More on LinkedIn

 
Yesterday I posted some observations about LinkedIn as a social networking option and posed a question, using their Q&A section, about finding a telecommunications service provider in Ventura, CA.

I was quite surprised at the response. I received three from individuals with specific suggestions and three from vendors. I don’t know how this rates in comparison to others’ experience, but it tells me that there’s activity on the network and that there are folks out there who are willing to offer their advice and assistance. This is a very good thing.

And, as I do more research and make a final decision regarding my telecom needs, the six suggestions I received – yes, even the vendors! – will be at the top of the list.

This leads – rather indirectly – to an observation on social networking, marketing, business, and life in general:

You really do get out of it what you put into it.

Regardless of what your marketing strategy is, you have to work at it and make it a part of your daily routine. Even the best plans don’t execute themselves. Someone needs to be calling on prospects, writing blog posts, updating the website, or sending out press releases. And it’s a lot of work. It’s easy to put it off, but doing so will jeopardize the long-term success of your business. Even sustaining your current business level requires the infusion of new customers.

LinkedIn Groups

Taking advantage of all social networking has to offer requires time and commitment to set it up and keep it going. But as I found with my telecom question, there is an active network out there to tap into.

One of the best ways to do that on LinkedIn is with Groups. LinkedIn presently has seven general categories for groups with a total of 283,994 individual groups. So, you can probably find several groups that meet your needs.

If not – and I find that hard to believe – you can always start your own. Creating your own group is a simple one page fill-in-the-blank process on the “Create a Group” tab on the “Groups” page.

LinkedIn offers a very professional, business-oriented option for social networking, which may mesh nicely with your business model. Even if it’s not your primary social networking channel, it’s definitely worthwhile to belong and be active.

Great Books to Help You Build Your Business

 
I’ve been remiss lately in adding to my list of reading recommendations, so here’s a quick rundown of three books that I’ve found to be informative and helpful:

The Publicity Handbook
David R. Yale
McGraw-Hill
2001

The Publicity Handbook is an excellent general introduction to public relations. Since it was first written published in 2001, much has changed with regard to PR and the Internet, but it does contain valuable content on using the Internet for PR. It thoroughly covers all the basics from planning and working with the media to the new tools and audiences now accessible using the Internet. It also contains an extensive list of sources and services for publicists. 

PR 2.0 New Media, New Tools, New Audiences
Deidre Breakenridge
Pearson Education, Inc.
2008

PR 2.0 focuses only on how “Web 2.0″ has added to the publicist’s arsenal of tools to reach their audience. It covers PR resources that are now available as a result of the latest wave of Internet tools – often referred to as Web 2.0 – as well has how to use them, from interactive newsrooms on your website to social networking and RSS. In fact, it was PR 2.0 that prompted my earlier blog on RSS and how to use it. From a technical standpoint, PR 2.0 offers lots of excellent ideas for what to do, but doesn’t go into a lot of detail about “how to do.” Still, an excellent resource for what’s new in PR on the web. Of course, these new tools are applicable to all your marketing and advertising plans, not just PR.

The One-Day Marketing Plan (Second Edition)
Roman G. Hiebling Jr. and Scott W. Cooper
NTC Business Books
1999

First, one small complaint about The One-Day Marketing Plan: to call it that is a bald-faced lie. It’s 316 pages long for heaven sake! You can’t even read it in one day, let along create a marketing plan with it that quickly. That said, it is crammed full of useful information on developing your marketing plan. This book plumbs the depths of what it really takes to create a comprehensive plan. If you plan to follow the book in detail, you should hire a full-time marketing director to do it; there’s just no other way to accomplish everything. However, you can back off from a lot of the in-depth planning and research, adapt it to your own business needs and time constraints, create an excellent plan, and still be miles ahead of your competition. It’s a terrific resource that will serve you well for many years as your business grows.

They say that knowledge is power. If you can set aside just 30 minutes a day to read one of the many business books available, you’ll quickly be able to take advantage of tools and techniques that will ensure your business stands out from the crowd.

Building your practice with advertising

 
Advertising is a sensitive subject for many attorneys. Until fairly recently, they couldn’t advertise and many still feel – perhaps with justification – that advertising is not right for their firms.

Based on the focus of your firm, advertising may not be the best option for you. Your decision will be based on your target audience and what you know about them. If the best way to reach them effectively is through a newspaper ad or radio spot, that’s what you should do.

Should you choose to advertise, make sure the message you communicate is consistent with your firm’s core marketing values and that the medium is the best choice possible for reaching your prospects.

Building your practice with public relations

 
In the past, public relations was primarily the exclusive realm of a few professionals who’d spent years building relationships with editors and journalists.

Those relationships are still valuable, but the Internet has had a huge impact on how businesses promote themselves. Along with traditional channels, there are blogs (web logs) and blawgs (web logs for lawyers), social networking sites and virtual worlds.

If your content is compelling enough, you – and your firm – can become a reliable source of information to the multitude of providers looking for content. Of course, there’s a downside. Spend too much time doing PR and you’ll end up without enough billable hours to stay in business.

You’ll probably be better off working with a public relations professional than trying to do it yourself. They already have the network in place to promote your firm and can help you develop the programs and content that will be the most successful.

Selecting the right advertising medium: Yellow Pages Update

 
In a recent post, I touched on the role of yellow pages directory advertising as part of a comprehensive advertising plan. While those comments are still applicable, the yellow pages themselves are changing to remain competitive in the digital age.

“Yellow Pages Making Quick Shift Online, Says Report,” by Douglas Quenqua for The ClickZ Network reviews “Say Goodbye to Yellow Pages: Sales Staffs Retool for the Shift,” produced by Borrell Associates.

In essence, print directories’ profitability is declining as consumers shift to online resources for information traditionally found in those directories. At the same time, the report predicts “a healthy future for yellow pages publishers” if they can successfully make the shift to digital media.

What does this mean for law firms?

First, if yellow pages directories are going digital, is there anyone left who hasn’t made the change? For the most part, they’ve been the least tech-oriented medium available. So, their switch to digital is a word to the wise: A substantial online presence is essential for attracting new clients.

Second, directory ad packages – which will now include an online presence – can be much less expensive than other media. If you have a limited advertising budget, your yellow pages rep can probably set you up with a cost-effective option.

Finally, as Gordon Borrell, CEO of Borrell Associates observed, “No new medium has ever come along and just killed off another one; it’s always just transformed them. TV came along and transformed radio from a prime-time medium to a drive-time one. And now the Internet is doing it to yellow pages.”

To stay competitive, your marketing and advertising plans should evolve to take advantage of new technologies, as well as using traditional media when they support your business objectives.