Attorney Marketing With Social Media (Part 5 of a 5-Part Series)

Attorney Marketing – Even if You Use Social Media, Remember the Concept of Branding

If it’s possible, try to use consistent names and images (for branding purposes) in all your attorney marketing efforts, including your different social media and online platforms.

I use online attorney marketing for mass torts, and treat each mass tort as a separate project. That makes it easier for me to use consistent names across blogs, Facebook accounts, Twitter accounts, etc. than those of you trying to attract different mass tort clients to your law firm using only your law firm’s name. One of the better online attorney marketing law firms, Parker Waichman, puts a dedicated web page on their main website, YourLawyer.com, for each mass tort. But they also put up separate blogs, or niche websites, for each mass tort they handle.

The separate site makes it easier to optimize the site for search engines. My suggestion is that you use a separate site for each significant mass tort (if you are in mass tort practice), and use the same name across the various social accounts you set up.

A consistent name helps create an online identity that your followers will be able to recognize and recommend. You could use your law firm’s name, but it works really well when you create a blog (or niche website) dedicated solely to each individual mass tort your law firm is handling.

For example, if the defendant in the environmental hypothetical discussed above were named “Harmless Chemicals, Inc.,” you might try to beat other law firms and register an Internet domain for HarmlessChemicalDisaster.com, HarmlessChemicalNews.com, HarmlessChemicalsAttorneys.com or something similar.

Once you have your domain name, you can probably (there’s sometimes competition that makes it impossible) create a Facebook Page, Twitter account and Google+ account with the same name.

If you’re also using TV ads or other traditional attorney marketing tools, I suggest you incorporate an easy-to-remember website address into your ads. Lots of people find it hard to remember a telephone number they hear in a 30-second TV ad. If you put a memorable domain name at the bottom of the ad, in large enough letters to be read easily, you will increase the results you get from your television ads. Attorney marketing logo for BP oil news

I suggest you use the same logo across all your attorney marketing social accounts and traditional advertisements. In my BP Oil Spill project, one fellow in the Netherlands offered me free use of an image he had created in exchange for a link to his Facebook page. So with thanks to Artmiks, let me show you what I consider his imaginative creation. I used it on my blog, Facebook page, and Twitter account (Google+ wasn’t around  in those days).

(Disclaimer: If any of you decide to check out my BP Oil News social media accounts and blogs, let me say that they are still around, but I have moved on to other projects and haven’t used the BP accounts to actively engage in attorney marketing in over a year. I think I’ve posted twice on my BPOilnews.com blog in the last year, simply to give informational updates to those who still visit. But don’t please don’t judge state-of-the-art social media marketing (or my work) by the look of the BPOilNews.com blog or social accounts.)

I’m going to continue posting about attorney marketing online on this blog, but if you’re interested in further reading on the subject, or reading more in depth-information online video, SEO or other facets of online attorney marketing, I’ll point you to another resource. There’s a great deal of attorney marketing advice on my blog, Michael J. Evans: Law + Marketing + Technology. And if you will become a fan of my Attorney Marketing Online Facebook Page, I would like to continue the conversation there. I sincerely encourage comments on my Facebook page, even (or perhaps, especially) from those who disagree with a post I’ve written. A good dialogue with multiple parties is one of the things that makes a Facebook Page interesting.


3 Insider Secrets About Attorney Marketing With Facebook Pages

My last post included a discussion of Facebook Pages for attorney marketing. I thought it might be a good time to mention 3 insider secrets that most social media mavens aren’t going to tell you about Facebook Pages.

  • Fans of Facebook Pages can be bought for pennies each. There’s a booming market in the sale of Facebook Page fans, if you know where to look. It became such an open secret that Facebook finally admitted that 83 millions of its users are not real. That’s because so many people are in the business of creating and selling fake fans. So don’t be intimidated or impressed solely by a Facebook Page with thousands of fans, if there isn’t any real activity (“engagement”) going on there. The Facebook fan marketers fall into two categories. One group will sell you a small number of actual fans who are people, mostly from other countries. The other group will sell you hundreds, if not thousands, of fans for as little as $5 per thousand because that group of marketers uses bots (little automated programs) to add Facebook fans for your Page. There is only one problem with having a bot as a Facebook fan: the bot isn’t going to hire you as its lawyer.
  • Most highly successful Facebook pages have one of two things working in their favor. Either they run a promotion, contest, or somehow give people an incentive to “Like” their Page, or the Page is identified with an important cause that the person feels very strongly about. I had almost 2,000 Facebook fans on my BP Oil News Facebook Page because it was a just cause. The theory: “If you build it, they will come,” may have worked for Kevin Costner’s character in the movie, Field of Dreams, but in the real world you need a strong cause or some other type of incentive to build a large following.
  • Facebook Ads are the main way Facebook makes its money. And most of those ads are sold to drive visitors to your Facebook Page. Sure, Facebook will let you create a Facebook Pages free of charge. In fact, Facebook will let you create as many Pages as you want to create. But remember secret 2, above? There needs to be an incentive, a just cause or some method of driving people to your Page. To its credit, Facebook has great ad targeting that allows you to get good value for your advertising dollar. I’ve used both Facebook ads and Google AdWords, and I got more value for my ad money from Facebook. Attorneys who create Facebook Pages need a very strong, emotional cause to motivate people to become fans, or they need to budget some money for Facebook ads.

As a lawyer who has spent three decades representing people injured by corporate wrongdoing, I feel as if all my cases involve a just cause. But it’s easier to get the public to agree with me about some issues than it is others.

I’ll write a post in the future about the types of cases that, I believe, lend themselves best to social media marketing.


Attorney Marketing With Social Media – A Hypothetical

Attorney Marketing With Social Media Marketing to Attract Environmental Clients (a hypothetical) (Part 4 of 5)

Here’s one way your law firm could set up a social media marketing campaign to try to obtain new clients with claims arising from our hypothetical environmental disaster:

  • Put up a dedicated Facebook Page, such as the Attorney Marketing Online Facebook Page I recently launched. If you look at most Facebook Pages, they have tabs just below the large cover image. You want a tab that will have a contact form that potential clients can use to contact you and request legal information. I recently created an Actos Lawsuit Help Facebook Page you can visit if you want to see how I’ve used the Facebook Page tabs to make it possible for prospective clients to contact me and other attorneys working with me on an Actos project. (Once the potential client approaches you and requests that you contact them about legal representation, you are out of danger of being accused of solicitation.)
  • You may also want to put a newsletter tab on your Facebook page. You can periodically send out newsletters with updates on the environmental problem and/or the litigation. Newsletters are good ways to keep in contact with clients, and they also frequently bring in new clients. [Read more…]

Attorney Marketing On Social Media: How Do I Convert Friends to Clients?

Attorney Marketing With Social Media (Part 3)

Social media can be fun, but social media marketing should produce results (ROI). For law firms, those results are measured in new clients. If you’re going to convert Facebook friends, Twitter followers or other social media connections to clients, you need one more thing.

You need the benefit of one of the most over-used terms in the English language–a term I hesitate to use. But the truth is, this  word actually applies to social media marketing. The word is:

Synergy.

For attorney marketing that will actually give you a return on your investment, you need to create a social media marketing machine that is greater than the sum of its individual component parts.

To illustrate the point, let’s assume that the local manufacturing plant owned by a global corporation has violated environmental laws and injured thousands of people within your law firm’s marketing area. Your law firm handles this type of litigation and you want to represent as many of these potential clients as possible. Your law firm expects to have a number of competitors for those clients. What do you do? [Read more…]


5 Tips Before You Start Attorney Marketing on Social Media (Part 2 of a Series)

Attorney Marketing With Social Media (Part 2)

Part 1 of this series ended with two principles that are worth repeating:

  • What really matters is your return on investment (ROI), and
  • there are ethical, cost-effective ways to attract new clients.

These things are true. But before you jump in, consider these 5 tips about attorney marketing using social media. [Read more…]