The first thing to think of is the platform to use for delivering marketing. “Keep it simple and always go back to basics,” Ms Czerwinski advised, “think about how your audience consumes content, whether it is newsletters, webinars or in-person events”.

It’s also about picking the right platforms, said Ms Czerwinski.

“People get overwhelmed and think they have to be on every shiny new social media platform that comes along, and in my experience, that’s certainly not the case.

“It depends on who your clients are; you should have a good sense of which platforms they’re on,” she said. 

“For most SME firm owners, I would say having a really solid website, having a really solid LinkedIn personal profile with a company page, and maybe one other platform like Instagram or Twitter is enough.”

Having a Google Business Profile is great, easy to use, and huge in terms of getting you found on Google, she said.

The platform will allow your clients to leave you Google reviews, which will make you more likely to be found in searches. 

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Next is thinking about the kind of content to post. 

After having done a significant presentation or podcast or piece of work, lawyers should consider how they can repurpose the content into marketing, she said. 

“I’ve seen so many lawyers spend hours poring over technical journal articles, by the end of it, they have no energy left to really think about how to use this amazing piece of content, which, in some cases, is thought leadership content,” said Ms Czerwinski.

Ask yourself, “who else would be interested in this? Who else needs to know about this? Who else does this affect?”

Writing a long-form LinkedIn article can generate a lot of engagement — it can rank high on Google, she explained. 

Such content can also be posted on a company page, as a blog post, and it can be made into a short video for Instagram, she added.

There is no need for content to be flashy, Ms Czerwinski added, “it could be as simple as sending out an email to your clients”.

“Say you received some client feedback — think about how to share that positive testimonial about your services,” she said.

She noted that in a marketing strategy, authenticity is important and that audiences respond best to content that is driven by the right motivations. 

“Your engagement on social media has to be authentic,” Ms Czerwinski emphasised. 

“Purely trying to advertise your business is not how people want to engage with brands these days.

“It’s about thinking of your clients and how it’s helpful to them. For example, did this particular client say that you solved a problem that they had? How did you do that, and why should others know about it?”

Ms Czerwinski also noted a key concern for lawyers; that they don’t have time for media marketing.

In the present day, online forums are how many consumers are looking to engage with and understand brands, making it essential, she said. 

It’s something any lawyer can do if they prioritise their time and have a strategy in place, she said, plus it is always possible to get professional help or utilise employees, Ms Czerwinski assured.

“Once the fundamentals are in place and you are in the habit of writing blog posts, or uploading on different sites, it isn’t as time-consuming,” she added.

Ms Czerwinski addressed the next important question, how often to post? 

In the current media environment, there is an overload of content thrown at us constantly, she said, which summons the need for marketing messages to be repurposed, repackaged, and communicated in different ways.

“I would suggest if you are posting on LinkedIn two or three times a week, and engaging with people, with your connections, that’s great,” she said.

Ms Czerwinski spoke on The Boutique Lawyer Show on the day of Lawyers Weekly’s annual Australian Law Awards event, which led her to reflect on the gravity of promoting one’s awards, and the great content that can be repurposed from award submissions. 

“If you’re a finalist, definitely promote that, I think it’s really, really good for your brand,” she said. 

“Award submissions are absolute content gold.

“What I love about it is it forces you to sit down and think about your key messages about your practice, how you’re differentiated, how to describe your clients and your matters.

“I’m a big believer in being humble and modest to a degree as well with your marketing, so I would always encourage lawyers to congratulate the other finalists and also thank clients for their contribution to the submission.” 

When considering the creation of graphics for content, Ms Czerwinski recommended that “every single SME firm owner should get Canva”, an easy-to-use graphic design tool that has enabled anyone to create graphics without contracting a graphic designer.