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Get the Most Out of Your Personal LinkedIn Profile

LinkedIn has become the go-to social media platform for job seekers. It is a great place to network with other professionals and companies that you might want to work for, and the job board is second to none when it comes to the quality of available job openings. But what happens to your profile when you land your dream job? Does your LinkedIn profile go into the black hole of social media, never be touched again?

The answer to that question should be a resounding, “No!” There are many benefits to being active on LinkedIn, including staying up to date on current trends, seeing what experience you need to move up in your career, and even generating business for your company. But first, you should make sure your profile is optimized.

How to Optimize Your LinkedIn Profile

There are many different sections in your LinkedIn profile, and you need to understand them before you start making updates. Below, we’ll explore the structure of your LinkedIn profile and outline some best practices concerning each section.

Share a Professional Profile Photo

The first thing people will see when they connect with you or visit your profile is your photo. This is the first impression you will give to any potential contact, prospective client, or recruiter for your dream job. With that in mind, a selfie in front of a bathroom mirror is probably not the look you are going for. Take the extra effort to get a professional headshot and make sure it is the right size to fit the space. Your family photo of you at the beach is probably a really nice photo, but it also does not have a place on your professional LinkedIn profile.

Emphasize Your Value in the Headline

After your photo, your headline is the most important part of your LinkedIn profile. It shows up alongside your name and photo whenever you engage with someone, send a message, or add a connection. You have 120 characters to portray who you are, what you do, and what someone could get out of a connection with you. The default is to have your current position, but it’s best to use it as a positioning statement instead. Think about your possible connections, what type of problems they have, and how can you solve them. For example, if you are a social media professional at an agency, you might declare yourself as a “Social media specialist who turns profiles into lead generators.”

Add Depth in Your Summary

Your summary section is where you take that value proposition headline and expand on it. You have 2,000 characters to give people your what, when, where, why, and how. Keep thinking about the problems that your connections might have, and explain how you can help them or provide a story about how you’ve solved issues like that in the past. Make sure you include a call to action in your summary content, such as a suggestion to reach out to learn more about your services, or an offer to chat over coffee.

Highlight Your Experience in the Background Section

The background section of your LinkedIn profile, which includes your past experience, education, and volunteering, can be straightforward, but there are ways to optimize this section, the largest within your profile. When adding your previous work experience and volunteering, make sure to include some context with each position. You should mention major accomplishments or goals that you met and statistics to back up those accomplishments. Inserting media, like a video you created or a news article featuring your work, can add further detail to each role.

Build Up Your Skills and Recommendations

The skills and recommendations section of your LinkedIn profile is a great way to showcase your expertise to potential connections. You can include up to 50 skills. This is another straightforward section, but you should rearrange it and pin your top three skills to the top.

The skills and recommendations section is also a great gateway to reach out to connections that you may not have spoken to in a while. That skills endorsement or recommendations request could lead to a larger conversation about working together or deepening your relationship outside of LinkedIn.

Now that you’ve optimized your LinkedIn profile, the possibilities are endless.

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Create and Engage With Quality Connections

Connections are the backbone of the LinkedIn platform, but if you are not making quality connections, it doesn’t make sense to put in much effort. There is nothing worse than receiving spam connections from people you don’t know who are trying to sell you something that you don’t need.

When you’re creating quality LinkedIn connections, the majority of the effort is done outside the platform. Whether it’s at a local networking event, a national industry conference, or your neighborhood get-to-together, you should always have a prior interaction before requesting a connection on LinkedIn. Whenever you request a connection, you should also include a note about how you first met and what you both would get out of the connection.

After you’ve talked to someone face-to-face, written an intro note, and added them as a connection, your interaction should not stop. Too many people have hundreds or even thousands of connections, and they don’t take advantage of their vast network.

Make it a personal goal to reach out to one connection per week, or if you’re an introvert like most of us here at LaFleur, one connection per month. You can invite them to coffee, chat on a Skype call, or meet up in some other way. The goal is to have a meaningful conversation about anything, even if it’s not work-related. Between those face-to-face interactions, you should still be active on LinkedIn.

The question always comes up, “How much should I be posting on LinkedIn?” The more important question you should be asking is, “How much should I be interacting on LinkedIn?” You can post multiple times per day about what is going on in your life, your business, or your family, but if you are not engaging with other people, then you are not using the power of LinkedIn to its fullest.

All this interaction will make the last step in the process much easier when it comes time for you to ask something from your LinkedIn connections.

Sales: The 4-Letter Word of LinkedIn

While sales and solicitation get a bad reputation on LinkedIn, they are allowed. Unfortunately, we’ve all received spam messages from people that don’t understand the power of interacting before a cold sales message, and they are ruining it for everyone. Too many people think LinkedIn is a billboard for their business and that people will just buy their product or service based on a message from a random person that they have never met.

That is why all of that time you put into the social part of the LinkedIn platform will benefit you when it comes time to sell. You will understand which of your connections are your best prospects. And when one of your connections expresses a problem that you could solve, you can initiate a meaningful conversation instead of making a cold, impersonal sell.

LinkedIn is more than just a sales platform, but it can lead to sales if you take advantage of both your profile and the ability to engage with connections. As with any social platform, being authentic and genuine leads to a better experience for both you and those you are interacting with.

At LaFleur, We Put the Social in Social Media

At LaFleur, we understand the importance of being engaging and creating an authentic connection on social media. With any social posts for ourselves or our clients, we strive to help others and build meaningful relationships. We’re not just filling the socialsphere with more noise.

If you are looking to take advantage of the power of Linkedin for you or your organization, we would love to chat. Please call us at (888) 222-1512 or complete a brief contact form to speak with one of us. Taking a few steps toward optimizing your profile and creating quality content can go a long way to reaching your marketing goals.

Influence Your Potential Clients’ Decisions Through Strategic Digital Marketing

Your Clients Use the Internet to Make Decisions

Legal prospects are increasingly reliant on the internet for information about law firms and legal services, which means your potential clients are already researching you online. But simply publishing a website isn’t enough to engage today’s more sophisticated audiences. You need a robust, multi-platform marketing strategy that is engaging, fosters brand loyalty, and tracks user data.

The statistics are stunning:

  • The internet is the top influencer in consumer decision-making
  • Facebook influences 52% of consumer’s online and offline purchases — more than any other social media platform
  • Between 2014 and 2016, LinkedIn content consumption increased by 21%
  • Half of people surveyed follow a brand on social media
  • Searches from mobile devices now surpass traditional computer-based searching
  • 88% or more of consumers rely on online reviews when they make decisions, and the same number of people trust online reviews as much as a personal recommendation

From quickly looking up a phone number to carefully researching a product or service, nearly every consumer’s first touchpoint is the internet.

How People Encounter Your Law Firm Online

People are using the internet to find your firm, assess potential solutions to their specific needs, and read what others are saying. To attract your ideal clients, you need to maintain your online presence comprehensively and strategically, so you can put your best foot forward before prospects make contact.

The simple truth is that the vast majority of your prospects have used the internet to make their decision before they ever actually communicated with someone at your firm on the phone, via chat, through email, or in person.

Many attorneys seem to be under the illusion that many (or even most) of their new clients come from word-of-mouth referrals. While this may have been true just a few years ago, it’s no longer the case. From 2005 to 2014, the percentage of people using the internet to find an attorney jumped from 7% to 38% while the percentage of people who asked a friend or relative dropped precipitously from 65% in 2005 to a mere 29% in 2014. And even those who do first learn of an attorney from a friend or relative will likely use the internet to find out more before they make contact.

When prospective clients use a search engine to learn more about a lawyer or firm, they do a lot more than just retrieve a phone number. Here’s the breakdown of consumer behavior after first learning of a firm:

user-behavior-breakdown

29.5% visited the firm’s website 

27.6% read the firm’s reviews on Google 

18.4% read reviews elsewhere on the internet

10.6% viewed the map to see where the firm was located 

4.1% looked at photos and the firm’s description on Google

9.8% call the firm first

  • 29.5% visited the firm’s website
  • 27.6% read the firm’s reviews on Google
  • 18.4% read reviews elsewhere on the internet
  • 10.6% viewed the map to see where the firm was located
  • 4.1% looked at photos and the firm’s description on Google

How many people first called the firm for more information? A mere 9.8%. In fact, over 90% of your future clients will check the internet first before they reach out.

Nearly half of all legal consumers between the ages of 18 and 34 go to the internet first to research an attorney or firm. For those between the ages of 35 and 44, 41% go straight to the internet. And aside from those age 65 and older, every age group favors using the internet over asking a friend or family member. There’s no intuitive leap required: the internet is only going to become more important as a means of attracting new clients for your law firm.

Take Control of Your Digital Marketing and Online Presence

The fact that so many attorneys, perhaps including your major competitors, are holding on to the belief that the internet is secondary when it comes to lead generation presents an opportunity to seize a competitive edge — and quickly. Yet attorneys remain among the lowest investors in marketing. The average marketing budget for law firms ranges from 2.4 to 2.8% of gross revenue, while the industry average for businesses with less than $250 million in revenue is 9.1%.

Of course, digital marketing usually only accounts for a fraction of that total marketing budget. In our experience, the digital marketing budgets of many firms often misallocated on ineffective strategies with minimal ROI.

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When you invest in a strategic digital marketing approach, you can monopolize on an industry-wide misunderstanding — not only of how clients end up on a law firm’s doorstep but also of the importance of online marketing in a modern context.

Build an Immersive and Agile Client Journey

At LaFleur, we love focusing in on the client journey, which is the process that leads a casual user to a promising lead to a loyal client. While much of this process happens organically, establishing strong marketing and client experience strategies can encourage clients to contact and retain your firm.

RELATED EBOOK: Your Potential Client’s Journey: Building a Comprehensive Approach to Digital Marketing

A strategically-planned client journey builds trust and loyalty. Prospective clients get a clear picture of your law firm’s values and culture across multiple platforms — including your website, your social media feeds, and various review sites. And when they reach out by completing a digital form, leaving a comment on social, or calling your firm directly, your response should be prompt and consistent with your brand.

However, many law firms have a scattershot digital marketing strategy. They buy an ad here or there. They occasionally blog, but they’re not always sharing their work across their social media feeds. They haven’t segmented their email drip campaigns — nor do they know where to even begin

And while your clients and leads expect attentive service (both face-to-face and online) a lot of law firms aren’t meeting these expectations. 42% of law firms take three or more days to respond to an online contact form fill, and 26% don’t track their leads at all! This gives you a remarkable opportunity to embrace a modern marketing strategy and build a robust client base.

In 2015, McKinsey & Company outlined five core functions that ensure a digital marketing operation’s success:

1. Consumer Insight:

You need to track and understand your leads and clients by building a comprehensive data set that can help you tailor your marketing strategies to their unique needs.

2. Exceptional Customer Service:

From the very first stage of a client’s journey, you need to offer personalized and attentive service.

3. Measure Your Performance:

Set key performance indicators and monitor them carefully, test your marketing strategies, and respond quickly to poorly-performing assets.

4. Set Clear Policies and Procedures:

Make sure everyone understands how to implement new systems and how law firm staff should interact on digital platforms.

4. Adopt Innovative Marketing Technologies:

Implement powerful systems that help integrate your digital marketing platforms and create a cohesive client experience from start to finish.

The McKinsey report went on to note that companies typically excel when they have a digital marketing “center of excellence” — a team of professionals who help track personas, build effective client journeys, and distribute their messaging across multiple platforms.

LaFleur: Your Law Firm’s Marketing Partner

At LaFleur, we work alongside our clients, helping them build brilliant websites and intuitive client journeys. We can help you with your comprehensive marketing needs, including email automation, lead tracking, social media strategy, paid advertising, and content marketing — among others. Our skilled team can serve as your law firm’s marketing center of excellence and help you reduce your marketing costs per lead.

From attorneys who haven’t yet created a website to lawyers with misgivings about their current marketing agency, we have helped law firms across the country realign their marketing efforts with the reality of user behavior in the internet age. Using best practices and data-driven innovation, we can help you take your marketing efforts to the next level and produce tangible results from your digital marketing strategy.

Call LaFleur Legal Marketing today at (888) 222-1512 or complete our convenient online contact form to learn more! We look forward to hearing from you!

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References

2012 Digital Influence Index shows internet as leading influence in consumer purchasing choices. (2012, January 31). Fleishman Hillard. Retrieved from http://fleishmanhillard.com/2012/01/31/2012-digital-influence-index-shows-internet-as-leading-influence-in-consumer-purchasing-choices/

Anderson, M. (2014, July 7). 88% of consumers trust online reviews as much as personal recommendations. Search Engine Land. Retrieved from http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803

Internet is now the most popular way to find and research a lawyer, says FindLaw survey. (2014, April 7). Thomson Reuters. Retrieved from http://thomsonreuters.com/en/press-releases/2014/internet-lawyer-search-survey.html

McCarthy, J. (2015, April 24). Facebook influences over half of shoppers says DigitasLBi’s Connected Commerce report. The Drum. Retrieved from https://www.thedrum.com/news/2015/04/24/facebook-influences-over-half-shoppers-says-digitaslbi-s-connected-commerce-report

McDonald, C. (2014, August 20). Get real with law firm marketing — 5 observations. Above the Law. Retrieved from http://abovethelaw.com/2014/08/get-real-with-law-firm-marketing-5-observations/?rf=1

Olenski, S. (2012, May 7). Are brands wielding more influence in social media than we thought? Forbes. Retrieved from https://www.forbes.com/sites/marketshare/2012/05/07/are-brands-wielding-more-influence-in-social-media-than-we-thought/

Sterling, G. (2015, May 5). It’s official: Google says more searches now on mobile than on desktop. Search Engine Land. Retrieved from http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369

Tsakalakis, G. (2013, April 30). How do people find and hire attorneys? Lawyernomics. Retrieved from http://lawyernomics.avvo.com/legal-marketing/how-do-people-find-hire-attorneys.html

Zook, C. (2015, July 30). The one hundred most expensive keywords on Google [infographic]. WebpageFX. Retrieved from http://www.webpagefx.com/blog/wp-content/uploads/2015/07/most-expensive-keywords-infographic.jpg

The Ultimate Checklist for Your Facebook Business Page

Facebook Is Crucial for Your Business

Facebook is one of the more unique applications to come along since the dawn of the information age — and it’s definitely one of the most successful. Pretty much everyone you know has a Facebook page, and most of them are logged on for nearly an hour each day (including time spent on all Facebook-owned apps, such as Instagram and Messenger).   (more…)

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Recent Trends in Social Media and Their Applications for Digital Marketing

As social media begins to progress from infancy to adolescence, its role in digital marketing continues to expand. Your firm needs to begin thinking of social media in an entirely new light.  It’s no longer enough to simply post a link on Facebook or Tweet a recent settlement. You should view social media as a way to interact directly with potential clients ― to engage with them on a personal level and stress what makes your firm more appealing and effective than your competitors. With that in mind, let’s examine some of the recent trends in social networking and how you can leverage them to create more brand awareness and expand your client base.

The Slow Decay of Organic Search

In the early days of Facebook, marketers were attracted by the ability to build large communities and then keep those communities engaged by posting content that was published in their News Feeds. In recent years, however, we have seen a precipitous decline in the organic reach of content published on branded pages, and it appears inevitable that we are headed toward the total dissolution of organic reach on Facebook (and perhaps other platforms as well).

So how can your firm continue to benefit from Facebook? Does the platform still have value in an inorganic landscape? Of course it does! Unfortunately, it will now cost to create and seize these opportunities by “boosting” your posts to reach a larger audience. Luckily, you don’t have to spend much to reap a substantial return – targeted clicks can be achieved for pennies, literally. Still, those pennies do add up, so it’s important that your spend is carefully calculated and that your social media tactics are part of a larger strategy.

Integrated Channels

It’s also important to remember that the elements of your marketing strategy should work in unison. They are each vital, individual parts of a larger collective sum that cannot be fully realized without cross-channel promotion. As more and more new channels are being invented, it becomes even more essential to coordinate and cross-promote.

As it relates to social media, every time you receive a form submission, regardless of what action that submission was designed to prompt (e-Book download, free consultation, etc.), you should also seek their permission to add them on social media via an automated email. Once these leads have been added to your social audience, they will receive content that is specifically tailored for them, which should hopefully prompt them to engage with your content and visit your site.

Reviews Galore!

Perhaps no other industry values positive reviews more so than the legal profession. Word of mouth is the lifeblood of your firm, and building a strong brand and strong reputation are absolutely vital to your growth and success.

Two interesting statistics that speak to the importance of online reviews:

  1. Nearly 50% of people ask friends, family, and/or legal professionals for suggestions when seeking representation.
  2. Nearly 90% of people trust online reviews as much as they do personal referrals from their family and friends.

This means that online reviews are not only viewed as trusted resources but also that it’s safe to assume the vast majority of your potential clients will be reading them before hiring you to represent them. Still, despite the importance of online reviews, most firms have yet to begin harvesting positive and sincere online reviews from their former and current clients. Any firm interested in significantly expanding their client base should be focusing their marketing strategy on collecting these reviews from the following sites:

  • Google
  • Avvo
  • Facebook
  • Yelp

Your firm should add a dedicated page to your primary website that directs users to the sites listed above. By creating a dedicated virtual space to collect reviews, you will be able to subtly direct your clients to leave reviews and link to this page from your social media sites and within the text of your blogs and emails. In addition to being an exceptional reputation enhancement tool, reviews can be repurposed as top-notch testimonials on your website and promotional materials.

Up Periscope!

By now, we’re all well aware that video content is internet gold. It’s simple for users to ingest, and it personalizes your firm by pairing friendly faces with familiar names. It provides a major boon to your SEO efforts and is easily sharable through a number of platforms. And now, there’s an entirely new app focusing exclusively on video content distribution: Periscope.

Owned by and compatible with Twitter, Periscope is a live streaming mobile app that allows users to broadcast their experiences and share them with the world. In a basic sense, it’s very similar to Skype but instead of engaging in a one-on-one conversation with a friend or loved one, Periscope allows you to create a video dialogue with the masses. The implications that this new platform has for legal marketing are too numerous to count, but it provides the perfect medium through which you can educate your target audience and inform potential clients of your expertise, experience, and reputation.

Contact LaFleur Today!

At LaFleur, we are well aware of the changing tides of online engagement and interaction, and we recognize the opportunities created by recent trends in social networking. We pride ourselves on remaining at the forefront of emerging social tools and user behavior, and we are committed to placing your firm in a position to leverage their immense influence. Please contact us today by completing this simple form or by calling (888) 222-1512 to learn more!

References:

Alvarez, G. (2016, January 19). The top 8 digital marketing trends for law firms in 2016. Good2BSocial. Retrieved from https://good2bsocial.com/the-top-8-digital-marketing-trends-for-law-firms-in-2016/

Jusino, K. (2015, November 17). Social media tactics for law firms. ChatterBuzz. Retrieved from http://chatterbuzzmedia.com/blog/social-media-tactics-for-law-firms/

Tsakalakis, G. (2016, January 22). Social media marketing trends in 2016. attorneyatwork. Retrieved from https://www.attorneyatwork.com/social-media-marketing-trends-2016/

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Friends and Followers —The Essentials of Social Media Strategy

The world of social media is big, sometimes scary, and ever-changing. With so many platforms and options for sharing your content, how do you narrow down the field and decide where to focus your efforts?

For law firms, this can be even more difficult to pin down. Because of the professional and confidential nature of the legal industry, many firms err on the side of caution when sharing information. Sometimes, they refuse to participate in social media altogether. Ignoring social media (or taking a standoff approach) are two sure-fire ways to miss out on huge opportunities for growing your business. Use of social media is so widespread that 52% of online adults use two or more social media sites, and it’s not just 18 to 25 year olds—the demographics of the adults using those sites varies widely. To ignore social media and not develop some sort of online presence, then, will cause your business to stagnate, if not set you back.

Where to Begin

Developing a policy, even just a general one, within your law firm regarding how to engage with social media is important. The core of your business is professionalism and ethical engagement with your clients and community. Representing and cultivating your law firm brand to uphold the same standards you have within the office is key. Everything you do online should speak to the integrity of your brand. At LaFleur, we understand the nuances of social media engagement, what information should be shared, and what information must remain confidential. We know that different platforms offer unique ways to engage with specific audiences, and we know how to utilize those varied platforms to share information with the public that is valuable and that effectively communicates the essence of your firm.

On the most basic level, social media is about being in the moment and sharing relevant information in a timely manner. Working with a marketing firm you trust to represent your brand without handholding and requiring constant review of every small detail will allow your firm to have the competitive advantage that effective social media engagement can provide.

Understanding the role different social media platforms play is another key element of a good social media strategy. Are you using Facebook, Twitter, and LinkedIn? How about Instagram or Pinterest? Does your law firm need a presence on every possible platform? How do you tell which ones can provide value for your company and which ones just waste time? Below is a brief outline of the five most valuable social media platforms that law firms should definitely be engaging with:

1. Your Blog

Your blog is typically found on your webpage and should be updated regularly. The content you put on your blog is incredibly important. This is the essence of your firm, the place you want to share relevant and timely stories as well as information that pertains to your practice. Your blog is where you establish your firm as a thought leader.

Making Your Blog Effective:

LaFleur stays abreast of relevant news and issues related to your firm’s cornerstone practice areas in order to generate well-researched, valuable, informative content. We also work closely with your firm, so if an important case is settled, your firm is recognized for an award, or an exciting new change happens within the office, that information also makes its way into an outstanding blog post.

For your blog, all content must be shaped in a way that is clear, concise, and devoid of “legalese” because of the wide audience—from potential clients to fellow lawyers in your field—who will be reading it. However, it should still be eloquent and well-written. You want to make a good first impression for those reading it.

Your blog posts are often shared on other social platforms. Frequently, your blog is the first glimpse people will have of your website—and your firm. Creating a consistent voice that represents the values of your firm makes you real and reachable, leading to new clients and more exposure.

2. LinkedIn

LinkedIn is a boon for lawyers and firms. As a business-driven social network, LinkedIn is where you can connect with professionals in your field, build your own reputation, and interact with potential leads. LinkedIn is fundamentally different from other social media sites because of the professional nature of the platform. You should have a company LinkedIn profile as well as a personal one, and both should be maintained and updated frequently.

Making LinkedIn Effective:

Your profiles need to be complete and comprehensive. You want to make sure that what you are sharing aligns with what your firm represents. Don’t be vague and faceless—make sure you use pictures, compelling headlines, and links back to your website and/or blog. You are essentially sharing your firm’s (or your) resume, but don’t simply rehash information that is already available on your website. As in all things social media, make your profiles compelling and interesting. Once the basics are established, you’ll want to start seeking out connections. Consider other lawyers and law firms you have worked with, medical experts you’ve consulted with for trials, and (possibly) former clients.

It’s important to note that your profile URL can be customized beyond the generic one initially assigned by LinkedIn. This is great to add to your business card and is easier to remember.

Like all social media platforms, timely updates are crucial for keeping people engaged. The information you share on LinkedIn may need to be different or phrased differently than the information you share on sites like Facebook or Twitter. LaFleur Legal Marketing carefully crafts updates that appeal to the more professionally-minded demographic who frequents LinkedIn.

3. YouTube

We’ve discussed the power of video before, and YouTube remains one of the most under-utilized marketing platforms for law firms. You possess a wealth of knowledge, and legal issues are often confusing to the general consumer. Why not share your expertise on a broad scale?

FAQ videos give you the opportunity to showcase what your firm does as well as give a voice and personality to the people behind the firm. Client testimonials are great ways to show how your firm operates and the value of the services you provide in a very real, tangible, relatable way.

Making YouTube Effective:

YouTube videos should be optimized and professionally shot and edited as much as possible. Nothing says “I want to hire that guy!” like poor audio quality and MS Paint-level backgrounds. Your videos should be long enough to share the information, but not so long that you bore your viewers. It’s also important to offer opportunities throughout the video to drive traffic back to your website and to convey methods of contact for potential clients.

4. Facebook

Consumers turn to social media for pretty much everything these days, and one of the most frequented platforms is Facebook. A social media networking site that allows you to connect with friends, family, companies, and more, Facebook is still the dominant social site. Simply posing a question on your feed to your “friends” can lead to a recommendation for your firm.

Making Facebook Effective:

Like anything you are sharing socially about your firm, make sure that your profile is complete and represents exactly what your firm stands for and who you are. Include profile photos, cover pages, and video links to generate likes and engagement. Develop your style and voice, but also remember that this platform is more informal and far-reaching than LinkedIn. Be genuine and authentic. Share a healthy mixture between professional and personal with your posts. This isn’t to say you should write a post about your golf score this weekend, but you can share aspects of your personality that tie in favorably with your community or profession. For instance, if you’re an avid cyclist and you recently were involved in a charity race in your town, let your followers know. Facebook allows you to build relationships on a more intimate level, which can foster community, establish rapport, and lead to in-person meetings down the road.

5. Twitter

140 characters: that’s all you have to get your message across on Twitter. The most time-sensitive and to-the-minute of social media platforms, your posted tweets can reach an incredibly wide audience. People are also able to retweet your post, which links back to your page. With Twitter, you can follow influencers and share relevant information from those inside and outside of your industry.

Making Twitter Effective:

Know what to tweet, and definitely know what NOT to tweet. And make sure you know when to move a conversation off of your social media page and into an in-person meeting or e-mail. What is most engaging, and potentially the best aspect of Twitter, is the fact that you can listen. From legal news to influencers in your field and beyond, Twitter provides valuable and relevant real-time conversation tools. Connecting to individuals out there who are looking for your type of services is another great way to use Twitter. Just like Facebook, a question can be posed by any user; from there, you might be the firm recommended to answer, or you may be able to employ methods to engage with that user directly.

But Wait, There’s More!

There are many other nuanced and critical things to think about when shaping and developing a comprehensive social media strategy as well as when creating individual social media or blog posts. Visuals play a vital role in increasing views and shares—and in drawing the eye to the content that is created. You continuously have to be on the lookout for timely, relevant content. And from headlines, targeted keywords, SEO effectiveness, mobile/app friendliness, time of day for posting, and even preferred character length of posts, managing your social media presence is more involved than you may think.

At LaFleur, our team is well-versed in the minutia, and we are consistently seeking out new data to apply to our social media tactics. It’s an ever-changing world, and keeping current can be time-consuming. Instead of starting from scratch and having to maintain all of your social media channels yourself, spend your time doing what you need to do, and allow us to maintain these sites for you.

What’s Next?

Once your profiles are operational and optimized, the main focus of your social media marketing should be on gaining new followers and driving user engagement. After all, what’s the use of all the posting and tweeting if no one is seeing it? You need followers, and there are many ways to get them. One of our upcoming blog posts will share more insight into how to drive engagement on social media, which will in turn drive traffic to your website and hopefully to your office. We’ll talk about different methods to reach the widest possible audience—and how to make sure you are getting the right type of engagement.

Stay tuned.

 

Reference

Pew Research Center. (2015, January 9). Social media update 2014. Pew Research Center. Retrieved from http://www.pewinternet.org/2015/01/09/social-media-update-2014/