When you first started your legal marketing campaign, you probably followed the same route as your competition: buying a Yellow Pages ad, printing hundreds of leaflets and business cards, and dropping your name in public as often as possible.
While this may have brought in a few clients, the old methods of advertising cannot possibly compete with electronic media. Websites, videos, and online communication can not only spread your message instantaneously, but it is also free to repeat and reprint—getting you enormous returns on a relatively small investment.
However, the amount of return you get is directly related to how often people repeat (or share) your message. While it costs nothing for them to repost your information, customers are only going to do it if they want to—and the key is making them want to share the information you provide.
Here are things to remember when crafting a viral marketing campaign on your social media sites:
- It should stay free. To be effective, the sharing of your materials should remain free for both you and your customer. If customers have to pay to promote you, they’re not going to do it—and if you have to pay for a service, your returns may not be worth the cost.
- It should be easy. We live in a world where instant gratification is the industry standard. If customers cannot easily share your content with the click of a button, they’re going to give up.
- It shouldn’t be annoying. Many viral ad campaigns involve over-the-top characters and boring taglines. While this will certainly get attention, you run the risk of your customers associating you with a grating ad tactic.
Remember: the key to bringing your law firm into the world of social media is promoting your business in an accessible, down-to-earth way. Appealing to your customers as a person rather than a company will garner both admiration and friendship—allowing you to build a relationship before you’ve even met.