What We Learned in 2015

We learned a whole lot in 2015, and we’ll even be kind enough to share

It’s that time of the year again where we do a complete evaluation of how well we’ve done over the year, what we’re going to carry over forward to 2016, and what we just shouldn’t have done.

From content marketing ideas, to cutting back the amount of meetings we had, to incorporating a company-wide morale boost campaign, 2015 was the most inventive year for us as a team.

The Good

Marketing

When it came to marketing to and for lawyers, we learned so much. Just because you’re a lawyer, you aren’t granted access to the entire ins and outs of Marketing for Lawyers 101. In fact, you’ll probably struggle a lot because you have to literally think outside the box, and do an outwards-looking-in kind of thing when trying to pitch to people on the same side as you.

  1. Fellow lawyers love to read content both legal AND non-legal. The best way to market your practice is by showing that not only are you adept at certain practice areas, but that you’re also tech-savvy and are keeping up with the times. Showcase third-party articles, news, and trends. Trends, now that’s something lawyers love- whether it’s in legal fashion, or legal technology.
  2. Never underestimate the power of a content marketing strategy. It seems like the most basic thing (which it is), which is also misleading. You’ll realize how much you need this when you don’t have it. Keep it simple. Maybe you’ll post 2 in-house blog articles, share 3–4 third-party content, and probably 1 advertisement a week. Whatever you do, detail it. Detail it all, there’s really nothing worse than having NOT published that seemingly boring article.

Tools of the Trade

Along the course of the year (2015) we came across a few really handy marketing tools that really made our lives a whole lot easier.

  1. Buffer– for the most seamless way to collect, share, and even schedule content. We’re a bit sad they did away with their content suggestions, though.
  2. DrumUp– talking about content suggestions, this nifty tool is basically your content hounddog. You tell it what you’re interested in, it scours the Internet for the most relevant stuff, and shares it with you.
  3. bit.ly– when you need to make it short. Twitter has a character limit that’s annoying if you’re trying to share a huge link (which is like 86% of all URLs), so that’s where bit.ly steps in.

The Bad

Efforts are sometimes made in vain, but all isn’t lost. Every mistake is a way to grow and learn, even though you’re probably up to your neck in guilt, and despair.

  1. Cutting back on the amount of content we created everyday down to just the most relevant ones. Stuff that we felt our target audience would be most interested in. Did we feel anything about having created so much content that would never be reused again? Of course we did, but we decided that instead of trashing ideas, we’d shelve them, and use them at a more opportune time.
  2. Not every new venture is going to get off the ground. In fact, it might get buried as soon as it’s out. Whatever you feel, don’t let it be a dampener on how you guys feel as a team. There were several exciting new ventures that we followed with a great deal of enthusiasm, only to be relieved it never happened.

The Ugly

-To be continued in Part 2 of this article!-

Happy 2016 folks! Use one, some, or all of the insights we’ve shared for making your law practice or corporate counsel department awesome.