Michael Bond is the Senior Media Director at Blattel Communications. Michael has been involved in legal marketing now for 15+ years. He has held several in-house positions in New Jersey as well as California and transitioned to Blattel Communications about 10 years ago. Blattel Communications meshed well with what Michael loves in life, which is media. He enjoys pairing what he loves doing with his job.
Getting In Front of Your Clients Through Social Media
The professional services realm is one of the slower realms to adapt to changes in the marketplace – particularly media trends. In the B2B world, finding content and finding value can be challenging. It is finding the right ways to package thought leadership on the right channels. We are in a universe now where you have a viewer and multiple channels in front of them. There are normally several channels going on at the same time. For law firms, it is important to find that visibility. When the pandemic happened, specifically the shut downs, screen time use went way up. The reason is simple – we did not have a physical connection, so humans were looking for more connections and social media is one venue to do that. There is real value for the law firm, for that professional services firm, to be in your feed as you are going through it. It is a way to inject some personality, keep the law firm’s brand relevant, and to appear in the feed when followers are scrolling through for new pictures and new stories.
There is a lot of information that needs to be brought to clients quickly – a lot of it was about getting critical knowledge out there to a wide range of individuals from small business owners to very large businesses. You need to tailor your content so that it remains relevant while also keeping it visible using those social media channels. The world is different and it is changing every single day and sometimes that poses a challenge. That challenge, though, was met by the advantage and the immediacy of social media because you are constantly getting that new wave of content up to the top and these channels are optimized to keep the eyes on them and that’s why you are seeing that screen-time increase. So, it’s a good way to get in front of people, it’s a good way to ensure that your clients and your potential clients are getting the right information at the right time.
Gauging How You Are Doing Relative to Other Firms
All metrics are not precise. They are subject to interpretation. If you don’t have the tools to put that together, you can use just a rudimentary Google search to search for your competitors and go under the Google News tab to see where things are showing up. Another thing that is important to consider here is to be able to parse the quality of what you are getting. You should be able to look back at how many hits you had, the ad equivalency, how many people read those articles, etc. Aside from specific issue campaigns, there is also a block-and-tackle which is still very important. You need to have a comprehensive strategy in place.
Understanding What Metrics You Need to be Looking At
With each client being different and each attorney or professional being different, one of the keys is that we do not want to fall into the trap of seeing something that has an issue of a lot of media potential but no business development behind it. One of the ways to overcome that is by really having those conversations one-on-one, in-depth with marketing departments and also with the professionals that they are working with. What is the shared definition of success that you are going for? There are so many aspects. They can leverage the content in a way that will be very beneficial. It is a formula that is proven, but it is more qualitative than quantitative. Michael and his team try to coach people to become well-rounded individuals who are self-promoters, that are trying to make sure that the things they are writing are reaching a wide audience. You are reaching your shared definition of success, but you are also reaching that level of a business development success and that’s really what we’re all after here. At the end of the day, the efforts are really focused on business development. There is a level of brand stability that you need to be thinking about, especially during a challenging time in terms of the economy and visibility overall.