The Clubhouse app has been making waves as a place ripe with opportunities. While there is competition in this space, the app has many features that benefit lawyers. From a marketing perspective, they offer many opportunities to increase your reach. Here are some aspects of Clubhouse that could make it appealing for your firm.
Clubhouse is a social media app that focuses more on audio compared to video and text. There isn’t much room for messages and visuals, apart from some key features to help the app become more user-friendly. Due to its audio focus, it creates an authentic experience as the rooms are live areas. Unlike webinars or podcasts, you cannot pre-record or archive anything.
The goal of the app is to create rooms to talk about specific topics freely. As a lawyer, you can set up a large gathering for people interested in law services. For example, there might be those questioning whether or not to pursue legal help in certain situations. You can answer their questions and create a bridge for a potential new client.
The potential for increasing your reach and client base is appealing enough on its own. Here are some other benefits to building a presence on Clubhouse.
Clubhouse rooms have enough space for you to make notes that people can refer to, creating a more dynamic conversation. Using this tool, you can help people, build credibility and create connections.
For example, you can leave contact details or links to other relevant content. You can funnel users to check out your firm and services. Getting your foot in the door can influence their decision on whether or not they want to work with you.
Every user on Clubhouse has a friend, coworker, family member, or acquaintance that may need your services. You can use the platform to create a network of connections that all refer back to you. Of course, be careful when you’re trying to advertise. For example, you can ping any participants to refer people they may know. However, it will look like you’re just trying to use them if you do this too often.
You can ask for pings maybe once or twice in each room you host. Not everyone will know how Clubhouse works since it is a new platform, so be prepared to walk people through the feature.
Clubhouse isn’t like other social media platforms where the crowd can overtake the conversation, leading people in the wrong direction or influencing them away from your firm. Since you are the owner of your room, you can control how you speak to your participants and interact with them.
You have control over how you run your room. Use your personality and get a feel for the type of people participating. Don’t forget to enforce any rules you may have. Toxicity and bad behavior can ruin the experience for everyone. Take time to let listeners know the conduct you expect from them during a conversation.
Most people aren’t interested in generic topics and prefer to be in rooms and conversations that give them value. You have to spark their interest, and you can do so by creating an enticing room topic. The broader the topic, the more listeners you can pull in.
However, with more listeners, you may find that not all will be keen to contact you right away. You can make the room a little more niche, but you have to be careful. If you make it too specific, you could end up with no audience at all.
Don’t be afraid to experiment. Try a broader topic and a bigger audience. Then later, you can try a more intimate and specific conversation. Get a feel for both and see what works best for you.
There will be occasions where you’ll do better than expected. It can happen when an influencer or a famous user joins the room. You’ll find that these people always attract crowds, providing an opportunity for you to interact with a larger audience than usual.
One way to take advantage of the sudden increase is to link to other social media accounts you have. An Instagram profile can be a reliable way for people to connect to you outside of Clubhouse. You can also link to your website. These ways can help create channels for people to message you if they want to work with you.
Many people take their time to learn more about the host before deciding to get into the room, even if it is a topic they’re interested in. They want to make sure that you match what they’re looking for and that they won’t encounter any surprises.
People can click on your image to learn more about you. If you plan to make many connections, make sure to fill it with information about what you do. Don’t forget to put in some personal details to make you relatable to the crowd.
It can get exciting when you see your follower count rising and people filling up the room. It can also get distracting when you do not see the progress you’re expecting, or you hit a wall. You have to treat each follower you have as a connection that can lead to more business. Clubhouse is about quality connections rather than building up large follower bases.
If you focus on the followers you have right now and make sure they have a good experience, your follower count will increase over time.
Every law firm wants to increase its client base and generate more business. However, that should not be your priority when you’re running a Clubhouse room. It’s easy to offend or discourage listeners who are in Clubhouse to get value and learn. Remember, you’re there to build your firm by sharing your experience, expertise, and even a few stories.
People are hesitant to communicate with salespeople. Most salespersons focus on themselves rather than the customer. One way to get around this is to introduce yourself shortly and concisely. Tell them you’re a lawyer and a bit about your specialization. Then you can continue with the intended topic. A simple introduction can work wonders in nudging people towards connecting with your firm.
Moderators are essential when you start scaling up and getting more followers. It can get tricky to try and moderate the room while you are also responsible for the conversations. You’ll have to connect with people who are good at handling rooms, conversing, and leading the crowd. Over time, you’ll encounter these individuals, and you can ask them to moderate upcoming rooms.
Eventually, you’ll create a small team of moderators who can make Clubhouse more manageable as your presence grows. You can also ask for volunteers as some love jumping on the opportunity to work as a mod.
Having so many people speak in turn can make it confusing and even annoying for some listeners. Some speakers will try to get more time than the others, and it isn’t fair for everyone. To even the playing field, you want to limit a room to around 6-12 speakers at a time. It improves the quality of the room and gets the conversation to a good pace.
Don’t be afraid to move the conversation forward if a speaker is taking too much time. Politely say thank you to them and move them down the audience to give other speakers a chance.
One of the things that hold people back from pursuing legal help is the lack of information. They have many questions they want to ask before they decide to hire a lawyer. By creating a Clubhouse room, you encourage people to ask their questions and get value out of your expertise. Then over time, you can build more clients from the people you’ve invested time on.