If you are looking to gain new clients and expose a broader audience to your expertise, then posting informative content devoid of legalese is the way to go. But how do you do it? Start by looking at the main topics in your chosen practice area and begin posting around those topics with the goal of creating information that is helpful and your followers will want to share with others.
Crafting consumer-friendly content is easier than you think and creativity on social networks is always rewarded. Here’s a look at how to create informative basic posts on your blog, Facebook page and Twitter account.
Keep it simple. Rather than lace your blog post with legal codes and cases, just talk about the law in plain English. Simple as that. For example, if you are an employment law attorney, blog about the different types of discrimination in the workplace and how to try to overcome the scenarios before seeking legal help. Or, if you are a criminal law attorney inform your readers about the general booking and arraignment process. It may seem fundamental to you, but will be very helpful to your readers. Make a back to basics type post part of your overall editorial calendar and include at least a couple informative posts every month.
More than simply sharing your informative blogs on your Facebook page, craft status updates around the general definitions in your practice area. For instance, create a weekly installment on your Facebook page dedicated to posting an informative status update. The status update can be a post on the definition of sexual harassment; provide a tip on how to reduce a speeding ticket fine or an update from your practice area. Remember to keep it simple as possible and respond to comments or questions your followers may post.
Take some time and find people looking for legal information in your area of expertise and answer their questions. Whether you have neglected questions posed to you by your followers or do some keyword searching, this is a great way to share your expertise, answer a question of someone in legal need and potentially gain a new client. Since your answers need to stay within 140 characters, shortened links to more information is always a helpful approach.
So remember to keep it simple, informative, creative and appropriate for the social channel you are writing to. And have fun with it too!
— Kevin Ahlvin, Director, Business Marketing
with Laura Strachan, FindLaw Audience Team