WEBSITE : IT ’ S YOUR HOME
The importance of a website that reflects your brand and vision must not be overlooked . While your firm may not need a robust transactional site , you do need an online presence that immediately conveys your firm ’ s credibility , core services , and calls to action .
It ’ s very simple : Everybody that you do business with is going to come to your website at some point . Most will just look you up on Google . Consider your website your home . It should consistently represent your legal brand , in both visual look-and-feel as well as messaging .
You can also use your website as a home base for email marketing tactics that don ’ t require a lot of extra effort and keeps you out front . Your website can house all your most important content , especially explainer videos , an incredibly powerful marketing tool in the legal industry right now .
Likewise , you can leverage leads that come in through your website for something called hyper re-targeting . This is a marketing tactic that allows you to send targeted content back to leads that asked Google a basic legal question that led them to your site in the first place . Relevant content is most important . Google demands it . Connecting the dots , you can then re-target that lead with complementary or relevant content that answers the question more in-depth or in a different way , such as a video that explains your type of law or provides more substantive information about what they were searching for on the web . Most of your competitors do not do this strategic plan . Always put yourself in the client ’ s shoes , not yours .
SOCIAL MEDIA : WHERE TO BE REAL
Last , but we know certainly not least these days , is social media marketing . Having a social media strategy will carry your brand vision for years to come . But everybody ’ s wondering what platforms are worth the effort , how to keep up with fastpaced changes in social media trends , and which types of content pay off in the complex social media sphere .
In many cases , your guess is as good as any advertising agency ’ s . We ’ re all just trying to stay out in front of the social media monster . And while you may not do it perfectly , the worst thing you can do is not engage in social media at all . That leaves a hole where you should have a significant engagement channel with clients , prospective clients , and the public . The most successful lead gen company , Social X , in my opinion has hung their hat on Facebook . What are you doing ?
• Facebook : Meta ( Facebook and Instagram ) is still dominating . So , your firm will have to learn how to leverage Facebook ; the best way is to make it the “ face ” or personality of your brand . Figure it out !
• YouTube : If your law firm is not currently developing video content , it ’ s time to get in the picture . You can see the future of legal video marketing at Crisp Video Productions . There are numerous other opportunities . Ask yourself why YouTube is the second biggest search engine after Google . Wait , doesn ’ t Google own YouTube ?
• LinkedIn : No attorney should overlook this definitive online professional business-tobusiness , people-to-people networking platform . It can boost your firm ’ s credibility overnight and help you communicate directly about diversification into new sectors .
No matter where you are online , remember one thing : social media is the clearest path to humanizing your brand . You cannot fool your audiences . You must be transparent and engage with your prospective clients ’ most pressing concerns . It ’ s your best chance to be real . Credibility is the key to getting better cases and better clients . If you think just plowing money into the same advertising messaging , just like your competitor ’ s is not your best option .
CULTURE
My father said to me many times , “ Nobody cares how much money you have when you die . You will be judged by how you treat people .” Culture is the backbone of how you and your organization click . A great example of culture is how The Ritz Carlton organization treats and services their customers . You feel great when you check in , stay , and check out . How people feel about you is everything when it comes to customer service . Great culture starts and stops at the top . Yes , you ! Great culture keeps people , gets people and represents your character .
The above points are only a starter for your vision and how you want to run your ship .
30 x The A-List