The World Cup is in full swing.
The excitement is palpable.
Well, admittedly, the excitement is probably more palpable in Brazil and Argentina where their expectations of victory are greater than in England.
Undoubtedly, there will be moments of great elation and crunching disappointment - bit like content marketing for your law firm in fact.
So what better time to luxuriate in some football lessons and metaphors that the World Cup can provide for you and your law firm content marketing and social media strategy.
Goals for Your Law Firm Content and Social Media Strategy
It is a simple game.
You need to score more goals than your opposition.
Carolyn Elefant and Nicole Black, two US attorneys in their book “Social Media for Lawyers – The Next Frontier” describe Social Media as:
“The ideal platform to expand your influence and showcase your expertise, effectively bringing your practice to the attention of colleagues, the media and potential clients.
If you use social media wisely and narrowly tailor your online activities toward the pursuit of specific goals, in this case, showcasing your expertise you will easily stand out from the crowd”
Each time you reach out to a client or potential client via your great legal content or through social media and educate or improve their knowledge, you will attain those goals.
In the immortal words of Alan Partridge “Back of the Net!” and lest we forget David Coleman “One-Nil”
Pumping Long Balls Down the Pitch
I’m afraid we’ve all been there: Big Law and Small Law
Our approach and the approach of many other law firms was to use the same old tactic.
As soon as an existing matter was completed we sought to ensure those clients knew all about our other areas of legal specialty.
Not so much a cross-field pass but the under used cross-selling opportunity.
Except that we rarely did.
A hoof of the ball down the pitch every once in a while became the sum total of our ambition.
You never knew we might get lucky once and score.
The result: more often rather than scoring our goals we were leaking own goals.
We’ve lost existing clients to the lure of the new and incomprehensible ( insert your own competing law firm here)
“Just didn’t know you did that as well”
“Assumed that as they said they could do it they must be experts as well”
Modern football has changed- pass, movement, false No.9, 4-2-3-1, high-line, in the pocket, through the channels, innovation- so must your law firm marketing
1966 And All That
England won the World Cup in 1966.
Can our law firm not bask in the former glories of our aged law firm marketing?
Richard Susskind said in an interview in National Law Journal in the US that:-
“Law firms are less interested in achieving competitive advantage than in avoiding competitive disadvantage. They are far more worried about their competitors are doing than what the correct strategy is for them”
In footballing parlance that translates into dour unimaginative football, making no mistakes, keeping a clean sheet and playing for a penalty shoot-out (please England let’s be more positive than that)
Be bloody bold and resolute in your law firm content marketing
Group of Death
There’s always a group of death.
You get lumped in with the pre –tournament favourites, second favourites and the in-form team.
But can you afford to lose 3 games or 3 transactions.
No law firm can afford to lose clients no matter how stiff the competition.
Ensure you keep in contact with your existing clients and keep them happy with your great legal content.
Heavy legged, knackered after a long and arduous domestic campaign?
And why is it always England that seems to suffer from tournament burnout?
Content marketing is a tough slog but you should have enough about you to ride out the exhaustion or content droughts.
Conserve your energy to its best use.
If you are concerned your fitness levels are flagging, you’re not getting the best out of yourself or find motivation a problem - get expert help - all the most successful teams do.
All successful teams have players vying for the starting XI.
All mangers yearn for a fully fit team with no injury concerns.
I can hear Roy Hodgson the England Manager steadying himself for the question
“Roy: any selection headaches ahead of the Italy game?
“No, everyone is fit and available for selection – it’s a nice headache to have”
Your content marketing should be a well-oiled cog with great legal content just itching to get the chance to shine. A nice headache to have.
But, if you do not operate with an editorial calendar your attempts to succeed will be a bit hit and miss.
We Didn’t Leave Anything on the Pitch – We Gave It Everything
Law firms have been guilty in the past (surely not anymore?) of spending too much time “in” their law firms than actually spending time “on” their law firms.
We may have winged the odd newsletter to clients and referrers, but consistency was non-existent.
One month’s success was followed up by a succession of losses.
Another cardinal sin or red card is not to have done everything in your power to win the game and achieve your goals.
Don’t rely on a penalty shoot.
Win in the permitted time with great unstoppable legal content.
Give it everything you’ve got!
A Straight Red Card
No excuses for your law firm if guilty of any of the above.
The ease of keeping in touch with existing clients and reaching out to potential clients has never been easier or quicker.
I’m a strict disciplinarian on this one: It’s a straight red!
Getting Your Hands on the World Cup.
Many take part but only a few can succeed and get their hands on the World Cup.
Yet, World Cup glory is available to all those law firms who embrace content marketing and turn their law firms in to great resources of information and knowledge for their clients and potential clients.
Happy, happy clients. Successful Law Firm.
The Open Top Bus Ride
And so the ultimate accolade for every player and squad and back-room staff awaits: the open top bus ride through the streets of your town or city.
And you would’ve earned it.
But, no time to wallow in all the warmth of the glory.
Your next campaign in time for the 2018 World Cup starts in July.
Photo: My football hero Paul Gascoigne at Italia90Paul Hajek