Social Media Marketing Tips for Law Firms

Posted by on Oct 11, 2019 in Social Media Marketing |

Most law firms have at some time thought of implementing a digital marketing strategy. Many times, we see lawyers write blog posts and share them on social media, thinking that this constitutes a social media marketing strategy. Unfortunately, it doesn’t.   The old method of social media marketing for lawyers was to write a blog post on their website, promote the post on Facebook, hope somebody reads it and needs their help. They keep writing blogs, creating Facebook posts, boosting the post and hoping somebody calls, but it doesn’t work very well.   Another option that many law firms use is Facebook ads, which usually read like something along the following lines: “If you have questions about your custody, visitation or child support case, I have the answers. Let’s talk.” The problem with this type of post is that people don’t go to Facebook to look at ads; they’re there to look at pictures of their friends and family.   The drawback with this approach is that it doesn’t align with how a lawyer’s leads flow in your world. All you’re doing is getting people to click on your ad, potentially read your blog post, then leave your website and forget about you.   The ‘three-point marketing’ approach basically means that a person needs three touchpoints with your brand before they trust you enough to ask you for help. With the internet, the number of touchpoints that are needed has been upped to over 20! The chances of someone seeing your ad and needing your legal services in that particular moment is very low, which is why this approach to social media likely hasn’t yielded any results in the past.   When you take a more holistic approach to your social media marketing, the process is slightly different. For instance, say someone clicks on your Facebook ad, they get added to your Facebook audience and get prompted to download your free eBook. Upon downloading the eBook, they get added to your email list, and start receiving well-thought-out emails. They also see remarketing ads.   So, as you can see, you’re following up with them over and over and over again and you’re staying top of mind.   If you need help to create a holistic, impactful social media marketing strategy for your law firm, contact WSI OMS today. Please follow and like...

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How your B2B and B2C social media strategies should differ

Posted by on Oct 8, 2019 in Social Media Marketing |

It’s old news that B2B and B2C marketing are very different animals, and to be approached in distinctly differing ways. What is less known is how exactly this translates into social media marketing. Most marketers already alter their approaches to each intuitively, but it helps to set down some broad guidelines. Here are some general guidelines to keeping your marketing strategies distinct and targeted for each sector.   Content: keeping it professional vs. making it personal The rules of content creation for B2B vs. B2C, are largely the same as on other marketing platforms, namely: With B2B content, you want to come across as professional and authoritative, with reference to industry best practice and facts and figures. Link to case studies, white papers, infographics and similar documents, as these prove to readers that you are well versed in the intricacies of the industry in question. Let your promotional material speak (without appearing to sell) to these facts and figures. On the other hand, consumers want to know what your product can do for them – simple as that. How will it increase their comfort, status, ability to carry out a particular task, etc. Tell them in an easy, straightforward manner, as if talking to a friend.   Platforms: targeted baiting vs. a wide net When targeting clients in the business world, particularly in one specific trade, you need to narrow your platform. LinkedIn is the ‘go-to’ place to find groups within your niche. Join groups and start connecting with your potential clients, colleagues, alumni and everyone you do business with. With B2C, you want to reach as wide an audience as possible, so hit Facebook, Twitter, Instagram and YouTube, making sure to modify your content to suit each channel and its audience. With B2C, you’re fishing in a smaller pond with very specific fish in mind. With B2B, you’re casting a much wider net.   KPIs: generating leads vs. going viral B2B marketing is about generating convertible leads. So the first thing you measure is the amount of web traffic being generated from your social media posts. Then you measure how many of these are actually being converted into sales/ subscriptions, etc. Likes and follows are your currency with B2C, although you also want these to convert to something monetisable. So count your likes and follows, measure your web traffic and  tally the sales that have arisen from them.  As a rule of thumb, it appears that B2B is more targeted while B2C is more general. It is actually a little more complicated than that though. Targeted strategies are needed even if you’re casting your net wide. At the same time, refined strategies should never be so exclusive as...

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Why you should be using influencer marketing

Posted by on Aug 26, 2019 in Digital Media Marketing, Social Media Marketing |

Influencers used to be celebrities who would lend their fame to various product endorsements. This has changed over the years: being an influencer is now a full-time job and a source of fame and fortune in its own right.  Influencers have become such an integral part of the social media landscape that they are rapidly becoming an integral part of marketing strategies. They form followings of loyal social media users who are more than willing to accept their product advice and this means increased sales for online businesses and digital marketers.  With this in mind, influencers should now be taken into consideration for any marketing plan. At the end of 2018, influencer marketing agency Mediakix surveyed marketers to gauge the industry’s stance regarding the effectiveness of influencers. The survey revealed that 89% of marketers felt that return on investment on influencers was comparable to, or better than, that of other marketing channels. Sixty-five percent planned to increase their expenditure on influencers. Why are influencers so popular? Simply put, they have the potential to give your brand a human face, if it doesn’t already have one. Influencers offer consumers someone to turn to for advice on their particular field of interest. Users test the opinions and endorsements of influencers and gradually build trust in them as they find that their points of view yield favourable results. They thus come to take influencer opinions to heart and make purchase decisions on that basis, meaning that if your product is promoted by a particular influencer, his or her following becomes a captive market for you.  Influencers are also quite a bit more affordable than casting well-known actors in ad campaigns – for now at least. Contact WSI to assist you in creating a great, easily-manageable social media strategy.  Please follow and like...

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How to Set – and Reach – Your Company’s Social Media Marketing Goals

Posted by on Aug 21, 2019 in Social Media Marketing |

According to statistics, social media claims 30% of all the time people spend online. For teens, make that nine hours a day. Which is why social media ad spending is expected to top $32 billion in 2019.  In short, if you want to reach your target prospects, you have to go where they are spending most of their time – which is on social media. But this requires an intentional strategy with clear, achievable and measurable goals. Here is how to set goals for a high-yielding social media marketing strategy: Establish a Starting Point There is a chance you are already on social media? But, that you have until now just been posting randomly without a strategy. To formulate a strategy with clear goals, there is a need to carry out a thorough social media audit.  Most social media sites have analytics tools from which you can pull data to measure both your historical and current performance. The audit will expose your least and best performing social channels, holes that need plugging, wins to build on and insights on what is achievable as well as what a feasible time frame will be. Define Your Objectives The audit you have just done, and a bit of competitor analysis, should show you what marketing opportunities there are on social media. Importantly, it will help you spell out what your immediate and long term goals should be. These could be to: Increase engagement on your target social channels,  Drive traffic to your website, Increase brand awareness, Generate new leads, or  To boost SEO. Know the Right Metrics to Track Goals must have timed targets. For example, to generate 100 leads per month. But to meet your targets you need a set of metrics to track and guide you. For your search engine optimisation strategy, these will likely be backlinks, SERPs rankings growth and traffic to your site. Social media metrics you can track include mentions, likes or shares/pins/retweets per post or per given time period. Remembering, too, that some are vanity metrics that aren’t worth tracking. You can look at this as breaking your goals down to shorter-term objectives and key results (OKRs). Use these to flag parts of your strategy to tweak for better results as well as to highlight high-performing posts and assets that you may boost to maximise benefit. Establish a Measuring and Reporting Framework Tracking specific metrics to keep your social media goals in focus is important. But so is clearly spelling out how to measure each campaign’s effectiveness, when to report progress and which tools to use. Weekly is a good frequency to measure and note campaign progress, with a strategy meeting at the end of the...

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5 must-have content scheduling tools

Posted by on Aug 16, 2019 in Social Media Marketing |

With the sheer volume of material you need to post to social media on a daily, weekly and monthly basis, it can become quite an ungainly task to manage. Thankfully there are many excellent tools and apps available that can make the task much easier. Here are our five favourites: Hootsuite It’s become the standard scheduling tool out there and it’s easy to see why. It’s user friendly, it works across platforms, it’s scalable – enabling you to add accounts and account managers as you need to, and, with its excellent training platform, it’s easy to learn. IFTTT “If this then that” is an extremely useful social media management tool that not only helps you schedule your posts, it also automates the process with its trigger-action processes, which can be set up to instantly perform an action in response to a trigger you perform. Say you post a blog, this then triggers the app to perform an action such as create a Facebook post. This means that you don’t even have to create the post or tweet, you simply upload the blog and the app does the rest. Sprout Social This is rapidly becoming a favourite among online content creators. You can schedule posts in advance, make use of the feedback tools to check the success of your campaigns and monitor your mentions on social media. SocialFlow This takes content scheduling up a notch. Social Flow analyses the behaviour of social media users and then predicts the optimum time for each of your posts to be published. This can really help you make the most of your social media platforms by ensuring that you hit exactly the right target market at the perfect time.  Iconosquare This one’s specifically for Instagram users. The apps ever-expanding and improving analytical tools help you make the most of the platform. Plus, of course, you can still schedule your posts and manage multiple accounts.  Contact WSI to assist you in creating a great, easily-manageable social media strategy. Please follow and like...

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What You Need to Know About Influencer Marketing as a Key Digital Advertising Option

Posted by on Jul 17, 2019 in Social Media Marketing |

In the past, brands used to rely on celebrities to gain recognition, and in fact, they do it today.  However, not all brands are able to use the services of celebrities as influencers for their brand and only giant businesses can tap that resource. Today, influencer marketing takes a different face with the rise of social media channels like Instagram, Facebook and YouTube. These channels are propelling increased demand in specialised content expertise. That being said, there are things you need to know about influence marketing in digital advertising including the visual focus, content creators, rules of the channels used by influencers and the cost of influencers.    There Is a Lot of Visual Focus The reason social media channels like Instagram have created an increased need for influencer services is because of the visual focus. Having an effective Instagram content will require that you understand how the tools of the platform work and the skills needed to post content. This way, you will be able to create content that stands out. If your visuals cannot stand out, you will have difficulties in gaining traction in the channel and your brand won’t surface.   It Requires Skilled Creators Influencer marketing requires you to have skilled creators behind your brand. Brands may try winging it, but without skilled content creators that will tell your story, it will be difficult for you to survive in those highly competitive channels. That is the reason you need to establish followings with influencers. People want to hear what the influencers are saying and the stories they are giving about brands.    There is Confusion in Finding the Right Influencers Since influencer marketing is uncontrolled and unregulated, it makes it hard for brands to find the right individuals to choose as influencers. Influencer marketing is relatively new in digital advertising so no rules have been set yet on how to go about it. This has led to a lot of confusion and most brands cannot find the right influencers. Also, there are no reliable numbers or data points that brands can trust. And, it is difficult to know how much to pay an influencer to post something about your service or product.   Niche, Nano-Influencers Have More Appeal A report from Klear has tried to provide some transparency about influencer marketing.  Klear surveyed in excess of 2 500 types of influencers from three major social networks, namely Facebook, YouTube and Instagram. Klear wanted to gain perspective on what these influencers charge for sponsored content. Nano-influencers are not only highly connected with particular online communities, but they do charge less compared to celebrities. YouTube appears to be the most expensive channel for influencer campaigns having average...

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