So how should lawyers build personal IP and establish personal brands? How to create benefits for yourself through the successful creation of personal IP?
The personal IP building of the system can not be separated from these four steps: finding a position, practicing internal strength, making content and expanding influence.
First of all, talk about positioning. Positioning is the first and most important link for lawyers to enter marketing. A differentiated positioning that clearly conforms to oneself can make others see you at a glance and remember you. So how can we find our own position?
1. Lawyer's own "due diligence"
2. Lawyers' own "SWOT analysis"
3. Summarize and refine positioning
The individual orientation of lawyers is carried out through the differences of lawyers' growth stages and contents in each stage.
In this way, you may be a rookie or a big coffee ... every stage has its advantages. Grasping this positioning advantage is the key to the successful start of lawyer marketing.
After finding a position, it is to practice internal strength. To put it bluntly, practicing internal strength is a deliberate practice of lawyer marketing, that is, to do every detail of lawyer marketing to the extreme.
Many lawyers will say that I will also answer questions from netizens on the XX platform and publish some legal knowledge, but it is useless ... This lawyer friend, when you say this, have you done all the links of your publishing content to the extreme? Your endorsement, your content quality, your visual image ... only when everything is in place can this thing be done well and finally succeed.
When choosing a lawyer, users will first consider the lawyer's personal qualifications and reputation, so the "internal strength" cultivation of professionalism and qualifications is an inevitable and important part of every lawyer's marketing. If the "internal strength" is practiced in place, the positioning will not be in vain.
1. Professional quality
2. Content quality
3. Word of mouth quality
It is the foundation of success to practice internal skills from the most basic and important three items.
We are already very clear about the positioning and internal strength, and the next thing to do is to "do the content". Good content can make others remember you easily, and good content can also achieve the influence of rapid spread.
Doing content is actually to build a content framework with lawyers' own advantages.
For example, as a criminal lawyer, what content advantages do you have in criminal matters, and what content can you subdivide under each advantage? Similarly, divorce lawyers, economic lawyers, traffic lawyers ... all need to find their own advantageous content framework, and intensively cultivate the content under their own advantageous framework, so that lawyers can realize a steady stream of content output.
Do content: find your own advantages-build a framework of advantageous content-continuously output content.
After the preliminary preparations for positioning, practicing internal strength and expanding influence are all over, it is time to implement them.
Expand influence = implement on the ground
According to the behavior path of users looking for lawyers, choose the most suitable media in each link of the path.
1, users have needs-strengthen cognition.
Display media can actively reach users and attract users to their own content before they have clear needs. When users have needs, the first thing that comes to mind may be you.
Exhibition media can be the operation of lawyers' personal media matrix accounts, such as headlines, Tik Tok, big fish, Baijia number, etc., and can also be paid commercial information flow advertisements, lawyer's business cards, etc. Through the operation of convention and exhibition media, we can achieve the purpose of spreading the net widely and accumulate a large number of potential users for lawyers and law firms.
2. The comparative advantage of users is enhanced.
Users already know you, and now they are comparing you with others. In the process of comparison, the user's behavior will change from passive understanding to active search, and then the search engine will start to go online (narrow search engine, mostly Baidu). So far, Baidu is still the dominant search engine, occupying more than 70% market share. )
The layout of search engines and the strong display of the advantages of lawyers in law firms are the necessary means at this moment. Establish a brand area belonging to the law firm on the search engine, and the user search will be displayed at the top of the homepage, which has obvious advantages.
3, users make decisions-brand promotion
Word-of-mouth guiding consumption decision is the key.
Baidu knows that it is the largest word-of-mouth platform in the world, and Baidu Post Bar is also one of the earliest community forums in the world. To do word-of-mouth marketing, these two channels must not be abandoned.
Baidu knows that by answering questions, it can spread the information about the specific business scope of the law firm and the advantages of lawyers, effectively interact and build a reputation.
Baidu Post Bar immerses user interaction, disseminates superior information of law firms and lawyers, initiates active user interaction, and creates word of mouth.
The above is the general strategy of media delivery according to the user's behavior path.