3 Digital Marketing Lessons From a Lawyer Focused on the High Seas

3 Digital Marketing Lessons From a Lawyer Focused on the High Seas

3 Digital Marketing Lessons From a Lawyer Focused on the High Seas. Around 1975, attorney Charles Lipcon had a legal partner who unexpectedly decided to retire from the practice of law. Put real thought into your thought leadership. Whether you’re a lawyer like Lipcon or a small business marketing whiz, it’s not enough to just share your expertise with the world. For example, each digital marketing campaign Lipcon’s law firm creates uses a different phone number. “This makes it easy to track results, so we can identify quickly which strategies are falling short and realign resources to focus on what does work,” Lipcon says. With the rise of websites and online research, social media and review sites have become the new word-of-mouth marketing. But would-be customers want to know what other people are candidly saying about their experience. Start by keeping tabs on your online profile and review sites, Lipcon says. Next, proactively reach out to dissatisfied customers to understand their concerns and take steps to correct any problems.

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3 Digital Marketing Lessons From a Lawyer Focused on the High Seas

Around 1975, attorney Charles Lipcon had a legal partner who unexpectedly decided to retire from the practice of law. Despite his own success as a lawyer, Lipcon then faced a dilemma: build a new practice on his own or rethink his career?

Lipcon wasn’t ready to stop practicing law, so he decided to build his own practice. But starting over wasn’t an easy road: While he had already established his legal reputation, he needed to rebuild his client base and keep pace with the changing world of digital marketing.

That’s exactly what he did. Today, Lipcon is a partner at Lipcon, Margulies, Alsina & Winkleman, where he handles personal injury and wrongful death claims and is routinely quoted on major news sites about his legal specialty, cruise line safety; he’s even launched an app for passengers injured on a cruise ship. And, in an interview, he offered three lessons he’s learned from his use of digital marketing to differentiate his law firm in a crowded marketplace.

1. Put real thought into your thought leadership.

Thought leadership may be hailed as the new strategy for corporate growth, but if your own thought leadership lacks substance, it will fall short. Whether you’re a lawyer like Lipcon or a small business marketing whiz, it’s not enough to just share your expertise with the world. Effective thought leadership shows rather than tells, provides rather than promotes and displays substantive depth rather than breadth. In short, it offers value to your audience and starts a two-way conversation, not a never-ending soliloquy.

Unsure how to get started? Hone in on your area of expertise and consider what value you can provide, Lipcon advises. With more than 40 years of experience handling tough cases like cruise line sexual assault, he understands how challenging these cases can be for victims. He’s…

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