As a lawyer, you spent years in higher education learning to be the best attorney you could be. But all those years of schooling likely didn’t teach you how to market your firm or your services.
We specialize in creating and expanding the digital presence of lawyers, firms, and other professional service providers. From our many years of experience and expertise, these are the best practices for digital marketing for lawyers.
Set Goals
Everything about digital marketing is measurable. This means that you can set very specific goals and know exactly what is working and what isn’t. So, before you start creating content, set some goals.
Do you want to find new clients?
Do you want to improve your firm’s credibility in the field?
Do you want to shift niches into a different area of law?
What is your reason for wanting to market online? Once you can nail that down, you can create an effective path to get you there.
Plan Your Content
The most common platform for lawyers to promote themselves on is LinkedIn, followed by Twitter, Facebook, and Instagram. If you are new to social media, choose one platform to master before adding in others.
Consider who your target audience is online. If you are a family lawyer, you will likely be targeting parents and couples.
Think about when parents typically spend time online and post your content at those times. Create a mix of image and text posts as well as short-form video content to grow your online presence.
Measure Your Progress
Once you have a plan in place, track the metrics that matter most to your goal.
For example, if you want to generate leads to your law firm’s website, it’s important to track the click-thru-rate from your social media profile to your site.
If you want to boost your industry reputation, content marketing is key. Measure how often other professionals are interacting with your content and sharing it with their followers.
When you start to see the traction of your strategies take off, you know that what you’re doing is working. If you aren’t getting closer to your goal, it may be time to switch up your strategy or hire a professional.
Add Value
The most important aspect of digital marketing is the value you add to your followers’ lives. The people who see your Facebook ads, Instagram Stories, or LinkedIn posts could one day be your clients.
Some examples of ways you can add value are by sharing non-specific advice, tips for working with an attorney, and your ideas for handling a messy divorce.
The more value you provide them through your online content, the more they learn to trust you and remember your brand.
Interested in Getting Help with Your Online Marketing
SocialEyes Communications is here to take your firm’s online presence to the next level and help you grow your business. Reach out to us today to learn how we can help.
The holiday season is the perfect time of year to spread both festive cheer and brand awareness. It’s a time for giving back, showing gratitude, and nurturing your client relationships. Holiday marketing campaigns are starting to take off, and whether you’re a realtor, lawyer, or another professional service provider, you don’t want to miss out on the fun.
If you need some peppermint-fresh ideas for holiday marketing campaigns, keep reading.
Get Philanthropic
Is there a cause you and your team deeply care about? People are excited to give and donate this time of year, so fundraising or promoting a charity can easily be tied into your marketing campaign.
Consider fundraising with your team for the charity of your choice. Share your progress on social media through posts, stories, and Reels. For each fundraising milestone, share a post of team members doing a festive activity like snow angels or dressing up like Santa.
Getting philanthropic through your marketing campaign is not only fun for your team, but it shows potential clients your business’s caring personality which helps them build trust.
Collaborate with Small Businesses
Professional service providers and small retail businesses can lean on each other through their holiday campaigns. By promoting small businesses in your community, you build relationships with those business owners and their supporters.
Consider planning a “12 Days of Small Business Support” campaign. On each day, share a business you love, what they sell, and why your followers should shop with them. Coordinate with each business owner to promote you on their page too. They could post a simple photo of you visiting their store, thanking you for the business, and letting people know how to contact you if they need your services.
Make the Most of Short-Form Videos
Instagram and other platforms have expanded their short-form video features allowing you to share more with your audience and for potential clients to learn more about you.
Make the most of these features by recording and sharing holiday-themed videos. You could use one of the many festive filters available on each platform or create a branded one of your own.
Another idea is to record a 10-second clip of each team member saying what they’re most looking forward to this holiday season. String the clips together in one video and post it as an Instagram Reel.
Make sure you’re sharing user-generated content on your profiles as well. If a user commends you for your philanthropic fundraising in their Stories, share their Story to your profile and spread the love.
Share the Love
Are you able to offer a discount on any of your services this time of year? Can you host a contest for your social media followers to win a gift basket of goodies from your favourite local businesses? These are two ideas to share the love this season through your social media marketing campaigns.
Social media is all about connecting with people and building relationships with them. Why? Because each unique user could become your next client.
Need Help with Your Holiday Marketing Campaign?
If you have a lot on your plate this holiday season, allow the SocialEyes Communications team to handle your holiday campaigns. Contact us today to learn more.
There is one final quarter left in 2021 and it’s an important one. This is your last opportunity to hit your goals for the year and end 2021 on a high note. Digital marketing is extremely important for hitting your goals and having a plan for your marketing budget is equally as important.
Here, we’ll show you how to create a digital marketing budget that allows you to achieve your Q4 goals and start the new year from a place of prosperity.
Step 1: What Worked in the Past?
Have you been setting quarterly goals for your business before now? If so, analyze what these goals were and if they were achieved. Consider how much you spent on digital marketing in previous quarters.
You might notice a significant ROI from social media marketing or from updating your branding. Perhaps you invested a big portion of your budget into email marketing, but those campaigns didn’t yield the results you wanted.
Examine what has worked and not worked for your business in the past.
Step 2: Identify Your Goals
Digital marketing can take your business to new heights. It can help you expand your reach, refine your brand, increase your authority in your industry, and attract your target client to your services.
So, for Q4 of 2021, what are your goals?
Here are some examples we’ve seen businesses set in the final quarter:
Increase visitors to your website’s contact page by 33%
Expand your online presence to a new social platform you haven’t tackled yet
Double your click-thru-rate
Maximize client retention through an effective email marketing campaign
Step 3: Set Your Budget
Now that you know what goals you want to achieve in Q4, it’s time to assess how much hitting them will cost you.
According to the BDC, B2B businesses should spend between 2-5% of their revenue on marketing efforts. For B2C businesses, that number jumps to 5-10%.
On average, small businesses that have less than $2 million in annual sales spend nearly $34,000 on digital marketing. Per quarter, that’s $8,500.
If you’ve never created a budget for online marketing before, use the guidelines above from the BDC to decide how much you want to allocate to these efforts quarterly.
Step 5: Create a Digital Marketing Plan
You have your Q4 goals for digital marketing and you know how much you want to spend. Where do you invest that funding to achieve those goals?
Some businesses choose to do digital marketing in-house. This typically requires hiring a full-time employee who specializes in digital marketing. Some business owners attempt to master this field themselves, only to find they no longer have the time to work on other aspects of their businesses.
The most cost-effective and goal-effective option is to hire an experienced digital marketing agency that understands your industry and your business.
We’ll Take Care of Your Digital Marketing So You Can Run Your Business
Here at SocialEyes Communications, we have years of experience helping service-based businesses and professionals grow their companies, increase sales, build reputations, and improve industry authority.
With our help, you will hit your Q4 goals, stay on budget, and experience a substantial ROI. Contact us today to learn more.
Social media is constantly evolving with new features and tools that make marketing your business more effective and efficient. We are committed to staying apprised of all social platform updates to ensure our clients get the most ROI from the time spent on them. Here, we’re sharing some platform updates that may affect your digital marketing efforts.
No More Swipe Ups on Instagram
Prior to recent updates, the Swipe Up function allowed users to access your website through an Instagram Story that used the Swipe Up tool. Users would swipe upwards on the screen during a Story and be taken directly to your website or online store.
Instead of swiping up, users can simply tap the sticker on your Story which opens your store or site. You can customize how you want the sticker to look on your Story by size, font, colour, and placement.
Turn Instagram Stories into Reels
Instagram is competing with TikTok to capture user attention through short videos edited in-app. One way of doing so is through a feature they are currently testing internally called Montages.
Essentially, users can splice together clips from their Stories to form a reel, or montage, of the clips and add music.
This feature will be especially useful for business owners who want to create a montage of their product demos, a behind the scenes montage, or a day-in-the-life montage.
Facebook Introduces Reels
Facebook is also trying to compete with the video-sharing features of other platforms by launching Reels. It is currently only offered to US-based users but will eventually be available globally.
Like on Instagram, Facebook Reels will allow users to create short videos with annotations and music that can be shared.
Facebook Prevents Ads Targeting Teens by Interest
Facebook has recently ruled that businesses cannot target teen users by interest when creating ads. Businesses can only target by interest to users 18 years and older.
This rule will also be applied to Instagram which could affect businesses that cater to a younger demographic on both platforms.
Twitter Is Catching Up
Where is Twitter in the world of video marketing and useability? It seemed like Twitter was falling behind the curve until they announced plans for upcoming changes.
Videos posted on Twitter are notoriously low quality, an issue that has been reported for years. That is one change in the works- less pixelated videos to encourage more video posting and sharing.
Another issue users have had with the Platform is disappearing tweets. The algorithm refreshes the main page, causing some users to lose the tweet they were reading. Over the next couple of months, both of these issues will be resolved.
How Will Your Business’s Marketing Plan Adapt to These Changes?
To get the most out of your marketing budget, you need to be aware of all platform updates and how they could affect you.
We are experts at staying on top of all social media platform changes and ensuring our clients’ marketing plans update alongside them.
If you want help with this, our team is here. Reach out to us today to find out more.
Two factors that determine the success and growth of your business are sales and marketing. While these two departments have some overlap, they are different. As a digital marketing company, we see time and time again the confusion around this topic, so keep reading for a full breakdown of sales and marketing, and how to excel at both.
What’s the Difference Between Sales and Marketing?
Essentially, marketing is about creating opportunities for your business while sales is about finalizing the transaction. This difference is something that we find is often blurred when clients first come to us.
Marketing is about getting exposure, creating awareness, and garnering attention for your service or product. It’s an external process that is required to make sales.
Sales is the completion of that cycle which ends in a transaction. It’s typically an internal process.
Here’s an example. A potential client sees your Facebook ads online and decides to call you for a free consultation. This is marketing at work. The call itself and the client’s decision to work with you come down to sales. The two elements need to connect and there needs to be a smooth transition with shared information between them. They each require separate strategy plans, software programs, and expertise.
How to Excel at Marketing
Digital marketing is not a one-size-fits-all way to grow your business. It is multi-faceted and requires advanced expertise to be successful. Here at SocialEyes, we take care of every facet of your marketing plan from creation to execution to monitoring:
We know that you probably don’t have time to master all the elements that make marketing effective, so we take care of them for you!
How to Excel at Sales
Once your marketing plan is in the works and you’ve started attracting leads, it’s up to you to navigate the sales process. We recommend using a reputable sales software program. For example, Salesforce’s Sales Cloud.
Programs like this allow you to track the contact you’ve had with each lead. You can track when they contacted you, if you’ve reached out to them, and where they are in your sales funnel. In addition to lead management, you can also collect your sales data and generate real-time sales forecasts.
The most important thing to remember that marketing does not close sales, you do. It is up to you to contact and nurture communication with the leads your marketing strategy brings in.
How We Can Uplevel Your Marketing Efforts
SocialEyes Communications is a digital marketing company that can help your business reach new audiences, build brand awareness, and attract your target customers. While we are experts in marketing, we do not handle sales.
If you’re interested in creating a custom marketing plan or taking your current marketing plan to the next level, contact us today.
Thanks to the global pandemic, lawyers who never operated online before were forced to pivot to accommodate social distancing restrictions. We saw firms that once relied on billboards, ranking directories and bus stops start to utilize the power of digital marketing for advertising and networking purposes.
For your firm to continue growing and serving your clients, digital marketing is not a nice to have any more, it has become a must have. Aside from the opportunity to elevate awareness and reach new audiences, it is more important now than ever before to exist where your target market is spending their time, and where your competitors are as well.
Here, we are going to explore why it’s time to go digital, the benefits, and how to get started.
It’s Quick and Simple
There’s a common misconception that social media marketing will take up all your time and force you to spend less time on your actual business. This is false. In fact, digital marketing can be simple, easy, and take up very little of your time.
Thanks to social scheduling platforms, you can create all content in one sitting and schedule it to go live throughout the following weeks or even months. Want it to be even easier? Our team can take care of everything from content creation to presence monitoring while you focus on serving your clients.
It’s an Opportunity for Business Development
No matter what field your firm specializes in, your clientele spends time online. They might prefer one platform over another, but you can be certain that they use social media in some capacity. To stay relevant and keep your finger on the pulse, you need to show up where your clients and prospects do.
Through effective market research and ad targeting, you can get your firm in front of your target audience and demographic. Not only that, but social media helps you retain your client base by nurturing your relationships, keeping you top of their mind, and giving you another outlet to provide them with value.
It’s Like a Billboard or Print Feature – Only Better
For decades, lawyers and firms used billboards or printed ads to advertise their services. You would, and still do, see lawyers’ faces on the sides of buses, at bus stops, and in giant billboards overlooking the street.
The problem is that no one knows how effective traditional marketing methods like these truly are. There is no counter on the billboard showing how many people saw the sign and then called your firm.
With digital marketing, you have those analytics to rely on and so much more.
With one social ad, you can track who sees it, what they do when they see it, and what action they take after clicking it. This allows you to improve future ads because you have proof of what works and what doesn’t. The ROI for your marketing budget is so much larger than it is from a billboard!
Ready to Take the Plunge?
If you’re hesitant about using digital marketing for your firm, we understand. It’s a whole new world full of potential. Our team specialize in helping lawyers and firms establish an online presence and use digital marketing to attract and retain clients. When you work with us, we take care of the marketing so you can focus on your practice. Contact us today to learn more or get started.
