Gideon Legal Chatbot Software

Chatbot Software for Law Firms

Marketing

Marketing

Short and Sweet: Don’t Write Overlong Blog Posts

So, when it comes to crafting narratives that legal consumers can buy into, attorneys tend to struggle.  They have a hard time not writing like a lawyer, using Latin words, and such.  They tend to try to pack too many concepts into anything they write, rather than focusing on singular ideas, in order to match the modern attention span.  Plus, the blog posts they write tend to be too long.  The idea is not to draft a law review article, but to generate shorter posts, that focus only on that one concept – if you have more ideas you want to get out, write multi-part posts.

Generally speaking, you should probably stop around 250 words.

And, if you’re publishing to your main website, you don’t even necessarily need a call to action, because there should be one on the page you’re publishing to.

Blogging is kind of old school, yeah – but, it’s still an effective way for law firms to drive referral sources and potential clients to their websites.

You just need to stop writing, before you go too long, and bore everyone.

Just like this . . .

Marketing, Messaging

Conversant: Social Media Is Not Just About Posting Content

Social media is an essential component of any law firm marketing program, especially for content marketing.  And, if you can develop a content calendar, obligating you to build and post content on a schedule, that is a super effective way to complement more traditional marketing means.

But, if you’re only posting content all the time, you’re sort of missing the point.

In addition to sprinkling in your own content, and other relevant content, you should also engage other users on your social media platforms.

You can become a respected expert in your space, by creating and publishing content – like blog posts, videos and podcasts – and, you can build your network by engaging with those who comment on, like and share your posts.  Users who engage on social media platforms drive views, and create new opportunities to meet and confer with referral sources.

So, when you’re on social media, posting is only half the battle.

Marketing, Messaging

Speak Its Name: Don’t Forget to Tell People What You Do

It’s kind of a hassle to tell people what you do for a living.  Sometimes, you just don’t want to talk.  Or, you may want to instead tell folks you do something entirely different, maybe something so weird or disgusting that they will leave you alone.

But, if the subject of work comes up: you have to be strong.  Tell people you’re an attorney.

I know, I know.  Then, they’re going to ask you a bunch of legal questions.

Good.  Refer them to a paid consult.

The fact of the matter is that there are business opportunities everywhere; and, you never know who might be a good client, or a potentially valuable referral source.

But, to find out, you have to venture forth, and say the words: ‘I am a lawyer’.

And, be ready to follow that up with your elevator pitch – because that will be the next (implied) question.

The momentary pain is decidedly worth the future pleasure.

Now, it may come to nothing; but, in a tight marketplace for attorneys, you can’t risk leaving potential business on the table.

As a small business owner, especially in the current environment of unstructured offices, you kind of have to be ready to engage (and be engaging) at all times.

And, it starts with a simple willingness to tell just about anyone your profession.

Keeping secrets is not a great marketing program.

Marketing

Connect For: It’s Time to Take Your Networking Online

Lawyers still love them some old school marketing.  You know, referral networking – shaking hands, kissing babies, grabbing a cocktail.  (Maybe not all at the same time.)

But, it can’t end there – even if it often does.

Lots of attorneys happily do some in-person elevator pitching, and hope that they’re remembered.

But, hope is not a strategy – and, it’s better to be persistent.

So, when you get someone’s name and contact information, make sure you connect with them on social media, too.

Oh, then add them to your marketing automation program, as a referral partner.

Plus, schedule a reminder for yourself to followup with them via phone, or direct email, at a later date certain.

You can also use a virtual assistant to send them flowers – or, maybe Edible Arrangements, if they have allergies.

The point is that your referral partners need as many, if not more, touches than the leads you’re trying to convert.

So, after you meet someone, reach out and touch someone.

Marketing, Messaging

Time and Temperature: How Far Can Lawyers Advocate?

Lawyers advocate for their clients all the time; it’s literally ‘the job’.

But, most of that advocacy, that ‘zealous representation’, is made in private.  No one knows, but the client.  And, the client may not even know (likely doesn’t know) how hard you’re fighting + how much you believe in their cause.

That’s okay; nobody ever said your clients would be baking cookies for you – even if they sometimes do.

But, from a marketing perspective, it’s really hard to let other knows how effective a counsel you are, since you’re bound by ethical strictures regarding the confidentiality of your clients’ information.  You’re not like a contractor, who’s got a new home addition (and an advertising sign) right out in the front yard, for people to look at, and drive by.

That’s why some attorneys go public with their advocacy.  Employment attorneys address the need for better parental leave laws in their state.  Immigration attorneys are decrying the state of affairs across the whole country.  Landlord-tenant attorneys highlighting potential unfairness in the system, on both sides.

Does that play in the media, including on social media?  You bet it does.

Is every attorney willing to do that?  To take a side, and stand on it?  Not so much.

But, if you do, it could be advantageous to your practice, and generate more of the kinds of clients you want to work with.

So, if you’re passionate about representing your clients, it’s okay to let everybody know.