May 25th – May 31st, 2015
You have already read a lot about social media marketing strategies on the James Attorney Marketing Blog. However, the field is constantly evolving and it is important to keep up with emerging trends and new tools to keep you law firm’s digital marketing efforts current. Search Engine Journal is particularly rich with advice on social media marketing this week. However,Search Engine Watch has a good article that explains why social media is an essential weapon in your digital marketing armory.
This article explains that social media marketing is not just a method of communication with potential clients for your law firm. In fact, getting a good social media profile will get you points towards your ranking in Google, so it is a good method for SEO as well. The writer refers to a Roadmap tool, but doesn’t include a link or even explain what company produces it, so you won’t be able to check out the tool for yourself. However, the article explains that social media signals seem to have become more important in the core algorithm for Google rankings. Facebook and Google+ are specifically mentioned as sources of ranking points and there is also a pointer in the article that Twitter may soon be up there as an SEO booster.
This is quite a long piece and gives examples of social media strategies that worked for a number of companies. You will have to consider your particular practice areas as you read through these tips because not every law firm is the same and reaching out to different types of clients requires different strategies. The first tip involves putting up lots of images on your site. This is a universally good idea, but tricky to work into a legal site. For example, you wouldn’t want to put up pictures of road accidents or events that got a client a restraining order. The tip to feature reviews from clients is a good one, and the use of video in the example given here is also a good idea.
Posting on Facebook and tweeting on Twitter is not as straightforward as it seems. Not only are there particular topics that interest different social groups but there are specific times of the day and days of the week that work best for attracting attention from different types of people. This is a complicated field and there are social media scheduling tools that can post your legal musings at the optimum time. SEO guru, Neil Patel covers this topic with an easy to follow infographic.
If your eyes are tired, you can listen to this podcast featuring Australian digital marketing blogger, Jeff Bullas. In this discussion, Bullas explains that he gets better responses through Twitter than other social media platforms. He also explains that he posts every 15 minutes. Such a frequency of posts would make tweeting a full time job and wouldn’t give you any time to focus on your legal case work. However, this is where automation, ie scheduling comes in. You can rotate a number of posts and get a scheduler to post them for you.
Twitter has not been doing very well recently and many will tell you that Pinterest and Instagram are the up-and-coming stars of social media. However, the format of Twitter does work well for legal eagles and it is a good outlet to opine and let the public know how successful you are. Pinterest and Instagram are image-based formats and that medium is difficult to integrate into a law firm’s marketing strategy. You can boost your profile on Twitter through advertising and this article explains how it’s done.