Social marketing including other types of marketing strategy such as PPC, organic marketing, social media marketing, content marketing etc., aims to create a healthy rapport with customers so as to build trust and retain their loyalty.

Few years back, before digital technology was introduced, business owners used traditional marketing to publicize their business and practice. Then, traditional marketing was the only available and effective marketing tactic. There was also the word-of-mouth marketing but it wasn’t as effective as the use of TV adverts, newspaper adverts, radio adverts to promulgate ones business. As soon as the world became digitalized and digital marketing was introduced, traditional marketing began to lose its prominence. Currently, the most effective marketing technique that exist make use of digital tech.

For a business to succeed and become prominent, it must adopt a good marketing strategy. An effective marketing strategy would attract more customers to a certain business, it would also make it stand out among its fierce competitors.

Just like other industries, the legal services industry is crammed with lots of competition. Thus, as an attorney who wants to make headway, you need to adopt a marketing that can raise brand awareness and promote what you do. Failure to do so will result in your business being hidden in the shadow of your powerful competitors.

WHY IS SOCIAL MARKETING DIFFERENT?

Social marketing is a new marketing tool and can benefit any business if properly utilized. This marketing strategy is quite different from other marketing strategy. Its aim and tactics are different from strategies such as PPC, organic marketing, social media marketing and the likes. So, what makes this marketing tactic different from others?

First, let’s take a look at the aim of social marketing. The aim of this strategy is not to make profit but to stimulate social change in a community that is crammed with individual who exhibit a plethora of bad habits. For instance, this habit could be smoking in public areas, failure to use sit belts when driving, or any habit that could be one that endangers the life of individuals or one that puts the society of community at a certain risk.  

Other marketing strategies adopted by business around the globe aims to increase sales by raising brand awareness but social marketing has diverse objectives and that is why it is often utilized by non-profit organizations.

WHAT IS SOCIAL MARKETING?

This type of marketing adopts a customer-oriented approach, and uses the tools and ideas utilized by commercial marketers to implement social goals like anti-drug campaigns including fund raising for non-government organizations.

Social marketing adopts a tactics that helps implement social change, not to the direct benefit of a business or an organization like commercial marketing. This doesn’t denote that commercial marketers can’t contribute to the achievement of social good.

With the aid of traditional marketing methods, this strategy helps in increasing the awareness with regards a particular issue or case, with the goal of convincing an audience to drop their unhealthy behavior.

Social media marketing can be used to promote your law firm or practice but you have to understand that for it to well for you, it must be well implemented. This type of marketing also help  businesses including websites to gain prominence over the internet with the aid of diverse social media available, like video, photo, blogs, sharing sites, etc.

SOCIAL MARKETING AND ATTRONEYS

As an attorney residing in New Jersey, you can start a charity campaign in your community. Ensure that this campaign is one that encourages social change. This is a good way to give back to your community while also making your law firm or practice prominent.

 Several law firms do this and it has helped them attract customers. Rather than making use of the common marketing strategies which some people find boring, you can adopt something as unique and new as social marketing.

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So what is social marketing?

Social marketing is a marketing strategy which employs the techniques of commercial marketing to reach the audience, encouraging them to change or maintain their behavior and actions for their own good. Social marketing, in simple terms, is done to inform people why they should change their behavior or maintain it. A TV commercial which depict the harmful effects of drugs and tell the viewers to stop or avoid the use of harmful drugs is a clear example of social marketing. The aim is to make the audience do or avoid something for their own good, and this must be done in a way that catches the attention of the audience.

Who is social marketing for?

Social marketing is often employed by governmental and non-governmental bodies who are associated with protecting lives or maintaining an efficient standard of living. These include but are not limited to:

• Fire-fighting services
• Non-Governmental Organizations (NGOs)
• World Health Organization
• Medical personnel
• Road-safety
• Nutritionists
• Fitness experts
• Charity foundations
• And so many others.

Why is social marketing important?

To get humans to do something, it is never sufficient to just tell them “do this” or “don’t do this”. Recall how you scroll past the stereotypical paid ads at the top of your search results in search of something more appealing — something more captivating. This is how humans are. To get people to stop destroying the earth through climate change, it is never enough to just tell them “stop destroying the earth”. Such instructions must be presented to the audience in a way that appeals to their senses, draws their emotions and see the depth of their actions: how it can harm or benefit them. Some people may not understand why they should avoid drugs because all they understand is the good feeling. But when they are educated — in a less than 30-second compelling TV broadcast — about the harmful effects of their actions, they may get to understand better why they need to change.

Things you shouldn’t confuse with social marketing

What marks social marketing out is its goal: to benefit the audience. Any marketing campaign whose ultimate goal is not to effect a change or sustain the behavior of the audience for their own good is not social marketing. Social media marketing (where a brand markets its product or service through social media platforms) should not be confused with social marketing. Public announcement made by a charity organization regarding their own donations is not social marketing (even when a donation itself is an act for social good). So long they are not soliciting for the public to contribute to the donations; all they are doing is building their reputation and not helping the audience.

Effective social marketing tips

To carry out an effective social marketing campaign, you must do the following:

• Mitigate barriers: To every change, there are barriers or oppositions. You therefore need to carry out in depth research on your audience to know what the things are that may likely hinder them from doing what would benefit them. The barriers hindering drug addicts from changing differs from those affecting reckless drivers. You must understand your audience and then look for ways to minimize the barriers so that they can readily accept the change.

• Create a catchy phrase: “Help an orphan.” “Say no to drugs.” “An apple a day keeps the doctor at bay.” All of these slogans are catchy, concise and easily understandable.

Slogans are pivotal to the success of every social marketing campaign. The slogan you create must be simple and concise such that the audience can easily understand, memorize and recall it daily.

• Interesting visuals: To capture the interest of your audience, intriguing visuals should be used. The visuals should resonate with the audience and draw their emotions. Picture a child hawking food for daily survival. This immediately tells the audience to help the needy kids.

Social marketing lawyers NJ are here to help you

Social marketing lawyers in New Jersey can help you devise an effective social marketing plan that resonates with the audience, appeal to their emotions, and achieve the desired effect. Our marketing team of specialists is reputable for carrying out in depth research on the audience in question, finding out the barriers, and determining the most appropriate approach to facilitate the desired change.

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Social marketing explained

Social marketing is all about effecting a change in the behavior of your audience for their own benefit, and not for a brand. Social marketing is bringing about social change. Sometimes, it is not only to change the behavior of people, as in the example above, but to sustain such behavior so long it benefits the society at large. Social marketing does not market a product or service — social marketing markets ideas, thoughts, and social change.

Who does social marketing?

Social marketing is done by people or organizations that care about social good and improving the lifestyle of a people. Such organizations may include non-governmental organizations, fire-fighting companies, road-safety, drug enforcement agencies, etc.

Examples of social marketing

Social marketing is often carried by the above organizations in the following forms:

• Discouraging the use of harmful drugs
• Discouraging smoking
• Discouraging drinking and driving
• Discouraging deforestation
• Discouraging littering
• Discouraging racial segregation
• Discouraging gender discrimination
• Encouraging safe driving
• Encouraging personal hygiene
• Encouraging physical exercises for healthy living.

Importance and goal of social marketing

You will agree that most stereotypical ads you see turn you off. Most times you just sift through until you find something that speaks out to you, appeals to your emotions and personality. This is what social marketing does. Telling someone to stop smoking is not enough. It must be presented in such a way that captures the person’s attention and appeals to their emotions, before hoping to effect a long-lasting change in the individual. Social marketing presents these ideas in dramatic style, both entertaining yet educating the individual about the reality of their actions and its consequences. Some people are not actually aware of the harmful effects of the drugs they use, yet they have some unpleasant experiences. But when these experiences are explained through social marketing, the individual understands fully the scope of their action and its consequences. Through its compelling and simple style, social marketing is able to “market” ideas for social good.

Social marketing is entirely different from social media marketing

Social marketing must not be misconstrued with social media marketing. Social media marketing is simply the use of social media platforms like Instagram, Twitter, LinkedIn, etc., to Market a brand, whereas social marketing could be through any platform so long the ultimate aim is social good and not to market a brand.

The 5 Ps of social marketing

There are 4 Ps associated with traditional commercial marketing viz.: Product, Price, Place, Promotion. Social marketing includes a 5th P i.e. Policy, in its approach.

Product: The product in commercial marketing is what the market sells. It is the same way with social marketing but here, the product is not a tangible object or services, but an action or behavior that offers benefits to the society. The product must be delivered to the audience in such a clear and captivating way such that the audience understands and accepts the change and its benefits.

Price: In commercial marketing, the price refers to the financial cost of the product. In social marketing, it refers to the difficulties and barriers faced by the individual in making the desired change. It is often quite physically and emotionally difficult for someone to stop smoking, carry out physical fitness training and hygiene, and that is why social marketing must rely on making the benefits to far outweigh the “price”.

Place: This is how and on what platform you want to reach your audience. Where is your audience likely to receive your message, and what efforts must you make to ensure that your message reaches and is accepted by your audience? Ambassadors can be put in place to directly liaise with the audience.

Promotion: This refers to the media you use in capturing the attention of your audience. It could be through radio or television channels, newsletters, bill boards, rallies, etc. The medium must be one that is easily accessible to the audience.

Policy: Policies are created in a social marketing campaign to encourage the audience to make the desired change. The policies do not serve as a punishment when they refuse the change, but as a way to drive them to change.

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