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How Law Firms Can Effectively Use Social Media To Reach New Clients eBook

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I’ve read many articles over the past several months about social media and law firms and they typically carry the same misguided theme: social media success is about managing your posts, your fans, …

I’ve read many articles over the past several months about social media and law firms and they typically carry the same misguided theme: social media success is about managing your posts, your fans, attracting more fans, and promoting good content.

Don’t get me wrong, these goals may be worthwhile, but do they really help get business for your law firm?

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  • 1. www.mycase.com How Law Firms Can Effectively Use Social Media To Reach New Clients By Matt Spiegel, Lawyer and General Manager of MyCase I’ve read many articles over the past several months about social media and law firms and they typically carry the same misguided theme: social media success is about managing your posts, your fans, attracting more fans, and promoting good content. Don’t get me wrong, these goals may be worthwhile, but do they really help get business for your law firm? Do Facebook “Fans” Offer Value? 2 Targeted Social Media Advertising Pays Off 3 The Benefits Of Targeted Social Media Ads 4 © 2014 MyCase | How Law Firms Can Effectively Use Social Media To Reach New Clients 1
  • 2. www.mycase.com Do Facebook “Fans” Offer Value? Aside from personal referrals, how does a prospective client go about finding a lawyer these days? For most consumer areas of practice such as criminal defense, bankruptcy, personal injury, and family law, the answer is simple: Google. The fact is clients aren’t going to sites like Facebook or LinkedIn to search for lawyers because there’s really no way to do that effectively. Sure, there’s a chance that they might happen to be fans of a lawyer’s page and need a lawyer in the field that lawyer practices in. If that’s the case, then great. But how did they become a fan of a lawyer’s page in the first place? The answer is–not easily. That’s because there are really only a few ways that people would be familiar enough with a firm to become a fan of its Facebook page: ›› They are friends with the lawyer or someone who works at the law firm ›› They are a former client of the law firm. ›› They came across the law firm while searching online and discovered the Facebook page on the firm’s website. © 2014 MyCase | How Law Firms Can Effectively Use Social Media To Reach New Clients 2
  • 3. www.mycase.com Targeted Social Media Advertising Pays Off In most cases, Facebook fans already know of the law firm or have discovered it via a search inquiry. The fact that a law firm has Facebook fans does nothing to introduce the firm to potential clients unaware of the firm’s existence. Facebook fans are not what you need. “91% of today’s online adults use social media regularly.” — Experian What you need is a targeted group of potential new clients that are seeking help. Social media can help you reach those people through highly targeted pay per click advertising. If used properly, the pay per click features on social networking sites can be relatively inexpensive and will yield very positive results. Contrast this to the pay per click (PPC) spots on a search engine like Google. Google is saturated with law firms struggling for organic positions and bidding for PPC spots. These PPC spots certainly pay off in the form of new clients, but at what cost? For the new lawyer trying to build a practice, the cost of Google PPC is outrageous. In San Diego for example, DUI lawyer PPC spots can run you around $40 per click! While this is a great way to get good leads and is certainly much more effective than having a random fan on your Facebook page, it is generally not cost effective. This is where PPC ads on social media can make a big difference. © 2014 MyCase | How Law Firms Can Effectively Use Social Media To Reach New Clients 3
  • 4. www.mycase.com The Benefits Of Targeted Social Media Ads Sites like Facebook and LinkedIn provide users with tools similar to Google PPC for advertising. The main differences are cost and target. Cost is very affordable on these sites. Most of the time you can get away with good, targeted ads for between $1 and $2 per click on both Facebook and LinkedIn. “Facebook’s targeting options help you narrow down your audience to help increase the ROI on your Facebook ads.” — Hubspot The other great benefit of social media advertising is the ability to reach a highly targeted audience. Sure, with Google you can get keywords, but as I mentioned, the better the keyword is for your practice areas, the more expensive the click since every law firm is vying to benefit from those keywords. Plus, social media sites, particularly Facebook, give you the ability to specify more about the people you want to reach. For example, you can target potential clients by their job titles, gender, age, location, marital status, etc. This type of targeted advertising is invaluable and the fact that it is relatively cheap means it is a great way for new lawyers and small firms to attract new clients. This advertising is also highly trackable, which is imperative for any marketing venture. © 2014 MyCase | How Law Firms Can Effectively Use Social Media To Reach New Clients 4
  • 5. www.mycase.com Also important is the fact that, with these ads, you are able to direct the user to your actual website or your Facebook page. I recommend sending them to your website, since your website is designed to convert a potential client into a new client. After all, isn’t that the purpose of placing an ad in the first place? Sure, having fans on your Facebook page is wonderful, but it won’t help you get clients TODAY! If that is your goal, as it should be for any solo or small firm, the aspect of social media you want to focus on is the PPC advertising. Set up a specifically targeted campaign with a tight budget and give it a try. Make social media work to your advantage! Ready to love your practice management software? MyCase 30-Day Free Trial Like what you’ve read? There’s more where that came from. Read more in our Guide To The Cloud. WHAT IS MYCASE? MyCase, a subsidiary of AppFolio, is an affordable, intuitive and powerful practice management software designed for the modern law firm. Easily organize your firm with a complete solution-- contacts, calendars, cases, documents, time tracking, and billing. Reap the timesaving benefits of MyCase’s integrated client portal so everyone stays informed and connected. Learn more at www.MyCase.com. ABOUT THE AUTHOR: Matt Spiegel is the Vice President and General Manager of MyCase. He is an attorney in San Diego, California and started his criminal defense law practice in 2009 after working for four years with one of San Diego’s largest consumer law firms. As a practicing attorney and a founder of MyCase, he often speaks at legal conferences regarding the ins and outs of running a law practice and on how cloud computing technologies can benefit the legal profession. He can be reached at matt@mycase.com. CONNECT WITH US: © 2014 MyCase | How Law Firms Can Effectively Use Social Media To Reach New Clients 5