"Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one." - Robert Rose

Introduction:

Are you an estate planning attorney looking to grow your business and educate your target audience? If so, you need to be leveraging different digital marketing channels.

In today's digital age, more and more people are turning to the internet to search for legal services. This means that if you want to reach your target audience, you need to have a strong online presence.

One of the most effective ways to establish a strong online presence is through the use of different digital marketing channels. These channels include Facebook, Instagram, LinkedIn, Google, TikTok, YouTube, and Spotify.

Below, we're going to list strategies for each one of these channels. You may notice that certain strategies apply to more than one channel and some even apply to all of them. This isn't a mistake, we want to emphasize why these aspects are important and why they're such strong tools for your business.

With that said, let's take a look at these different marketing channels and how you can use these platforms to create real value for your audience. 👊

1. Facebook

1.  Use targeted advertising: Use Facebook's advertising tools to reach potential clients who are most likely to need estate planning services.

2. Share valuable content: Share informative and educational content that addresses common questions and concerns related to estate planning. This can help establish your firm as a credible and knowledgeable resource.

3. Build a community: Engage with your followers by responding to comments, hosting Q&A sessions, and creating a sense of community around your brand.

4. Utilize video and live streaming: Video is a powerful marketing tool, and Facebook Live allows you to connect with your audience in real-time. Use these features to provide helpful tips and answer common questions about estate planning.

5. Leverage influencer marketing: Partner with local influencers in your community to reach a wider audience and gain credibility.

6. Use testimonials: Share positive feedback and testimonials from satisfied clients to build trust and credibility with potential clients.

7. Utilize analytics: Use Facebook's analytics tools to track your page's performance, measure the success of your campaigns, and make data-driven decisions about your marketing strategy.

2. Instagram

1. Create a visually appealing profile: Use a professional profile picture and cover photo, and make sure your bio includes relevant information about your services and contact details.

2. Use hashtags: Use relevant hashtags to make it easier for potential clients to find your content and attract new followers.

3. Share valuable content: Share informative and educational content that addresses common questions and concerns related to estate planning, such as infographics, videos and images with captions.

4. Use Instagram Stories: Use Instagram Stories to share behind-the-scenes content, answer common questions, and showcase your expertise.

5. Collaborate with other accounts: Collaborate with other accounts in your industry to reach a wider audience and gain credibility.

6. Use Instagram Live: Use Instagram Live to connect with your audience in real-time and answer questions about estate planning.

7. Use Influencer Marketing: Partner with local influencers in your community to reach a wider audience and gain credibility.

8. Use Instagram's analytics tools: Use Instagram's analytics tools to track your account's performance, measure the success of your campaigns, and make data-driven decisions about your marketing strategy.

3. LinkedIn

1. Create a professional profile: Make sure your LinkedIn profile is complete with all the necessary information, including your experience, education, and services offered. Use a professional profile picture and headline that reflects your expertise in estate planning.

2. Network and connect with other professionals: Join relevant LinkedIn groups, connect with other professionals in your industry, and participate in discussions to establish yourself as a thought leader in the field of estate planning.

3. Share valuable content: Share informative and educational content that addresses common questions and concerns related to estate planning. This can help establish your firm as a credible and knowledgeable resource.

4. Engage with your network: Respond to comments and messages, and actively engage with your network to build relationships and establish yourself as a trusted advisor.

5. Use LinkedIn's advertising tools: Use LinkedIn's advertising tools to reach potential clients who are most likely to need estate planning services.

6. Leverage testimonials: Share positive feedback and testimonials from satisfied clients to build trust and credibility with potential clients.

7. Use LinkedIn's analytics tools: Use LinkedIn's analytics tools to track your account's performance, measure the success of your campaigns, and make data-driven decisions about your marketing strategy.

8. Optimize for SEO: Optimize your LinkedIn profile and content for search engines by including relevant keywords and phrases, so your profile will appear in search results for those searching for estate planning services.

4. Google

1. Optimize your website for search engines: Make sure your website is optimized for search engines by including relevant keywords and phrases, meta tags, and alt tags. This will help your website rank higher in search results for those searching for estate planning services.

2. Create quality content: Create high-quality, informative and educational content that addresses common questions and concerns related to estate planning. This will help establish your firm as a credible and knowledgeable resource.

3. Use Google My Business: Set up a Google My Business listing and make sure it is complete with all the necessary information, including your contact details, services offered, and office hours. This will help potential clients find your business when searching for estate planning services on Google.

4. Utilize Google Ads: Use Google Ads to reach potential clients who are searching for estate planning services. Target your ads to specific keywords, locations, and demographics.

5. Use Google Analytics: Use Google Analytics to track your website's traffic, measure the success of your campaigns, and make data-driven decisions about your marketing strategy.

6. Get listed in online directories: Get listed in online directories such as Yelp, Yellow Pages and other local directories to increase visibility of your business and make it easier for potential clients to find you.

7. Build backlinks: Build backlinks to your website from other reputable websites to increase your website's authority and search engine rankings.

8. Monitor your online reputation: Monitor your online reputation by setting up Google Alerts for your business and responding to any negative reviews or feedback.

5. TikTok

1. Create a professional profile: Make sure your TikTok profile is complete with all the necessary information, including your services offered and contact details. Use a professional profile picture and bio that reflects your expertise in estate planning.

2. Create engaging and relevant content: Create engaging and relevant content that addresses common questions and concerns related to estate planning. Use creative visual elements, music and animations to make your content more engaging and sharable.

3. Utilize hashtags: Use relevant hashtags to make it easier for potential clients to find your content and attract new followers.

4. Leverage TikTok's features: Use TikTok's features such as lip syncing, filters, and effects to make your content more interactive and engaging.

5. Collaborate with other accounts: Collaborate with other accounts in your industry to reach a wider audience and gain credibility.

6. Host live streams: Host live streams on TikTok to connect with your audience in real-time and answer questions about estate planning.

7. Use influencer marketing: Partner with local influencers in your community to reach a wider audience and gain credibility.

8. Monitor your analytics: Use TikTok's analytics tools to track your account's performance, measure the success of your campaigns, and make data-driven decisions about your marketing strategy.

6. YouTube

1. Create a professional YouTube channel: Make sure your YouTube channel is complete with all the necessary information, including your services offered and contact details. Use a professional profile picture and banner that reflects your expertise in estate planning.

2. Create valuable content: Create informative and educational videos that address common questions and concerns related to estate planning. This can help establish your firm as a credible and knowledgeable resource.

3. Optimize your video titles and descriptions: Use relevant keywords and phrases in your video titles and descriptions to make it easier for potential clients to find your content and attract new subscribers.

4. Utilize Playlists: Organize your videos into playlists to make it easier for potential clients to find the content they are looking for.

5. Use YouTube's advertising tools: Use YouTube's advertising tools to reach potential clients who are most likely to need estate planning services.

6. Leverage testimonials: Share positive feedback and testimonials from satisfied clients in your videos to build trust and credibility with potential clients.

7. Use YouTube's analytics tools: Use YouTube's analytics tools to track your channel's performance, measure the success of your campaigns, and make data-driven decisions about your marketing strategy.

8. Engage with your audience: Respond to comments and messages, and actively engage with your audience to build relationships and establish yourself as a trusted advisor.

9. Encourage sharing: Make it easy for viewers to share your videos by including social sharing buttons and encourage them to share your content with their own network.

7. Spotify

1. Develop targeted and engaging content: Create podcasts or audio recordings that provide valuable information on estate planning topics and address common questions and concerns of potential clients.

2. Optimize your profile: Make sure your profile is complete and includes information about your practice, contact details, and website.

3. Use keywords: Use relevant keywords in the title and description of your podcasts or audio recordings, to increase the chances that they will be found by potential clients searching for estate planning information on Spotify.

4. Leverage social media: Share links to your Spotify content on your social media platforms to drive traffic to your profile.

5. Leverage existing relationships: Reach out to other professionals in related fields, such as financial advisors or accountants, and ask them to share your content with their clients.

6. Advertise: Utilize Spotify's advertising options to reach a larger audience.

7. Engage with your audience: Respond to comments, answer questions, and gather feedback on your content to build a loyal following.

Key Points

After reading, I'm sure that you can see where many of these strategies apply to many if not all of these marketing channels. One of the most important aspects when it comes to marketing is congruency. This may seem obvious, but its important to emphasize this key point in the beginning so that you can build meaningful strategies for your marketing that will provide real value for your audience as well as establish a unique and identifiable brand that will be associated with your business.

In the words of Seth Godin, "The key to success is to find a way to stand out - to be the purple cow in a field of monochrome Holsteins."

If you'd like to get more information on how to implement these strategies for your business, join our private Facebook group where we share expert legal marketing strategies and content that you can use to grow and optimize your business.

Join Here