New Year’s Resolutions are a funny thing. We all start out with best intentions knowing full well we are unlikely to see the Month out.  

This year, however, why not try something a little different? Take 2021 as your line in the sand to really concentrate on how you can embrace social media to build your law firm brand.

Your own Domain

You need not feel constrained by dot.co.uk, dot.ie and dot.com domains – dot.law and dot.legal are showing increasing popularity. Ampersands present difficulties though. Your traditional “& Co.” suffix may not be compatible with clearly defining your online brand. Find your space and stick with it. Consistency is key. 

Starting your Blawg

The term “Blawg” appeals to me. Merriam-Webster defines it as “a blog about legal issues”. That said, if you have to keep explaining what it means to your intended audience then perhaps it may be better to stick with the generic “blog”.  

  • Search engines like unique content.
  • Search engines like frequent content.
  • Search engines are used by your potential clients to give you the new instructions you need.

Set a timetable… and stick to it. One unique article per week should do it. At the end of the month, bundle up your new content and send it the contacts on your email list too. Again, consistency is key.

Building your mailing list

You don’t have a mailing list? Then start one! Don’t procrastinate until you have every lead you have ever met on your ideal prospects list. 

There is nothing wrong with starting small and building from there. I’ve tried a few different platforms over the years, but my current favourite is Mailchimp.com which includes a double opt-in and easy opt-out for GDPR purposes.  

Embrace new media… sort of

Don’t waste too much time on social media. It can become a distraction. Don’t ignore it either. Use your social media channels as another way to signpost prospects to your website by promoting your unique content.

LinkedIn

Create. Comment. Like. Share. Here are a few ideas to help you to get on the right track:  A lawyer’s guide to LinkedIn

Twitter

If your firm is on Twitter, or thinking about it, these 11 top Twitter tips to help you build your law firm brand should help you to funnel leads to your website.

Facebook

I was an early adopter of Facebook for law firms. I don’t think I ever really considered why. I suppose I always took the view that if potential clients were on a platform, then we should be there too.

I noticed engagement on the platform waning over time. I played with FB ads for a bit and saw the engagement return to previous levels. Yay me.

The question remained: was it worth it?  Check out Five ways Facebook can work for your law firm and you decide.

Instagram

Being a lawyer on Insta can be a bit like ‘Dad Dancing’. You might think you look cool, but everyone else is likely seeing something different. If you are determined to “throw some shapes” on the platform, check out these 7 tips for lawyers.

And finally…

Don’t consider your content marketing strategy as just another New Year’s Resolution – we all know where they end up! Consider it as a line in the sand. It is your opportunity to build your law firm brand for a comparatively low outlay. 

Stick with it: your clients, and potential clients, will thank you for it.

Oh, and Happy New Year!

To find out how delivering unique, engaging content to your law firm clients can help to transform your bottom line, get in touch.

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By Paul Sullivan FRSA

Creating unique, engaging content for your law firm clients