Legal Marketing: Using Direct Marketing Strategies in Social Media Campaign

January 5, 2011

Direct Mail

Direct marketing isn’t always considered a very effective marketing tactic by law firms and their clients; but applying the same strategies used for direct marketing campaigns to your social media efforts will definitely help you see more value and ROI.

When devising a direct marketing campaign, what are three things you must consider before spending any money?

  1. your audience
  2. your offer
  3. the medium used to send this offer

You have to make sure these three things are identified before moving forward with any direct marketing campaign. If you don’t, you are wasting your time and money, and can be hurting your firm’s reputation in the process too.

While most legal marketers understand why these strategies are important to direct marketing campaigns, many haven’t yet realized how these same tactics can be – and should be – used for their social media campaigns too.

Your Audience: These are your Facebook fans, Twitter followers, blog subscribers, email list, etc. To determine their demographics and psychographics, send out the occasional survey and regularly review your site analytics. This way you will know who you are reaching and can provide appropriate content and valuable offers. 

Note: Even though these people are subscribing to your blog, friends with you on Facebook and following your tweets, it doesn’t mean they are going to your website and creating ROI. This is why the offer is important.

Your Offer: To start seeing some ROI on your social media efforts, it’s important to drive people to your site, where you can really showcase your practice and expertise. Offer them something of value. This could be an article on a hot topic, a white paper on the latest legal trends, or even an invitation to register for an upcoming seminar at your firm. Make it valuable enough that they are happy they took the step to come to your site. 

Note: Make sure you understand what your audience needs and wants. You can get a better understanding of these needs when you survey your followers. Include a question or two on what they would like to see, then tailor your offer so it’s in line with what they say.

Your Medium: Once you have your audience identified and your offer established, you need to figure out the best way to send your message. Are you going to use LinkedIn? Facebook? Twitter? Your blog? An email campaign? All five?

Your connections on LinkedIn may be very different from your blog readers, so match the offer with the audience that will value it most. (A great tool for keeping up with what your various audiences are saying about your firm is SocialMention. It aggregates all mentions of your firm, or individual partners, in one place. This can help you get an idea of who is following you in each place too.)

So even if you aren’t sending out many direct mail pieces any more, those same strategies are vital for  you to get the ROI you want from your social media efforts.


Legal Marketing: Social Media and Law Firms

September 1, 2010

Social Media

You need to look at social media as a savior not a nemesis, an asset rather than a liability and time saver rather than time killer for your legal marketing needs.

Law firms have been reluctant to participate in social media as it was becoming mainstream because they saw it as a major commitment of their time without much value to show in return. Lately, a lot of the negative perceptions about social media have changed, though the majority of law firms have yet to appreciate the huge benefit that social media has to offer.

Here are my 5 ways social media can help law firms:

  1. Social media allows law firms to define and adopt a more differentiating legal marketing strategy than they were ever comfortable doing before.
  2. Social media provides a systematic way to create intellectual capital and share your area of expertise. It is the best customized continuing education program for your professional enrichment, keeping you ahead of the learning curve and positioning you and your firm as a thought leader. Plus, it pays for you to go back to school. Specialists are respected, and they tend to make a lot more money.
  3. Social media allows for you to build prospective client relationships faster than just communicating through phone calls. People have a natural tendency to want to work with other people that they know, trust and like. Social media provides a greater return on your time investment.
  4. Your law firm’s market can greatly increase through social media. Small to midsize law firms can affordably build a national awareness. Why would a prospective client, outside of your market, want to work with your agency? Give them a reason.
  5. Utilizing social media can help you network with other lawyers and legal marketers. This helps you stay in touch and keep up with all of the new legal trends and hot topics.

Social media is like networking on steroids and just takes a little effort to keep it working on your behalf.

  • My blog provides content that is optimized for search to a very specific target audience. I easily dominate certain search words.
  • Through Facebook, family, friends and followers stay connected no matter where I am. It takes only minutes to update my status, connect with others, share location, photos, etc.
  • With very little effort I can create, maintain and grow touch points through social media networks, and all I’ve had to do is read and write.

A well-defined social media strategy can launch your firm to a completely new level. Give it a try and let us know how it goes.


Legal Marketing: 5 Keys to Developing a Social Media Strategy for Your Law Firm

August 1, 2010

Man reading

Here are some helpful thoughts to consider for creating a social media strategy that will have success for generating new business for your law firm.

In a recent article, David Finch, a social media manager with 10 years of experience creating online content, outlines some basic keys to developing a social media strategy. I’ve also provided some of my own to thoughts to give you these 5 keys to developing a social media strategy:

1. Make sure every blog has its own face-whether it’s a larger firm and you want to blog by practice area or a smaller firm and you want to have a managing partner be the face of the firm.

It’s a place where people can see your thoughts, ideas and communicate with you.

Though, you must not rush into it because contrary to popular belief, you can mess up social media if you don’t know what you’re doing. And who wants to mess something up that hundreds, thousands, even millions of people can see when it has you law firms face and name on it?

2. KISS, or “Keep it Simple, Stupid”, and stick to the basics.

Start out slow and build your social media strategy in phases. Monitor your Facebook and Twitter. Make sure people are interacting and track what they interact with the most and tweak it from there. Don’t make things complicated!

3. Persistence.

Always be blogging, tweeting, Facebooking, etc. You don’t want to just blog once a month-no one will read it because no one will know it’s there. Persistence is key. Keep writing about stuff that pertains to legal hot topics; keep giving tips and advice. Don’t stop because once you stop it’s hard to jump back on.

4. Read.

Make sure you’re reading up on legal news and information so you look knowledgeable when tweeting or blogging. You don’t want to be just writing unidentifiable things to your audience. You want to be a thought leader, so people trust what you say and follow you.

5. And finally, make sure all levels of social media are integrating with each other.

You want to have one face for your firm, not 500. Keep the same message and direction with all platforms. And make sure you’re not just using Facebook, or just Twitter. Try out different types of social media tools.

Click here to read David Finche’s entire article, “Persistence, The Key to Your Social Media Stratetgy”