How You Can Adapt to the Evolving Media Landscape for Better Client Engagement with Justin Berry
Jan 14, 2025
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Justin Berry, a media and marketing expert known for his work with Ryan Pineda, shares insights on adapting to the media evolution for legal professionals. He explores how traditional advertising methods are losing ground to social media, which fosters genuine audience connections and trust. Berry suggests creating engaging content tailored to specific audiences and leveraging automation for client interaction. He emphasizes the importance of authenticity and consistent branding in building client relationships, making effective use of video content a key strategy for lawyers.
Evolving from traditional media to new media, lawyers can enhance client engagement by creating authentic, relatable content for social media platforms.
Building a personal brand through consistent content showcases a lawyer's personality, which fosters trust and strengthens client relationships.
Understanding your target audience's demographics and interests allows law firms to tailor their messaging effectively for greater client acquisition.
Utilizing video content helps simplify complex legal concepts, making them more accessible and engaging for potential clients while enhancing visibility.
Deep dives
Elevating Law Firms Through Personal Branding
Building a powerful personal brand can significantly elevate a law firm. By applying principles that have driven success in other industries, law firm owners can attract more clients and gain trust. This approach involves authenticity and personality, which are seen as ultimate trust builders in client relationships. Consistently creating impactful content without overhauling daily routines will provide a steady stream of engagement and leads.
The Shift from Legacy to New Media
A notable shift in media landscape is affecting how law firms advertise and connect with potential clients. Traditional advertising methods, such as billboards and TV commercials, are becoming less effective compared to new media platforms. Engaging with audiences on social media and utilizing content creation can build deeper trust than traditional ads can provide. This transformation requires law firms to adapt their strategies to reach the modern consumer effectively.
The Importance of Authentic Engagement
Authentic connection and engagement are crucial for establishing trust with potential clients. Unlike billboards, new media platforms offer a way to communicate directly with audiences, allowing lawyers to showcase their expertise and personality. This transparency in communication fosters a sense of familiarity that can significantly impact client retention. Lawyers must break down barriers and interact genuinely to build reliable relationships with prospective clients.
Identifying Your Audience's Needs
Understanding the specific needs and characteristics of your target audience is key to effective marketing. For example, law firms should consider the demographics and situations of their ideal clients to tailor their messaging. Comprehending what content resonates with potential clients will direct the creation of engaging materials. By aligning their expertise with the audience's expectations, firms can enhance their reach and effectiveness in client acquisition.
Leveraging Video for Legal Marketing
Video content is becoming increasingly popular in legal marketing, serving as a dynamic tool to connect with clients. Lawyers can effectively communicate complex legal concepts in simple terms by utilizing video, creating a relatable and engaging experience for potential clients. Video also has the advantage of being shareable across various platforms, amplifying reach and visibility. Embracing this format can set a law firm apart in an increasingly competitive market.
The Significance of Consistency
Consistency in content creation is fundamental for law firms seeking to maximize their impact in the digital landscape. Regularly producing and sharing content helps maintain visibility and reinforces the firm’s presence in potential clients' minds. Establishing a systematic content calendar can help lawyers manage their output while balancing their practice's demands. By committing to ongoing engagement, firms can nurture relationships and foster client loyalty over time.
Understanding Algorithm Mechanics
Navigating the intricacies of social media algorithms is essential for effective law firm marketing. Posting strategies should consider the nature of short-form versus long-form content, using each format to cater to different audience needs. Lawyers can utilize engaging, attention-grabbing hooks to lead into value-driven content for their audience. Maximizing exposure while ensuring that the messaging aligns with the firm's brand identity will enhance overall effectiveness.
Creating a Compelling Call to Action
Crafting impactful calls to action can significantly influence client conversion rates for law firms. Rather than pushing for immediate engagement, lawyers should frame their messaging to address client needs over the long term. Clear, inviting, and relevant CTAs encourage potential clients to seek a consultation or engage with further content. These communication methods ensure that firms remain top of mind, even if immediate action isn't taken.
Are you a lawyer who is trying to improve their social media presence? In this episode of the Maximum Lawyer podcast, Tyson speaks with Justin Berry, a media and marketing expert about the evolution of media from legacy to new media and its impact on advertising, particularly for lawyers.
Media, both old and new can be used as an advantage for lawyers as a way to gain traction and clients. A lot of lawyers still use old legacy media, like billboards and tv adverts. In today’s world, this media doesn’t work as well, as new legacy media, including social media, has changed the game when it comes to advertising services.
Old legacy media does not allow for potential clients to trust you or have the chance to build trust. Social media can help lawyers interact with audiences over many months or years, which can allow people to trust the information you are putting out there.
Creating engaging content as a lawyer can be challenging, but Justin provides some strategies that can be used to make it successful. One strategy is to think about who your audience is and what content they are watching on a daily basis. With this, you can create content around the audience’s interest so the algorithm will send them your videos. Another strategy is splitting your content throughout the week that targets different audiences. For example, if you want to create 4 videos a week, dedicate 2 videos to attorneys and 2 videos to the average client. This way you are connecting with colleagues and potential clients at the same time.
