Jaffee PR on Law Firm Social Media, Websites and Content

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As a digital marketing strategist for dozens of law firms and attorneys across the country, I often get similar questions from my clients. Whether you’re a member of the marketing department at a large law firm, a solo marketer at a mid-sized firm, or a lawyer interested in marketing, here are answers to some of your most common questions.

Should our business be on TikTok?

As with any marketing channel, the first question you should ask yourself about TikTok is, “Can I effectively reach the audience I want on this channel?” If the answer is yes, the challenge will be to develop smart and creative campaigns that increase the visibility of the firm or a lawyer and conform to the content style on TikTok.

While TikTok may have started as a social media platform for people to showcase their latest dance moves, the platform has evolved into a place where users share all kinds of creative visual content. Look what two recent Harvard law grads started doing on TikTok: Maclen and Ashleigh garnered over 550,000 followers and 10.6 million likes by answering common legal questions. It’s original, it’s fun and people love it.

Our website is eight years old. Should we rethink it?

Although it may be tempting to throw your whole website in the trash and start from scratch, first –

Before deciding to undertake a complete website overhaul, consider whether refreshing design elements or upgrading functionality would bring it up to date. With bespoke websites costing between $30,000 and $150,000, a scaled down approach would be much easier on your marketing budget.

Ask yourself if redesigning your homepage, updating your navigational structure, or overhauling lawyer bio pages with changed content and new photos will make your site more visually appealing, interesting, and easier to navigate. to navigate. Most open source content management systems such as WordPress and Drupal are secure and compatible with regular developer updates to simplify design and functionality changes without the need to completely develop a new website .

Can we share third-party content on our LinkedIn profile or firm page?

Sharing articles, images, or videos from online sources other than your law firm is a good way to position yourself or your firm as a thought leader. Providing insight or analysis on a topic will also showcase your experience and knowledge, and increase the chances of engagement with your posts. However, when looking for content to share, be sure to leverage reliable, high-quality websites, as your posts will reflect back on you and provide full attribution to source/outlet and author of origin.

How often can we send a newsletter/legal alert to a law firm?

When reviewing your frequency pattern, consider sending your campaigns to segments of your email list. For example, if you have a client alert or newsletter on a certain topic, you should send it only to contacts in your database who are associated with that practice area. If your post is helpful and informative, people will appreciate your emails and won’t search for the unsubscribe link.

Your email database is one of a company’s most valuable marketing assets. Protection against list reduction must therefore be a top priority. Depending on the quality of your database, you will almost always get unsubscribes when you send an email campaign. Therefore, a higher frequency of campaigns will simultaneously lead to a higher number of unsubscribes. To ensure the lowest possible unsubscribe rate, each email campaign should provide useful information, be visually appealing, and be sent on the day/time when your audience is least likely to unsubscribe (i.e. i.e. not late Friday afternoon).

Our company has a one star rating on Google. Can we remove it?

Obviously, negative reviews can damage your personal reputation and the perceived trustworthiness of your business – and a string of negative reviews compounds the reputational damage. Since online reviews are highly visible in Google search results, your current and potential customers will undoubtedly see them during a basic search online.

Reviews can’t be deleted if you just don’t agree with them or don’t like them. However, if a review violates Google’s content policy, you can report it from your Google Business account, a Google search results page, or a Google Maps listing. Once a report has been triggered, Google will assess the review and remove it if it violates its content policy.

If Google doesn’t remove a review, you can respond to the negative review and encourage the reviewer to contact the business offline, via a phone number or email address. The goal is to show that the company is responsive and takes feedback seriously. At the same time, take the conversation offline so that a back-and-forth conversation doesn’t occur publicly.

How do we measure the success of our marketing program?

With digital marketing (your business website, social media channels, email marketing platform, digital advertisements), your platforms should all have built-in analytics tracking, allowing you to measure impressions , visits, clicks and other interactions. Website traffic platforms like Google Analytics can provide in-depth insights that allow you to explore site interactions, changes over time, geographic and demographic data, and other valuable metrics. Social media platforms (LinkedIn, Facebook, Twitter) or social sharing platforms (Hootsuite, Buffer) all have somewhat limited analytics tracking, but still provide metrics on post performance, engagement of the public and the best times to share. Use this data to find trends and inform your future digital marketing strategy.

For offline initiatives (outdoor signage, collateral or sponsorships), consider using custom QR codes or domain names so you can measure interactions with your offline resources.

Is it worth submitting lawyers for legal rankings and recognitions? How do you know if a ranking is credible?

There are thousands of legitimate US and international rankings, lists, polls, and awards that reward lawyers. The key is to prioritize rankings that best align with your marketing and business development goals, then optimize your time and effort to prepare submissions. Look for ways to recycle/reuse submission information in customer alerts, articles, media relations, or other thought leadership pieces.

Be wary of solicitations to participate in paid “rewards” and think twice about buying nameplates and promotional items that really do little to increase your visibility or reputation.

Should our law firm’s website have a video?

Producing video content for your law firm can be more complicated than developing other types of content, but it’s often worth the effort. Videos allow your audience to see what the firm stands for, get a sense of a lawyer’s personality, and consume information quickly. The type of videos you create should match your overall marketing strategy. For example, if you’re looking to recruit new attorneys, you might consider producing a video that shows what it’s like to work at the firm with short testimonials from chiefs of staff, new hires, and the managing partner.

Video content can go far beyond just filling a spot on your website. Showcase videos on social media to increase post engagement and grow your social media following, or use the video in an introductory meeting to explain a process unique to your business.

© Copyright 2008-2022, Jaffe AssociatesNational Law Review, Volume XII, Number 83

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