If you and your law firm are still hating on social media in general, and Facebook in particular, it's time to stop the hate and start getting social.
While search engines like Google still send the most new visitors to your website, social media is gaining. A recent study released by Shareaholic shows that top eight social media platforms drove more than 30 percent of overall traffic to websites.
Over the years, our media consumption habits have changed dramatically. We rely less on homepages and search engines, discovering news pertinent to us through social media.
While we find that most attorneys have a relative comfort level with LinkedIn, which is generally viewed as "more professional," the truth is that LinkedIn isn't a big help to your online marketing efforts In fact, LinkedIn accounts for only 0.03% of all referral traffic ... which means you're not going to grow your law firm with LinkedIn referrals.
The big winner? Perhaps your most-hated social network, Facebook, turns out to be the gorilla in the room when it comes to building your online referrals. Facebook drives nearly 1/4 of all referral traffic (24.63%). Pinterest is a distant second, driving slightly more than 5%. Twitter won't help you much, either, driving, on average, less than one percent (0.82%) of new visitors to your website.
What does this mean to you?
If you're not actively building your Facebook network, you're leaving money on the table. And hobbling your online marketing.
Integrity Marketing helps all of our clients set up, integrate and post to social media with a special focus on Facebook. But if you want to turbo-charge your online marketing and see drastic results, use our services as the foundation of a robust social media marketing effort.
The first step? Check your law firm's Facebook page to see how many LIKES you have. This is your potential audience for posts to your page - or the number of people who will have a chance of seeing your posts in their news feed. While all Facebook pages are public (which means anyone can see them), the news feed is the prime real estate on Facebook. If only a handful of people LIKE your page, your social reach is going to be very small. For inspiration, check out the number of Likes on the Integrity Marketing Solutions page.
A few tips for growing your Facebook audience:
- Add a Facebook Like Button to your Website
In most cases, we have already done this for you (unless you specifically told us not to, in which case send in a support ticket and we'll fix that for you!)
- Provide a Link in Your Signatures
Whenever you send emails to your customers, colleagues, vendors and other contacts, add your Facebook page link in your email signature along with your website link.
- Consider Facebook Advertising
Integrity Marketing can help you set up a modest advertising campaign on Facebook to help grow your audience. Facebook ads allow you to target your page promotion ads to the specific audiences you want as Facebook fans. Generally speaking, a small budget over a long time frame can be very effective promoting your page. Remember, though, it's best to up your social game before you launch any type of page promotion (see below).
- Up Your Game with Engaging Content
If you haven’t posted to your Facebook page in a while, or you are only auto-posting your blogs, start by becoming more social. Share interesting news about your law firm, start discussions on topics pertaining to estate planning or elder law issues, tell special stories about your clients (with permission of course) and pose questions to get to know your audience.