In Part 2, we explored why content marketing was the perfect fit for CLARK.LAW. Now, we’ll discuss the initial steps Chris Clark took to launch his firm’s marketing efforts and the challenges he faced. We’ll also examine how he overcame his initial hesitations about blogging and content creation.
How CLARK.LAW Began Their Marketing Efforts
Like many, Chris started with a website. A digital footprint is essential for any modern business, serving as the design aesthetic for all marketing materials. Consistency in fonts, colors, and layouts helps maintain top-of-mind awareness. CLARK.LAW’s landing page depicted skyscrapers, a visual element used across banners and brochures.
Initially hesitant about blogging, Chris shared a common concern among attorneys: “I believed there was no way a non-lawyer could write legal articles for a law firm blog.” However, he soon realized that the role of a blog wasn’t to showcase his legal expertise in intricate detail but to communicate his firm’s areas of expertise quickly and effectively.
Through conversations with Marc Cerniglia, CEO of Spotlight Branding, Chris understood the broader role of blogs in business development and marketing. He let go of the idea that each blog had to sound like it came directly from him and focused on ensuring the blogs were accurate and conveyed his firm’s expertise.
The Importance of Blogging
Initially, Chris believed effective blogs needed to be eloquent, well-cited, and expertly written—qualities he thought only he could provide. However, he learned that headers and subheaders are some of the most crucial components of a blog. They quickly communicate the blog’s topic and his firm’s expertise.
Chris’s blogs became tools for people to learn about his firm. While it’s rare for someone to come to him and say they’ve read his blog, there have been notable exceptions. For instance, an article on MedSpas turned directly into a business by addressing a critical compliance issue in the industry.
Lessons Learned
Launching CLARK.LAW’s marketing efforts involved overcoming initial hesitations about blogging and understanding the broader role of content in business development. By focusing on consistency and clarity, Chris effectively used his blog to communicate his firm’s expertise and attract new clients. In the next part of our series, we’ll explore the growth of CLARK.LAW and the role of content marketing in attracting and retaining clients.
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