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How Social Media Builds Your Practice
Today, more attorneys are getting on board with social media. A blog here, a Facebook page there, and maybe a Twitter account for good measure. But in the back of your minds, many of you are asking: Is this really worth the time it's taking out of my busy days, and how do I know if it's paying off for my practice?
In our connected world, social media are turning the monologues of traditional marketing into dialogues. To be relevant, you have to be part of the conversation. It's not enough to put up a website and hope they will come. Social media are critical tools for driving clients to your website and providing the value when they get there that will seal the deal and keep them coming back. But how do you make sure your investment in social media generates meaningful returns?
“An integrated, strategic approach is what it takes to get results from the time and resources you invest in social media,” says Akhil Saklani, founder of GetLegal.com, a site dedicated to helping law professionals make the most of their Web presence. “It's not enough to dabble. You have to set goals and focus on implementing the tools that will work together to get you where you want to go.”
Three ways social media strategy helps cultivate clients. Here are three phases of client development where social media play a critical role.
Attract
Merely having a website isn't enough to get on the radar of potential clients. There are many others competing for the same prospects, and you need to make sure the site they come to is yours. A blog regularly updated with fresh content demonstrating expertise in your specialty area will increase your ranking in searches, moving your site closer to the top of the list. Participating in discussions on Facebook or using Twitter and other mobile media will also drive traffic to your site.
Engage
A relationship of trust such as the one you nurture with clients requires ongoing reinforcement. Identifying key areas of concern to your clients and using your blog to provide context and helpful links goes a long way toward demonstrating the value you bring when they need your services. Then go a step further and grow the relationship by providing an opportunity through Facebook, LinkedIn and mobile apps such as Twitter for clients to follow you in real time.
Retain
Clients retain your services, but social media are also a great way for you to retain your clients. Providing links within your blogs for getting further information or contacting your firm helps convert interest into new contracts. Keeping updated profiles of your staff on business sites such as LinkedIn shows you're a key player in your field and makes it easy for clients to refer new prospects to your practice.
“With a well-thought-out, coordinated strategy, social media can help you get the attention of clients, get them interested, and get them coming back,” Saklani says.
As GetLegal's northeast consultant, Greg Sutphin helps law firms stay abreast of quickly advancing technology. He may be reach via 610-757-8411, e-mail at [email protected], and LinkedIn at www.linkedin.com/in/gregsutphin.
Today, more attorneys are getting on board with social media. A blog here, a Facebook page there, and maybe a Twitter account for good measure. But in the back of your minds, many of you are asking: Is this really worth the time it's taking out of my busy days, and how do I know if it's paying off for my practice?
In our connected world, social media are turning the monologues of traditional marketing into dialogues. To be relevant, you have to be part of the conversation. It's not enough to put up a website and hope they will come. Social media are critical tools for driving clients to your website and providing the value when they get there that will seal the deal and keep them coming back. But how do you make sure your investment in social media generates meaningful returns?
“An integrated, strategic approach is what it takes to get results from the time and resources you invest in social media,” says Akhil Saklani, founder of GetLegal.com, a site dedicated to helping law professionals make the most of their Web presence. “It's not enough to dabble. You have to set goals and focus on implementing the tools that will work together to get you where you want to go.”
Three ways social media strategy helps cultivate clients. Here are three phases of client development where social media play a critical role.
Attract
Merely having a website isn't enough to get on the radar of potential clients. There are many others competing for the same prospects, and you need to make sure the site they come to is yours. A blog regularly updated with fresh content demonstrating expertise in your specialty area will increase your ranking in searches, moving your site closer to the top of the list. Participating in discussions on Facebook or using Twitter and other mobile media will also drive traffic to your site.
Engage
A relationship of trust such as the one you nurture with clients requires ongoing reinforcement. Identifying key areas of concern to your clients and using your blog to provide context and helpful links goes a long way toward demonstrating the value you bring when they need your services. Then go a step further and grow the relationship by providing an opportunity through Facebook,
Retain
Clients retain your services, but social media are also a great way for you to retain your clients. Providing links within your blogs for getting further information or contacting your firm helps convert interest into new contracts. Keeping updated profiles of your staff on business sites such as
“With a well-thought-out, coordinated strategy, social media can help you get the attention of clients, get them interested, and get them coming back,” Saklani says.
As GetLegal's northeast consultant, Greg Sutphin helps law firms stay abreast of quickly advancing technology. He may be reach via 610-757-8411, e-mail at [email protected], and
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