Lawyers don’t really like social media.
And I don’t blame them.
As a lawyer, what are you hoping to achieve when you focus on any given marketing avenue? You are looking for measurable strategies that you can put money into and count the number of clients that are produced as a result. You might feel that social media marketing doesn’t always provide those results, so I’m going to explain exactly how it works.
Let’s go over a few reasons why social media can be good for your business, and then we’ll roll into the basic steps you should follow to get a strategy rolling.
Social Media Extends Your Online Presence
People are searching for content everywhere online. People no longer go to Google for all their questions; now, they are asking questions and searching for answers on social media platforms. You want to be where people are searching.
Even with this, many people are eventually going to end up searching your firm’s name in Google. Having social media accounts helps give you more control over the results they will see, rather than other websites that might be discussing you good and bad causing you to show up high in the search results, sites for which you have no control over.
Social Media Gives You a Window into Your Market
One of the best features of social media is that business owners can see what people are saying about them, and jump in to the conversation, if they desire. Traditional media, pay-per-click ads, and display advertising can all lead to quality cases, but they don’t give you a window into how people are responding to your message.
When you market your company on social media, you can see what people are saying, and even interact with them (check with your ethics attorney to see how this applies in your state).
There have been times when we have created content for a campaign and it was ineffective. Why? Social media users got absorbed in a conversation that had nothing to do with the meat of the topic. As a result, we abandoned the ad. What was great is that we were able to see what was going wrong, not just that it wasn’t working.
Social Media Enables You to Join Potential Clients’ Conversations
Gone are the days where writing and publishing a blog article counts as “enough.” People don’t want more content – they want engaging content. One of the easiest ways to do this is find out what topics are currently trending on whatever platform you wish to post on, and then weigh in on the conversation.
Social media platforms are making it increasingly easy to identify trending topics. Look through these topics and see how you can contribute to that conversation. Sometimes it is as simple as pointing out the validity of a story, asking a question to your followers, or giving insight into meanings the conversation has for your practice areas.
Social Media Drives Traffic to Your Site
Many SEO/SEM teams are incorporating social media marketing into their strategies. For starters, it is a great way to get traffic to your site. If you are persistent with social media, you can get hundreds or thousands of visitors to your website each month. If you are running advertising, you can drive a lot of controlled traffic to your website.
People sharing content, engaging with it, and visiting your site are all good indicators that you are a good source. If you’d like more information on how social media can potentially bolster your SEO efforts, I recommend you talk with your SEO team. They can go into far more detail.
Let’s dive into a few basic strategies that you or your marketing person can implement.
Strategy: Decide How to Allocate Your Time Each Week
You can do this one of two ways…
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