At the core of social media marketing is the ideas that by listening to clients, law firms will understand what the client values and needs. In order to understand what your client wants, their preferences, behaviors and web ability you must utilize social media marketing in order to gain a holistic view of your users.
There are many reasons social media can be a productive marketing channel or platform. Rather than emplying it as a tactic du jour, the purpose should dictate strategy and the tactics used for reaching desired goals.
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Gain insight into a community of interest
You can run all the client surveys you want, but some of the most interesting and progressive market research can be found within the social communities where your clients interact, share information and make recommendations. Tapping into the streams of dialog is a great start to engagement and social participation with your brand. |
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Build brand visibility and authority
You’ve heard it before, “Conversations are happening online about your brand, with or without you.” You might as well participate and do so in a way that pays close attention to the interests and needs of your clients - providing them with information and interactions that further support your brand. |
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Influence and promotion of products/services
Providing information to educate clients about your services in the formats and media types they prefer can go a long way towards building the kind of buzz that results in new business. By promotion, we mean advertising on social media sites. |
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Link building for traffic and SEO
Creating linkbait and promoting it to social media news and bookmarking sites can attract a slew of links from bloggers that read them. However, sustaining high levels of promotion to the same site or with the same user accounts will quickly be outed as social media spam. Creating value for the community is not the only rule, creating value and behaving according to formal and unwritten rules is what sustains social media sourced link building. |
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Drive traffic for ad revenue models
Becoming a power user of several social communities involves consistently contributing quality content, rewarding those who vote positively on that content as well as growing a large base followers. That base of like-minded connections can serve as an effective distribution channel for unique and interesting content which drives traffic to ad supported blogs that host the content. The linkbait suggestion above not only attracts links, but also attracts traffic. However, many ad supported sites report that traffic from social media sites is notorious for not clicking on ads. It’s the bloggers that write about linkbait content first viewed on social media sites that drive the kind of traffic which results in ad clickthroughs. |
Social Media Marketing is the process of promoting your site, law firm and brand through social media channels by engaging and interacting with existing or potential clients. The term most often refers to activities that are used to enable top rainmakers to build links, attention and receive large amounts of traffic for their law firms.