The days of creating full page static ads in phone books are long gone. Social Media is that modern medium that will help transform your law practice into a lead generation magnet.
Law firms now have to embrace social media as their way of educating, entertaining and engaging audiences to call them. It’s not easy. And to the beginner…it can be downright frustrating.
Running ads in phone books was a no-brainer. Pay an agency to whip up an ad and you could run it for years possibly decades without ever changing the wording. Then you would just tell people via radio and television to see your ad in whatever book you wanted to direct them to.
The downside to phone books was it grouped all lawyers in the same venue. Well it grouped every business good or bad, within the covers of those directories. And sadly, the plumbers ad looked like the lawyers ad which looked like the electricians ad and so on and so forth. Name, address and phone number type ads that all looked the same.
Blah, blah, boring.
Yet, trying to embrace social media for these die-hard yellow page advertisers was like teaching someone afraid of the water how to swim. Lot of kicking and screaming.
Running a phone book ad took very little effort. Just write the check and blam-o your ad is featured.
No fuss, no muss, no sweat.
Enter social media.
This new medium requires effort…lots of effort. And time. And thought. And being human.
That’s something that is hard to fathom especially for attorneys who pride themselves on being serious.
Why would any lawyer want to show their human side?
Why would they?
What do they have to gain?
It comes down to one word…TRUST!
You see, money is the byproduct of trust creation…people need to trust you before they will shell out their hard earned dollars on you or your service.
Social media helps you bridge those relationships and build trust. Yep, and it happens every time you post, comment, share or like a page.
“Oh, but I don’t know what to post about!”
“How do I make the law interesting for people?”
Yay, yay, yay…I’ve heard all the excuses before.
You, my friend, need to rethink how you do business with people…and social media will in fact put you front and center with your audience if you use it correctly and effectively.
Social media is NOT an avenue to run spammy ads or say how great you think your firm is or even constantly remind people to call you. Doing all those things on social media will back fire on you and cause fans, friends and followers to leave in droves.
Social media is not the yellow pages. It’s a completely different medium. One that takes understanding, patience and perseverance to master.
It also takes a willingness to learn.
A discovery to embark on real life conversations that enhance your authority, credibility and status as a lawyer. A journey to remove the seriousness and be more relatable to your clients.
Being human…is the key.
Your clients and potential clients need to see you as someone who is trustworthy, that comes to their aid and helps them rather then someone who forces upon them their newest ad, some legal mumbo-jumbo they don’t comprehend or pushing them to make an appointment with your secretary. They want to engage with YOU…in real time…from the comfort of their home.
In the end, social media media transforms you from a lawyer high on a pedestal to a friend who has their client’s backs.
If you’re reading this and are frustrated with your efforts to make social work for you or your firm, then pick up the phone and call me right now at (412)267-7224, you can also email me at firstname.lastname@example.org this is something we do everyday and I’ll be glad to look over your social accounts and let you know what we can do to help you.