Channel Surfing: Tailor Your Marketing to the Content Platforms You Use

Probably the worst thing you can do in marketing your practice on social media is to use the same messaging on every platform.  If you create one post, and publish that same exact post on each platform, it will land on one, or some, but seem tone-deaf on another.

 

That’s because each social media platform is built on different audiences.  LinkedIn is lots of business professionals talking about business-y things.  Facebook is a bunch of middle-aged people talking in groups, and grannies looking at pictures of their grandkids.  Twitter leverages breaking news and trending topics, to drive discussion.  Instagram thrives on storytelling.  TikTok is a short-form video application that requires a specific hook. 

 

So, when you’re utilizing each platform, you’ll need to consider which type of content you should create (text, audio, video), and how you should deliver that message.  For  example, a business person, who is more likely to be on LinkedIn, needs a different approach than a potential older client (who might be on Facebook), or an even younger potential client (who might be on Instagram, of TikTok).  Each post (even if you’re introducing the same content) should be built for the platform to which you’re making it.  And, also understand that that messaging may be different if it comes from a business account (more formal) versus a personal account (less formal). 

 

Really, this is mostly about being more thoughtful about what you post online, and how you post it.  Just exercising this tactic will help your law firm to better maximize content marketing. 

 

. . . 

 

Want some assistance in developing a better approach to content marketing?  We can help. 

Through a unique partnership between the bar association and Jared Correia's Red Cave Law Firm Consulting, Vermont Bar Association members have access to experienced law practice management consultants at a special discounted rate.

To get started, visit Red Cave's Vermont Bar Association landing page, and start running your law practice like a business.