The three men in the picture to left are my brother Todd, my grandfather Julius, and my dad Norm. Three generations of the Skiba family are mechanics. Me? I am the idiot brother-lawyer who can’t change his own oil and wears “church” clothes to work.
Recently Skiba Auto Repair celebrated it’s 15th anniversary in business. As part of getting the word out about this milestone they put up a pretty simple post on Facebook. What resulted taught me a lot about social media and how it is supposed to be done and what makes it effective.
As soon as the post went up they started getting ‘likes’ and genuinely great comments about the business. Below are the elements that I think made this such a great Facebook post and why I believe that implementing the same principles into your law firm marketing will get you similar results.
Below is the text of the status update that accompanied the above photo:
Good Marketing Can’t Take the Place of a Good Product or Service
As I saw all of the ‘likes’ and comments come in I asked myself what was it about this post that prompted all of these customers to take the time to write a comment congratulating them on their years of business and sharing positive experiences they had with the business. Then I realized, it wasn’t the social media post that triggered all of the positive responses, it was years of dedicated service that started back in the 1960's with my grandfather and continues through to this very day.
Here are just a few of the comments that have been left on this status update:
Often in business we are looking for the next big marketing tactic or strategy that will result in a flood of new business. When in reality, the best marketing tactic of all is taking care of your current customers. No campaign or marketing strategy can overcome a bad product or bad service.
Share Your Story
The Facebook post was written by my brother Todd. Not counting the time he shared a link on how to get a free download of a Gary Allan song, I think he may have written a total of two posts on Facebook. Ever. So what made this one so effective?
He shared his story. He could have very easily just said “thanks for the business” and offered some call to action to try and get people to come back again. But it wouldn’t have been anywhere close as effective.
People want to learn about people. They want to know who you are and trust you (or at least feel comfortable with you) before they will ever do business with you. Each of us has a story to share. Tell your readers why you do what you. Tell them who you are and what you are about.
Often we put way too much thought into the whole marketing thing. Sometimes it is just simply too calculated. I know I am guilty of this. We get caught up in the SEO, back links, meta tags, keyword research, word count, etc.
Those things are valuable tools, but being genuine, sharing your opinion – or even having an opinion, and truly caring about what you do and the people you serve, will come through in all your marketing efforts. And then even when you aren’t ‘marketing’ you will still be building the relationships that will benefit your business for years to come.
So, congratulations to Skiba Auto Repair on 15 successful years of business. And thanks Dad and Todd for a lifetime of free auto repair for your mechanically-challenged brother.