If you do nothing else for your estate planning law firm’s marketing efforts today, visit your LinkedIn page, especially if you haven’t been on it for a few weeks. If it’s been more than a few months since you were last on your LinkedIn page, we hope it’s because you are so swamped with new clients and interviewing new associates to keep up with the growth of your estate planning and Elder Law firm that you don’t have three seconds to look at your phone.
Yes, your phone! At this point, your estate planning law firm website and social media should be as familiar to you on your phone as it is on your desktop. It’s where many of your prospects and clients are spending their search time, so it should be where you are too.
If you are still keeping social media at arm’s length, it’s time to join in. One thing we can tell you: you will not break the internet. Use good sense, common courtesy and if you need help, ask for it. Find one platform that you can be comfortable with. You don’t have to do everything all at once. Not at first, anyway.
The only way to get comfortable with social media is by using it on a regular basis. The other thing you should know: competing estate planning law firms are already there. Online legal services providers are all over the web, running AdWords campaigns, PPC (Pay Per Click) campaigns, and more. As they say about the lottery, you need to be in it to win it.
What can you post about?
Link to articles you have written for consumers and lawyers. If you have not published an article in your local bar association’s newspaper, magazine or website or any local news outlets in a few years, make this the year you do. If you’ve never published an article anywhere, put it on your “to do” list. The article gives you a forum to demonstrate your knowledge and you can use it for social media posts also.
What’s new in your office? New hires, firm participation in Senior Law Day events or local charitable events are great things to share with prospects and clients. So is being named to a board of directors or becoming a parent or a grandparent. Remember, you are engaging with other people, so while you don’t want to share inappropriate information, good news about you and your family is something that others will relate to.
What’s in the news? News, new tax laws, Medicaid rules, anything that relates to the practice is something that you want to share with your online community. More locally, events that pertain to your client base, especially when you are participating, are good for posts.
What do you love? This can be a little tricky, but….if you have a passion for, let’s say, snowboarding, photography or fishing, there’s no reason not to share your enjoyment on Facebook or Instagram. We don’t recommend loading up your LinkedIn profile with pictures of the biggest fish you caught last summer (that’s for FB or Instagram), but there is a place where you should be you. Don’t be surprised if the biggest new client of the year comes to your website because of a shared passion.