Lawyer Monthly Magazine - September 2021 Edition

Use Social Media (The Right Way) Get Creative with Your Legal Marketing Do Not Be Afraid to Use Old-School Marketing Social media can be an excellent tool for your law firm, but it can also be time-consuming and confusing. A solid social media strategy that is tailored to your audience is therefore highly recommended – but getting your law firm an account on every social media channel and paying Instagram influencers and a full-time TikTok content creator when your potential clients aren’t on Instagram or TikTok is not. You might also benefit from including some paid social media adverts to increase client awareness of your law firm, but make sure you target them and do not just put adverts live without any consideration. Almost all the advice these days is to follow a certain checklist of steps, but with an increase in channels (and enough time) you can afford to be a little more creative. Sponsoring a charity event or sports team, creating a YouTube channel for your firm or even creating your own legal podcast are now all viable ways to reach your marketing goals. In short, there is no right or wrong way to spend your legal marketing budget as long as you create a strategy designed with your goals and your customers in mind. If you are still unsure about the best way forward, it is worth speaking to a legal marketing company who will be able to help you plan and execute a targeted legal marketing strategy. Because the world is so connected these days, the temptation is to ‘go global’ straight away, but you may end up reaching consumers who are halfway around the world when your firm is not international. So, think local; some of the best campaigns can be the most locally targeted, whether that be a billboard or an advert on local radio. If you are looking to target potential clients in your area, then make sure you allocate some of your budget on local advertising. Do not forget that you can also target locally on global platforms, create a Google Business page and encourage clients to positively review your law firm. Facebook advertising can be targeted to within a mile of your office, and you can even write blogs specifically using topics and keywords that you know will be popular with local audiences. In today’s digital age, the temptation to abandon traditional advertising options Is all too real. But for many law firms, some of the more established marketing channels are that for a reason: because they work. If your firm is new and looking for local clients, consider an advert in your local newspaper. If you are working for an international law firm opening a new office in New York, reach out to a PR firm to help get your news out there. Next Month: How to Create a Legal Marketing Strategy Think Local No Matter How Big Your Law Firm