If you’re fresh out of law school, you might consider starting your own law firm. In order to succeed, having the ability to find new clients will become the foundation of your success.
One of the first things you can do to spread the word of your career is by simply talking about it. Whenever you meet new people, let them know you’re a lawyer.
What you shouldn’t be doing is giving away free advice but instead discuss what it is your law firm can do and how they can get in touch with you.
If you want a few more ideas on how an attorney can get clients, here’s a list of ideas to help you grow your firm.
Friends and Family
Your friends and family will be one of the best referrals to help you find new clients as an attorney.
Since they know you best, you’ll become the first person they’ll mention if one of their friends or someone they know needs a lawyer.
If you’re opening a new firm, be sure to send an announcement via letter or e-mail to let everyone know.
Join the Bar Association in Your Community
If you have absolutely no connections, the first thing you should do is join any bar associations of committees in your community. Making connections and building relationships with other attorneys will give others a chance to get to know you and what you do.
Eventually, this can lead to mutual exchanges of clients back and forth. If one of your new connections has a client they can’t help (i.e. your connection is a divorce lawyer looking for legal advice for a car accident) they may refer that client to you.
In exchange, when you get clients at your law firm seeking services you don’t provide, you can refer them to someone in your list of connections.
Develop Your Online Presence
Social media and online browsers are great places to start finding clients as an attorney.
Get started with a website. Having a website allows you to showcase your previous cases, give information about your law firm, and most importantly, let’s visitors know how you can help.
Once thing to consider when setting up a website to find new clients is your domain name. The domain name you choose for your law firm’s online identity should stand out and briefly highlight your area of expertise. Make sure you choose the right domain name for your law firm before going live.
With your newly made law firm website, you can begin to share your knowledge on a blog. Blogging allows you to share content about your law firm in a way that connects with prospective clients dealing with legal problems.
Articles like, “What to do if you want a divorce” or “Steps to take after a car accident” provide information people may be searching. Of course, within articles like those will include “contact a lawyer to start a consultation.” If you’re content marketing is done well, you can use blogs to attract visitors to your website, get them to contact your firm, and potentially increase the number of clients you get.
With a blog for your law firm’s website you can begin sharing content on places like Facebook, Twitter, Instagram, LinkedIn. Sharing on these platforms allow you to make direct connections with those who may need your legal services.
As your social media channels grow in size, you can occasionally share promotional posts such as “Get a free consultation” or “You pay if we win!”
Posting frequently on social media is how you’ll stand out online. While this may seem like an added amount of work, your posts have the ability to get new clients organically. An alternative to this would be advertising.
Creating a pay-per-click (PPC) campaign with Google will put your law firm’s website at the top of the search engines. Instead of worrying whether your website is ranking high in the search engines organically, you can use a PPC campaign to put you at the top.
Google AdWords uses keywords to match your ads with someone searching for it. For example, if someone was searching for, “attorneys in New York,” having an ad using that phrase will increase the likelihood of it being clicked. However, depending on where you live and what area of practice you are in, Google AdWords can be very expensive.
Facebook Ads is another way for an attorney to get new clients. You can modify your ads to target specific groups of people and create a distinct purpose. Facebook ads can be used to grow your social media page or directed toward a contact page or get in touch with your firm.
You can also create ads for LinkedIn and Instagram depending on your practice and how detailed you know your prospective client types.
When using online advertising to push clients to your website, be sure to send traffic to pages that convert. You could end up paying a lot of money if you’re web pages are not created to turn a curious visitor into your next client.
Attorney Lead Generation Services
If you’re not good with technology, social media, or websites, you can use an attorney lead generation service to find new clients.
Total Attorneys and AttorneyBoost are services which allows you access to a pool of people looking for a lawyer. Total Attorney handles your marketing and sends traffic to your website.
Online attorney solutions vary in quality of clients and conversions on your website. Use these with caution.
As an attorney, getting clients is the key to a successful legal practice. How you find clients will require a combination of the above ideas in addition to the methods you discover and learn.
Lawyers depend on advertisements to build an awareness of their legal services and attract new clients to their firm. While traditional methods are still in use, online marketing (via hiring the best Facebook Ads agency and the best Google Adwords marketing agency) are becoming the common trend for advertising.
If you’re considering to use advertisements for your law firm, here are some of the biggest mistakes lawyers make and what you can do to avoid them.
Unfocused Marketing Campaigns
You may have a large budget to spend on marketing your law firm, but if you don’t have a focal point you’ll be spending your money on nothing. You can create a generic “contact for a free consultation” marketing message and take anything that comes in the door.
Or, you can segment your marketing message and target the specific legal services you offer. Invest your time and money creating marketing messages related to the specific cases your law firm handles.
Once you concentrate your marketing efforts you can find the right prospects for your firm.
Poorly Written Content
The content you publish on your website is a representation of you and your law firm. The internet is filled with spammy websites and people know when they’re being sold to.
Your content should be informative, error-free, and relatable to the people you think will read it.
Also, to improve the effectiveness of your content, add logical and emotional reasons to hire you. People are searching for someone who can truly help them with their problems.
Use your content to tell people you understand what they are dealing with and that your legal services are here to help.
Asking For Too Much
Your advertising efforts may be effective and delivering high traffic to your website. However, you may find that no one is contacting you for more information or to start a consultation.
If you’re asking prospective clients too much information in your contact boxes, many prospects are likely to turn away. People are constantly concerned about their privacy and with the rise of identity theft, there is a hesitancy to sharing personal information online.
Nonetheless, lawyers require some information to begin evaluating their case and being able to respond to it. Only ask for as much as you need and after receiving their contact information you can begin to ask the questions needed to get their case started.
Complex Web Design
There’s nothing more frustrating for a visitor to a website than a complex and confusing web design. This is known as your bounce rate, which is the number of visitors that come to your website then leave right away.
When you’re putting your legal services online, consider your visitors. Ask yourself these questions:
What is the most useful information my visitors need?
Is my contact information easy to access or will a visitor have difficulty finding it?
Does my website invite visitors to join my social?
Would adding a pop-up lead capture improve my conversions from visitors to clients?
If you’re struggling to come up with an effective web design for your law firm, consider these best law firm websites from 2017.
Also, if you have analytics set up on your website (i.e. to monitor where visitors are coming from and where they are frequently visiting) find your best content and feature them in the sidebar of your content pages.
Spending Your Entire Marketing Budget
Whether you’re using Facebook Ads, Google Adwords or and Instagram advertising agency, you have complete control over the duration and style of your marketing campaign. If you spend your entire budget without testing different ideas, you may end up with a lower return than you hoped for.
Start by setting your budget low and creating a series of tests to see which messages make the most impact on your target audience. The analytics offered in Facebook Ads and your Google account can help you determine which campaign is effective and could use more of your marketing budget.
Incongruent Landing Pages
In the world of advertising, having a congruent message is crucial. You’re marketing message and your landing pages should live up to the promise you’re making.
Advertising something like, “Steps to take after getting in a car accident,” then sending them to a landing page with a promotion to your service may not deliver the best results.
The purpose of proving valuable content online is to establish yourself as an authority in law as well as trustworthy.
Use your landing pages to capture leads in exchange for content that people are looking for.
Not Focused On Converting Visitors
You can spend thousands of dollars on advertising to get traffic to your website. However, if your website is not developed to turn those visitors into clients, you’ll be wasting your marketing budget.
The purpose of any website, especially a lawyer’s website, is to convert visitors into clients. There are many ways to do this. You can send visitors clicking on your Facebook Ads to a landing page requesting their email in exchange for valuable content.
Or, perhaps the most effective method of converting traffic, is by adding live chat to your website. Having the ability to communicate with visitors while they are live on your site allows you to address any questions they may have and arrange a consultation immediately.
The alternative would be to hope they find your contact page and send you an inquiry.
Not Having A Unique Selling Point
Having a distinct call to action is an important feature for any lawyer’s website. In addition to that, your website should have a unique selling point which differentiates your legal services from others online.
What makes you different from other law firms? How can you help more than other law firms with the same legal services?
Having case studies and client referrals on your homepage are one way of showcasing your legal abilities to prospective clients. However, you should take a moment and ask yourself what can you offer that differentiates you from your competitors.
Now that you know some of the mistakes lawyers are making with their advertisements, you may want to review advertising regulations from the State Bar.
Getting your law firm noticed can be one of the most challenging parts of your legal service. While traditional methods of advertisement (i.e. newspaper, radio, etc.) may still have some effect, in today’s smartphone-driven world, lawyers using Facebook Ads can give them an added advantage. We suggest hiring one of the best Facebook advertising agency to get you up to speed.
Before getting started, you may want to review this article about Facebook Ads. It’s an overview of Facebook Ads and can help you get started.
In this article, let’s look at the reasons why lawyers should be using Facebook Ads and how it can benefit the firm.
Access to Prospective Clients
Facebook is more than just a place to communicate with friends and share cute videos of cats. Many businesses are using Facebook because of the possibility of building strong relationships with their customers and clients.
Start with a Facebook page. Then share relevant content that people will want to read. Let your law firm website be the place where you advertise your services and your Facebook presence be where you establish a connection.
Facebook is a huge marketplace where people are sharing personal information about their daily lives. From their upcoming divorce to a recent car accident, Facebook gives you access to many prospective clients.
Target Specific People
Looking at the advertising potential of Facebook, the ability to create demographic specific ads allows you to target more people likely to use your legal services.
Facebook Ads has evolved significantly in recent years. They continue to make modifications and improvements to the way you can set up your ads.
For local businesses, the benefits are big. Being able to target specific regions of a city or groups of people experiencing similar problems can guide you toward a more effective Facebook Ad campaign.
Aside from the targeting abilities Facebook Ads provides, you also have unlimited potential for customizing your ad campaigns.
Consider creating a unique landing page on your website that directs people clicking your ad. Send them to an email list subscriber or request a phone call right away.
The most important thing to do is to have a landing page that is related to the Facebook ad you use. Here are a few things you can put on your landing page to improve your ads performance:
Your call to action (i.e. submit your email or give us a call).
Keep your landing page short and to the point. The purpose of Facebook advertising is to direct prospective clients toward contacting your law firm. If you have too much on your landing page, it can be overwhelming and cause visitors to leave right away.
An alternative to the landing page approach may be to send those who click your ad on your Facebook Fan Page. When they’re there, you can offer a valuable piece of content for their contact information.
Unlike Google PPC, which has competitive keywords costing more than $100 per click, Facebook Ads can be very cost-effective and you can find some of the best google adwords agencies that can help you execute these campaigns.
If you’re doing the advertising yourself, it may take some time to find the right combinations before you discover an effective ad result.
In contrast, there are many digital marketing services that can offer their expertise in creating a campaign that fits your budget.
Whether you want to spend a few hundred dollars per month or significantly more, you can set up a campaign and measure the results. Knowing where your budget is going and evaluating the return on investment is just another get advantage that Facebook Ads has for lawyers.
Share Your Expertise
Let’s face it, people are using Facebook to be entertained and stay connected with their loved ones. They don’t enjoy being bombarded by advertisements selling products and services.
If you’re going to be using Facebook Ads to attract clients to your law firm, you’ll have to provide valuable information.
If you’re a personal injury lawyer, consider sharing an article like:
Car accidents occur daily and studies have shown that most accidents occur because of these major reasons.We discuss 7 reasons how personal injury lawyers help and how you can reduce the stresses that come with getting in an accident.
If your focus is a divorce lawyer, you may want to try:
Studies show that children live unsatisfying lives and perform poorly in school when their parents are conflicting at home.We discuss 5 reasons why children can benefit from divorce and live happier, more successful lives.
Providing posts like these for Facebook users allows you to interact directly with prospective clients. Instead of selling your services you can create a relationship that makes you an expert on the legal practice you specialize in.
Build Community Awareness
Even though you are sharing content and providing valuable information, people may not inquire about your legal services right away.
From a consumer’s perspective, it takes multiple encounters with a brand before they make the decision to purchase. With the impacts of marketing and the skepticism of today’s consumers, that number continues to increase.
As you build awareness within the community, you’ll be able to stand apart from other law firms that don’t offer additional information to those on Facebook.
Facebook Ads is just one way to get people to recognize your legal services. You should also consider an Instagram advertising agency as they work hand in hand with Facebook. When people start reading your articles, they may have questions related to their situation. Having other tools on your website, such as a Customer Response Management app, can help answer their questions and set up a consultation at your office.
Check out this article on CRMs for lawyers to use in combination with your Facebook Ad campaigns.
This is not a requirement to use Facebook Ads, however your Facebook Page can be used strategically to market your law firm.
Facebook pages allow you to create a community surrounding your legal services. Here you can showcase your latest law related blog posts and other promotional information to everyone who likes your page.
As well, you can use Facebook Ads to drive traffic and engagement to your page to boost your online presence and, reputation.
When you’re just getting started with Facebook pages, the best thing to do is grow your page organically to increase credibility and engagement before using Facebook Ads to achieve your goals.
For the remainder of this article, let’s focus on creating a Facebook Ad and how you can use it effectively for your law firm.
What Can Lawyers Do With Facebook Ads?
Facebook Ads is divided into 3 objectives:
Awareness. Use this objective to create interest in your law firm (i.e. online branding).
Consideration. Use this objective to get people thinking about your law firm and gain access to more information (i.e. articles, contact info, etc.).
Conversion. Use this objective to encourage people to contact your law firm to arrange a consultation or use your legal services.
The goal of your advertising campaign will be different depending on what you are trying to achieve.
If you’re looking to grow your online presence, creating awareness and consideration ads will be your best choices.
If you’re looking to get people to call your office and set up a consultation, creating conversion ads will help you achieve that.
Once you have determined the goal of your advertisement, it’s time to create your first Facebook ad.
Once you have set up your account, you’ll have access to the Ads Manager Dashboard. Here you can use Facebook’s Guided Creation to create your ad.
In this example, let’s look at how to set up a Facebook Ad to drive more traffic to your law firm’s website.
After selecting Traffic under the CONVERSION objective, scroll down to continue. You’ll notice an option to create a Split Test.
If you’re unfamiliar, a split test allows you to create two ads and test them to see which ad performs better.
With Split Testing, you can create different ads that target the same people, use the same ad to target different people, or experiment with different ad delivery methods.
Facebook provides all the analytic tools to measure the results. Depending on how you setup your budget, you can choose to split your budget to run both ads equally or let Facebook decide which is the better ad and use more of your budget.
WHERE TO SEND TRAFFIC
You’re in complete control of your Facebook Ads. When you’re setting up your ad, you can choose to send people who click on your ad to your website, a Facebook Page, or even Facebook Messenger to start a conversation right away.
Not sure where to send people who click on your Facebook Ad?
Try a landing page. Landing pages are single pages online that can be designed like your Facebook Ad with more details about your law firm, how to get in touch, or other information you want to provide.
DO YOU HAVE AN OFFER?
Sometimes, it can be an effective strategy to provide an special offer in your Facebook Ads.
This can be a free 30 minute consultation, reduced rates for a specific legal service, or something else related to your law firm.
Offers can be limited in time (i.e. offer ends November 15th) or amount (i.e. available only to the first 15 people).
The benefit of setting up a Facebook Ad with an offer is that people who see this ad can save it and receive notifications about it.
VARIABLES FOR YOUR FACEBOOK AD SPLIT TESTING
As mentioned before, split testing lets you control different variables relating to how your Facebook Ads will be viewed online.
There are 4 options:
Creative. Allows you to use all variables, 2 to 4.
Delivery Optimization. Allows you to choose how your ads are delivered. You can focus on getting Link Clicks, Landing Page Views, Impressions, or Daily Unique Reach.
Audience. Allows you to define two set of audiences to serve your ads to. You can choose Location, Age, Gender, Languages. As well, you can select some detailed targeting depending on people’s demographics, interests, or behaviors. As an example, divorce lawyers may want to target people between 25 to 35 as this is a common age when couples experience divorce.
Placement. Allows you to choose where your Facebook ads will be placed. Facebook has a range of advertising access. You can feature your ads on Facebook, Instagram, and their partner network. As well, you can choose to have your ads featured in people’s newsfeeds, side column and more.
Consider placing an eye catching ad in a new feed to drive traffic to your legal services.
Notice: Most Facebook Ads are charged based on Impression. This means, each time Facebook serves your ad, you’ll be charged. If you’re looking for a different advertising method, try Google Adwords for Lawyers. With Google, you can set up a pay-per-click ad campaign.
BUDGET & SCHEDULE
Once you have determined how your ads will be delivered, who your target audience will be, and where your ads will show up, you can set your budget.
With split testing, you can start with an even split then select to end the test early if one of your ads performs better than the other. This way, you can gain the most results from your Facebook Ad.
DESIGNING YOUR LAWYER AD
It’s time to design the ad for your legal services.
Start by naming your ad. Then, decide whether you will be connecting your Facebook Page to the ad or not. If you don’t have a Facebook page, be sure to click “Don’t Connect a Facebook Page.”
Next, choose the ad format you want to use.
The next step allows you to add photos to your ad. Facebook offers some Free Stock Images or you can upload your own.
Design Smart Lawyer Ads
Figuring out Facebook Ads can itself be difficult. However, creating an effective ad can be equally challenging.
There is no one design that will send people to their phones and to contact your law firm. This is where Facebook’s split testing allows you to create variations in your ad designs to see what works, and what doesn’t.
Here’s some sample ads to give you ideas for creating your own Facebook Ads:
When you’re satisfied with your ad design and have set up a billing account, you can create your ad and test the results.
Should You Use Facebook Ads?
Marketing your law firm using Facebook Ads provides you an opportunity to find client referrals and expand your legal services.
Although Facebook is used predominantly for entertainment and staying connected with friends and family, it can be used to reach new people, build your online presence, and give access to legal services.
Facebook ads are just one way of marketing your law firm. You may also want to give Google Adwords a try.
Google Adwords has 4 kinds of ads you can use to attract clients to your law firm. Those are: Display Ads; Video Ads; Search Ads; and, App Ads.
Display Ads. Google has a network of websites where your ad will be featured. These are the banner ads you see at the top and side of websites.
Video Ads. If you’ve made a promotional video for your law firm, you can use video ads which can attract new clients from YouTube.
Search Ads. These are the ads found at the top and bottom of every Google search.
App Ads. You probably won’t use App Ads since they are focused on promoting an App.
Getting Started on Google Adwords
If you’re completely new to Google Adwords, you can contact one of Google’s support team and they’ll walk you through the set up, free. Or, you can continue reading this article to see a step-by-step tutorial to getting started and running your first PPC campaign.
After clicking START NOW you’ll be taken to a signup page. Enter your email address and lawyer website then click next.
With GMB, you can create a free marketable tool for your law firm. Start by submitting your law firm’s location and other business information. Once your account if verified (you’ll receive a verification code in the mail) you can help potential clients find your business and learn more about your services.
Now that you have a GMB listing, you can create a new AWE campaign.
After selecting your GMB listing, there are 3 easy steps to get your ads up and running:
Start by picking a goal.
Do you want prospective customers to call your law firm?
Visit your law firm?
Take a specific action on your website?
After choosing one, you’ll be requested to “Pick Goal”
The next step allows you to choose your location and the range around it to target your ads. If you’re law firm operates in various locations, you can select “In specific cities, states or countries.”
After you have chosen your location and range, you can define your service using keywords prospective clients may be searching for.
Example. Law firm, Defense lawyer; etc.
The next step requires you to write the ad.
Once you have crafted your ad, you’ll have to confirm your phone number:
The last step requires you to determine your budget. You determine your daily budget which will be calculated into a per month maximum.
You will only pay when your ad has been clicked on and when your budget is spent your ads won’t display until the next day.
You can set up a budget as low as $1.64 USD per day up to $76.32 USD per day.
Clicking next will take you to a review page where you can check the detail of your ad before it goes live.
If you haven’t set up a payment method, you’ll have to submit your credit card information to finalize your ad.
GOOGLE ADWORDS VS. GOOGLE ADWORDS EXPRESS
If you’re unsure about the differences between Google Adwords and Google Adwords Express, here’s side-by-side comparison:
Google Adwords Express
Pay only when your ads are clicked
Pay only when your ads are clicked
Advanced features requiring: keyword selection, bid pricing, and account structuring
Minimal management: simply setup your ads and let them run
Can be difficult for new users
Easy to use
Adwords account + Credit card
Adwords express account + Google My Listing + Credit card
You choose all your keywords + phrases
You choose some of your keywords + phrases; Google will come up with more related to your ad
Here’s a question that’ll give you a deer-in-the-headlights look: what social media platform should you focus on?
You’ve heard a little bit about Twitter, you use Facebook to keep up with your friends and family, and you watch YouTube everyday, but how can you use any of these platforms to advertise your legal services?
That’s not the only question you have about social media. I’m sure you’ve asked yourself one or more of the following:
Can I be on more than one platform?
How do I get more people to follow me on this platforms?
What if I don’t do it right?
How do I find time to post on social media when I’m already busy as it is?
If you’ve asked any of the above questions, this post is tailor-made for you. We’ll tackle all of them (and more). By the end of this post, you’ll be confident in which social media platform to choose and how to work it like a boss. Are you ready? Let’s do this!
Here’s some totally non-creepy advice: find out where your ideal client lives (online) and set up shop there.
If you’re focused on corporate, tax, or labor law, your clients are probably on the social platform LinkedIn. LinkedIn is for professionals who are looking to hire for their companies. That’s why it would make sense to be there if your law firm services businesses and not individuals.
On the other hand, if you’re focused on individuals and not businesses, you’ll find more success on platforms like Facebook. Family law, personal injury, and bankruptcy lawyers can do well with a representation on Facebook.
We’ll go into more detail a little further down below.
Can I be on more than one platform?
Absolutely. You can be on one or five. That said, you don’t want to spread yourself too thin. It takes time and effort to make posts for each platform. If your target client doesn’t exist on a specific platform, there’s no need to be there, no matter how popular that site is.
For example, if your client is all corporate all the time, there’s no need to be on a personal-leaning platform like Instagram.
Don’t post sporadically. If you post multiple times per day every day for two weeks and then go dark for two months, you’ll lose a lot of subscribers when you decide to post again. Why? Because they’ll forget who you are and wonder why you’re posting in their feed—or they’ll just unsubscribe after your lengthy absence because they figure you’ve left for good.
Also, engagement matters. You can’t just post a bunch of self-promotion about you and your law firm. You should take the time to interact with your followers. Answer their questions, even if they’re not directed directly at you.
What if I don’t do it right?
Unless you infuse politics, religion, and too many cat pictures in your social updates, you’re going to be fine. Scratch that last part—there’s never enough cat pictures on the Internet.
The most important thing to remember in your social strategy is to provide value to your fans and followers.
What does this mean for a law firm? Discuss current topics, especially those related to your area of practice. Are you an immigration attorney? Highlight human interest stories in the media that may inform or entertain your followers. Are you a labor attorney? Your audience may enjoy a series of visual infographics that illustrate (and make plain) current labor laws.
Remember: Don’t aggressively tout your services. Give as much information as you can. They’ll crave more.
How do I find time to post when I’m already busy as it is?
For just about every social media platform, there’s a scheduling service that can help you automate your posts. We’ll highlight them below.
You have 140 characters or less to say something epic. The average Twitter user is between the ages of 18-49 with a college degree. Slightly more men are on Twitter.
Types of lawyers who should consider this medium: Bankruptcy, Business (Corporate), Civil Rights, Criminal, Entertainment, Environmental, Family, Health, Immigration, Intellectual Property, Labor, Personal Injury, Real Estate, Tax
Why you should consider this medium: Twitter is great for connecting with other lawyers, sharing inspiration with your followers, and providing quick bursts of useful information.
When to post: 1pm – 3pm Monday through Thursday and Sunday
When not to post: 8pm – 9am everyday and Fridays after 3pm
How often: three times a day to as much as you’d like
Best practices: +Use Buffer or Hootsuite to automatically post, even when you’re away from your computer. +Ask questions and post polls to encourage interaction. +Use a lot of #hashtags (around five is the sweet spot). +Follow new people every day to grow your potential followers. Use Twitter’s “who to follow” recommendations to find more people who’ll love your content. +Favorite retweets to show your gratitude.
Approximately one out of every seven people on earth have a Facebook profile. That’s reason enough to create a business profile here.
Types of lawyers who should consider this medium: Bankruptcy, Civil Rights, Criminal, Entertainment, Environmental, Family, Health, Immigration, Intellectual Property, Labor, Personal Injury, Real Estate, Tax
Why you should consider this medium: Use Facebook to grow your community, promote events, and help explain complicated subject matter. There are a lot of people on Facebook, so it’s a good place to start no matter what type of law you practice.
This visual medium appeals to the young crowd (under 30). It’s used mostly by women in urban areas.
Types of lawyers who should consider this medium: Criminal, Entertainment, Family, Immigration, Intellectual Property, Personal Injury
Why you should consider this medium: Instagram is all about visual stimulation. Use this platform to share daily inspirational quotes, post behind-the-scenes images, and share a day in your life. You can also post graphics that illustrate a complicated law or idea.
When to post: Daily
When not to post: n/a
How often: Two times per day
Best practices: +Hashtags are your friend. Use them to get discovered in organic search. +Follow hashtag trends and engage in the conversation. +Encourage user-generated content by asking your followers to post under specific themes with your personalized hashtag. +Use captions for clarity. +Follow those who follow you and like your posts. +Use high quality images. +Use services like Schedugram, Onlypult, and Latergram to schedule out your Instagram posts.
The largest demographic on YouTube is between the ages of 25 to 44. It’s highly targeted to millennials, though.
Types of lawyers who should consider this medium: Bankruptcy, Business (Corporate), Civil Rights, Criminal, Entertainment, Environmental, Family, Health, Immigration, Intellectual Property, Labor, Personal Injury, Real Estate, Tax
Why you should consider this medium: YouTube is the second-largest search engine in the world. It also serves as a wonderful discovery engine. Your client can reach you simply by typing in keywords like “bankruptcy law for Florida.” As long as you’ve added this term to your video, you’ll pop up in the search results.
How often: It’s more about consistency than how many per week
Best practices: +Keep your videos under three minutes long. +Unless your law firm is moonlighting as a sitcom, don’t include a long intro with a theme song. It’s a waste of your three minutes. +Post on a regular schedule, whether that’s once per week or specific days each week. +Respond to comments. +Film your video in landscape mode, not portrait.
Approximately 69% of Pinterest users are women. Sorry James Brown: on Pinterest, it’s a woman’s world.
Types of lawyers who should consider this medium: Bankruptcy, Family
Why you should consider this medium:
If most of your clients are women or families, you should definitely consider creating a profile on Pinterest. It may even be a good idea to pay for promoted pins (this is a paid ad on Pinterest).
When to post: 2pm – 4pm and 8pm – 1am
When not to post: 5pm – 7pm
How often: Five posts per day
Best practices: +Add a thorough description on your pins (this is what they call a post on Pinterest) to make it easy for people to find you. +Vertical images are better than horizontal. +Use Tailwind, Viraltag, and Viralwoot to schedule your pins on Pinterest.
Best practices: +Give endorsements and get endorsements. +Write posts on your legal discipline to increase your expert status. +Focus on writing how-to and list-based articles. +Add photos and videos to spice up your posts. +Join legal groups. +Don’t include #hashtags (it’s not useful).
+Interact with your audience whenever possible. Respond to comments. +Use the 80/20 rule. Post helpful content 80% of the time, and market yourself 20% of the time. +Only focus on the social platforms that provide you with the most engagement. +Create a consistent visual brand on your social media platforms. Check out this post for more details on how to build a visual identity.
Choosing the perfect social media platform isn’t so hard now that you’ve got this guide to help you out. Remember that there’s not a one-size-fits-all solution for your legal practice, and you may have to experiment with different platforms to see which one gives you the best results. If you need extra guidance, we’re here to help you every step of the way.
Would you like an example of law-related brands that get it right on social media? Subscribe to receive this extra resource.
As an eternal optimist, I’m going for the latter. In fact, I don’t think it’s sad at all that most people prefer watching video. It just proves that most of us are visual thinkers.
While I’m a big champion of the written word, I’ll also argue for the use of video in your lawyer marketing strategy. Video can reel people in, help them “meet” your brand, and add tone and humanness to your online marketing efforts.
Together with written content, video can educate your prospective clients. It can also increase your brand’s trustworthiness. Let’s take a look at why you should consider video marketing in your ongoing effort to attract more clients:
Prospective clients are much more likely to trust you if they can see you with their own eyes. This includes observing your body language and hearing the inflection of your voice as you speak. Without these social cues, clients must rely on the other content you’ve produced to gauge whether or not to trust you.
Thanks to smartphones and associated apps, producing a video doesn’t need to be a Hollywood-style endeavor. It’s you, a camera, and a microphone. If you want to get fancy, you can purchase an entire light kit for less than $200 on Amazon. This kit includes lights, stands, and three backdrops to add a professional look to your video.
For me, it’s vice versa. But for you, it may be easier to speak extemporaneously or with a very light outline. If you hate writing and find it easier to just start talking, you can use video to sell your services to potential clients.
It’s great for SEO.
We’re all fighting to dominate the search engine results page, but there’s one secret way that may push you to the top of the results: YouTube video.
Google actually owns YouTube. If you create a YouTube video and assign a relevant keyword, your video may rise above everyone else’s content to occupy a prominent spot in the search results. Observe:
Google Search: How to pay for an old ticket
Google Search: Do I own my music if it isn’t registered
Some of these results are seven years old. In Internet years, that’s equivalent to 60. Pair this knowledge with the fact that Google’s search bots are constantly looking for relevant and updated information to give to its users. If you can create such a video, you’ll knock these ancient videos off their throne and become the new leader. The king is dead; long live the king.
Three Types of YouTube Video to Use
Now, let’s take a look at how you can use YouTube video to advertise your law firm and get more clients.
A Brand-Focused Commercial
Create a commercial for your law firm. This is your opportunity to connect with viewers and make them like you. No stiff body language and monotone voices, please. Rigid and robotic only work if you’re an animatronic character on stage at Chuck E. Cheese. Even then, it’s still creepy.
Speak in everyday, relatable language. Odds are, your client isn’t a lawyer and doesn’t understand legalese. Talk to him or her in terms they can understand.
Make it about them, not you. Instead of listing what services you offer, discuss benefits. For example, don’t say, “We have 25 years of experience in helping folks file bankruptcy”. Instead say, “We’ll help you protect your assets, stop creditor harassment, and start over fresh.”
Inject personality into your video. Sure, you’d like to maintain a professional persona, but that doesn’t mean you have to stick to the same script everyone else is using. Spend time thinking of fresh and original ways to introduce your law firm to others. It doesn’t have to be gloomy and serious, especially if your area of expertise is on the more creative end of the spectrum (such as sports and entertainment law).
There is nothing more persuasive than watching a relatable person share his or her experience. It’s called social proof, and it’s the top way to get people to buy what you’re selling.
If you have a client who is happy with your work, don’t just rely on him to tell others about you. Put him on the spot and ask if he’d agree to do a video testimonial for you. The worst response is a “no,” but you may be surprised at how many people are willing to shoot a short testimonial.
The key there is short. Don’t try to slice and dice a 30 minute video in 30 seconds. Keep it short by asking a few specific, open-ended questions (not yes or no) to get the response you’re looking for.
Use videos to educate your clients, both current and prospective. Let’s take a look at two types of educational videos to use:
Answer frequently asked questions. I’m sure there are a few questions you’re asked time and time again. In addition to writing a frequently asked questions page, create a YouTube video for each.
Be sure to use the frequently asked question as the title of your video. For example, entitle a video, “How long does it take to finalize a domestic adoption?”
By creating a YouTube video to answer these questions, you’ll bring in people who have specifically searched for that question in YouTube and/ or Google.
While the prospects of them finding your FAQ page is hit or miss (so many other law firms may have similar questions/ answers), you can separate yourself from the pack with a video. Most likely you will rank higher in the search engine results because of your video, and that means more people will click on your link.
Discuss what to expect. Your prospective client probably has no idea of what to expect. He’ll be forever grateful if you can provide a cogent list of what to expect during the case, trial, procedure, hearing, you name it.
Be a guiding light and help your viewer figure his way through this previously uncharted path.
Get a clear idea of who you’re targeting with your videos.
Don’t set out to make viral videos or entertain everyone on YouTube. Get narrow with your focus. Only a small group of people on the Internet will pay for your services. That number is likely less than 1000 people in a pool of billions that could potentially stumble up on your video. Don’t overwhelm yourself trying to appeal to everyone – only those people who will retain you matter.
Select testimonials from those who represent the types of clients you’re actively seeking. These testimonials will attract and be much more relevant to those prospects.
Keep your videos short.
No longer than 2-3 minutes. After the two-minute mark, you’ll lose over half of your audience.
Don’t stick to someone else’s script. Sound like yourself on your video, not like what you think people expect.
Invest time and money into editing your videos.
The average viewer will give you 10 seconds to get to the point. If you don’t engage your viewer quickly, they’re going to leave and never look back.
The smartest YouTube videos start with the end and then work their way back to the beginning.
A keyword is a word (or a collection of words) someone types into the Google search bar. Think like your prospective clients and consider which search term(s) he or she would most likely use to find your content. Next, use that exact search term to title your video. Support your video with other keywords that are related to that search term.
An example of this may be to title your video, “How to File for Divorce in Boulder, CO.” Your supporting keywords could be “divorce lawyer”, “Boulder law”, and “divorce Colorado.”
Add a Call to Action
End each video with a call to action. Ideally, you’ll want to send your clients back to your website to get even more information. But don’t just send them to your home page. Instead, send them to a specific landing page or contact page where you can encourage them to call you. Incentivize this page with freebies, such as a free ebook or a complimentary consultation.
Don’t overlook video as an effective way to build trust and appeal to a wider audience. You can dominate search results and be visible to more people than you would by just sticking to written content only. Fortunately, video is easy to produce thanks to the all-present smartphone, and it’s absolutely free. All you have to do is press record.
If you have a video, leave your link in the comments below.
Would you like a printable guideline for the do’s and don’ts of online video?