Social media is a huge part of community and connection in the modern world, especially for the young adult crowd. Sites like TikTok and Instagram allow people of all ages from all over the world to find peers and professionals with similar interests and needs through one quick search.
Some don’t even require that; most social media platforms will curate content specifically for a user’s interests based on their history. This means it’s easier than ever for professionals to market and expand their business without paying a cent.
Abogada Alexandra Lozano knows all about this; she uses social media to connect with new clients for her firm, Alexandra Lozano Immigration Law.
As of writing, Abogada Alexandra Lozano has 120,900 followers on her TikTok account and more than 5,400 followers on her Instagram account. Her TikTok content regularly gets between 500 and 1500 views after only a few days. Her Instagram account is doing just as well, with each post getting around 50 likes and a few hundred views in a few days.
Here’s how she did it.
Social Media as a Marketing Tool for Professionals
Traditional marketing tactics don’t gain traction on platforms intended for personal use. It can be a steep learning curve. Paying for an ad spot, the way marketers would for television or radio, doesn’t guarantee a willing audience and may actually harm a brand’s reputation if it seems too forced.
Social media content consumers demand authenticity and value. The content has to come from a real person, not a bland script full of jargon. It also has to mean something, not just sell it. The most effective content to drive sales on social media has three things in common.
- It’s simple. Complicated messages are difficult to deliver in the few seconds available to grab a viewer’s attention.
- It’s sincere. Social media audiences follow pages because they appreciate the personality and the information.
- It’s sharable. The best way to grow an audience on social media is to create content that’s interesting, shocking, or funny enough to be shared across the platform from one viewer to another.
Additionally, the content needs to be properly formatted. Videos must be in the commonly accepted orientation and crop size, have an explanatory but interesting caption, and all posts should be properly tagged according to the platform’s conventions.
As with any other kind of marketing, understanding your marketing platform is an essential part of an effective campaign. That kind of understanding and quality is what Lozano excels at, and it’s a major part of the reason she’s grown so popular.
Communication Skills Turned Marketing Power
Since 2008, Abogada Alexandra Lozano has been helping her clients gain legal status in the United States. Her firm has helped hundreds of struggling immigrants stay in the country without fear of deportation.
Her clients praise her efficiency and communication skills. These communication skills translated well to social media. Abogada Alexandra Lozano follows a simple but extremely effective content marketing plan.
She is direct, speaking in Spanish, and using Spanish music to connect with her target demographic. She also appears personally in her videos; there are no hired actors, so her viewers recognize her face and connect it with Alexandra Lozano Immigration Law.
She also appears in a variety of places, from her office to festivals and gatherings to patios and the steps outside of public buildings. There are no complicated sets, giving her videos a more realistic and immersed atmosphere.
The content of her videos is the real driving force behind her rapid growth and success as a businesswoman. Each minute-long segment answers a question posed by her audience, responds to a comment, or simply states her firm’s mission.
Lozano is direct and helpful with her information, given for free to anyone who views it, which adds value to her page and incentivizes even those who may not need to hire her right away to follow her.
Using the Algorithm to Her Advantage
One major part of Lozano’s marketing strategy is a deep understanding of a platform’s content curation algorithm. This is the programming built into a site that uses a person’s viewing history to pull similar content into their feed.
While the exact specifications of these sites’ algorithms are knowledge kept under wraps by the individual companies, there are a few general principles that users have established about them through observation.
TikTok is well known for rewarding high-engagement content, or content that is frequently liked, commented on, or shared. So, Lozano encouraging her audience to ask questions and leave comments means she’s more likely to show up in the curated “Explore” pages of new viewers.
On Instagram, she uses the Story functions to create a quick reference guide of her free information that viewers can access immediately upon clicking into her page, which, since she posts regularly, is likely to show up in their “Recommended” lists. She also posts at least once per day, which indicates to Instagram that her account is extremely active and thus more valuable to viewers.
Every post she makes includes her company’s name, their contact information (usually a phone number or a link to her website), and a call to action. They aren’t the focus of the video, but they are regular parts of her content that mean no potential client is ever left wondering how to get in touch after watching a video that affects them.
Social Media Marketing Done Right
While it may seem confusing at first, social media marketing is relatively easy. As long as the content is simple, sincere, and sharable, it will gain traction if posted regularly on the platform.
That’s not to say that growth will be exponential and immediate; the content still has to contend with changing algorithms and an unpredictable audience. But knowing where consumers are and what they’re looking for is the first step toward building an adaptable and effective social media marketing strategy.
Alexandra Lozano Immigration Law is benefitting from Abogada Alexandra Lozano’s online marketing savvy. She’s worth paying attention to for an example of social media marketing done right.
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