On the seventh day, Nancy Myrland, founding member and SIG co-chair from 2006-2011, discusses the value of podcasting and video marketing.
What an honor to be invited back to celebrate The 12 Days of Social & Digital Media with you! After spending 6 years from 2006-2011 as a founding co-chair of the Social & Digital Media SIG, I have a feeling of pride and respect watching how this SIG continues to grow. Thanks to Jennifer, Meghan, and all who have taken their valuable time to make sure LMA members stay on top of all things digital!
What is on the list of your top priorities in social and digital media for 2020?
My top priorities for 2020, not only for my clients’ practices but also for mine, are to invest a heavy amount of resources in voice and video marketing. Voice includes podcasting as well as newer arrivals such as Amazon's Alexa Flash Briefings, which I have been testing the past few years. Podcasting statistics continue to head north, so you will continue to hear me beat that drum for quite a while.
There are few things more powerful then being in someone's ear for a dedicated period of time because not only can that listener hear what you have to say, but he or she can sense what you are like to do business with, what kind of empathy you have, and what your approach to doing business is like. Layer all of that on top of the intelligence that lawyers already have, and you have one of the most powerful combinations a lawyer can offer to complement all other business development efforts. The barrier to entry is fairly low, so I would definitely pay attention to voice marketing in 2020 and beyond.
Video continues to be important to keep on our radar. I would encourage you to continue to expand your horizons and think outside the box a bit. Video does not only mean polished, professional video that is produced and edited in a studio. That is definitely one of the ways video can be used if you have the resources but be aware that today’s clients and customers have become very interested in seeing what you are like behind the scenes. Enter livestreaming and hand-held video.
Please don’t get me wrong. Behind the scenes doesn't mean airing dirty laundry, becoming controversial, or exposing your families and other subjects you would rather keep private, but it does mean that livestreaming and other casual forms of interviewing via video can be extremely effective in drawing attention to your lawyers.
We can no longer just do what everyone else is doing because everyone else is doing it. We have to help our lawyers think of ways to differentiate themselves from the other smart lawyers down the street, across the country, and around the world. Voice and video can definitely do that when executed strategically.
WHAT DIGITAL OR SOCIAL MEDIA CAMPAIGN/EFFORT ARE YOU MOST PROUD OF AND WHY?
As a service provider, this is a tough one to answer without sounding self-serving or breaking confidences that clients have entrusted to me. Suffice to say I am proud of, excited about, and increasingly passionate about the advances I am seeing in the use of social and digital media within the legal profession. It wasn’t too long ago that I would mention some of what I just mentioned above and was greeted by either polite, blank stares or as someone who had two heads and was certainly from another planet.
I’ve often said there will come a day when we will no longer differentiate social and digital media from the rest of the marketing function. It will all be marketing and business development, and it will be commonplace. Who knows? I might even change my tagline back to Plan To Grow from Strategic Social Media. In the meantime, I am happy and proud to see the evolution and sophistication of these practices within law firms, within lawyers’ practices, and certainly within the skill sets of LMA members.
ABOUT NANCY MYRLAND
Nancy Myrland is a Marketing, Business Development, Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing disciplines. She is a frequent LinkedIn, Twitter, and Facebook for Business trainer, as well as a content marketing specialist. Starting when she was the in-house senior marketer at what was then Baker & Daniels, she helps lawyers and legal marketers understand how to grow their practices by making their marketing and business development efforts more relevant to their current and potential clients. Nancy also helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital technology, she also helps firms with blogging, podcasts, video and voice marketing, and livestreaming. Nancy, her podcast, Legal Marketing Minutes, and The Lawyer’s Marketing Academy can be found at https://myrlandmarketing.com. She can be reached via email at firstname.lastname@example.org.
In case you missed it:
Please join us on Thursday, December 19th for our final webinar of the year, "Looking Ahead to 2020: What's to Come in Social & Digital Media." During this program, three of our 12 Days contributors will discuss trends, lessons learned, and predictions for 2020.