The role of social media for the legal services market
PR and marketing – an indispensable component of any business, regardless of what product or service it sells. In the b2b market, especially in the legal business, there are some nuances in promotion. Choosing a law company for himself, the client will not be guided by the number of Facebook followers or likes under the lawyer’s photo on Instagram. But this is that lawyers do not need to engage in marketing on social networks, and all these tools are relevant only for the promotion of restaurants or clothing brands.
It is necessary to recognize the fact that social networks play a huge role in our lives, their impact on business is growing at an incredible rate. Increasingly, we are faced with situations where one comment on Facebook can cause significant damage to the company, and a positive post from an opinion leader can double sales. How to behave legal business in social networks?
The probability of selling legal services directly through a website or social network is very low. However, do not forget that the client most often searches for himself not just a law firm with a big name, but an expert company that will be very well understood in his business. To form this expert status, lawyers often choose public speaking or media publications, missing out on such a tool as social networks.
Time does not stand still, gradually the vector of efficiency shifts from classical tools to online promotion. You can get the best result if you use all the tools. We wrote an interesting article in a magazine – publish a photo or a link to it on your social networks. Successfully spoke at the event – do not be shy and tell the readers about it. Even if publications do not often print you, write comments on new bills, share successful projects, customer reviews and your opinion on important events that take place in your chosen field.
All this will gradually fix in the head of the people who are following your feed the status of an expert of your company in the selected field and will form the necessary associative series in the readers’ subconscious. Such content can be diluted with some interesting information about your company, employees and events occurring within the team.
Also, do not disregard the personal pages of employees. For any company, an excellent solution would be to create standards for maintaining personal pages on social networks. Now in the process of searching for information about a person, usually the majority of people hammer his name on Google. If one of the first pages is a photo where you have fun with your karaoke friends, it is unlikely that the client will want to entrust you with the fate of their business. Do not limit your colleagues too much, but they must understand that some things can harm not only your personal reputation, but also spoil the impression of the whole company.
There are more and more social networks on the Internet every day, but this does not mean that you urgently need to register with each of them. Of course, there is a desire to reach as many users as possible and create accounts immediately on each network, but a more effective solution would be to master one, and then move on to the next. If you register immediately on VKontakte, Facebook, Twitter, YouTube, Instagram, Vimeo, LinkedIn and Google+, and then start posting everything there without any strategy and sense, your brand will look a little strange. And if you later begin to gradually close part of the accounts, it will look even worse and will only damage your reputation.
Therefore, one of the best solutions for successful promotion in social networks is to at least start hiring specialists. They will help you make the right strategy, select the social networks relevant to your target audience and form a specific audience, set up effective advertising. And only then you will be able to independently maintain the company’s pages in accordance with the strategy.
Some business representatives still believe that for promotion in these resources it is enough to simply create a company page. However, no fewer companies are more conscious about this issue. At first glance, such a classic and traditional business as the provision of legal services does not imply the use of creative promotion tools. However, trends change very quickly, and examples of bolder colleagues show that even non-standard solutions lead to success.