Yes, You Can Use Instagram for Legal Marketing

Posted by dscaringi on October 13, 2017

We live in a visual world. Photography is a powerful tool for telling a compelling story. It’s no mystery that people are quite comfortable using photography through social media outlets. Twitter, Facebook, Instagram and Linked In are filled with photos associated with a range of stories.

More and more, businesses are realizing that the old saying “a picture says a thousand words” is very true. There is now a strong comfort level with using Twitter and Linked In for business and a moderate increase in business Facebook users. But what about one of the most image-driven social media tool out there, Instagram? Instagram is one of the most untapped tools for legal marketing. There is a great opportunity to get involved in a less crowded space. Here are a few tips for using Instagram for legal marketing:

  • Understand how you can use the platform. Think through what you hope to accomplish and who the target audience is. This is a great tool for both general marketing and recruiting purposes.
  • Have a strategy. Which clients are currently users? Is there a specific type of audience who can buy your services or refer you to someone who can? Determine the brand you want to project and the kinds of images will help further that brand. Consider using both video and still images on this tool. Decide who will post and how often.
  • Find some early adopters. The best people to further your strategy are those who are already using the platform in their daily lives. These folks have built an Instagram habit and know how to use the tool which are the two major roadblock to success.
  • Share content. Minimize the words you use and use rich images that tell the story. Clients have interesting buildings, products or projects. Highlight those and provide a link in the comments.
  • Don’t talk about the law… at least not directly. Use the tool as a brand awareness campaign, not a way to give legal advice. Show trends, beautiful images of your surroundings, your clients or other worldwide events.
  • Follow lots of other Instagram users. Build a following over time by following people you know and other interesting Instagram users. Don’t be shy– it’s good to follow lots of people, as many times they will follow you back. There aren’t many reasons to hold back!
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It’s Not If You Should Use Social Media to Market Your Firm, It’s How.

Posted by dscaringi on June 21, 2017

Social media used to be this new, shiny thing. When businesses started using it to market their items and services, it was an intriguingly fresh approach. Even so, lawyers were skeptical of this tool as a viable vehicle to promote their services. Now that the tools have been around for a long time, it’s become pretty clear that using social media is a legitimate tool for building visibility and credibility. The tool takes advantage of many tried and true marketing best practices. It keeps you in the moment and right in front of your networks.  It is distributed in a timely and attractive fashion.  And it makes you much easier to find online.  All great stuff!  Today, I see lawyers using mostly Linked In, but others are diving into Twitter, Facebook, Blogging, and Instagram with great success. So, how do you expand your reach on social media?

  • Create compelling content that uses visuals and links back to your website or blog
  • Share valuable information openly with your networks
  • Broadcast your messages across many platforms
  • Ask your network to react, share and add their input
  • Repeat as much as possible!

If you want to learn more about how to expand your reach with social media, I invite you to reach out to me directly and to also attend the Super Marketing Conference on June 22nd in Boston.

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Becoming Indispensable is Key to Earning Business

Posted by dscaringi on February 2, 2017

Positive relationships should be at the core of every hiring decision. This holds true across all kinds of hiring… from adding employees to bringing on outside legal counsel. When it comes to business development, it is pretty common knowledge that gaining new work from existing clients is usually easier than unearthing a brand new piece of business from someone who has no experience with you. It just makes sense– presumably you have provided an excellent service for a reasonable rate, producing solid results. It’s a great model… build trust with clients today and it will lead to new business from the same client. Sounds like a slam dunk? Sure… but, sorry… not guaranteed. So how do you gain a little more security in your ability to expand work from existing clients? Make yourself indispensable. Sounds exhausting, but arguably, it is this kind of depth that makes work satisfying.

Particularly in the legal industry, it has been a common practice for clients to require outside lawyers to understand their businesses deeply. Becoming indispensable goes further than this, however.  Here are a few things you can do to start developing your relationships and achieve ‘indispensable’ status.

  • Be the first to identify challenges and risks for the client’s business and develop solutions before they become problems.
  • Bring opportunities to the client that they may not have anticipated or otherwise accessed.
  • Be proactive as often as you possibly can, anticipating roadblocks without being overly negative.
  • Use efficiency to save the client money.
  • Be nimble and willing to change.
  • Provide thought leadership in your area that has impact on other areas of the business.
  • Make your clients’ lives easier whenever possible.
  • Add value every step of the way without charging for it.
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