Time to time, we receive inquiries from law firms that want more information on how they can grow their practice. Here’s one piece of advice for lawyers trying to grow their presence online.
Law firm marketing is a confusing, expensive, and time-consuming activity. For lawyers that run a practice, taking time out of your busy day and dedicating that time to marketing is often times out of the question. That’s why lots of law firms hire outside marketing firms, which can be expensive, but quite effective.
If you’re part of a law practice and concerned with marketing, there’s a cheap (often free) answer to marketing your firm without an outside agency. That answer is social media. Social media is an absolutely vital resource for law firm marketing in today’s world.
It’s simple: if you are part of a practice, you need to be on social media. If implemented and maintained properly, a social media campaign can bring growth to your practice and allow you to get your name in front of potential clients.
Becoming a News Source
You should use social media to become a relevant source for news in the area that you practice in. Share information via your social networks relating to news in your area that you can address and add commentary to. Focus this news on a specific niche, whether that’s local business, technology, or something along those lines.
There’s a pretty big chance that if you develop a following and reputation as a news source, you’ll gain some new clients. It won’t happen immediately, but a few months after keeping your community in the loop, you’ll start to see some results.
Check out what the Yodle Law Twitter account has done to get some ideas, and you’ll see what you need to do to create a successful account.
In addition to maintaining accounts on heavily used networks like Twitter, Facebook, and Pinterest, you should also have a personal blog for your practice. Each lawyer in your practice can contribute to the blog, so it’s always got fresh and engaging content.
What you really want is to create discussion. The original content that you create should be commentary on different industry happenings, or even local events in your area. A successful blog will give voice to your practice, meaning readers of the blog will view your practice as something more than just people in suits behind desks. The key will be to eventually have the blog work for you, so you can gain some new business with some of your readers.
Again, you want to use social media to give your practice a real voice, and appear more as people rather than just faces in suits. Don’t be afraid to get personal on your social media accounts and with your blogs, in fact, getting personal is encouraged.
Tried a good wine? Share the information with your followers. Upset about your local team losing? Chances are some of your followers are too. You should be able to understand the line between personal and too personal, so don’t cross it. People want an attorney that they can connect with, and getting personal on Twitter might make people realize that you’re that attorney.
Image credit: http://www.4socialmediaconsulting.com/