We recently met with a prospect and asked him how clients found him. He said other attorneys send him clients, and he advertises in the yellow pages. We are so glad he contacted us!
His story reminded me of an article I read about Aardvark – a running store in Bethlehem, PA. The employee being interviewed was asked why the running store was named Aardvark. He explained that the name was chosen so they’d appear first in the phone book. It seems like the plan worked, since Aardvark opened their doors in 1984.
If Aardvark were opening their doors in 2019, how would things be different? For one, the running store’s name may not be an animal completely unknown for speed. But, more importantly, they wouldn’t be advertising in the yellow pages. They would be focusing way more on social media (Aardvark has a great Facebook page!). They shifted with the times – law firms should follow suit.
For the potential client mentioned above, we recommended a customized social media package, and some advertising to ramp up his attorney referrals.
We encourage attorneys and firms to utilize social media campaigns for several reasons.
- YOU control the messaging – 100%. It’s not a reporter’s take on what you tell them or a quote that is misinterpreted. It is exactly what you want to push out to the marketplace.
- It is a consistent reminder of your brand – so create something niche and unique.
- Social media is a great combination of professionalism with a human touch. This is a great reinforcement of your excellent services, mixed with the “real” side of your personality and firm. As a result, you will stand out from your competition.
Starting a social media campaign can be daunting. But it can be easily incorporated into your daily routine. Alternatively, ESQuisite can handle it all for you at an affordable rate. Contact us at cady@ESQuisiteMarketing.com or ed@ESQuisiteMarketing.com with questions or to get started!