A Case Study in Cookies

I love making people happy.

In late December I bake chocolate chip cookies and bring big plates of them to my clients as a way of saying Thank  You and Merry Christmas. And today I dropped off some to one of my new clients, a law firm. Recently they had found themselves in a tough situation. This particular firm has been around for 20+ years and they’re seen as the old guard in their particular discipline. And for years they would get four or five referrals a month; new clients sent to them by other firms or previous clients. And life was great until about three years ago when their referral rate started to drop off.

Why?

Greenville, SC has grown tremendously in the last five years, likewise all of our town’s industries. The legal profession is no exception. We’ve had all sorts of attorneys move into this town and open up shop without any regard to tradition. They hang a shingle, have a professionally built website, then optimize their sites for Google, Bing, Yahoo. They get on Twitter, Snap Chat or LinkedIn and tell the world who they are and what they do. And they get out to Chamber meetings, sponsor beer tastings, 5K runs, and they blog twice a month. And soon they’re taking away business from the established law firms that have failed to keep up with the 21st century’s preferred forms of communication.

When this established law firm called me, I knew I could help. They didn’t use Facebook, did not utilize LinkedIn, didn’t have web links on their email signatures and they showed up on page seven or eight of Google’s search results. Yikes!  They approached me and asked for some help so I made some recommendations, built some snappy LinkedIn profiles, created a Google+ page and so on.  I also found one of their partners that can write like nobody’s business and set him up on a blogging schedule and we were off to the races. A great writer is key to a solid online strategy because you can blog all you want but if no one’s enjoying your words, they will not share, comment or engage with your blog and you will not get the most out of your SEO strategy. I cannot say this enough: An effective social media strategy requires a solid, creative writer.

It’s been about thirty days since we got everything up and running and today I was delivering those cookies. The paralegal at the front desk smiled broadly when I walked in.

“Oh John, they’re so excited. We got our first client from our Google page this week.”

Wow. I was floored but damn happy, too. And when she saw the cookies, she was doubly excited. And I got a quick thumbs-up from one of the partners as he headed to a conference call.

Social Media Greenville SC

Chocolate Chip, Oat, Malted Milk Cookies. Got Milk?

Now I don’t promise results like this because advertising is something we should look at with the long distance approach of a telescope, not a microscope. Though I do promise cookies at Christmas time.

Perhaps I can help your company. If you’re not getting the results you desire from your social media or you’re just too darn busy to properly manage it, give us a call. We’ll ask the right questions, plan a strategy then get to work. And we’re anonymous. Your customers will believe it’s you on Facebook or Twitter, and not some guy on the other side of town.  Got Milk?