Who has the time to sit down and write blog posts, never mind follow social media networks? Many decades ago, lawyers could focus solely on practicing law. However, times have changed, forcing lawyers who once kept their noses in law books and case paperwork to refocus their energy on marketing.
Today, the marketplace is congested and extremely competitive. Like just about everything else in life, you have to get with the times or be left behind by your colleagues – or shall we say, competitors? You have to let your legal voice and expertise be heard on a blog of your own. After all, a legal blog is a place where lawyers can show off their level of expertise and position themselves as a leader in the industry.
But, legal blog writing along may not be enough.
You also have to keep abreast of everything that is happening in the legal world, whether in the news or on social media networks.
Why Lawyers Need to Utilize Social Media
There are plenty of lawyers out there who feel like Twitter, Snapchat, and other social media networks are a waste of time. At minimum, most lawyers simply do not have time to spend on social media. Unfortunately, those who feel this way are not taking advantage of the benefits that these networks offer lawyers. They also are not thinking about how young lawyers are already Tweeting on their iPads, posting and commenting on blogs, and Snapchatting as an inbred habit.
Firstly, your target audience is right there on all of the social media networks. As we mentioned earlier, you have to remain abreast of current news and affairs. What better place to do that than social media, where breaking news is spread virally the moment it happens?
Secondly, you will find that unlike fashion blogs and celebrity scoop blogs, not many people are going to be fans of your website or blog. Neither your firm’s website nor your legal blog will encourage the engagement that a Twitter account, for example, can. Social media provides lawyers with the chance to engage with their prospective clients and their influencers.
Furthermore, you can market without actually “marketing” on social media. In fact, if you leverage your social media accounts to establish yourself as an authority of information and news in your legal niches, you will find that prospective clients and their influencers will follow you – you can builds rapports before they ever need your services!
Surprisingly enough, on the FindLaw Legal Technology blog, suggested that lawyers need to pay attention to Snapchat, as well. It is no longer the “teen sexting app” that it was once known as.
Look, we understand that there is only so much time in a day to spend in court, with clients, with potential clients, and doing everything else on your plate. We also understand that learning the different social media networks can be difficult, to say the least. But, you do want to remain competitive, don’t you? As far as your blog, we can help you with that. If you find you simply don’t have time to keep up with your blog, contact us at LBW, and we can take that off your plate immediately.
Have you ever searched for a product or service, visited the website and left without buying, only to find out you are later stalked by that product or service while you are surfing other websites? It’s like that product or service unleashed a tenacious sales person who was determined to sell that product or service to you. And, the stalking happens for days and weeks afterwards!
You are not the only person who has experienced this. In fact, this marketing technique is happening more and more to consumers. The marketing tool is called remarketing or personalized retargeting ads and they can be annoying, to say the least.
Personalized Retargeting Ads
Some of these ads are potentially embarrassing, like the diet ads mentioned in this New York Times article. In fact, Marketing Land and Survey Monkey conducted a survey of 400 American consumers to find out how they felt about retargeting, and 53 percent of web surfers expressed concern that they were being tracked while they were online. Only 8.65 percent of consumers said they were reminded to revisit a retailer’s website, while a mere 7.37 percent of consumers said they responded to a special offer in a remarketing ad. 46.15 percent of consumers said they ignore remarketing ads, while 37.82 percent of consumers said they were put off by the ads.
Lawyers and Retargeting
This leads to the question: Should lawyers use retargeting as a marketing technique? LegalZoom has been known to follow visitors around the web. For some people, that could cause trouble. Let’s say, for example, that a victim of domestic violence visits the website looking for specific advice about divorce on a shared computer in the home. Later that day, her husband (and abuser) comes home, accesses the computer, and the repetitive LegalZoom retargeting sparks suspicion and triggers him to abuse her again.
Every Internet Surfer is Different – Every Client is Different
Of course, this is a worst case scenario situation, but it is a very true possibility. Not everyone is aware of how the internet works, let alone aware of how remarketing works, so there are plenty of people who could be caught off guard when they start visiting other websites, only to find they are being haunted by their past. Everyone’s personal home life is different and we could not possible know how retargeting ads could affect each person. People have already testified about how diet ads made them feel fat, and that’s on a much less personal level than what most people need attorneys for.
This is not to say that all attorneys across America should not use retargeting as a marketing tool or technique, because law firm marketing decisions are made on an individual level. The marketing that works for one law firm may not work for another law firm, and vice versa. But, remarketing is not the type of marketing that law firms should jump into without looking at the potential worst case scenarios, which can be life-threatening, at worst, like the example we mentioned.