People often ask me how they can become stronger social media marketers, both for themselves and for their business.
I always say it’s not hard to do IF you are committed, consistent and resourceful.
Anyone can be successful on social media if they use their content marketing and visual assets more strategically.
It also involves a significant time commitment to stay top of mind with customers, prospects, and other key influencers to build your brand and drive real business. That doesn’t mean you have to post every day, but it doesn’t mean you have to be consistent.
The algorithms of all social media platforms reward those who post regularly, and posting regularly allows you to build a strong personal brand. Once you get the hang of it, you won’t spend a lot of time creating content.
You’ll also put processes in place that will make you more effective in your contact marketing efforts, such as creating a contact calendar and repurposing your top-performing posts.
If you’re willing to do both of these things, mastering the techniques is easy. Now let’s get to work!
- All reuse and reuse. Think headshots, practice area images, client alerts, and previously published articles. Each image and content item you have can be used multiple times. For example, you can pull out an interesting statistic, create a word cloud, use icons or big numbers to bring important points to life, a quote, or just tell the story in a different way, and voilà, that’s it. is different content! Use an editorial calendar to help you track and manage posts.
- Create once, publish everywhere (but adapt the message to the medium). Expanding on the point above, while you should take advantage of the social platforms most frequently used by your clients and prospects, don’t post the exact same content and image on LinkedIn that you would post on Twitter, Facebook, or Instagram. It is very important that you demonstrate to your target audiences that you are proficient in the social media platforms you use or else you are killing yourself on social media. Using a particular platform incorrectly shows your audience that you lack essential social media skills. Also, while it’s great if your firm has thousands of followers on LinkedIn, Twitter, etc., don’t forget that you also need to tap into your lawyers’ critical social networks for maximum engagement. Make sure your attorneys are properly trained on how to effectively use LinkedIn to share and like content, or you won’t be able to reach their powerful networks!
- Develop a visual content strategy. (I strongly believe that you shouldn’t post anything on social media without a picture – trust me). Why? Because content with images is more noticed. Anyone can incorporate visuals into their social media strategy, you just need to be creative and resourceful. You can easily reuse and reuse the images you already have. Ask your employees to take photos at every event – iPhones actually take great quality photos. See some of my favorite photo tools below to help you create images for free.
- Show versus tell. Every piece of content you post should be value-added, useful, and customer-centric. Don’t just tell your clients why you’re the best lawyers, show them. Always write with this in mind. Remember that most often your clients are not lawyers. Always put yourself in their shoes. Throw legalese out the window. Customers want to know who you are and how you can help them. Think about how to demonstrate that you are a leader in your field rather than telling someone. It’s so simple.
- Use permanent content to your advantage (think vacations, timeless client alerts, case study spotlights, law firms and lawyers, professional and career development programs, etc.). This is what I like to call your “what you say when you have nothing to say” content strategy – or perhaps better, evergreen content/owned media. A strong, self-owned media strategy will strengthen your brand, lead to new business and, as a bonus, make your lawyers very happy. This is especially important for those working in small businesses where it can be more difficult to get top-tier press on a regular basis. We created a campaign for Women’s History Month where we highlighted the women of the firm and their journeys (using visuals, of course) which was very successful. Another company I worked at had a large population of veterans and greeted them (using photos of them in uniform) on Veterans Day. You can do the same for just about any holiday – Lunar New Year, July 4, New Year’s Day, Thanksgiving, Administrative Professionals Day – you name it. To show creativity.
- Use free online tools to gain a competitive edge. Working in a medium-sized company with a limited budget, I often have to be resourceful. During my talk, I talked about the free tools I use, such as hashtagify.me (which gives you the most trending hashtags associated with a particular topic – awesome!). Use canva.com, Picstitch and free photo resizing tools to help you create striking images and bring your social media posts to life. Also set up Google searches on your top customers and prospects. These are free and give you great insight into your customers. Arm yourself with as much information as possible and you’ll have an edge over your competitors and demonstrate to your customers how much you care about their business.
- Maximize every event and networking opportunity. Don’t just attend an event and run to the office. Instead, immerse yourself in the conference experience and differentiate yourself as a subject matter expert by joining the conversation on social media (by engaging on Twitter using the conference hashtag ) or by writing an article on the main lessons you learned from it. You can also interview your favorite speakers and write an article (easily transcribe the interview using your iPhone and another of my favorite tools, the cheap online transcription tool Otter). Don’t forget to connect with those speakers (and key attendees you met) on LinkedIn afterwards to continue the relationship offline. I have lots of other tips on how to maximize every conference you attend and speak – you can read them here. Think of every professional activity — like attending a conference or event — as a way to build your personal brand. Outperform your peers and you will shine brighter.
- Connect online now. LinkedIn is the most important social media channel for law firm business development and professional networking. It allows you to quickly build and grow relationships, grow your brand, and stay ahead of key people in your professional network. So use it wisely and use it often. I’ve never seen it lead directly to new business more than last year (hint – use the notifications section to give yourself reasons to be in touch with VIP contacts in your network – the information is the power here!).
For all law firms and lawyers, the goal of marketing is lead generation and business development. Getting there means building targeted relationships, staying prioritized, providing useful content, and consistently adding value.
If you see yourself and your lawyers as providers of legal solutions and stay true to your authentic personality, you will always be on the right path.
Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 191