It pays to be perceived as an expert. No matter what type of law you practice, establishing your expertise will help you to become more profitable and to grow your practice.
Why?
Because consumers prefer to do business with an expert. And they’re willing to pay a premium for it.
(Think of it this way – if you just moved into a new city and you’re choosing a new family dentist, who would you prefer, the recognized expert or a nondescript competitor? All other things being equal, of course you’ll choose the expert.)
So the question today is, how can you build your own credibility and establish yourself as an expert in your market? Your social media presence can play a key role. Specifically:
1) Upgrade (or create) your LinkedIn profile so that it reflects your expertise. If you don’t have a LinkedIn profile, it’s time to create one. (If you need help getting started, let us know.) If you do, take another look at it. Is your profile picture professional and appropriate? Have you filled out your profile with your past experience? Is your summary well-written, and does it position you as an expert? Have you received endorsements and testimonials? (If not, you need to ask for them!)
2) Make sure your Twitter profile and Facebook firm page (if you have one) are professional and well-branded. While Twitter and Facebook are less formal than LinkedIn, you and your practice must still be presented professionally. Your firm colors and logo should be incorporated if possible.
3) Use social media to share articles and breaking news relating to your area of practice. Consumers want to know that you’re on the cutting edge. If you’re a tax lawyer, and congress passes a law that will impact your clients, share it! Even better, add some brief commentary explaining the repercussions for your clients.
4) Use your social media presence to share tips and information with your audience. If you can provide valuable information for your fans and followers, they’ll come to see you as an expert—even if they’re not yet a client. As a personal injury lawyer, for instance, you could share a “Safety Tip of the Week” in which you provide tips and information to help your audience avoid injury in the first place, while simultaneously educating them on what to do if they do get hurt.
5) Use your social media presence to publicize blog entries, articles, and other content you’ve created. In addition to sharing content and news created by others, if you have a blog or regularly publish articles online, use your social media presence to publicize them. Few things establish expertise as effectively as authoritative writing—particularly if you can take complicated issues and break them down into plain English that your audience can understand.
Questions or comments? Get in touch with us today to learn more!
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