4 Mobile Marketing Tips for Lawyers
The future of interacting with your clients is here, and it lives in your pocket or purse. Although navigating the choppy waters of marketing can seem like a waste of time, overwhelming or expensive. However, the future of marketing isn’t going to be smooth-sailing without it.
According to Pew Research, two thirds of Americans now use cell phones, up from only 35 percent in 2011, and set to skyrocket in the near future– a boat no attorney should want to miss.
1. Humanizing Tech
In a recent story, NPR asked a simple, profound question about the future of mobile marketing and professional interaction:”If you can stream movies, why not live medical care?” For doctors, what they call “Cybercare” could change the face of medicine, or cause many unintended problems– it would be great for diagnosing pink eye, but tough to feel a swollen lymph node. Although Walgreens is experimenting with a similar service in 25 states, the process is still too new for a thorough analysis of success.
Attorneys, on the other hand, are the perfect fit for this type of technology. With 92 percent of smartphone owners already using their phone to watch videos or video chat, the transition to consulting with an attorney through video chat, still face-to-face on a phone, would be seamless.
2. It’s Here to Stay
As more people use their phones as their fifth limb, optimizing your practice for mobile is surpassing the importance of a sign on the door– as far as marketing initiatives go. The American Bar Association points out there will be more than 416 million smartphones in the U.S. by 2017, with one million new units sold per week. Additionally, almost a third of the population will own a tablet as well. Hiring an agency that specializes in mobile marketing or in-house developer for mobile is not optional anymore.
3. Connect the Right Way
With mobile-optimized sites, Facebook, Twitter and a barrage of media options available, many people sail toward any and every mobile opportunity the first chance they get. Yet, mobile marketing isn’t a “throw everything on the wall and hope something sticks” sorta game. Marketing your law firm through mobile mediums has to be strategic, tactical and appealing to your prospective clients. The American Bar Association notes that one of the first major firms to create an app 2012, Morrison and Foster, simply created an app for clients to browse attorneys, learn about locations, and read press releases. “MoFo2Go” as the app was called (and probably named by someone who has never held a conversation with someone under 30), essentially just offered the same information as their website, leaving little incentive for clients to download. Mobile marketing outreach, apps and social media need to offer just that; a social dialogue, a two-way street and blatantly beneficial features.
4. Instant Gratification Done Right
Although instant gratification is often a blessing in disguise—for the medical and legal industries, instant gratification is the holy grail of a happy, healthy client. Unfortunately, much of digital and mobile technology offers the opposite. Emails, texts, voicemails and social media posts are designed to connect and/or “market,” but they all exist as a form of what is called “asynchronous communication.” “AC” means any form of communication where there’s a lag time in messages. It’s essentially all communication that isn’t real time, and not enough, or consistent communication can cause problems in stress and communication levels.
For a potential new client to reach out, there’s a level of vulnerability involved—they want to know what you think and what you act like right away. They don’t want to leave a voicemail, risk an unanswered email, or even toil over a text (sometimes it’s so counterproductive that major brands like Chase decide to abolish all corporate email). Assembla.com warns that asynchronous communication tools actually slow businesses down and lead to confusion. However, in an increasingly telecommuting world, they offer that the next best thing is a video chat or Skype. To synchronize client communication and connection, an attorney doesn’t need to be “on call to call” 24/7, the solution can be the simple establishment of “office hours” where they let clients know they’re free to video chat. In a quickly evolving world, some of the simplest routes to success unite tech and