Generate a Brand Image via Social Media Channels
Seize High-Profile Opportunities
High-profile legal scenarios generate free advertising and branding because of the coverage they receive on the Internet, TV, radio and so forth. The case that captures the imagination of a social media channel can have a powerful and lasting effect on a firm’s brand. It’s for these reasons that many firms will accept high-profile cases pro bono or at reduced rates. If a case of yours is featured on the local news, then upload it to YouTube. If it was featured in the paper, scan it and post it to your FB page.
Develop Marketing that Motivates
Whether a firm markets via television, radio, newspapers, the web or all of the above, message matters. An effective ad reinforces the brand characteristics that a firm has already established, but more importantly—and this is an area where many firms miss the mark—an advertisement should provide the consumer with a reason to consider the firm. Interview clients, and get them to feature in advertisements. If you’re doing a banner ad, break the story down into little chunks. Imagine it is a four frame flash ad, the first frame could be “I was injured and couldn’t return to work,” with a photo of someone looking distraught. The second frame would be “I called (firm name), and they advised me on what to do,” with a photo of the client talking to the lawyer. The third frame could be the client at home, smiling and recovering from there injury without the need to work. The fourth frame could include the business logo, tagline, as well as links to Facebook, YouTube channel, website, and phone number.