Social media is no longer a passing fad when it comes to law firm business development, marketing and client acquisition. It’s traditional marketing packaged differently – the same rules apply. One of the most important things you should do prior to opening your first social media account is to figure out where your clients, potential clients, colleagues and referral sources reside online. Doing so allows you to focus your efforts as efficiently as possible.
- Define your top ten clients first. What types of clients would you like to have? Be specific. Are you looking for specific individuals or multi-national corporations? Grab a pen and paper (or open a new Google Doc) and create a top ten list. Include business names, addresses, contact information, common connections, etc. Research your market’s demographics.
- Research where your current clients hang out online. Look at your top 20 clients and see how they use social media. Do they use Facebook, Twitter, Linkedin, Blogging, etc.? Your target clients will most likely have similar styles and online habits. Take your time and do your research. Perhaps send a questionnaire to your clients asking them about their online habits. Get as much information as possible. You can also gain valuable client intelligence by checking out their social networks.
- Do your competitors use social media to interact with their clients? You should definitely know the answer. Do a quick Google search and check out their social media accounts. How do they interact with followers and fans? Are some of your target clients getting cozy up with the competition? Record where you find them and use this information later
- Does your target client have a website? It’s very common for businesses to now include their social media account information. Take note – these are the accounts you’ll want to open.
- Search Twitter, Facebook, LinkedIn and Google+ for your ideal clients. If you find them there, create an account. It’s as simple as that. You should also check to see how up-to-date these accounts are. Have they posted in the last couple weeks? How often?
Determining which social media networks to use is imperative when creating your law firm’s social media strategy. Figure out where your clients, potential clients and referral sources “hang out” online. Re-evaluate every six months. New social media networks come and go – don’t jump on the bandwagon each time a new one pops up. From my experience, most law firms use LinkedIn, Blogging and Twitter. How about you? How do you find your clients online? I look forward to hearing from you in the comments below!
Natalie brings a passion to the business that ensures the entire LawyerLocate.ca team strives to improve the service for both lawyers and the general public. To that end, she is committed to ongoing communication with our members and welcomes and relies on clients’ input to continually evolve the service to make it better for all.