Social Media Marketing for Law Firms

{ {How Social Media Can Help Your Law Firm Grow and Develop

๏ CEO & Principal, Findsome & Winmore

๏ 20+ years of digital marketing experience

๏ Has worked with several hundred brands and 20+ law firms

๏ Frequent speaker to law firms and legal marketing associations

๏ Served as expert witness in the field

MATTHEW W. CERTO

© 2016 Findsome & Winmore


FOUND

๏ Should my company be on Facebook?

๏ Does anyone really use Twitter?

๏ How do you get to the top of a Google search?

๏ Should I have a blog?

๏ Is Google+ important to my business?

๏ What should I post on social media?

SIMPLE QUESTIONS WITH NOT-SO-SIMPLE ANSWERS

www.FoundTheBook.com

?


๏ Social Media 101

๏ Social Media Misconceptions

๏ Common Law Firm Problems & Solutions

๏ Q&A

{ T o d a y ’ s A g e n d a }


Social Media 101#1


๏ Social media has permeated every aspect of our society

๏ Social media is ever-evolving—at an incalculable pace

๏ Social media is the new news cycle

๏ Social media is happening whether you agree with it or not

{ S o c i a l M e d i a 1 0 1 }

FOUND

๏ Set Goals

๏ Build a team

๏ Identify the RIGHT social networks

๏ Decide on a plan to share content

๏ Set policy

๏ Measure success

๏ Adjust

WADING INTO THE WATER



Social Media Misconceptions

#2


{ S o c i a l M e d i a i s n o t … }



…simply another advertising medium









…linear



…linear



…linear



…linear



…linear


{ S o c i a l M e d i a d o e s n o t … }

…does not exist in a vacuum.

DIGITAL MARKETING: A FOUR STEP MODEL FOR FINDING NEW CUSTOMERS

2. Create Original Content via Blog

3. Optimize forSearch Engines

1. Define Your Audience

4. Engage withSocial Media


Common Law Firm Problems & Solutions

#3


{ P r o b l e m : N o b l o g / w e a k b l o g }


๏ Partners don’t believe

๏ Share data: clients spend 16 mins of every hour on social media

๏ Share anecdotes

๏ Ask if they want to be found on Google?

{ P r o b l e m : N o b l o g / w e a k b l o g }

“My BLOG has been the BEST DAMN MARKETING TOOL

I’ve ever had. And it’s FREE”

- Tom Peters

FOUND

๏ 57% of all marketers gained customers by blogging (Hubspot)

๏ 81% of US online consumers trust information and advice from blogs (BlogHer)

๏ B2B marketers who use blogs generate 67% more leads than those that do not (InsideView)

BLOGGING: BY THE NUMBERS



{ P r o b l e m : R e l u c t a n c e t o g i v e f r e e a d v i c e }

“58% of survey respondents indicated that

when they encounter a COMMON PROBLEM

they turn to the INTERNET”

- Pew Research Center

The creation and distribution of content that informs and influences a particular audience, but does not advertise or sell.

WHAT IS CONTENT MARKETING?






“The currency of a law firm is intellectual capital”

—Andrew Meranus, PR Newswire



๏ What should I do if my employer isn’t paying me overtime?

๏ What should I do if I get a DUI?

๏ How is alimony calculated in the State of Florida?

{ A n s w e r q u e s t i o n s ! }


{ P r o b l e m : I n a c t i v e a t t o r n e y s }


๏ Enlist senior partners

๏ Train and educate

๏ Show links between activity and efficiency

๏ Remind them that people buy from people

๏ Appeal to the competitive element

{ P r o b l e m : I n a c t i v e a t t o r n e y s }


{ P r o b l e m : O v e r w h e l m e d s t a f f }


๏ Look before you leap: plan

๏ Start small

๏ Develop a content calendar

๏ Engage others / divide and conquer

๏ Don’t delegate strategy to the interns

๏ Use tools like HootSuite/Sprout Social

{ P r o b l e m : O v e r w h e l m e d s t a f f }


{ P r o b l e m : B o r i n g c o n t e n t }

The creation and distribution of content that informs and influences a particular audience, but does not advertise or sell.

WHAT IS CONTENT MARKETING?

FOUND

DEVELOPING AUDIENCE PERSONASAudience Profiles - XYZ Law Firm

Name Demographic Snapshot Motivational Overview Online Communities

Herb 64-year-old male, high net worth, drives a Mercedes

Interested in estate planning issues as he heads into

retirement.

Facebook, LinkedIn, Forbes

Nancy

29-year-old female, shares an apartment with a roommate,

commutes on the subway, very little disposable income

Interested in the ins and outs of pre-nuptial agreements as

she prepares for marriage.

Facebook, Instagram, Twitter

Thomas 42-year-old in-house counsel for a publicly-traded corporation

Wants to know more about creative ways to manage his

caseload effectively

LinkedIn, Twitter, Medium


BLOG WRITER’S BLOCK

What’sHappening

In YourBusiness

WhatTruly Matters

To YourCustomers

What You ShouldBlog About

Write About This: Not This:A shift in your industry

A problem you solved

An idea that helps your clients

3rd party endorsements

Testimonials

Important personnel changes

A new product

Something original

Staff Birthdays

Summer vacations

A profile on the interns

Your favorite coffee drink

Pet names

Hobbies

Off-topic musings

How great you think you are

WEB CONTENT DO’S & DON’TS


Q&A#5

{ T h a n k Yo u }
