When Pinterest, the social media site that enables users to share interests and projects via “pinning” images and articles to “boards,” announced that it would begin to roll out its Promoted Pins advertising program, the responses were mixed. Some “Pinners” and Pinterest fans had expected the site to monetize its audience at some point, while others immediately labelled the renewed focus on advertising as a sign that Pinterest was moving away from its humble roots.
Despite the mixed reaction, the truth is that the legal marketing community can learn several valuable lessons and best practices from Pinterest’s launch of Promoted Pins. Peruse the following list to discover how your law firm can follow in Pinterest’s marketing footsteps.
1. Don’t be afraid to evolve.
Pinterest’s leadership team understands that stagnation is often the kiss of death for many organizations. The introduction of Promoted Pins is supposed to ensure Pinterest’s future by establishing a solid financial roadmap and securing profitable partnerships with companies like Banana Republic, Old Navy, and Target.
Similarly, law firms should beware of becoming too comfortable with their current services and legal marketing efforts. The moment your firm begins to assume you’ve created the perfect product and have branded yourselves flawlessly is the instant that your clients and prospects could begin disappearing.
2. Communicate your intentions.
Prior to experimenting with advertisements on the search and category pages, Pinterest announced its intent to develop Promoted Pins to the public. The site received some pushback from wary users but for the majority of Pinterest fans, the announcement gave them time to adjust to the idea before seeing subtle advertising on certain Pinterest pages.
3. Address concerns immediately.
As mentioned above, not everyone was immediately satisfied with the new advertising model. Pinterest did the right thing in addressing their distrustful audience members’ concerns, such as explaining that the Promoted Pins would look like typical pins but have a “Promoted Pin” label (alongside a link explaining what a Promoted Pin is) in the post.
Legal marketing professionals take note—proactively addressing clients’ concerns can save you time, avoid hassle, and easy clients’ fears before they blow out of proportion.
4. Put the client first.
In the announcement about the launch, Pinterest expertly explained that they hoped Promoted Pins would improve the user experience and leverage beneficial relationships with great brands. Similarly, explaining why your law firm is making certain changes or why clients must fill out complicated forms, for instance, can help to pacify frustrated clients and build solid lines of communication.
5. Ask for feedback.
Make your law firm’s clients feel valued by asking for their feedback when you roll out new programs, services, and user interfaces, or simply ask their opinion of your customer service and gather insights for improvement. One-on-one conversations with valued clients can turn them into brand champions, furthering your legal marketing efforts at little to no cost!
Contact us today to uncover more simple tips that can improve your legal marketing efforts, from social media to blogging and beyond!