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With social media growing at an intense pace and online marketers preaching the “content is king” adage, what strategy should legal professionals follow in 2013? Effective content marketing requires social media engagement and social media marketing needs adequate content, but these are two distinct strategies.
In 2013, some law firms may need to apply both strategies to boost their online presence, whereas others may also concentrate on a single one to narrow their focus. It is largely a matter of identifying needs and setting objectives.
The concept of the law firm as a brand should not surprise anyone living in the Information Age. The practice of law is a fixture of popular culture thanks to books, film, TV shows and news media outlets. Social media marketing facilitates the process of building brand awareness. A personal injury lawyer — or any other lawyer, really — can start the process of brand awareness by networking on LinkedIn and reaching out to contacts on Facebook.
Social media is also transforming the customer service process, and to this end solo attorneys and law firms should never ignore prospects or clients who try to reach them on different social networks.
Publishing is at the heart of content marketing, and it can accomplish two important goals. First, great content that follows search engine optimization (SEO) principles will rank high on search engines and thus bring prospects to the websites of law practitioners. Second, well-crafted content has the ability to create demand among potential clients.
For example, an admiralty law practice that tells the story of a successful release following a ship arrest will not only highlight its expertise on the matter but also inform visitors about the ship arrest process and how it can be resolved. This is one way of creating demand for the law firm’s services. With the right call to action, good content can also be a powerful tool for converting prospects to clients.
Social Media Mondays is a CaseDetails.com series covering different topics in the social media world on a weekly basis. Check back every Monday for more news on social media and useful information on how law firms can use social platforms to their advantage.