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Do you have a dog and a law firm? If so, you might want to consider exploiting your dog's cuteness to help market your law firm. Simply put, your law firm's social media needs content, and people love dog photos on social.
In most, if not all cases, your dog (like mine) will willingly agree to be a social media star in exchange for copious treats and playtime, so there's no harm there. And your social media followers and other victims of your marketing tactics will undoubtedly remember your name more readily because of all those wonderful dog pictures you keep posting from your law firm's social media accounts, or including in your email newsletters and holiday cards.
Yes, once you start posting pics of your dog, people will want (p)updates.
While you might want to present a serious, yet approachable and friendly, persona for potential clients, you'll likely have more to gain and less to lose by being a little more lighthearted on social media. You don't want to joke about or minimize serious tragedies, but posting photos or videos of your dog being cute around the office, or sheepishly sleeping on top of all your old law school books (you're welcome for finally giving you something good to do with those by the way), with clever captions will get you likes, follows, and, that holy grail of social, engagement.
ProTip for cat-people lawyers: Law school textbooks can make excellent cat-condos and towers if secured properly ... also, just about all this stuff about exploiting your dog pics totally applies to you too. #Caturday anyone?
While legal advertising doesn't necessarily lend itself well to mascots, celebrity spokespeople, or being good (thanks ethics), like other service industry businesses, for consumer facing attorneys, having name recognition is huge.
The way name recognition on social media basically works involves posting content that people find engaging, which causes them to remember your name because you post content they like, and your name clearly conveys the fact that you're a lawyer. Then, when that person has a legal problem, they remember your name, or see your law firm's dog post on Instagram, and contact you.
When it comes to promoting your law firm, you should probably make sure it's pretty clear that your pup is part of your marketing team, and that you're not actually violating some ethics rule about overly cute advertising.
Want information on effective marketing? Let the experts at FindLaw's Lawyer Marketing give you a hand with FindLaw Integrated Legal Marketing Solutions.