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social media marketing

Marketing

Rinse, Repeat: Consistency is the Most Important Component of Marketing

Marketing your law firm can be a chore sometimes.  No attorney wakes up every single day brimming with brilliant marketing collateral.  That’s very much not a thing.  So, yeah: sometimes marketing your practice can be a slog – but, pushing through that is probably the most important thing you can do.

Because, the real key to marketing effectively is not that you’re spewing gems each and every time about a legal consumer’s relationship to their law firm – it’s more that you’re saying anything at all.

You want to be producing and publishing marketing content on a regular basis to stay top of mind for your potential clients, existing clients and referral sources.  By producing regular marketing collateral, you also set the expectation that you will continue to do so, and so your audience will look forward to your next push.  Plus, the production of consistent marketing content, to your website and social channels can really ramp up your web presence – and, it doesn’t have to cost anything; it just takes elbow grease.

So, while law firm marketing is not always glamorous, it is essential – and, sometimes you just have to push through the muck to meet the demands of your content calendar.

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.

Analytics, Marketing, Messaging, Technology

Gateway: How You Can Build a More Diversified Marketing Program

Trying something new is not easy.  Ever since cave people started becoming cave people by moving into caves, humans and pre-humans have sought comfort.  And, it’s the same thing with running a business.  Once you get into a groove (which an outsider might call a ‘rut’), it’s difficult to pull yourself out of it, and experiment.  Experimentation is the province of the bold; and boldness is certainly informed by desperation, in many cases.

But, you can also start going down a new path by taking the first step.  You’ve heard the term ‘gateway drug’ — well, in business, there’s a gateway drug for any business improvement tactic.  For example, lawyers love Microsoft Office, but fear the cloud.  Enter Microsoft Office 365.  Buy it, use it, see how similar it is to what you’ve used before, and get comfortable with cloud-based technology, in a familiar environment  Then, buy another cloud software product.  Then, do it again.  Pretty soon, you’re throwing your server out the window.

It’s the same with marketing. If you’re uncomfortable using social media, think of it as a global networking event instead of a web platform.  LinkedIn, in the main, features all the same people you’d meet at bar association or lawyers’ events; but, it’s even easier to get someone’s attention.  Just request a connection; no more awkward interruptions of ongoing conversations.  After a while, you’ll become a sought after connection yourself, as you watch your profile and post views rise.

But, this isn’t just a vanity play; the more people who see what you’re doing, the further your brand reaches, the more you increase the likelihood of additional targeted referrals and new client inquiries.  Modern marketing is more about breadth than depth.  The wider your profile extends, the more opportunities you have to make money.  The key to extending your online profile is to increase the number of platforms you use in as inexpensive a manner as possible.  That’s why free social media services and directory profiles are so essential to a cost-effective law firm marketing strategy.

The time to experiment is ongoing.  In business, stagnation is loss.  So, don’t wait for your practice to start flailing before you switch things up.  Try something new, experiment.  Become the first mover, for once, and reap the benefits.

Your gateway awaits you.

Analytics, Marketing

Stitches: Time Management Tools for Social Media

Everybody wants to do social media marketing.  Many small business owners view it as a panacea for their marketing woes:  It’s free, and it’s easy.  Of course, that’s not entirely true.  It’s not free — because anything that you spend your time on involves at least an opportunity cost.  And, it ain’t easy: I mean, nothing worth doing ever is.  That all being said, social media marketing is effective, if you make the time, and take the effort, to do it right.

The biggest problem with social media marketing is time management.  The point of using social media to build out your law practice is to reach new audiences, at the streams they care about.  Maybe someone prefers Facebook, as a method to search for professional services; or, maybe they like LinkedIn.  The more places you can cover, the more likely you are to convert clients, because the expansion of your market is essentially limitless.  So, social media Increases your opportunities to be where they are.

Now, that all sounds good in the abstract.  But, when you consider that being present in all those places involves the management of a number of different platforms and passwords, your head may start to spin.  And, if social media marketing involves creating and managing personal and professional Facebook, Twitter, LinkedIn, Instagram and other social media accounts, most lawyers would probably elect not to start at all — either because they don’t want to do it themselves, or because they feel that their staff should be doing higher leverage work, and they don’t want to hire consultants or vendors to manage it for them.

Of course, it’s difficult to argue with the thesis.  Social media marketing is a pain in the ass.  But, if you could eliminate managing each portal separately, it would be a lot easier, right?  Well, the good news is that you can do exactly that.  There are a number of tools available that will allow you to manage various social media platforms across one dashboard, with a single sign-in.  These software, some of which have free versions, like Hootsuite and Buffer, integrate with social media providers, to allow you to manage your accounts at their interface.  You simply add the accounts you want, and create content streams.  This helps you to view content and to post content easily.  The ability to create and view multiple streams across social media platforms means that you can easily repost content that you like, thereby interspersing your own content with others’, which is a way to establish your expertise without coming off as entirely self-promotional.  Perhaps the best feature of these systems is the ability to schedule posts for later release.  Because one of the biggest issues with social media is that it’s so easy to fall down a rabbit hole and lose hours at a time, scheduling posts allows you to get in and get out more quickly, and with a purpose.  If you’re clever, you can even schedule a post for a week or more at a time, and make it your practice to engage with your connections on your time.  The ability to parachute in and parachute out makes you a much more efficient marketing tactician on social media.  And, if you’re not continually frustrated about what would otherwise appear to be a waste of time, then you’re more likely to keep at it, and that’s a recipe for winning the long game of law firm social media marketing.

Besides, it’s kind of cool to have someone you’re in conversation with ask you whether you just sent out a post on LinkedIn.  Then, it’s up to you whether you want to reveal your secret, or not.  

I’ll never tell.

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