Unlocked Marketing – Use Social Media to Maintain the Visibility of the Legal Marketing Association (LMA)
By Gina Eliadis, Director of Marketing and Business Development at Goodell DeVries
Marketing in the days of COVID-19 is almost exclusively an online exercise. If there are no meetings and events in person, being connected and top of mind is challenging. Social media has therefore taken on a larger role in marketing efforts than ever before.
… enhancing your company’s social media strategies will be important in the foreseeable future
Law firms’ marketing teams, which already had strong social media practices, were able to adapt as the world gradually closed down. Others ended up building plans overnight. No matter how prepared your company was – or was not – for the explosion of the COVID-19 era on social media, there is always room for improvement. As the pandemic is unlikely to end soon, the constant adaptation and strengthening of the company’s social media operations will be important in the foreseeable future.
Ashley Hollingsworth provided an excellent guide in her LMA webinar on June 24, “Lock Marketing: Using Social Media to Maintain Visibility.” Hollingsworth is McDermott’s Marketing Director for Health and Life Sciences. She is also a longtime LMA member and former chair of the Social Media Committee.
Social media can be a way to create leads, build awareness and showcase your company’s brand and expertise. But many law firms take a “one-on-one” approach to social media, which means they may be missing out on opportunities. The routine of taking content created by lawyers, publishing it on the website, sending emails to clients and then sharing it on a social level does not have to be a dead end. There is more that can be done.
Hollingsworth took a different approach:
- Social media status as the primary way to deliver your business message
- Restrict content in a sociable clip
- Drive a constant message home through different content types
- Create leads and queries with constant delivery and constant visibility
Social media campaigns are an important tool, she explained. Campaigns should strengthen the brand, be focused, have measurable key indexes (KPIs) and SMART goals (defined goals to achieve over time) and influence followers.
“Successful campaigns aim for a consistent message, repeated on a regular basis, with content that grabs the audience’s attention and meets their needs,” she added.
Define KPIs that are consistent with your goals.
“For example, if your goal is to increase downloads, your KPIs can be link-clicks and forms, and your support metrics can be impressions and participations,” Hollingsworth explained. “If your goal is to increase page traffic, your KPIs can be unique page views and referrals, and your support metrics can be social impressions and clicks.”
There are many tracking and reporting tools available to measure progress. Look at field reporting, Google Analytics, social media management tools (like Hootsuite and Sprout Social) and Excel to identify and measure data.
When you have data to look at, there are three key questions to answer: 1) What is the data saying? 2) What insight can we take? and 3) What suggestions can we base on that data?
With defined goals, it’s time to work on content. Your company’s social media content should amplify your brand with a consistent voice and consistent visuals to show who you are as a business.
It’s also important to make your content audience-oriented. Convince your followers to think about you and what you have to say. Talk to their issues and frame your message in such a way that you are considered a resource for these issues.
Remember to get involved. It’s important to build relationships, Hollingsworth said. “Once you’ve got your content, connect it to more conversations by tagging the lawyer and using the appropriate hashtag.”
She also explained the benefits of using visuals in your posts. Images allow you to demonstrate the visual aspects of your brand. They also take up more visual real estate in feeds and they can include additional information as well as the content of the post itself.
Multimedia content, such as webinars, podcasts, and videos, also offers a variety of benefits. “These types of materials capture the attention of mass currents and the man-made brand,” Hollingsworth said. “It’s also easy to reuse in new material and easier for consumers to consume.” She added that multimedia could be an ideal tool for lawyers who do not enjoy writing.
No matter what type of content your company publishes, make sure it applies. As Hollingsworth put it: “Give your audience useful information to connect with. Present an issue that resonates and include how you can resolve it. Make content easy to find and easy to consume. And be a part of the conversation. “
It’s great advice for all types of law firm content, but it’s especially true for social media in the COVID-19 era. The content competition on social media is fierce right now. The more your business stands out, the more effective it will be to amplify its brand and create leads.
This post originally appeared in the Mid-Atlantic LMA Newsletter in October 2020