“What’s your plan to provide value to your prospective clients?” I asked the lawyers.
“We will publish thought leadership and post it on LinkedIn and our site,” they replied back.
“Does anyone read it? Have you gotten any business from it?” I asked back.
“Uhh…we aren’t really sure.”
Without optimizing any content, without any measurement, without any calls to actions, law firms are all following the same “playbook” of publishing content that no one reads or engages with.
It’s the blind leading the blind.
This is a way of deluding yourselves into thinking you’re doing big things with little to no payoff.
No, this is not about asking for likes on an article. But you do need a strategy.
Even if you rise conversions from 1% to 2%, you’ve just DOUBLED your revenues or client base. Are you measuring this? Do you have a plan?
In the interest of walking the talk, I’ll make an offer: If you’d like to talk about how to have a coherent game plan for business development, keep reading these posts. Over the next month, I’d like to pull back the curtain on how to do this all right and identify the biggest mistakes that lawyers make right now.
If you’d like to short circuit that and move faster, check out my services here.