Pinterest for Lawyers in 5 Easy Steps
Pinterest has been grossly overlooked by attorneys. I’ve seen so many flippantly declare the platform to be for stay-at-home-moms, or just for weddings, and I’ve gladly smiled, nodded, and proceeded to drive massive traffic to my firm. So much so that I actively tell clients during our consultations prior to working together that I am more expensive than the competition. They don’t care. They want to work with me regardless, because they trust me and understand that I care about their business. They’ve learned this about me through the content I’ve put out into the world, largely through Pinterest. Pinterest is a platform you need to be on if you care about increasing the awareness about your firm and getting more clients. Period.
The biggest mistake attorneys make when approaching Pinterest is looking at it like it’s another social media platform. It’s not. Pinterest is a search engine, and just like you try hard to rank on the first page of Google for more site visitors, which leads to more clients, etc., you should be doing the same thing with Pinterest.
The great news is that as a result, Pinterest, amazingly, has remained largely untouched by attorneys. This means that it’s the low hanging fruit, ripe for you to pick as an inexpensive, easy alternative to Google Adwords, Avvo or other paid marketing.
Pinterest works by rewarding those users who frequent it the most. That is, the more active you are on Pinterest, the higher your pins will show up when other users search for content that relates to them. This means you can pin either your own content or others, which is great news if you’re just starting out and don’t have any content. For example, if you are a personal injury attorney and have a blog post (and corresponding pin) that is titled, “The 10 Ways to Win Against Insurance Companies,” your pin will be ranked very highly for related search material if you’re actively pinning others content. If you are not active, Pinterest will not award your blog post/pin the most visible spots, and it will be hidden down the page quite a ways.
Here’s what you can expect if you buckle down and dedicate yourself (or an assistant/paralegal) for about an hour or so a week to Pinterest:
Massive traffic to your site in about 90 days
Tons of signups to your email list (aka a completely captive audience)
Establishment of your firm as the leader of your particular field
The attention of your intended audience five steps before your competition gets to them
A sustainable, nearly free marketing campaign that runs itself after setup
5 Steps to Win at Pinterest
Step 1. Determine who makes up your ideal client base.
If you’re a divorce attorney, you don’t want to target brides. If you’re a bankruptcy attorney, it’s probably not a good use of your time to pin only home decor projects. Go through and answer these questions:
Who is your ideal client?
What is he or she interested in generally? (i.e what does he/she do for fun?)
What would cause he/she to come to you? (i.e. an ailing parent, a new business)
How would these problems be resolved?
What questions would he/she be searching on Google at 2am? (aka, what’s keeping them up at night?)
Consistently providing the answers to these prompts via Pinterest is the key to growing your audience both on the platform and on your own site. You can do so by pinning your own content and the content of other Pinterest users.
Step 2. Create a piece of content that your ideal client base can’t help but consume.
Taking the answers you came up with in Step 1, write an article that could serve as the answer to “what questions keep your potential clients up at 2am?” You can use a free website like Canva to create a graphic for your blog post, then pin that graphic to Pinterest. If you have been active on the platform, Pinterest will reward you for using it by placing your pin higher in others’ search results.
In order to make sure this happens, make sure you have Rich Pins turned on and connected with your website. A rich pin enables Pinterest to read data right from your website. They are specifically for businesses like your law firm, and relatively easy to set up. Just click here to start with rich pins today.
Step 3. Update your Pinterest bio.
Your Pinterest bio is in huge letters, and it’s one of the first things your potential clients will see after they’ve noticed your pin(s). Make sure it’s an accurate reflection of what you provide and where you’re located. For example, here’s my bio:
Step 4. Tackle Pinterest like a pro.
Don’t make the newbie mistake (like I did) of pinning endlessly every day to get a couple new eyeballs on your profile + website. Automate this process so you can keep practicing and doing what you were meant for-- serving your clients well!
Automating your Pinterest strategy makes it sustainable, and accomplishes in five minutes what would have taken 1-2 hours manually.
To automate your Pinterest strategy, sign up for a tool called Board Booster. Board Booster works by allowing you ‘batch’ your pins in a single afternoon, then it schedules them out and posts them automatically for you throughout the week, making you look more active than you really are (you look like you’re pinning every hour or so when in reality it was just an hour you did this on a lazy Sunday afternoon). Board Booster has many other features and benefits, but this is the biggest reason to start using it.
Note: When you use my link (located here) for Board Booster, I will receive an affiliate fee, but I would have referred it to you anyway (it’s what I use and trust!). Plus, it’s the only way to get a bonus $5 off.
Step 5. Watch new leads driven to your website on autopilot. Rinse and repeat.
Seeing results on Pinterest takes at least 30-60 days, and about 90 days to see a substantial amount of traffic back to your site. The good news is that the results are completely dependent on you, not on a budget or some independent marketing firm. You have the power to drive traffic and leads to your site within the next month.
However, marketing is NOT the same as sales. And marketing is the Pinterest stuff, sales is the part where you actually make money. What are you going to do with the traffic that's coming to your site?
The next step once your Pinterest is set up is to actually DO something with those leads. Click here to get your free law firm startup plan that walks you through the set up you need to handle new leads.
Are you ready to get started?
If you get stuck, email me at email@example.com, or comment below!