Marketing your law firm shouldn't just be about ads on television, phonebooks, or those placemats at diners. You have to be proactive and use all the possible avenues available - and that includes Facebook and other platforms. Today, we're going to highlight the do's and don'ts of marketing on Facebook for law firms.
Nearly 1.5 billion people log into Facebook every day. With an audience that size, there's no way you can ignore this opportunity.
However, when it comes to using Facebook for law firms, just creating a profile isn't enough to earn you new clients.
You have to be relevant, unique, and friendly. Keep reading to find out what you should and shouldn't do with your law firm's Facebook page.
DO Create a Social Media Policy
A social media policy should clearly outline what will be shared on your firm's Facebook page, who will plan the posts, and how various situations will be handled.
This is vital if you want to protect your law firm against potential problems, like being blamed for discrimination in your posts. It will also ensure that the work gets done as it sets up a plan for who does what and when.
DON'T Leave Your Page Blank
If you're planning on creating a profile for your firm that you're not going to update more than once a quarter, you're better off not even having a Facebook page. People that do find your page and see it blank will assume your business isn't worth looking any further into.
DO Post Regularly
To avoid having a blank page, make sure you're posting things to it regularly. If you have a blog for your firm, this is a great place to share those informative blog posts.
You can also share posts such as:
Having a combination of posts will show potential clients that there's a real person behind the page, and that you're not just there to shove your contact information down everyone's throats.
DON'T Feed the Trolls
Internet trolls are people who purposely try to make someone else mad. They may be overly sarcastic, directly insulting, or try to start an argument for no reason.
When you respond to these types of people, you're simply feeding their desire to get a reaction out of you. Once you learn to spot this type of comment, it's easy to just ignore it so they'll move on to bug someone else.
DO Engage with People
With everyone else, however, you want to engage with them. After all, that's what social media is all about!
Respond to comments, especially if they're questions or comments related to your law firm. You want to be both professional and friendly. Basically, treat everyone that you interact with online the way you would treat them if they stepped into your office.
Learn More About Facebook for Law Firms
You now have a few pointers to get you started. If you want even more information about Facebook for law firms and how it can help you connect with clients, contact us today.
We'd love to chat with you about your law firm to guide you to your next step in growing your business.
If you run a business and advertise that business to earn sales, then you better learn to be careful with what you say and how you say it.
Big data, machine learning, and complex algorithms are making massive changes to how we work and look at the world around us.
One of the industries most impacted by these technologies is advertising. With large amounts of information, advertisers are now better able to understand their audience. They can then craft more effective messages and distribute them through the most efficient channels.
But while tailored advertising can help businesses in many ways, a side effect is the possibility of discrimination. Intentional or accidental, targeting ads by excluding certain types of people can lead to ethical and moral problems.
To avoid discrimination in advertising, be sure to follow these guidelines.
Understand Your Product
There are many situations where marketing to only one group of people is not problematic at all.
If your business only sells women's clothing, it's not wrong to advertise only to women. The product you offer has a specific purpose and will only be used by a specific group.
But if your product is universal, be cautious when deciding who to target and who to exclude. This is especially true when archaic stereotypes are relevant.
An example of this is cleaning supplies and the stereotype is that cleaning is a woman's duty. Cleaning is not a gender-exclusive chore. Advertising cleaning supplies exclusively to women could perpetuate this stereotype.
To avoid discriminatory advertising, it's important to know what your product is and the stigmas that surround it.
Don't Restrict Special Offers and Opportunities
One advertising tactic is to offer something special to the person viewing the ad. This might include something like a 15% discount with the offer code or even a free sample.
However, it's discriminatory to offer these deals to one group of people and not another.
The same thing applies to opportunities, such as jobs or housing listings. Facebook is currently facing a lawsuit for allowing real estate advertisers to exclude minority groups from seeing their ads, a violation of the Fair Housing Act.
Put Ads in Accessible Locations
Targeting helps you distribute ads in an efficient way. But you need to be careful with where your ads appear to avoid diversity issues.
A billboard placed near an affluent white neighborhood means the only people who see it will fall within that demographic. The same idea applies to digital ads, such as advertising only on niche websites.
Remember: If your ad can benefit somebody, but you aren't making it easy for them to find, you're toeing the line of a discriminatory practice.
Use a Variety of Models
One of the most obvious ways to install an inclusive ad strategy is to use a diverse group of people in the photography used in your commercials, graphics, online videos, and other marketing materials.
Diversity in modeling seems to be trending upward. Many beauty products are featuring more and more plus-sized models, for example.
Inclusive ad visuals can draw many different types of people to your product or service. That means more business for you.
Avoid Discrimination in Advertising with a Consultation
If you're worried your advertising might be discriminatory, don't panic. Industry experts can analyze your ad strategy and make sure you aren't making any mistakes.
To avoid discrimination in advertising, contact us today for a consultation.
The Importance of Developing a Strong Digital Footprint
What's the number one thing you need when you start a business? Some people may say a good idea, or substantial funding, or maybe a knack for leadership and a whole lot of persistence. While these things are important, if you really want your new business to take off, you need to focus on building your digital footprint.
That's just the way the world works these days. As a consumer, you can do practically anything from a computer, smartphone, or tablet, not to mention talk to your car. As a business owner, you won't get very far if you don't know how to take advantage of the digital age.
If you're not convinced, here are three reasons why you need to work on building your digital footprint.
To Reach More Users
Maybe you're hesitant to invest in web design and content marketing because you think all your local business needs is word of mouth and print advertising. Although these things are still around, they're not the main players in the marketing game anymore.
Instead, local businesses all over the world are relying on search optimization and paid online ads to drive customers through the door. This goes for restaurants, dry cleaners, convenience stores, and even gas stations. Everyone is competing to get customers, and they're doing so with digital strategies.
To Boost Sales
As more people find you online and visit your business, your sales will go up. This isn't to say that every person your online footprint reaches is going to end up as a conversion. But, more traffic on your website does have a significant potential to boost business.
A user may find your site and decide to buy something right away, or, they may need a little more time. After interacting with your social media pages and getting one or two emails from you, though, they may turn out to be one of your best repeat customers.
To Improve All Aspects of Your Business
Remember, sales aren't the only thing to focus on when running a business. You always need to be thinking ahead - like about what new products you can launch or where your areas of improvement are.
Customer feedback supports these things and more, and it's largely available to you when you have a strong digital footprint. Think about it: a large online presence means you have thousands of social media followers, loyal blog readers, and plenty of people visiting your website every day.
Such platforms give you the chance to continue important conversations with your audience. You can ask users how well your customer service is doing or what new products they'd like to see next. Don't be afraid to use your digital presence to own up to company mistakes, either.
How to Create a Strong Digital Footprint
Understanding what a strong digital footprint can do for your business and knowing how to create one are two different things. Thankfully, you don't have to navigate the digital world alone.
That's where we come in. Our team of digital experts is here to help you with everything from web design to SEO to social media and more.
All you have to do is contact us and get the ball rolling!
Click here to reach out to someone on our team today.
So, how can doctors harness the power of digital marketing to create this strong presence?
Once upon a time, healthcare consumers made decisions about their healthcare providers via one main strategy: talking to the people they know and love. This was sufficient to address most consumers’ concerns, and to keep physicians’ offices thriving. But times have changed dramatically, and the digital age has brought new challenges and opportunities for attracting new patients and maintaining loyal patients alike.
While a digital marketing strategy might feel like little more than a hassle, another item to add to your to-do list, it’s essential to meeting the expectations and needs of prospective patients. Patients care about your brand, they care about the quality of your digital content, and they care about the ease with which they can access resources and communicate with providers. All of this adds up to the need for a strong digital presence.
So, how can clinicians harness the power of digital marketing to create this strong presence? Read on for two ways to boost your digital marketing game without taking too much time or energy away from what’s most important: your patients.
Digital Marketing Strategy 1: Revive Your Website.
Whether your website has been collecting digital cobwebs for years now or is recent but lacking much more than contact information and an “About Us” page, now is the time to redouble your efforts to make this space more engaging, intuitive, and attractive to potential and current patients. Here are some pathways to this goal:
Digital Marketing Strategy 2: Content Marketing Via Email Campaigns
In the same way that a blog featuring strong content can revitalize your website and boost your SEO, a well-organized and not-too-frequent email newsletter can go a long way toward keeping your practice at the top of consumers’ minds and engaging your current patients. How can you craft inviting, not intrusive, email content? Here are some ideas:
You already have the website. You already have your patients’ email addresses. These digital marketing strategies are ready to be put into action. Which will you pursue to improve your digital presence? To talk about a great digital marketing strategy for your practice, contact us at River Avenue Digital.