In the increasingly crowded online space, solo and small firms can have difficulty being found. SEO and pay-per-click schemes are frequently pricey often lures clients focused only on cost or who were already declined by other law firms. Blogging can increase visibility and attract a more educated breed of clients but creating enough content to gain traction can take months if not years. Setting up Facebook groups is promising but may not be worth the time if your group only attracts five members.
So what’s a solo or small law firm to do? Why not give micro-influencer marketing a try?
If you’re unfamiliar with the term, a micro-influencer is defined as someone who has an audience within a range of between 2000 to 50,000 followers on a particular social media channel, focused on a particular topic or niche market and who have the ability to promote products or services to their audiences. Though micro-influencers has a smaller audience than traditional media, they have a significant advantage in that they tend to be more engaged with followers, and thus, can attract their attention amidst the noise. In addition, popular micro-influencers have the trust and respect of their audiences who are more likely to accept a recommendation from a micro-influencer than a generic television commercial or online ad.
A micro-influencer campaign generally works as follows. First, a company will identify micro-influencers through online research or industry buzz. Next, the company will reach out and either offer product samples for micro-influencers to promote. Although much of the advice on micro-influencers focuses on product promotion on Instagram which is a visual tool, there’s no reason that the same principles couldn’t apply to promoting legal products and services.
For example, if you work with small business owners, you could offer free legal advice to a micro-influencer in that space, or offer to provide a series of blog posts on legal topics of interest to the influencer’s audience. If there’s a therapist well-known in the divorce and separation space, a family law attorney could offer the same options. Because so few law firms engage in micro-influencing campaigns, you would have your pick. There’s more guidance on creating micro-influencer campaigns, see Influencer Marketing Hub, Neil Patel and Scrunch where you can create and manage a starter micro-influencer campaign free.
Have you ever experimented with micro-influencer marketing? What were the results?