If your estate planning and Elder Law firm is like most, you have added social media campaigns to complement your website and other marketing efforts. You add a post to LinkedIn when you speak at a conference, published an article or are mentioned in the local newspaper. You use Twitter to share news items that you think your clients needs to know about. You post judiciously on Facebook, knowing that a wider audience of friends, family, colleagues and their connections, requires a careful balance of professional and personal news.
Ask your IMS account manager for a one-on-one marketing review. Submit a support ticket and let’s get a closer look at your social media campaigns and see how they are working on their own and as part of your overall marketing efforts. Do they align with your website? Are they sending a clear message to your constituents, or are they speaking with another voice, sending a mixed message?
No strategic plan for social? Free styling may work great on the dance floor but not on social media. Consider how much time it takes to generate posts every week. That’s not time you want to squander. Define your goals – increasing the number of views or likes, boosting traffic to your law firm website, or getting a series of specific messages out on social media—or all three? Once you have done an analysis of how your social media campaigns are performing, compare that with your firm’s strategic goals.
Email campaigns and social media. Digital marketing works best when it all works together. If you are using the E2-CRM, your IMS account manager will be able to get a complete view of what each digital platform is contributing to your overall marketing.
Don’t forget your website. We have more than a few clients who are so jazzed about their social media that they have to be reminded every now and again that their websites are the foundation of their digital marketing. Set up an appointment with your account manager to spend some time on the analytics of your website. Is it generating conversions? Are people visiting a few pages and then picking up the phone? Let’s find out what’s been working in the last six months and if necessary, tweak the site to enhance its performance.