Many attorneys and law practices are concerned about utilizing the power of social media to its full potential to benefit their business. The legal industry is one of few industries that currently allocate marketing dollars to list and advertise in the traditional places like the Yellow Pages, magazines, and billboards. Many attorneys avoid using social media because they don’t understand how to utilize it for business, don’t believe they can attract clients using it and do not have the time to allocate to learning the technology and managing all of the social media platforms available to them. While time is certainly a major factor in a profession that typically charges an hourly rate for their services, the other two reasons are no longer valid in the world we live in today. Social media is THE WAY to market your business AND attract clients. Hands down, it’s the most cost-effective way to accomplish both goals.
Get Engaged Online
There are some law practices that have fully embraced and implemented various digital marketing tactics successfully, including engaging on social media and blogging. Those that started early in the process when it was still unclear concerning the relevance and power of social media and other forms of digital marketing, are light-years ahead of the rest. These businesses are ecstatic about the advantage technology has given their practice over competitors, precisely because there are able to stand out while many other law practices stick to traditional means of marketing and advertising. Print advertising has been replaced by digital marketing in the form of websites, paid social media ads, and search engine marketing, to name a few. Since most of the world is connected to the internet that’s why we suggest all businesses, regardless of industry, focus their efforts on digital marketing. At a minimum, a website and social media engagement is required to maintain relevance in today’s marketplace and into the future. Fun fact: More people in the world have access to the internet than have indoor plumbing.
Know, Like, and Trust
We came across this post which shows an example of how law practices can use digital marketing, and in this case a blog post on your company’s website, to educate clients and attract new ones by providing helpful information that displays your expertise. This information can then be distributed throughout your social media channels and we would even suggest (because we’re creative like that) composing a short video for your YouTube channel that outlines the key points in the post. Some people like to read, some like to listen, and some like to watch videos so it’s very important to have multiple ways for people to consume your content to learn about you, like you, and trust you. The “KNOW, LIKE, and TRUST” factors are critical components in purchasing decisions. These factors have even more influence now that people are connected online 24/7 and have access to information within seconds to find any kind of product or service they need. In order for your business to be considered in their buying decision, you’ll have to be visible and engaged where they are–online and on social media.
In conclusion, although many industries haven’t adopted social media as a means to engage with and attract customers, there is no doubt that it’s become a standard to be sustainable in business. Attorneys need not be afraid of the shift and insertion of technology into the way they market and advertise their practices and expertise. Digital marketing, and particularly social media and content marketing, are a necessary component of operating a business.
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