Your law firm is already a busy place, with everyone working very hard on the firm’s overall objectives. Helping people wade complicated legal, affairs is no laughing matter, and we definitely think that should be taken seriously. But there’s nothing that says that you can’t have fun with it. It’s best to make sure that you’re looking at trying to go with a marketing plan that reflects the way your audience shops for information, not just what you think they want. For example, you need to look at social media as a way to attract new business that might otherwise not know about your law firm. In the past, law firms advertised a lot on the TV and within the Yellow Pages. These are very effective channels for advertising, because people were using these channels to look up services they need. Nowadays, instead of consulting the Yellow Pages, people are thinking more about who their friends are already using. These friends in turn are looking at things on social media networks. It’s a very powerful way to get contacts, and it really shouldn’t be ignored at all.
Great social media tips can definitely impact your law firm, if you and the other lawyers on the team are ready to put these tips into action. First and foremost, you need to set up some goals. Are you trying to just get exposure? Do you want to try to push a certain package or service that your law firm is known for? Knowing what type of target you have in mind will determine how aggressive you need to be with your social media. Some companies want to work on their brand, so they focus more on educating their new audience more than pushing them to any type of product. They want to be on hand to ask questions. Some people will need to really look into what a lawyer can offer them before they commit to anything. Other people will be very motivated to work with your law firm, because they have an ongoing issue that won’t go away.
Now, many law firms balk at the idea of social media because they assume that it’s going to be all education with no sales pitch. But that isn’t the case at all. You can still use social media to drive prospects to time tested portals, such as a premium workshop or a premium newsletter with stellar content. All social media is really going to do is give you a new gateway that you can use to attract a different type of customer.
Some platforms, such as Facebook, allow you to advertise based on the demographics, which is very good. Do you have plans to target car owners with teenage drivers? While Facebook may not let you drill down exactly to these needs, it can come pretty close.
The key here is to go slowly with social media and not get upset if the results aren’t apparent overnight. Instant gratification isn’t what you’re looking for with a social media campaign. You want to get long term engagement instead!