So, let me guess: you have a social media profile, post stuff occasionally, but aren’t reaching your target clients. There’s very little engagement with your posts, and you’re certainly not generating any new business for your law firm. Sound about right?
Don’t worry. We’ve all been there. I experienced the same frustration when I founded my law firm. Over time – and through a lot of trial and error – I learned that social media can be an incredible tool to develop new business, but you’ll need a plan for how social media marketing can be used to attract new clients. And the first step in putting together your plan is establishing your communication strategy.
Who are Your Ideal Clients and How Can You Help Them?
To craft the right messaging on social media, you must first identify who your ideal clients are and how you can help them. This sounds elementary, but it will enable you to develop content that resonates with your target audience and demonstrates that your legal services are relevant and useful.
For me, the answer is simple: my ideal clients are lawyers and law firms, and I can help them bring in new clients through social media and digital marketing. Specifically, I can help law firms plan, prepare, and execute online marketing campaigns, and also train and coach lawyers on effective marketing strategies.
Your answer will likely be different (hopefully, for my sake). You may say that your ideal clients are people charged with serious felonies, drug charges, and weapons possession within 15 miles of Boston. Perhaps your ideal clients are entrepreneurs in the technology industry, and you can help them protect inventions through copyright, trademark, and patent protection.
Whoever your ideal clients may be, start by identifying their common characteristics and various ways you can help them. The more specific you can be, the better you can plan your online marketing strategy.
What Makes You Unique?
Your next step is to articulate the characteristics that make you unique. In other words, there are a lot of lawyers out there – what sets you apart from your competition?
What sets me apart from other social media marketing companies is that I am both a practicing attorney and social media marketing consultant for lawyers. I’ve practiced for over ten years in both litigation and transactional practices. I understand the challenges lawyers face, the complicated legal advertising ethics rules, and I speak your language. It also helps that I’ve authored six books on social media for attorneys, teach social media law as a professional and accredited CLE presenter, and have built my own practice using only social media and digital marketing.
Your answer will undoubtedly be different. You might say that you have personally endured a difficult marriage, filed for divorce, and fought for custody of your children through the court system. You can, therefore, empathize with your ideal clients, provide personal counsel and support, and advocate for their rights with confidence knowing you once stood in their shoes.
There’s an endless number of qualities that make you unique. Maybe you have helped hundreds of homeowners avoid foreclosure, or perhaps you leverage technology to get high-quality results for a low cost. Whatever makes you special – figure it out – because that will enable you to develop a communication strategy that will help you attract new clients on social media.