I'm looking at. Ignoring the metrics like website traffic, conversion rates, ad performance all of this leads to missed opportunities and wasted resources. Again, the script wants me to hedge my bets and say it can or this could happen, but the reality is it does. If we ignore the data, we waste money. So make sure you're on top of the analytics. If you don't fully understand something, make sure you're asking someone about it, because it can be complicated. I've been in there for a long time and it's really annoyingly complicated. But make sure you're using these tools to guide your decisions, back up what you're trying to do and ensuring that your efforts aren't grounded in reality and not the assumptions, because this is one way for us to just really get off track quickly.

Speaker 1: 14:48

Mistake number three and this is one that I think lawyers have gotten better on as the Internet has become more popular, but they do cut their losses quickly is giving up on ideas just a little bit too fast. Innovative strategies, doing something new it takes time and gaining traction is difficult, but too often firms are abandoning the initiatives before they've had a chance to show results. I always talk about this with pay-per-click that we're looking for 60 to 90 days for an initial test to see if we're going to get results, and that's generally true, but there are definitely situations where the numbers are different. Sometimes we reach a critical mass of clicks much faster and sometimes it takes longer. If you've done your research and your execution is solid and your team concurs with all of that, give the ideas the space and the runway they need to succeed Before we go.

Speaker 1: 15:40

There's actually one more thing, and this is your challenge for the week Take one unique idea from today's episode and start implementing it this week. Maybe it's just starting with identifying what your unique value proposition is, or just playing around with a new platform, or even simplifying an existing strategy, so you can focus a little bit more on what really matters. Small steps here lead to big changes, and the sooner you put one foot in front of the other, the faster you're going to see results. If you found this episode, please don't forget to subscribe, share it with a colleague and check out the paid episodes on the first Monday of every month. Let's keep the conversation going. Your next big breakthrough is right around the corner. That's it for Legal Marketing 101. Check out RosenAdvert. That's it for Legal Marketing 101. Check out RosenAdvertisingcom for more Thanks.