How to Reach Rural Consumers

Recently, I talked to Cathy Church, Church & Korhonen, who has a bankruptcy practice in Marquette. Her clients come from the Upper Peninsula, which is mostly rural. As we spoke, she mentioned that many of her clients come to her from Facebook.

This is not surprising since a 2015 study by the Pew Research Center (Mobile Messaging and Social Media), which compared several different demographics and how they use social media, showed that, while rural users use social media less than urban Internet users, Facebook is their most popular site. Sixty-seven percent of them sign on to Facebook.

Michigan covers 56,804 square miles, with a 2016 estimated population of 9,928,300 people – 1,796,678 living in rural Michigan (USDA-ERS). Thus 67% or 1,203,774 of Michigan’s rural users sign on to Facebook. And those folks, per the US Census, live in the northern half of the state, the thumb and the Upper Peninsula.

How do you reach rural Internet consumers?

·      Facebook: If you want to separate your personal Facebook presence from your business, create a Facebook page which is a public profile specifically created for businesses, brands, celebrities, causes, and other organizations. Unlike personal profiles, pages do not gain "friends," but "fans" - which are people who choose to "like" a page.

·      Your Website: A website builds trust and credibility, creates a good first impression and helps consumers make that call. Consumers are often anxious when calling a lawyer. However, those that visit a website, see your picture, read your profile, get to know you a little, feel emboldened and are more likely to call. And you can announce publication of new material to your website on Facebook.

·      Your Blog: Two basic reasons for writing a blog are to keep your name top of mind for your current clients and to attract new clients. Your blog should provide interesting, informative and entertaining information in your area of practice that is useful to current and prospective clients. And you should announce the publication of your new blog on Facebook and your Website.

Connecting with the other 33%.   

reaching rural consumers

With rural consumers who aren’t Internet users, other marketing techniques must be included. Remember face to face networking to be sure that everyone you know or meet are aware that you’re a lawyer and the type of law you practice. Other techniques include running ads in the local papers, high school football program and weekly church bulletins.

Include a picture of yourself on your website, blog, billboards and ads in the local newspaper. Don’t be surprised if you’re recognized as you move about town. Be ready to talk about your practice and the services you offer. Be careful that your conversations don’t respond to individual legal scenarios, as you don’t want to create a prospective client-attorney relationship

Also, remember the ethics rules.

And, remember to keep the ethics rules in mind when posting, particularly MRPC 7.1, 7.2, and 7.3. Put together an ethics guide for your firm to follow, including the applicable rules and links to relevant ethics opinions available on the State Bar’s ethics webpage. Communication that you start with someone you don’t know and without invitation, e.g., online chats, is analogous to ethically prohibited direct solicitation. Don’t give legal advice—stick with news and informational posts in your area of practice to avoid the potential of creating client conflicts. When in doubt about the ethics of your Facebook, blog or website communication, call the SBM ethics helpline at (877) 558-4760 before you post.

Podcasts—What are They and Why You Should Have One

Podcast--a digital audio file made available on the Internet for downloading to a computer or mobile device, typically available as a series, new installments of which can be received by subscribers automatically.

The newest and fastest growing entrant into the digital marketing world is the podcast. Edison Research conducted found that podcast listening grew to 40% of the population in 2017. 

Adding podcasts to your website or blog increases your reach to other audiences. Not everyone learns visually so for the listeners among us, the podcast is the perfect medium. Having a podcast is an effective way to differentiate yourself from other lawyers and to demonstrate your expertise in your area of practice.

Podcasting is cost-effective and efficient and offers the opportunity to improve client education. It is particularly appealing for small and solo practices.

Things to consider for your podcast:

Know your audience. Not everyone listens to podcasts. If your target audience is the younger audience who want to control how, when and where they get their information, then the podcast is for them. If, on the other hand, your goal is to bring in more senior executives, you’d be better off visiting their workplace and forget the podcast.

Create great content. Clients refer and are loyal to lawyers they trust; and trust is created by offering good well-researched and easy to understand information. Your podcast should not be comments on your last family vacation; your podcast must convey the right image and be of interest to your target audience. Interesting, informative and entertaining messaging creates a great podcast.

Have a co-host. Radio shows and podcasts work better is there are two speakers. It’s more interesting and fun to have someone to talk with. On your own? Invite guest speakers and use the Q and A format to add interest and liven up your broadcast.

Know how your audience listens.

Much of your audience will listen on your website, rather than downloading the podcast to their smartphone or tablet. Decide where the podcast belongs on your site—a spot of its own, under a practice area or a new developments section. Podcasts can add to the value of your site for prospective and current clients.

Try to Release Weekly Episodes:

In the ideal world, you would release on the same day and time every week. Your listeners will appreciate knowing they can tune in every Thursday at 4 p.m. to hear your latest update on the state of the law in your practice area.

Keep it short and simple:

Make it as short as you possibly can. Half an hour is the longest it should be—15 minutes is better. If the topic is complicated and needs more explanation, save it for your blog or a speech or article. Podcast listeners are working out or in their car so they won’t listen to a long or complicated narrative. Podcasts can convey passion, the personality of the lawyer and a limited amount of content

Finally, a great podcast needs listeners. Announce it on your website, on social media and on the events section of your SBM member directory profile. The value of your podcast will increase as it is included in your overall marketing plans.

E-mail Campaign—Great Marketing Tool

“I think we should add regular e-mail campaigns to our marketing schedule,” said Dick to partner and sister, Sally. Sliding into the client chair across from her desk, he continued, “The marketing experts say that e-mail marketing is a very effective way to reach our clients and prospective clients.”

Dick and Sally are right. E-mail marketing campaigns are the best way to deliver a targeted message to a particular and receptive audience. While it’s true that many e-mail messages are deleted after reading the subject line, it’s also true that e-mails with a message of value will be read.

E-mail Campaign

As a lawyer, there are two kinds of e-mail campaigns you can use:

1.     Newsletters sent to those who have given you permission to contact, and

2.     Targeted e-mail messages sent to your selected group.

Newsletters:

Newsletters can be sent to present and past clients of the firm who have agreed to receive them. The content should be of interest to that particular client. For example, a Family Law attorney might send information about a recent Friend of the Court decision; an Elder Law lawyer could discuss considerations in selecting a patient advocate; a Tax Law lawyer could publish a recent IRS update.

The idea is to tailor the writing to the reader who wants the news. You want to be seen as an expert in your field--a lawyer to whom clients and prospective clients will turn when in need of your service. Provide valuable information and they will keep reading. On the other hand, information about firm changes, new attorneys who have joined the firm and big wins are not seen as valuable messages. Consider including them at the end of the substantive message.

Targeted e-mail messages:

These messages are designed for a specific group. Perhaps some of your clients are in the transportation business and the spring thaws are starting so you want to update them on the Frost Laws in Michigan. A quick message to that group will do the job and will be read.

Other readers might want to learn about trusts for pets or any changes in the DUI law.  There are any number of topics that only appeal to a particular consumer. You can use a targeted e-mail message to send them a quick alert.

What are some best practices for an e-mail campaign?

·      Only send e-mails to those who have agreed to receive them,

·      Send your e-mail on a consistent basis—once a month, every two months, quarterly—establish a routine that works for you,

·      Keep the “from” name consistent—your name or the firm name,

·      Use clear, concise subject lines,

·      Don’t use ALL CAPS (considered shouting) or fancy fonts that are hard to read,

·      Include an easy to find way to opt-out of receiving future e-mails, and

·      Be sure your contact information is clearly displayed.

Pay attention to your analytics—how often are your e-mails opened? How often do readers click through to your website? Are people subscribing to your e-mail? Answers to those questions can help you plan a successful marketing campaign.

E-mail promotions, when done well, are effective. They keep your name and expertise prominent in your client’s mind, leading to more referrals and more business. However, as always, remember when posting to the outside world to be aware of your ethical obligations. When in doubt about the ethics of your e-mail communications, call your local bar association ethics helpline before you post.