Using Twitter to promote your law practice

Below is an article about using Twitter to promote your products and services that addresses the question of how effective a pure sales and marketing approach is on such a medium.  While the article doesn’t address lawyers and law firms, the need for establishing trust with your market is the same whether its legal services or toothpaste.  Trust in this environment involves regularity,consistency and value.  Can your market count on you to post content regularly?  Do they know what to expect from your posts?  Do they find value in your content?

“Chris is amazing at engaging his following on twitter. Anyone could learn by watching how active and authentic he is and how willing he is to give. Throw on top of that the fact that writes an incredibly useful and thoughtful blog and you’ve got a dynamic duo. Chris has built an asset on twitter that creates direct commercial value for him, but he’s done it in a way that’s all about building trust. (It’s just a side benefit that the twitterverse is a better place because of him) Now, I don’t know that he thinks about it this way and I’m not quoting from his business plan, I’m merely observing reality – this is one rockin way to sell on twitter.

I call this approach the 3-step shimmy. It’s the ultimate in permission based marketing and very effective in social media settings. Back in the day, marketers learned to effectively use 2-step ads: step 1 – get them interested with the lure of valuable info and step 2 – deliver that valuable info along with a sales message. In the social media model it’s: step 1- build awareness and trust 140 characters at a time, step 2 – allow folks to find a treasure trove of content on your blog, and step 3 – overwhelm them with so much expertise and engagement that they simply can’t do anything but ask how they can employ you and your products and services at a premium price. That’s the 3-step shimmy.”

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