Do you need a lawyer? If so, your first inclination may be to do a Google search or to tell SIRI what you need. Others will rely less on mobile devices; instead, they will ask people in their social network. This inquiry might occur online or through face-to-face interactions, text messaging, or telephone chats. We know people will more likely consult an attorney if they know someone who used them before or who knows them on a personal level. This is because some lawyers provide advice that greatly affects a client's future, especially in the areas of family law, personal injury, and criminal defense.
Imagining The Buyer's Journey
People have different legal needs throughout their lives. They might get involved in an auto accident, get accused of a crime, or need to draw up a will. When people search for a product that they will be able to download on their phone or hold in their hands, it's easy to imagine their buyer's journey. When they seek a service, such as hiring or consulting an attorney, they are also on that buyer's journey.
They may turn to a legal expert they have become aware of through social media. More importantly, they may try the legal services of an attorney who knows one of the people in their social network. If a lawyer hasn't spent much time on social media writing about legal issues or local events, it's hard for potential clients to find them or to feel connected to them as members of the community. It's important to think about how local people want to know you and to find out some insights about your personality through your social media profile. If you don't have time to do this, you can hire a writer to do it.
Give People What They Want
Attorneys are busy professionals who charge by the hour, work on a flat fee basis, or work for a contingency fee. In the last case, personal injury attorneys may get paid a percentage of a settlement or a jury verdict. Unlike corporate attorneys, private attorneys need to have new clients flowing into their firm throughout the business cycle. Their income fluctuates based on their current caseload and depends on their ability to collect their fees from their clients.
When they are experiencing a slow period, attorneys may have time to blog about legal issues or current events. However, at all times, they should be monitoring their social media profiles and responding quickly to contacts from prospects. When you take the time to respond to inquiries from people on social media, you are showing a level of accessibility. This is something that people want in urgent cases.
Recently, I heard a radio ad where the law firm advertised that every client receives the personal cell phone number of his or her assigned attorney. The next reply that you make to a Facebook message could result in a client sitting in your office the same day or the next, signing a contract, and providing a check for your retainer fee.
Be Careful In Your Brand Marketing
Attorneys must be careful when preparing posts for social media pages, blogs, and websites. They may belong to a business or work as sole practitioners. As professionals, they are subject to ethics rules set by their state's bar association, but their content can also potentially violate the rules of the Federal Trade Commission. Also, attorneys are required to comply with the American Bar Association's Code of Professional Responsibility. For example, under Rule 7.2, a lawyer may not give anything of value to a person for recommending their services except in certain ways. Attorneys may need a social media manager who knows the laws and rules governing business and legal advertising to help them stay in the clear.
For more details on social media marketing for attorneys, please contact us today.
