Gideon Legal Chatbot Software

Chatbot Software for Law Firms

social media

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

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.

Technology, Marketing, Messaging

Slappers Only: Automated Responses Require Some Tact, and At Least Some Personalized Followup

Back in college, I used to play this great game for Nintendo 64, called ‘Goldeneye’.  It was a James Bond game, and the object was to shoot people with a variety of guns.

Until it wasn’t.  The game had a delightful feature, called ‘Slappers Only!’.  Basically, nobody had weapons.  So, everybody went around just slapping the shit out of each other.  That was awesome if you were the slapper, not so much if you were the slappee.

And, I kind of feel like I’m the slappee on social media services when I get automated messages from new connections.  You know, I’m just minding my own business on LinkedIn, I connect with someone new who has invited me to make our online business friendship official – and, immediately, I receive a breathless message about how their business could REVOLUTIONIZE MY WHOLE FUCKING LIFE, in all caps, of course.

So, if I shook your hand at a networking event, you wouldn’t yell this at me, right – which begs the question: What effect does this tactic have online, other than to make me hate you?

The moral of the story, of course, is: if you’re going to use automated messages, just access some chill.  Use that to warm up a new connection, rather than flying them on a rocket ship ride to the sun.

Also, after you send that very introspective and relaxed introductory email, maybe followup with a more personalized one later.

Or, just do that instead.

Marketing, Messaging

The Art of the HumbleBrag: How to Market Your Legal Services Without Feeling Too Bad About It

Lots of lawyers say they don’t like to talk about themselves, which is why they struggle in online marketing.  Which is odd, because it you look at literally any lawyer’s website bio, it’s a litany of all the things that make them amazing, including all the degrees they have.

But, I think the root of the issue relates back to the consistent and visible posts that a firm would make on the web, including via social media.  The torrent of that information, for most attorneys, makes them feel a little uncomfortable, about being spotlighting as this brilliant individual, over and over again.

So, let me introduce you to the humblebrag.  A humblebrag is essentially a modernized way of talking about false modesty.  Let’s be honest, you’re a good lawyer; you know it.  You’re sitting there, kicking ass on the daily.  And, you just need to let the public know about it.

The humblebrag is an art form; and, it’s a great way to market yourself, without it seeming like you’re doing so.

Another tactic you can use to split up the self-reflecting marketing is threading in advice and information from other (non-competitive) experts in your space, so you don’t feel like a salesperson or a spammer constantly.  A 50-50 ratio between publishing your content, and others’ content tends to work pretty well.  (By the way, this is another version of the humblebrag: I’m smart enough to select interesting content from other experts.)

If you’re not marketing yourself or your law firm, because it feels like you’re crowing too much, maybe you and your marketing team just need to master the humblebrag.

Marketing

Picture Perfect: Is It Time to Update Your Headshot?

Quick question: When did you last update your professional headshot, or website photography for you and/or your staff?  I bet it’s been a long time.  And, if it has been a long time, you’re right in line with most of the legal professional.

The funny thing is, as far as the internet is concerned: attorneys never age.

Maybe lawyers have discovered the fountain of youth; or, maybe they’re just bad at updating their profile pictures.

So, if it’s been a decade since you had new headshots taken . . . Maybe it’s time to update them?

Or, if your headshots resemble extras photos from ‘The Hills Have Eyes’ . . . It might be time to get your photos redone?

And, if your photos are really grainy . . . Or, have a high school yearbook photo backdrop . . . Or, you have no gray hair . . .

It may just be jarring for potential clients and referral services, who see you looking one way in a website photo, and a starkly different way in-person, or on a Zoom call.

And, if you update your photos for your website, you could apply those pictures to your social media profiles, business cards and more.

You update everything else, including your software subscriptions every year or month.

So, why doesn’t everyone do the same thing with their online images?