Today, however, John Gregory Olson and I are taking an inside look at legal marketing from a B-to-B perspective. Both of us have worked directly in legal marketing. I was a consultant with LexisNexis and Thomson Reuters for 12 years total, and John worked directly at Thomson.
When I was at LexisNexis, I used core public relations to promote lawyers as book authors, and I wrote tips series and news releases. In addition, I pitched media to earn news stories about new laws hitting the books (the bankruptcy law, as a matter of fact). At the same time, each stint was oriented to software marketing and legal publishing while working with influencers to promote the brand. Oftentimes, the name of the brand was omitted which made it more challenging to do that kind of soft marketing.
That’s why using influencer marketing is such a smart approach. Law firms, for example, are full of influencers and subject matter experts. When a large corporation wants to use an influencer to help boost the brand, then that corporation has to be in the background while the influencer is armed with the tools to promote the content for the brand. It’s an interesting approach; yet, it works.
As you listen to this episode, insert what’s below and what you hear into your own turn-key marketing strategy.
Influencer Marketing Strategy
The opportunities for legal software marketing are endless, and in this episode with a B-to-B bent, we explore many:
- Case studies
- White papers
- Blogs and tips series
- Annual meetings and tradeshows
- Association thought leadership
- Speaking engagements and presentations
If you’re a B-to-B business, marketing needs to be more creative. You need to think in different ways to use brand influencers to help push your brand message that is NOT a direct promotion. It’s a side-arm strategy!
There are many bloggers or speakers or power influencers who are for hire out there. They can help you boost your brand especially if you’re a B-to-B business. The list above is also good food for thought, too.
Show notes and Resources