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attorney marketing

Tell Them A Story

March 3, 2014 by Andrew Stickel

Yes, we celebrate Martin Luther King Day every year. And still, our society puts up with unfairness and inequality every day. Lawmakers, lawyers, and judges can really do very little to change it. We tolerate misogyny, racism, and prejudice against all kinds of people. Nevertheless, we find ways to be deeply offended by the pettiest slights and the smallest injustices.

When a teacher gives a student a better grade than the student deserves, we can be outraged. If someone on television uses a racial slur, the internet lights up with anger. More than a billion people on this globe live on 23 cents a day or less. Every 16 seconds, somebody in the world dies of hunger – usually a child. But what really gets people mad is what Miley Cyrus or Justin Bieber did on the news last night.

When Sheriff Bull Connor directed fire hoses and vicious dogs on innocent civil rights marchers in Birmingham back in 1963, viewers didn’t see centuries of racism, slavery, and violence. Instead, they saw one small story, one unfair and violent act. It summarized and represented the history of racism in a nutshell – in a brief moment. Two years later, the Civil Rights Act was the law of the land.

People are drawn to small stories and narratives, to something we can grasp, understand, and identify with. When you need multiple charts and graphs and studies from Harvard to get your point across, it’s going to be ignored or at best quickly forgotten.

In social media marketing, you gain one like, one follower, and one new customer at a time. Tell them stories they can relate to. Help them to focus on your message. There’s a reason so many ad campaigns use a theme like “tell us your story.” And there’s a reason so many TV commercials tell stories. Story-telling is one of the oldest – thus one of the surest – ways to communicate. Keep it simple. Keep it focused. Tell them a story.

Filed Under: attorney marketing, marketing, social media marketing

Avoiding Click Farms

February 17, 2014 by Andrew Stickel

Celebrities, businesses and even the federal government have purchased phony Facebook likes, Twitter followers, or YouTube viewers from “click farms,” offshore boiler-room operations where workers like, like, and like with thumbs up buttons, video views, and retweets that inflate social media numbers. Who buys bogus likes? Ironically, it’s the marketers whose value is based on their credibility – attorneys, for example.

Don’t do it. Social media marketing requires a genuine and authentic engagement, something that’s admittedly difficult for always-busy attorneys with other priorities. An established social media marketing company is a much better alternative to the click farm. A good social media marketing firm can help you gain genuine likes, views, and retweets, the old-fashioned way: by earning them. Instead of a one-shot deal with an ethics-deficient click farm, hiring a social media marketing firm means you’ll have direct, professional, hands-on marketing help that can genuinely boost your firm’s reputation and online presence.

Security researchers Andrea Stroppa and Carla De Micheli estimated in 2013 that sales of fake Twitter followers have the potential to bring in $360 million annually, and that fake Facebook activities bring in $200 million a year. It’s big business, and you don’t want to be part of it. A spokesman for WeSellLikes.com (which sells 1000 Facebook likes for $49.99) told the Associated Press, “Businesses buy the Facebook likes because they’re afraid that when people go to their Facebook page and they only see 12 or 15 likes, they’re going to lose potential customers.”

The biggest internet companies are trying to crack down on the click farms. Speaking for Google, Andrea Faville told the AP that Google and YouTube are taking “action against bad actors that seek to game our systems.” The illusion of a mass following is just that: an illusion. The worst thing that can happen, of course, is getting caught. It may be no big deal if the local comic book store buys a few fake likes, but attorneys and other professionals simply cannot afford the damage to their credibility if they’re caught in unethical behavior.

Filed Under: attorney marketing, social media marketing

LinkedIn For Law Firms

January 6, 2014 by Andrew Stickel

LinkedIn drives more traffic to law firm websites than all other social media sites put together. Several recent surveys indicate that nearly two-thirds of the traffic to corporate websites from social media sites is coming directly from LinkedIn. Based on that figure, LinkedIn is probably driving much more traffic to your firm’s website(s) than all other social media sites combined, and for a number of reasons.

Firstly, LinkedIn is widely perceived as a reliable source for information about professionals and firms. Secondly, a lawyer’s LinkedIn pages will usually land near the top of a user’s Google search for an attorney or law firm. And thirdly, someone making a referral is likely to send a link to the attorney’s LinkedIn profile. Additionally, most attorneys now routinely print a link to their LinkedIn profile on emails, business cards, and other social media sites like Twitter and Facebook.

Be sure that you’re taking advantage of everything that LinkedIn offers. Make sure your profile is thorough and complete, and update frequently. Otherwise, you’ll probably miss potential traffic to your site.

While the importance of LinkedIn can’t be overstated, professionals and small businesses should also note that Twitter’s influence is up significantly while Facebook seems to be in decline. Twitter generated 14 percent of all visits from social media sites to corporate websites, up from 4 percent only two years ago. While Facebook generated 17 percent of all visits from social media sites to corporate websites, that figure represents a huge drop from Facebook’s 30 percent figure in 2011. Visits from Flickr, YouTube, and Google+ are virtually nonexistent. LinkedIn, Twitter, and Facebook now generate 95% of the traffic to corporate websites from social media sites.

The takeaway for attorneys and law firms is clear; for the best results from social media, take full advantage of LinkedIn and start taking advantage of Twitter.

Filed Under: attorney marketing, marketing, Search Engine Optimization

Legal Blogs Gaining Prestige

January 2, 2014 by Andrew Stickel

Only a few years ago, blogs were pretty much the monopoly of those offering their personal (and sometimes extreme) opinions on politics, religion, sports, and pop culture. Today, however, blogging is seen as a nearly indispensable element in online marketing, and nearly three-quarters of social media marketers have established online blogs.

Why has blogging emerged as such an important internet marketing tool? Compared to, say, preparing an email blast, a blog post is quick and easy. In fact, the large law firms that first posted blogs with the LexBlog Network did so to save the time it took to prepare conventional email newsletters. Legal blogs are now perceived as credible sources for news, information, and legal insights. They’re cited by other attorneys and by the news media, and they’re easy to read from mobile devices. Walter Olsen, a senior fellow at the Cato Institute, believes that legal blogs will soon replace law journals. Of the current Am Law 200 law firms, 78 percent publish blogs.

Blogs provide other advantages to marketers and especially to law firms. Well-written blogs are apt to be shared. They help lawyers and firms attract clients, and they help boost an attorney’s search engine ranking. Unlike a law journal, a blog post is instantly available everywhere. And you can incorporate your blog into your own website, establish it as a separate site, or contribute it to a “blogging community” site like Open Salon.

Of course, you’ll want to post links to your blog on Twitter, Facebook, and LinkedIn. Coordinated social media marketing is critical to overall marketing success. Finally, if you don’t have a great deal of time for writing, or if you just don’t feel competent as a prose writer, you may want to consider hiring a ghost-writer or a social media marketing company that provides content-creating services.

Filed Under: attorney marketing, Blog, Search Engine Optimization, social media marketing

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