For lawyers who want to get their hands dirty and start a digital marketing plan, now we at Grow Law Firm bring you a simple step-by-step guide that will kick-start your legal marketing strategy:
Choose a media to, be it Facebook, Instagram, Blog, YouTube, Podcast, WhatsApp, or Email Marketing.
Create a visual identity for this media, a logo with the name of the office, a template for publications on social networks, and a name for the Podcast or YouTube Channel. In other words, customize your vehicle and leave it with a professional “face.”
Plan the actions you will carry out in the chosen media for the next month. Let’s say you’re going to start publishing in January, in December, do the complete planning, and get everything ready, just published on the scheduled dates. Use an excel spreadsheet with the dates and content to be published to avoid getting lost.
After the first publications, take time out of your day to respond to the comments and interactions that resulted from your publications. This will be your daily activity and cannot be forgotten.
Every three months, evaluate the results obtained by your networks and see if there is a need to change any strategy. The questions to ask are: is this media bringing me qualified customers? Is the time I’m investing in this media bringing me the desired return? How can I improve my results for the next quarter?
Facebook and Instagram – to boost one or both of them, you must use the tool provided by Facebook (owner of Instagram). Unlike YouTube, where only videos can be broadcast, it is possible to boost articles, news, images, and other forms of publication made available by the tool.
It is worth emphasizing the importance of promoting only content with an orientation character, respecting the code of ethics and the limits of advertising in the law. The strong point of the tool is the possibility of “ultra-niche” your publications for different target audiences, segmenting from age, gender, education, profession, and even a radius within a locality, for example: boosting only to people in the region of a particular company that is the focus of your office.
LinkedIn – the platform is similar to Facebook, extremely intuitive, and easy to use. The main difference from the others is the minimum investment amount in the tool. Due to the minimum amount charged for the tool, it is common for lawyers with strategies in the validation process to use other more accessible channels to obtain results. Compared to other media, LinkedIn is one of the most difficult to obtain measurable results in business opportunities, unlike the branding factor that will undoubtedly benefit by expanding its exposure on the social network.
