Legal Internet marketing campaigns range from minimalist to extreme. It’s no secret though that the more time you put into your advertising campaign, the more likely it is that you will acquire new clients because of your efforts. While many attorneys scoff at the idea of using social media as an outlet to connect with potential clients, its use, when coupled with relevant, well-written content posted on both a website and a blog, can be a very effective tool to establish a relationship with a large audience. The end goal, of course, is to create positive word-of-mouth chatter that may ultimately lead to referrals.
By now, everyone has heard of Facebook, Twitter, and, thanks to the success of its recent IPO, Linkedin. As an attorney interested in expanding his or her Internet marketing campaign, it only makes sense to establish a foothold on each of these social media websites, particularly since they are not only FREE and heavily trafficked by Internet users far and wide, but because search engines are constantly reworking their algorithms to take into consideration social media relevance. So, when it comes to social networking, how much is enough, and when does social media participation become excessive?
If you want your Internet marketing campaign to be effective, it’s important to be everywhere your audience is. If there are half a dozen densely visited sites out there that can all potentially benefit your law firm, then it’s important to establish yourself on all of them. Many attorneys often make the mistake of solely creating a presence on one social media site, often applying the logic that it’s better to have some presence than none at all. While this does apply, a well-rounded, multi-site traversing social media presence is always better, if only because you are not ignoring portions of your potential audience and reaching out to as many potential clients as possible. Ultimately, it’s a numbers game: the more people you interact with, the more people there are who can potentially retain or recommend your services to others.
Bottom line, social media should always be likened to an important social event. It’s important to be there, it’s important to mingle with as many people as possible, and it’s important to be interesting so that those people want to continue listening to you. As for what you should be saying, be sure to allow your knowledge and experience to shine through and you’ll establish yourself as a trusted authority figure that your audience can and will turn to in the event they need legal assistance. Social media should be considered an avenue for virtually meeting your potential clients. Blogging, on the other hand, should be utilized as a means to engage your audience on a more technical level, and should be used in tandem with social media and a great website to help establish your online presence.
Part 2 and Part 3 of our blog series on Legal Internet marketing techniques are just around the corner, so keep an eye out!