Web Strategist, Jeremiah Owyang, a Senior Analyst at Forrester Research, offers some helpful tips this morning on what a company or an individual can do to get noticed.
Owyang aptly describes the problem lawyers perceive when they launch a blog. I hear it every day.
There are so many brands now, in fact with the introduction of websites, and blogs in particular, many are developing personal brands, something not as easy to accomplish in past years. With this proliferation of brands, it becomes so much more difficult for brand to stand out from the millions of others.
Fortunately for you guys looking to strike out in a sub-niche or to stand out from the crowd, there are still followers and leaders in everything. It’s up to you whether you want to be a leader.
Here’s Owyang’s tips for standing out, with a little commentary from me, of course.
- Have a goal. Before you do anything, think about what your objectives are.
- If your goal is high brand recognition (for me it’s law blogs), identify the keywords that you’d most want to be associated with. Try to think of keywords that people would search for, are long-term, and aren’t some made up name that no one would seek.
- If your goal is to network with others and to grow your reach, focus on how many quality relationships (perhaps defined by people that would help you and you’d help back) that you can grow. Happens everyday in law firms. Rather than being to go to ‘brand’ in a niche, your firm may want to serve the entire spectrum of legal needs of small businesses (100 or less employees) in your metro or area of the state. Relationships with existing business clients, business associations, and local business media will be key.
- If your goal is to learn about a new topic and eventually master the subject material, focus on how you’ll learn by reading, then eventually writing on that topic. For lawyers sharing what you learn by following blogs, news websites, and keywords via feeds to your newsreader is a killer way to learn, showcase your intellectual capital and become an intelligence agent on a niche. That’s what I’ve done over the last 5 years.
There you have it. 7 things you can go to work on over the next 90 days. I’m sure you can think of 10 other ways to stand out.
But if you work at these things over the next year, you’re going to notice some dramatic changes in your professional and personal life. I guaranty it.