Snapchat is an app that has taken off fast, and it consistently maintains its unique point of view in the vast landscape of social media. The image-messaging app is known for allowing users to send transient pictures and messages that are auto-delete after a short period of time. It is perceived as representing a new direction in social media, with its users wanting a more fleeting and authentic means of expression, instead of an accumulation of ongoing status updates leaving a permanent trail. Against this backdrop, law firms might consider Snapchat to be an immature and unprofessional platform. However, the app continues to broaden its scope, its user base is steadily growing “older,” and more established brands are beginning to take advantage. It also presents some unique opportunities for law firms to market their brand, if used correctly.
Cause marketing is when a business partners with a charity or non-profit in a way that is mutually beneficial. For example, organizing a 5K for a charitable cause, or producing a public service announcement about the dangers of texting while driving. A study conducted by Cone Cause Evolution has found that 87 percent of consumers or clients are likely to switch brands (or law firms) upon learning that one is aligned with a charitable cause. This figure is even higher for millennial consumers, exceeding ninety percent. And when you consider the relatively low cost compared to an ordinary marketing campaign, it is clear that there are few (if any) downsides to cause marketing—everyone benefits.
Let’s be honest, when you think about email marketing, you probably think about those irritating emails that you delete before your eyes finish scanning the subject line. Email marketing campaigns tend to be spammy and irritating. But when done right, they can offer something that grabs a recipient’s attention and provides them with something useful. A successful email marketing campaign will keep your firm’s name in clients’ minds and keep them coming back and even making referrals. Email marketing is something that really, really needs to be done right, or it shouldn’t be done at all. The bottom line is that you need to offer something to recipients to prevent them from hitting the unsubscribe button.
Although most law firms and even solos have well-developed web pages and frequently updated blog posts, very few take advantage of YouTube to reach prospective clients. If you decide to put yourself out there on YouTube, you want to make sure you do it right. We have all seen bad lawyer commercials on television. Because anyone can make a YouTube video with very little forethought, the prospect for bad lawyer YouTube videos is even worse. There are also some great videos out there, and some firms have even made names for themselves as thought leaders in their niche practice areas based solely on their professional and informative YouTube videos.
A couple of years ago there was a widely popular meme circulating about LinkedIn for lawyers. It accurately depicts the discord between what prospective clients actually want to know, and the bland resume stats most lawyers actually put on their profiles. It is time for lawyers to pay more attention about their profiles, and think outside of the box. A recent study has shown that LinkedIn is the primary source that prospective clients go to when they want to learn about an attorney they are considering hiring.