PILMMA member Lashonda Council Rogers has teamed up with her BFF, fellow attorney Melaniece McKnight , for a weekly Facebook Live “show” that is quickly gaining quite a following. I happened to catch their show recently, while scrolling through Facebook, and was drawn in, by the interesting banter between these two savvy lawyers. I couldn’t help but smile. The short show proved to be both entertaining and engaging; the very formula that makes for a winning social media marketing strategy for any lawyer seeing to grow their law firm.
What better way to reach ideal clients, and present yourself as a lawyer viewers can “know, like, and trust,” than through a live show that educates and entertains? When thinking about a hot topic for this month’s article, I thought of Lashonda’s FB show and gave her a call. Fortunately, Lashonda agreed to allow me to “pick her brain” for this article, and I’m happy to be sharing my findings with you this month.
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Although Lashonda and Melaniece have been friends for years, the decision to try a Facebook Live show was first made about a year ago, after a friend heard the two lawyers bantering amongst themselves and suggested they ought to have their own show. They have now been producing these weekly Facebook shows for about a year and have been pleasantly surprised at how well they are being received with views, likes and shares, AND how they have helped both attorneys increase their intakes and referrals.
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Either of these talented lawyers could have opted to do a FB “show” alone, but part of what works so well is the dynamic of engaging banter between friends. Lashonda’s firm, Council & Associates, is primarily a Personal Injury practice, specializing in MVA, trucking accidents and day care neglect cases, while Melaniece’s firm, Bardley McKnight Law, is a domestic practice. Both are located in the Atlanta area. With the duo format, each takes turns as lead, or wingman, depending on the topic covered that week. By combining forces, neither has the responsibilities associated with carrying an entire show on their own, and the viewer benefits by their banter.
Another plus of this dual format is that each attorney or law firm automatically doubles their exposure, since each is posting the show and reaching each other’s friends and followers. By frequently interviewing an additional third-party guest, they triple that exposure. Here are some “Top Ten” pointers if you are thinking about starting your own FB show:
1) Content is critical. Aim for hot topics that are currently trending and that will interest your ideal client: For Lashonda, she wants to reach minority professional women, so she looks for hot topics that she herself would be interested in. If she wouldn’t stop scrolling to check it out, then it’s a topic she won’t cover in the show. However, depending on your ideal client demographic, that might not necessarily be your litmus test.
Be on the lookout for topics that are trending now; You can go to Google Trends to view current popular subjects, as well as peruse online magazines, websites, news reports, etc. You can also intersperse hot topics with “evergreen” Q & A info that you are already covering in your websites, or videos; You can discuss popular client myths in your respective legal areas, etc. The key is that your Content engages and entertains as much as it is intended to educate.
2) Create an Engaging Title: You want to draw people in and pique their interest, so make sure that you give your “show” an engaging title. Lashonda has patterned her titles after a list that Ken sends out to new PILMMA members of catchy article titles and has found that translates well into show topic titles that attract her ideal clients to the show.
3) Timing is important: Pick a time for your show that has the highest likelihood of viewers being able to watch it. Lashonda posts her show weekly, at noon, recognizing that most of her ideal clients are working during the day, and lunch time is the time they are most likely to be scrolling through Facebook.
4) Be Consistent: You want to attract a following, and maintain “top of mind” awareness, so that when your ideal client is in an accident, it’s YOU that they think of first. Posting shows each week ensures that you are staying on your viewers’ minds.
5) Keep it short! Lashonda keeps her show to less than 10 minutes in length, if possible, recognizing that if it runs too long, there’s a good chance viewers will get bored, or click elsewhere.
6) Tape a few back up shows: Life can get hectic, and yet it is important for top of mind awareness that you are posting shows regularly. So, go ahead and record a few segments such as Client Myths, or Q&As that are highly relevant and engaging but not necessarily tied to a hot trend. That way, you can continue weekly posts even when schedules don’t permit time for a “Live” show.
7) Little Special Equipment is Really Needed: Given the way viewers gravitate to simple “live” videos, as evidenced by home-grown pet videos going viral, there’s really no need to start out investing in expensive equipment. Lashonda uses a basic webcam and Zoom, so that she can host an online meeting, screen share and record easily. Although you can invest in special lighting, fancy backdrops, etc., it isn’t necessary in order to get started.
8) Form a Dynamic Duo: Why carry the weight of a show alone, when you can easily team up with another attorney in your market that you are already friends with and that practices in a different area of the law? This simple partnership can automatically double your exposure to potential clients, and ensure there’s a lively conversational banter, rather that a 10-minute monologue format as a solo act.
9) Add relevant guests: When relevant, try to bring in a third-party guest and let them weigh on the issues you are covering as well. This increases your exposure as you are then tapped into that person’s FB following, and there’s even more variety to grab a viewer’s interest.
Be Yourself: When asked what advice Lashonda had for fellow PILMMA members thinking about going “Live,” she was adamant: “JUST DO IT! Don’t overthink it. The more you do it, the more confident you’ll become.… I want people to see the real Lashonda. If you think about it, people want to be entertained. If it’s too “lawyery” it won’t appeal to the audience. “ She advices: “Be You. If the person watching doesn’t like that, they’re probably not going to be a client you are going to want anyway.”
We all recognize how important Social Media is to effective legal marketing that helps you stand out from your competitors. We all understand the importance of Top of Mind Awareness in the minds of our potential ideal clients. Why not consider taking the plunge by starting your own FB show? It’s easier than you might think, and if it’s done with some energy, enthusiasm and authenticity, it can be a great platform for growing your law firm!
