Gideon Legal Chatbot Software

Chatbot Software for Law Firms

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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

Marathon Man: You Need to Play the Long Game in Legal Marketing

There are no straight paths to client conversion, and that’s the case for law firms, too.

In an age where consumers, including legal consumers, are continually inundated with information, and in which consumers’ attention spans continually decrease, because of overstimulation and oversaturation, it’s no wonder that it takes a lot of repetition to get to a sale.

Like a lot of repetition.

It takes somewhere between 10-12 ‘touches’ for a consumer to begin the process of converting to a client of a business, like a law firm.  There’s a good deal of marketing effort, then, that goes into acquiring a client.

Let’s count the ways:

-Potential client sees an ad.

-Potential client Googles your name.

-Potential client reads your bio.

-Potential client reads a blog post.

-Potential client reviews your LinkedIn profile.

-Potential client reads a review.

-Potential client watches a video.

-Potential client listens to a podcast.

-Potential client signs up for a webinar.

-Potential client lands on your website.

-Potential client fills out an intake form.

-Potential client makes an appointment.

So, the real question is:

Is your law firm ready to develop more engagement points?

If you can, that level of shock and awe is really what’s required to generate and convert new business in the modern world.

Analytics, Marketing, Messaging, Technology

.Org: How to Use Scheduling Tools So Your Content Marketing Efforts Don’t Kill You

The hardest thing about developing a great content marketing program isn’t even writing the content — it’s about publishing the content.  It’s not super difficult to add a new blog post to your website, sure . . . But what about adding your content to various social media channels?  Writing something, especially recording something, is easy — the challenge is then going ahead and posting it your YouTube channels (personal and professional), your Facebook pages (personal and professional), your Twitter accounts (personal and professional), your LinkedIn accounts (personal and professional) . . . Heck, maybe you’ve even got an Instagram account — or, maybe you call it ‘Insta’, like I think the cool kids do.  In any event, it’s a lot to navigate, and a lot of time to spend, especially when the payoff is not immediate, but builds up only over time.

Saving yourself from social media hell, while still effectively managing your law practice is not easy.  But, like many things in life, it comes down to one thing: organization.

There are at least a few things you can do to make sure that your marketing game is strong on social media and that won’t break the bank, or your soul.  (The assumption here is that you’re already competent in creating the content.)

Firstly, choose and use a social media marketing management platform.  You want to use one software through which you can access and post to all your accounts on a schedule.  Free or near-free systems like Hootsuite, Buffer, RavenTools and Tweetdeck will allow you to publish and schedule social media posts across different platforms automatically — even when (actually, especially when) you’re not around to do it.  This means that you can post to social media without falling down some ill-defined social media rabbit hole that you spend two hours with.  And, most of these systems track links and can provide basic post analytics.

Secondly, decide upon a publication schedule.  We all know that the more you can publish, the more traction you’ll get online.  But, It helps to maintain a regular schedule for doing so.  That not only means that you will be more likely to post on a recurring basis, but it also means that you can do it in the same time frame, all the time.  If you started posting your new blog or podcast at 2 pm every Thursday afternoon,  people will begin to expect that, and to look forward to it.  Just don’t stop doing it . . .

Finally, choose a time for when you schedule all your social media posting.  I’m a Sunday night guy myself.  That means you can schedule your entire slate of social media posts for the whole week while watching Game or Thrones.  Then, your only obligation, if you choose to accept it, is to check in here and there throughout the week, in order to engage with your followers.

There’s nothing quite like talking to someone, and having them ask: ‘Wait, did you just tweet something?  How??’

It’s breathtaking.