You have a Facebook profile. I have a Facebook profile. My grandma has a Facebook profile. Guess what? Your clients are on social media, which means that you need to be too. Let’s chat a bit about who is on social media and where you can find them. (Hint: everyone is on social media.)
While most individuals don’t pay much attention to Google +, it’s one of the “big four” social media platforms for a very good reason. Who do you think pays attention to posts on Google +? Well, for starters, Google does. You might not be directly reaching out to your prospects by posting on Google + all the time, but anything that is on the up and up and garners Google’s attention for your brand is likely to help you get closer to that goal.
There is an enormous number of users on LinkedIn, so posting authority content there is always a good idea. Keep in mind, however, that LinkedIn may not be the best avenue to reach potential customers as the whole premise of the platform is being a space for professionals to connect. It may, however, be a great place to present yourself as an authority in the industry and to make local connections with businesses and business owners with whom you have a client type in common. Those connections could certainly lead to increased business.
The most common question that I get from attorneys about social media is, “Should we be posting on Twitter?” The answer truly depends on what your personal and business goals look like — and it’s not the same for everyone.
Twitter is the place for influencers. It’s a place where industry leaders can have their voices heard and grow their followings. It might be a great place for you if you plan to write a book or connect with other influencers regarding specific topics like estate planning or elder law. For the attorney who is concerned with building their practice, however, it’s not the ideal space to be spending your time. Updating Twitter with your blog posts is a great way to get more links back to your site, but for those who need to truly connect with their prospects at the local level, Facebook is where it’s at.
The big player in the social media game is still Facebook. The ability to share your ideas (with way more than 140 characters) not just to your own wall, but to the walls of others makes it a very social place indeed. Furthermore, the personal nature of these accounts means that everyone in the family is likely to have one — even if the intent is just to stay in touch with relatives. That means grandma has a Facebook account and you should too.
A few ways that you can start reaching your prospects on Facebook include:
- Invite your current clients and potential clients that you meet at seminars to like your page. When we interact with businesses on Facebook, our friends see those interactions. This is a very simple and effective way to get the attention of family and friends of those people you already know are a good fit.
- Interact via the company Facebook page with businesses that have prospects in common with you. Is there a local Rotary chapter in your town? VA group? Alzheimer’s group? Their followers are potentially your followers. By commenting on their posts and sharing their important events to your business page, you are doing important networking that can get your firm exposure with the people who need your services.
- Start getting social. By far, the biggest mistake that brands make on social media is being “brand-centric” by sharing all their own content, announcements, etc. People may follow or like a brand, but they only truly interact with businesses that offer them value and may be turned off by a brand that only seems to promote itself. Feel free to share great articles from other authority sources or even event postings. The varied posts accompanied by a more personal style will encourage your prospects to engage with your content.
Hands down, Facebook is the most effective social media platform for law firms looking to meet and connect with prospects. Posting to all four of the big social networks can be beneficial for your SEO, but be sure to work on an effective strategy for growing your Facebook following and offering those followers value.
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
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