How to Leverage Media Coverage to Attract New Clients: 3 Steps
Have you won an award? Were you quoted in the newspaper? Are you going to be the "legal expert" on the tomorrow's morning program?
It's great to be recognized as a leader within the legal community, but there are extra steps involved in using that attention to attract new clients.
We recently discussed tips for establishing yourself as a local legal expert on this blog. That post focused on ways to reach out to media to share your legal knowledge with the community while promoting your practice.
This week, we're addressing how to leverage media coverage.
Think of leveraging media coverage like a trial. In opening statements, you tell the jury what you will prove. During the trial, you introduce witnesses and evidence to fulfill the promise that you made during your opening statement. In your closing statement, you remind the jury of what you have proven.
The same tactics apply when you make a case for yourself as an attorney through your marketing strategy. For example, say the local news station has invited you to discuss a legal issue on air. Let's break it down on the trial model:
1. Opening Statements
Before you tape the segment, you can announce that you will be appearing on the local news to discuss the topic. The announcement could be a status update on your firm's Facebook page, a tweet, a LinkedIn update, or a blurb on your website. That's your opening statement.
2. Make your Case
Next, the interview airs on the news. That's the equivalent of building your case through trial.
3. Closing Arguments
After the interview, link to the video through your website or social media -- wherever you announced that you would be giving the interview. That's your closing statement.
But that's just one way to maximize your media opportunities. If you're looking for more detailed suggestions about leveraging media coverage, FindLaw's Lawyer Marketing team has more ideas here.
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