LIKES, COMMENTS, AND SHARES DON’T MATTER! 3 REASONS WHY YOU SHOULDN’T TRY TO BE A SOCIAL MEDIA ‘INFLUENCER’
NO. 2: MOST EYE-CATCHING POSTS DON’T INFORM.
When it comes to social media, 99% of users — businesses or otherwise — try to play an engagement game. They think likes, comments, and shares are currency and that they can only win by chasing them. While this might be true for celebrities, food bloggers, and Nike, in our experience, lawyers won’t convert social media leads by aiming for engagements. The best thing for a lawyer to do is abandon the social media “influencer” dream and reach for a new archetype: social media resource. There are three big problems with aiming for influencer status.
media are pretty, sexy, or shocking. None of those things will help bring you clients that are educated, informed, and ready to work with you.
This isn’t an absolute rule, but in general, social media posts that grab the eye and generate engagements aren’t the most informative ones out there. Most posts that get likes on social
NO. 3: HYPE DOESN’T ALWAYS EQUAL TRUST.
You don’t want your potential clients to see you as an attention-grabber or an alarmist — you want them to trust you and view you as competent, confident, and experienced. If you’re constantly pedaling irrelevant stories or begging for likes, you’ll build wariness, not trust. So, what should a smart lawyer do? The law firms we’ve seen succeed on social media are the ones who use it as a tool to educate their audiences, reinforce their expertise, and stay top of mind. By filling their feeds with relevant, well-researched, expert content, they build trust with their followers, convert them to clients, and inspire referrals. If you’re ready to refresh your social media presence and become a resource, call our team today. We can put together a marketing campaign that will take your firm to the next level.
NO. 1: NO ONE WANTS TO BROADCAST THEIR LEGAL NEEDS.
Do you think a guy looking for a divorce is going to like a divorce lawyer’s post? What about a woman facing bankruptcy — is she going to share her secret with all of her friends? Of course not. Lawyers solve problems, and often these problems are personal, embarrassing, and unshareable. This makes becoming an influencer nearly impossible, and you’ll waste your time trying.
CLIENT SUCCESS STORY CLARK.LAW: BUSINESS LAW
Chris Clark opened Clark.Law in September 2016, and it has been growing ever since. When his old firm didn’t have much of an online presence, Chris made sure that having a premium online brand was at the top of his priority list. After doing his research, he chose us. He started as a true solo, with his wife working as a part-time paralegal. (As a side note, Chris’s wife has since gone on to win a seat in the North Carolina House!) But even as a solo, Chris wanted to convey to current and potential clients that he had over 15 years of sophisticated business and intellectual property
experience, including experience with entrepreneurs, major universities, and Fortune 500 companies. He had a clear vision, and Spotlight Branding helped him bring it to life with a website, e-newsletter, blog, and social media services. Since working with us, Chris’s firm has grown to a seven-person team and seen continuous revenue increases each year since the firm opened.
WANT MORE REFERRALS AND BETTER CLIENTS? Visit SpotlightBranding.com/NL to schedule a call!
More Referrals. Better Clients. Higher ROI.
2
Made with FlippingBook - professional solution for displaying marketing and sales documents online