The survey also provided feedback from more than 400 marketers on the tactics that worked best for attracting Facebook fans and Twitter followers.
According to the data, the two most used tactics for Facebook were not considered by marketers to be the most effective. In fact, some of the highest rated tactics in terms of effectiveness have the lowest user numbers, including:
- Sponsored Stories/Facebook Ads
- Facebook Display Ads
- Offering FAQs and how-tos
- Answering customer questions
Here is a chart that summarizes the most used/most effective Facebook tactics:
The findings for Twitter tactics were similar to those for Facebook in that the most used were not the most effective in attracting followers. Here is the data on Twitter tactics:
This survey points up the necessity of examining your tactics to determine if they are actually working to support your marketing goals. Just doing something for the sake of doing it is a waste of your time and money. With built-in metrics available for social media networks, there is no excuse for not measuring the effectiveness of your efforts and discarding the things that clearly don’t work for you.
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Today’s guest post is by Cindy Greenway, editor-in-chief at LawMarketing.com. This article originally appeared on that site and has some good tips for attorneys who want to engage on Twitter but aren’t sure how to get started. -- Stephen
"What Should I Tweet About?" is a common question attorneys ask when they decide to implement Twitter into their law firm social media marketing plan.
The first thing to remember is that your tweets should be valuable and informational. You have 140 characters to make a statement, which may not feel like enough, but within no time you will find it easier to create short posts.
Here are 15 simple ideas that will help you come up with an steady stream of tweets. You can also use these social media tips to inspire updates on Facebook and LinkedIn.
- Share and link to your blog posts. You can tweet about these more than once.
- Share and link to your informational videos. If you're creating videos yet, it's time to start!
- Share quotes that are relevant to your practice area.
- Link to another blog post that provides valuable content your readers will find helpful.
- Retweet another person's tweet.
- Share a recent press release.
- Share an upcoming event that your readers may be interested in.
- Share details about an event you will be speaking at or attending.
- Share a link to interviews, podcasts or online radio shows you have participated in.
- Promote your own upcoming live or virtual event.
- Let people know that your e-newsletter has been published - tell them to read it or provide the link to sign up if they are not yet a subscriber.
- Share a link to a book that your readers will be interested in.
- Ask questions that you can blog about -- then tweet the blog post with the answer.
- Share a joke about your practice area.
- Let people know about a new tool you recently discovered or tested.
When you consistently post and engage via social media, you will see an increase in others also retweeting and sharing your posts. This allows you to get in front of a broader audience who may start following you and also engaging with you on social media.
NOTE: LawMarketing.com is offering a free report, 15 Strategies to Increase Google Rank, Control Online Reputation and Maximize Content. Just click on the link to get yours today.
This article originally ran in The Record Reporter, an Arizona newspaper and website that covers legal business news:
I recently presented at the American Bar Association annual conference in San Francisco on “Why Tweeting Doesn’t Make You a Twit!” I was shocked and amazed at the number of attorneys I spoke to who still don’t believe that using social media is an effective way to acquire more clients, establish credibility and get a steady stream of referrals.
More often than not I heard comments such as:
“Social media is for younger generations;”
“People don’t use the Internet to look for attorneys;”
“I know firms that spent money on social media and never saw a return;” or
“The type of people who I want to do business with aren’t on social media”
These statements are categorically not true. In fact, believing these statements can be detrimental to the success of your law firm. Actively and appropriately engaging in social media is no longer a “nice to have” it is a “must have” if you truly want to build a successful firm.
Think about your own experience. If you are considering buying a new product or service, and you go onto the Internet and can’t find information on a website, Facebook, Twitter, YouTube, Amazon or any other number of social media platforms, your enthusiasm and interest in that particular company or product begins to diminish.
You may even find you trust the company less, are more skeptical of the product or service and begin to seek out competitors who offer the same product or service.
When people search for legal help the process is no different. It’s human nature to want to avoid making bad decisions that cause us financial or emotional harm.
Our fears are calmed and our skepticism is lessened when we can read and learn about the product or service we are about to invest in. When we read or watch third-party reviews we feel safer. When we see that a company is actively offering valuable and powerful information to those who may need the product or service, we believe we are mitigating the risk of a bad decision.
You must always remember that people buy emotionally and justify logically.
That’s why Twitter is one of the fastest growing online social media platforms. When used correctly and ethically it is a powerful part of a firm’s overall online marketing strategy.
Some basic and impressive statistics about Twitter easily demonstrate why this platform must be utilized.
- There are 200 million active users;
- 20 percent of individuals who “follow” a company on Twitter do so to give feedback and share ideas;
- 71 percent of individuals who positively review a company on Twitter (with a Tweet, Re-Tweet) go on to suggest the company to his/her peers;
- 56 percent of consumers would be more likely to encourage friends and family to try new products from a social brand than in person or over the phone;
- 63 percent of consumers agree that social experiences make them more interested in a brand’s product;
- 64 percent of consumers have made a purchase decision based on social content;
- 67 percent of 18-34 year old consumers prefer to do business with social companies;
- 91 percent of 18-34 year olds using social media are talking about brands.
If the above reasons don’t compel you to jump on Twitter and actively use it to grow your firm, here are three additional reasons to use Twitter.
With Twitter, you can build a massive platform:
A platform helps you effectively grow the number of people who know who you are, know what type of people/companies you are qualified to assist and know how you are different than every other law firm out there.
Twitter helps you establish credibility:
People do business with people they know, like and trust.
Being active on Twitter helps you establish yourself as a thought leader.
You can effectively position yourself as the “go-to” attorney for your practice area and geographical region.
You offer followers powerful, relevant and helpful information that begins to build a relationship and positions you and or the firm as a valuable and credible source of information.
Drive traffic to your website:
You can engage people on Twitter with powerful information and then direct them to your website. It is your website’s job to educate, engage and compel the viewer to take action and call or email the firm and/or set up an appointment with an attorney.
On your website you can showcase who you are and how you are different from other firms. If you do not actively display how you are unique and different from all your competitors out there, people will begin to make decisions based on price. This is the single worst position you can find yourself if. You never want to get business because you are the “cheapest attorney out there.”
There you can also give viewers the opportunity to: Learn about you and the firm, hear about others’ interactions with you through testimonials (when permitted by state) and case studies (demonstrate expertise), and discover how you can help them navigate their pressing legal issue.
Twitter of course, must be used effectively and ethically. Marketing is not a sprint, it’s a marathon. You must invest either the time or money into these strategies consistently so your efforts can gain traction and eventually give you a return on your investment.
Sept. 12 LawMarketing.com Webinar: 5 Must-Haves Your Website Needs to Convert Visitors to Prospects
Are you aware that you have all of 6 seconds to connect and make an impression with a visitor to your website? Although attorneys as a group are historically slow to adapt to new technologies, I’d venture to say just about every lawyer today has a website.
But is your website working for you or against you?
Join Cindy Greenway, editor in chief at LawMarketing.com, and Tanner Jones, marketing director for Consultwebs.com, for a free webinar next Thursday, Sept. 12 at 1 p.m. ET/10 a.m. PT on 5 Must Haves For Your Website Conversion Tool Kit.
During this complimentary webinar, you will learn:
- Five top items you MUST have on your website to convert visitors to prospects
- How to design for human eyes: ensuring you are approachable
- Proven ways to maximize your website conversions
- Which data is worth tracking and how it impacts your bottom line
- The top conversion tools that are critical for today's Web browsers
If the timing of this webinar doesn’t work for you, don’t worry – go ahead and register online and you will receive an audio recording of the full webinar so you can listen and learn at your convenience.
Click here to register online now for the 5 Must Haves For Your Website Conversion Tool Kit webinar on Thursday, Sept. 12 at 1 p.m. ET/10 a.m. PT, compliments of LawMarketing.com.
Twitter has released the results of a survey conducted by global research firm Market Probe International on how small businesses can benefit from having a presence on Twitter. The survey was split among U.S. and UK adults who currently follow small businesses on Twitter and found that these followers are much more likely to make a purchase from businesses they follow as well as recommend them to others.
Followers also have an emotional connection with the businesses they follow, and use Twitter as a way to provide their feedback and share information. This infographic from Twitter details the key takeaways from the survey:
Becoming a Rainmaker: Business Building Strategies for Lawyers
Based on Stephen’s highly successful seminar series by the same name, this 3-audio CD program covers dozens of practical recommendations and step-by-step sales and marketing techniques for solo practitioners and small law firms.
More than 10,000 attorneys from law firms all over the country have experienced powerful results from attending the Becoming A Rainmaker seminar. It has been sponsored by more than 22 of the largest state and local bar associations.
In this information-packed audio program, you will discover:
- How to generate more leads by using education-based marketing
- The relationship between credibility, visibility, tangibility, and consistency
- How to position your small firm as an industry leader
- The importance of being perceived as a specialist
- Why most advertising is a waste of your money
- What to expect from a Yellow Pages ad
- The 3 marketing strategies that will produce 80% of your results
- How to influence the Know, Like and Trust factors
- Common marketing mistakes lawyers make and how to avoid them
- How to answer the question, "Why should I buy from you?"
- Specific ways you can set yourself apart from low-cost lawyers
- What to do with the 15% of the population that always buys on price
- Ways to attract your Ideal Target Market
- The 6 stage sales process you must follow for maximum success
I was privileged to serve on a panel last Saturday at the American Bar Association’s Annual Conference in San Francisco to address the subject, Tweeting Won't Make You a Twit: Effective Twitter Marketing and Networking for Lawyers.
I wanted to share some of the most common questions I usually get asked when I talk about social media marketing for attorneys at our Rainmaker Retreat events. I’ve included links to past posts here that provide the best answers:
1. Do people and companies really use social media to find attorneys?
2. I’m nervous about my state Bar thinking I’m advertising -- how can I protect myself?
3. I don’t have anything to say that’s interesting in 140 characters.
4. What types of things should I tweet about?
5. Can I mix personal and professional on Twitter?
If you’re looking for ways to use social media to boost your referrals and attract new prospects, you should attend an upcoming Rainmaker Retreat; here are the dates:
- August 16-17: Las Vegas, NV
- Sept. 20-21: San Francisco, CA
- Oct. 25-26: Chicago, IL
- Nov. 15-15: New York City
- Dec. 6-7: Los Angeles, CA
You can get more information and register online for any of these sessions at RainmakerRetreat.com.
About Jessica Johnson, Project Coordinator, The Rainmaker Institute
Jessica comes from a background of business coaching, sales training, public speaking and spent five years as a Director of Operations. She has experience in running a franchise, coaching international companies, running a medical practice and conducting dozens of personal and professional development workshops and mastermind groups to ensure her clients get optimal results.
With more than 200 million active users, Twitter is a major social media network attorneys should not ignore. Twitter can be a highly useful marketing tool for attorneys to promote their blogs and other thought leadership content.
Here is a best practices guide for attorneys using Twitter:
Tweet 4x/day or less
Use fewer than 100 characters per Tweet
Add links to Tweets to get higher Retweet rates – Tweets containing links get 86% higher Retweet rates
Make sure the links are clickable by including a space before the URL
Tweet on the weekends – engagement rates are 17% higher then
Engage with followers during “busy hours” of 7 a.m. to 8 p.m.
Include hashtags in your Tweets, but no more than 2 per Tweet – Tweets with hashtags get twice the engagement
Add links to images to increase engagement – Tweets with image links enjoy twice the engagement rate than those without.
Use the word “Retweet” as a call-to-action to prompt your followers to share – Tweets that ask followers to Retweet receive 12x higher Retweet rates
Since Twitter is essentially a micro-blogging site, the same rules apply: create unique, original content that adds value, and your audience will respond.
FREE REPORT: 8 Reasons Small Firms & Solos Should Publish an E-newsletter PLUS 3 Steps to Get Started
In less than a few hours a month, you can produce an effective electronic newsletter, also known as an “E-newsletter.”
An E-newsletter is a customized electronic newsletter that is commonly used in business, but rarely in the field of law. If you are truly interested in the long-term success and sustainability of your practice, you need to learn how to leverage technology and the Internet to build it.
Here’s what you’ll discover when you read this report:
- The cost benefits of an e-newsletter
- How to incorporate your e-newsletter with your social networking
- How an e-newsletter supports your marketing efforts
- How to get started right away with your e-newsletter
- And much, much more!
To get your free report now, click here.
Some attorneys are masters at using Twitter, but many attorneys can’t even bring themselves to say the word, “Tweet”. It sounds silly, and the law is not a silly business.
But the lawyers I know who have figured out how to use Twitter effectively consider it a great tool for engaging potential clients and referral sources in casual conversation, which can lead to serious business.
Social media marketing is all about engagement, which means it’s not enough to just push messages out there – you need to know what to send, when to send it and how often.
A new study out by Buddy Media, a social media technology firm, analyzed user engagement on Twitter from more than 320 businesses active on the social network. Measuring reply, Retweet and engagement rates, they have developed a best practices guide for using Twitter:
- Tweet 4x/day or less
- Use fewer than 100 characters per Tweet
- Add links to Tweets to get higher Retweet rates – Tweets containing links get 86% higher Retweet rates
- Make sure the links are clickable by including a space before the URL
- Tweet on the weekends – engagement rates are 17% higher then
- Engage with followers during “busy hours” of 7 a.m. to 8 p.m.
- Include hashtags in your Tweets, but no more than 2 per Tweet – Tweets with hashtags get twice the engagement
- Add links to images to increase engagement – Tweets with image links enjoy twice the engagement rate than those without.
- Use the word “Retweet” as a call-to-action to prompt your followers to share – Tweets that ask followers to Retweet receive 12x higher Retweet rates
With more than 140 million active users, Twitter is a major social media network attorneys should not ignore. Twitter can be a highly useful law firm marketing tool for attorneys to promote their blogs and other thought leadership content. Since Twitter is essentially a micro-blogging site, the same rules apply: create unique, original content that adds value, and your audience will respond.
FREE REPORT: How to Use Blogs as a Secret Weapon in Your Online Arsenal
One of the secret tools of Internet marketing for attorneys is the power of having a targeted blog. In a report on the influence of blogs, eMarketer.com found that 51% of Internet users in the U.S. (that’s over 91 million people) read blogs, and they project that usage will go to 60% (150 million) in the next four years!
Still think blogs are a fad?
Here’s what you’ll discover when you read this report:
- Why you must have a blog in order to stay relevant
- 3 keys to successful blogging
- 7 Guidelines for achieving ROI
- Your 3 choices for managing your blog and social media efforts
- And much more!
Click now for your FREE REPORT: How to Use Blogs as a Secret Weapon in Your Online Arsenal.
A recent study by Carnegie Mellon University, MIT and Georgia Tech examined more than 43,000 tweets over a two-week period to discover which tweets are largely ignored and which tweets engage an audience.
The findings, unsurprisingly, were that the most disliked tweets were the empty content ones: updates on someone’s mood or what they were doing at the moment, repeating old news and using too many # and @ signs were prevalent dislikes.
Tweets that ranked high in the “like” category are those that ask a question, share information or link to content that the author has created.
A new report from the Pew Internet & American Life Project shows that daily Twitter users doubled in the past year, with above-average Twitter use in the 18-24-year-old and African-American categories. In addition, urban and suburban residents are significantly more likely to use Twitter than those in rural areas.
Twitter can be a highly useful law firm marketing tool for attorneys to promote their blogs and other thought leadership content. Since Twitter is essentially a micro-blogging site, the same rules apply: create unique, original content that adds value, and your audience will respond.
Here are some tips for creating attention-getting tweets:
Real-time rules – Twitter lives in real-time, so you not only need to keep it fresh, you also need to add your own spin on whatever topic you’re tweeting about. Simply retweeting links gets stale quickly.
Tease – hook your readership by teasing your topic and then linking to a more lengthy post on a topical news item on your blog or website.
Keep it positive – negative comments are generally disliked.
Avoid symbol clutter – Using too many hashtags (#), mentions (@) or abbreviations makes your tweets hard to follow.
Add to your retweet – when you retweet something, add your own spin so you are contributing to the conversation.
I am in Las Vegas for our Rainmaker Retreat law firm marketing boot camp today and tomorrow, and this is your chance to be a “fly on the wall” as I lead our group through two days of intensive law firm marketing strategies and techniques.
Here are just a few of the topics we cover in each Rainmaker Retreat:
- Social Media for Small Law Firms
- Building a Strategic Referral Network
- Leveraging Technology: Beating the Big Firms on the Internet
- Generating More Clients Using the Power of Speaking
- Advanced Technology Tactics for Small Law Firms and Solo Practitioners
- Achieving Expert Status as an Attorney
- Creating Credibility in Your Practice Area
- Secrets of Highly Successful Attorneys
For the first time, you can sit in, ask questions or make comments. Here’s how to participate:
Go to your Twitter account and add #Rainmaker to the "follow your interests" area found on the front page, and you will be able to see the action happening in real time.
To join in the discussion, go to your Twitter account and after you ask a question or make a comment, you will need to add #Rainmaker at the end of your question/comment.
Looking forward to tweeting with you over the next two days!
Learn More About Attending a Rainmaker Retreat!
If you are interested in building a lifestyle law practice through effective law firm marketing, then come to one of our upcoming Rainmaker Retreats:
- Oct. 7-8, 2011 – San Francisco, CA
- Oct. 21-22, 2011 – Livingston, NJ
- Dec. 2-3, 2011 – Los Angeles, CA
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then click here to receive a free DVD of your colleagues (and even your competitors) describing their experiences at our 2-day law firm marketing boot camp, the Rainmaker Retreat.
Yes, we know you are skeptical. So instead of us telling you how these 2 days will transform your business, you can listen to your peers describe their experiences in their own words.
Click here to order your complimentary DVD right now.
The old question of, "Does Twitter work for law firms?" is far too broad. New research indicates attorneys need to use a more nuanced approach to answering that question. Basically, it comes down to "it depends."
New research from the Pew Internet & American Life Project reveals who is most likely to be using Twitter:
Young adults – 14 percent of those surveyed who were ages 18-29 use Twitter as compared with just 7 percent who were ages 30-49, 6 percent for the 50-64 age group and 4 percent of those over 65. Conclusion? Twitter will likely work better for personal injury attorneys than estate planning lawyers.
Women – 10 percent of women surveyed use Twitter as compared to 7 percent of men.
Education – 9 percent of those surveyed who use Twitter have college degrees; 5 percent have a high school diploma.
Minorities – 18 percent of Hispanics and 13 percent of African-Americans surveyed use Twitter, compared with 5 percent of whites.
Urban dwellers – Twitter is used by 11 percent of those in urban areas, 8 percent in suburban areas and 5 percent by those who live in rural areas.
Income – The most likely Twitter users in the survey were households with less than $30,000 annual household income and those earning between $50-$75,000 annually. Less likely to be Twitter users are households with annual incomes between $30-$50,000 and over $75,000.
Understanding the dynamics of your target market will help you determine whether or not Twitter – or any other marketing vehicle – is a good choice for your law firm marketing efforts.
Exclusive Rainmaker Retreat Preview Call – Learn Before You Go!
If you want to learn more about the Rainmaker Retreat and why it is a proven legal marketing system that has helped over 7,000 attorneys find more and better clients, then register now for our one-hour complimentary teleseminar.
Hosted by Rainmaker Institute CEO Stephen Fairley, this teleseminar will give you a preview of the valuable material that is taught at our 2-day Rainmaker Retreat.
Sign up now for one of these upcoming one-hour teleseminars:
Thursday, December 16, 2010
1-2pm Pacific | 2-3pm Mountain | 3-4pm Central | 4-5pm Eastern
Tuesday, December 21, 2010
1-2pm Pacific | 2-3pm Mountain | 3-4pm Central | 4-5pm Eastern
Join us and learn why the Rainmaker Retreat is the one law firm marketing boot camp you cannot afford to miss!