Business and law

Archive for September, 2011

There is no doubt that social media has started to take over the online marketing landscape for most business types.  However, lawyers have often asked the question whether or not they really need to be involved  in marketing their businesses on Facebook and Twitter.  The answer to this question is a resounding yes for many reasons.

First of all, Facebook currently has more than 500 million members.  According to their statistics, at least half of their members log in to the site each and every day.  When you think about that statistic, it’s staggering.  To have such a captive audience available to you 24 hours a day, 7 days a week is unheard of in the marketing world. Imagine trying to get your message out to that many people using television ads or magazines.  It could literally break the bank.  Plus, social media allows you to form relationships and connections with people on a personal basis.  Traditional advertising methods are one-way communication which does not allow you to engage the prospect.

Connect With The People

Sometimes lawyers are intimidating to your average person.  People know that, in order to see an attorney, they’re going to have to pay an hourly fees to even get in the door.  For social media savvy lawyers, these platforms can present a great way to make that first connection with someone who may need your services.  By offering up free tips related to your legal niche, people can develop a trust for you that will make them want to set an appointment to meet with you.

Facebook and Twitter are both great ways for attorneys to generate leads.  One way that you can do this is by offering free webinars related to the topic of your niche.  For instance, if you are a bankruptcy attorney then you might want to give a free webinar about the different kinds of bankruptcy and what they mean to someone’s credit score.  Think of the most common questions that you get and create some kind of a webinar or even a free report that you can give away to people to show your skills and professionalism.

Another way to you can utilize social media is by video marketing.  Creating short videos answering common questions and then distributing them to video sites can get your name out there quickly.  When people can see your face and hear your voice, they are much more likely to develop a bond with you.  You can post these videos on your Facebook and Twitter accounts for even greater distribution across the Internet.

Business to  Business Marketing With Facebook

If your type of law lends itself well to marketing to other businesses, you can certainly connect with business owners in a meaningful way on social media sites.  Once you set yourself apart as an expert by using video, free reports and other methods to show your authority, businesses will seek you out for advice.  If you have a website or blog, be sure to put Twitter and Facebook buttons on it so that people can share your content with others.  When you get involved in social media, it’s important to give people an easy way to follow you or become your friend on Facebook.

Building relationships and putting yourself out there free of charge is a great way to develop rapport.  If you want to compete in the online world, you have to give value to get leads.  Everything in social media is about value.  If people feel like you’re only there to do the hard sell, you aren’t going to get leads. Instead, you’ll turn people off.

Think of it this way: if you were going to a classy dinner party, would you walk in and start handing out your resume?  Probably not.  Social media is much the same.  People are normally there to relax and interact with each other.  They aren’t there to be sold to.  However, if they see that you are a professional who knows their business inside and out, they will think of you first when they need your particular services.  Plus, they will trust you because you have given value without asking for anything else in return.

Social Media Spans All Demographics

It’s important for lawyers to understand that social media is no longer just for kids.  Although it started out as a way for people to reconnect with high school chums and talk about their lives, it has blossomed into a huge business building opportunity.  The latest statistics show that 97% of people go online when they are looking for information on a new product or service.  If you have been around Facebook or Twitter at all, you’ve probably seen people recommend different products and services to each other.  Statistics show that 78% of people trust peer recommendations while only 14% of people trust advertisements.

When someone needs an attorney, chances are that they will go to a social media site asking for a referral.  If you are there and interactive, you are likely to be the one that is referred.  When people see that you are down-to-earth and not some stuffy lawyer who is too busy to interact, they will be much more open to meeting with you on a one-on-one basis. Again, because people are often intimidated by attorneys, social media can help you break down that barrier.

Reputation and Brand Development

Being involved on Facebook and Twitter is not only about generating leads but also about developing your reputation over time.  In addition, it’s important to manage and defend your reputation on the Internet.  Often, companies get complaints or attacks from competitors that can damage their online reputation.  By being involved in the Internet community via social media, you are much more likely to be able to defend the reputation of yourself and your business. Remember that you are building a strong online presence, so your reputation will be very hard to tarnish. You will be setting yourself apart as an expert and authority in your niche. In fact, never has it been easier to create a brand around yourself than it is right now as social media literally puts you in front of your target audience each day.