Think of estate planning law firm marketing like dating, and many best practices become very clear, for better or worse. Consider the concept that not being available somehow makes you more tantalizing. You didn’t like it then, and trust us, your prospects don’t like it now. When you drop off of the social radar, you run the risk of losing a prospect, often just as they have started to engage with you.
Absence also doesn’t help you when someone is looking at your website and wondering why you haven’t posted any news items since 1985. You might think it’s a good sign that you are too busy. They think you’re not paying attention to one of your most important marketing tools. And if you can be careless about that, what does that say for other important matters, like their estate plan?
Too time crunched to stay current? Today you can automate practically everything. Here’s how:
Prepare and schedule blog posts in advance. Set this task for the same day every week and review the blogs that IMS sends you. Tweak them a little or a lot, and get them scheduled. If you do this on a regular basis, it will become a matter of routine. Don’t have time? Delegate the task. But don’t skip it.
Respond to social media posts, with care. The nature of social media is a two way street, not a dead end. If someone takes the time to respond or like a post, don’t leave them hanging. Be mindful that what you post will be read by any visitors. Say “Thanks for the compliment, we are so proud of our team,” or something similarly simple and straight-forward.
If it’s more appropriate, tell the person you will respond to them offline. Post a simple message: “Not everything should be on Facebook/Twitter/LinkedIn. Will respond offline,” and then either pick up the phone or send an email.
What if someone posts a negative comment? Respond quickly.
Acknowledge the complaint, the same way you would in a conversation: I understand that you are unhappy with what happened in our office the other day.
Apologize: I am so sorry that you had this unpleasant experience.
Give them your personal attention. We take great pride in how our staff treats clients, and this was completely unacceptable. I would appreciate an opportunity to speak with you –please call me (give a number and direct your staff to make sure the call is handled with kid gloves). Have an offline conversation and a meeting if necessary that fixes the problem and builds trust.
Follow up. Make sure they are now satisfied with you and your practice and, when all the ruffled feathers are smoothed and with their permission, post a short note that the problem has been resolved to everyone's satisfaction. Underscore how important client care is to the practice and to you personally. Remember, social media is personal!