Social Media Marketing for Lawyers
Increasing your visibility online can improve your reputation and increase your client revenue. With the use of the internet, clients are now better informed than ever. Before they even meet you, they will have undoubtedly sought you out online. What will they find?
Lawyers building influence and authority online make an impact. Are you known as the #1 expert in your field?
So What’s all The Fuss About?
There is a growing presence of lawyers on social media networks. From Facebook, to Twitter, to LinkedIn, smart lawyers are making their social presence known.
However, most legal professionals don’t understand how to use social media to attract clients or why it can be a critically important factor to the growth of their practice in 2014 and beyond.
Why Should I be using Social Media?
Having active social media accounts is no longer a ‘nice to have’, it’s a ‘must have.’ Gone are the days when an organisation could tell people what they want and need, through media advertising (newspaper, radio, television, billboards). Your clients are now more savvy and educated than ever before. Chances are, by the time they’ve picked up the phone to make an appointment or seek your advice, they already know a great deal about you.
How do I get it Right?
You should develop a social media marketing strategy before launching in to a social media marketing campaign. By campaign, I don’t mean just the odd tweet or Facebook status update. A social media marketing strategy will help you outline the goals and objectives of your social media marketing plan and work out which channels are best for you. You will need to create a well crafted message to promote yourself, your practice and expertise on social media channels. This message should compliment your overall goals and objectives.
Consider these statistics:
Regular marketers who spent 6 hours a week or more using social media and engaging/sharing content on it saw 52% more leads than those who did not. Companies that use Twitter, average double the amount of leads per month than those who do not. Nearly 2/3 of UK Internet users regularly use a social network. So what does this mean to you, as a lawyer (barrister or solicitor)?
I can guarantee, there is a `conversation’ happening out there and you’re either going to be a part of it, or miss out on it’s residual business completely. For solicitors, this is a no-brainer – and they often have advertising budget of their firm to rely upon. For barristers, and particularly if you are `direct-access’, social media marketing should be an `almost central’ focus of you advertising strategy. The truth is, most barristers don’t have either a `strategy’ or an `advertising budget’. And if you do, which traditional methods are you using to market your practice now, and how successful is this proving to be? What would happen to your personal income if this line of income were to increase?
Are Your Clients and Potential Clients using Social Media?
You bet they are!
Investment in Social Media Will Become a Necessity for Your Practice, Not a Luxury
While I argued that investing time and resources into a social media strategy was most definitely a necessity in 2013, the tipping point in public sentiment from ‘should have’ to ‘must have’ is occurring in 2014.
Most businesses are already coming to terms with the need to integrate their social media efforts with their content strategy, and are seeing the impact of social media in terms of lead generation, referral traffic, and revenue.
As businesses see these very real and measurable benefits, I believe we’ll see a move away from assigning social media tasks to existing employees, and see even more companies hiring social media strategists or full-time social media managers to brand themselves directly with their clients. This is particularly important for solicitors and direct-access barristers.
What are The Main Benefits?
The benefits of social media are many, but they include:
- Improved audience reach and influence – which = `authority’. A must in this industry.
- Authority and influence =
- Be seen as the #1 expert in your field
- Improved social signals (which are a factor in the search ranking algorithm).
- Chambers, individual and firm branding
- Word-of-mouth referrals
- Increased client loyalty and trust
Additionally, social media is also one of the three pillars of SEO.
Just 1 Key Channel Example: LinkedIn
Still holding steady as the #1 social networking site for professionals with 238 million users, LinkedIn isn’t just sitting on its heels. With the launch of its Influencers program, LinkedIn is positioning itself as not only another networking site, but as one of the largest sources of content creation and curation for professionals.
As it grows and attracts even more users, the advantages of being “linked in” will become enormous for B2B marketers.
Services I Provide – Specifically for Lawyers
Social Media Consultancy ~ including Strategy Planning.
Bespoke Training ~ Single or Multi-Channel
Social Media Campaign Management – Packages Depending Upon Your Specific Objectives & Goals
Internet Marketing Consultancy ~ Advice and Strategy on Generalised IM and SEO
To discuss your social media and online marketing requirements and objectives, drop me a line and let’s have a conversation. I am happy to help you either figure out what you need to do for yourself, and advise upon a campaign strategy to meet your marketing goals, or structure a campaign to manage for you. As part of the management process, I provide you with full reports for campaign reach and response. We can design a personalised package that suits your requirements, all of which is monthly `pay as you go’, with no tie-ins. Fully managed campaign packages are typically provided by monthly retainer; Consultancy, by the hour or by project.
Get Social Media Working to Promote Your Practice!