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What if you could hang out with successful women lawyers, ask them about growing their firms, managing resources like time, team and systems, mastering money issues, and more; then take an insight or two to help you build a wealth-generating law firm? That’s what we do each week on the Wealthy Woman Lawyer podcast. Hosted by Davina Frederick, founder and CEO of Wealthy Woman Lawyer –– every episode is an in-depth look at how to think like a CEO, attract clients who you love to serve (and will pay you on time), and create a profitable, sustainable firm you love. The goal is to give you the information you need to scale your law firm business from 6 to 7 figures in gross annual revenue so you can fully fund, and still have time to enjoy, the lifestyle of your dreams.
Welcome to the wealthy woman lawyer podcast. What if you could hang out with successful women lawyers, ask them about growing their firms, managing resources like time, team, and systems, mastering money issues, and more? Then take an insight or two to help you build a wealth generating law firm. Each week, your host, Devina Frederick, takes an in-depth look at how to think like a CEO, attract clients who you love to serve and will pay you on time, and create a profitable, sustainable firm you love. Devina is founder and CEO of Wealthy Woman Lawyer, and her goal is to give you the information you need to scale your law firm business from 6 to 7 figures in gross annual revenue so you can fully fund and still have time to enjoy the lifestyle of your dreams.
Intro:Now here's Devina.
Davina:Welcome back to the Wealthy Woman Lawyer podcast. I'm your host, attorney Devina Frederick, and I'm very excited about today's episode. We've been publishing the Wealthy Woman Lawyer podcast weekly since March 2019. And in that time, I've interviewed numerous guests. So this year, I thought I'd try something new.
Davina:I'm calling it the Wealthy Woman Lawyer podcast takeover because I'm inviting some of my favorite people, collaborators, and friends to take over my podcast for an episode and share with you their knowledge, expertise, and point of view related to our favorite topic, helping women scale their law firm businesses. Today's guest is Anja Brusca. Anja is the founder of Ask Anja Media, an exceptional social media marketing company and the team I trust to handle wealthy woman lawyers' social media brand building. I've referred her to many of my women law firm owner clients because I love the work she and her team do, and now I'm sharing her with you. I hope you enjoy her takeover today.
Ania:Hi, everyone. I am so excited to be taking over the Wealthy Woman Lawyer podcast today. For those of you who don't know me, I'm Anja Bartzka. I am the founder of Ask On You Media. We are a social media agency headquartered in Toronto, Canada, and have actually been Davina's social media manager and strategist for the last four years.
Ania:I've appeared twice on this podcast before, so I'm very, very glad for the opportunity to be here again and share some on trend advice for women law firm owners. I have a JD, but my love for marketing started way before law school. I was already working in social media when I decided to pursue my law degree. So law school taught me how lawyers think and then social media taught me how clients think. Now I'm able to combine both of those things and I help many law firm owners build visibility and create content that actually converts on social media.
Ania:So today I want to break down not what gets likes, not what goes viral for no reason, not what makes you feel super busy as a woman law firm owner in terms of social media, but what actually leads to consultations, what builds authority, what builds your brand online, and in the end, drives real revenue and people recognising you and your firm literally anywhere, even in person, at conferences, just from how your firm shows up on social media. So let's jump in. The first thing I want to talk about is the twenty twenty six law firm content funnel. One of the biggest mistakes I see women law firm owners make is they post everything as if the viewer is already going to hire them. Most people who see your content on socials are generally not ready to book your services.
Ania:They are in one of the three stages of marketing. Right? Awareness, trust, or in the decision making process. And if you only post content that's book a consult or just educational content, you're actually just skipping the first two stages. And then you're probably wondering why nothing converts and you just give up on social media entirely.
Ania:Okay. So I'm going to teach you a very, very simple funnel that works for most law firms. Okay. And I'm going to give you some examples of content that you can make under each of these different content buckets or content pillars, as we say in marketing. So stage one, as I mentioned, is awareness content.
Ania:This is the type of content that makes somebody say, Oh, that's me. So an example of that type of content can be three mistakes women make before filing for divorce or the biggest misconception about estate planning. See how this content isn't selling anything. It's just identifying the person on the other side of the screen, and it pulls the right person into your world and encourages them to press that follow button. Second stage is called trust content.
Ania:Okay. So let's say now they know that you exist. You are the law firm that is locally available for them in terms of, let's say, probate, real estate, personal injury. So they know you exist. Now they're asking, but why do I trust her?
Ania:Do I trust her? Okay. This is where you have to explain how you approach cases. You have to break down common misunderstandings that clients would have. You have to share stories.
Ania:How other people's experience has been with you. And you have to walk through your thought process. This is we call this calm authority. It's not fluffy. It's just very clear and really establishes that trust.
Ania:That leads us to stage three, which we call the decision content. Okay? And this is the one that makes most lawyers pretty uncomfortable. And for good reason. It requires actually showcasing other people that have worked with you and have had good experiences.
Ania:It is a key factor in earning trust. Some of these types of content can be testimonials, case wins, process explanations, what is actually like to work with you and making sure that there's clear calls to action in all of these different pieces of content. You can't scale a law firm while you're just whispering. Right? So you have to clearly invite people, especially people from the internet to actually make a decision on you and start working with you.
Ania:So you got to give them a reason to click, I'm going to call this lawyer and get a consult. Right? So if you're a busy, you know, women law firm owner, which I guess you are, here's a simple structure for you on a weekly basis. Make one post that is awareness. Make one post that is trust building.
Ania:Make one post that is personal authority or some type of behind the scenes to get a little bit more personal. I don't know when you're pulling your cart when you're going to the courthouse. And then the last piece of content during that week, so number four would be a decision or consult invitation. So that's four different pieces of content, four posts a week. That's it.
Ania:You can post that over and over every single week. Obviously, is oversimplified. And I don't encourage this super long term, but just if you're looking for somewhere to start, that's what I would encourage. Next, let's talk about what every lawyer hates talking about. Going on video when it comes to social media.
Ania:Okay, So I found that lawyers either avoid it or overthink it. And let me promise you, I actually have a lot of experience over the last six years of running my agency convincing lawyers on how to show up on video and to just show up on video. Most feel that they don't know how to show up professionally so that they sound good. Or, you know, some think it's totally cringey. Heck, I thought so two, six years ago when I started this company particularly.
Ania:But cringe doesn't come from being on camera. Cringe comes from trying to perform. So the way we teach our clients on how to show up on video, it's kind of a no cringe system. Okay. It's it's talk to the camera like you're in a consult.
Ania:You don't need to be doing trends. You don't need to dance. You don't need to pretend to be an influencer. Okay? Just talk about one specific problem.
Ania:Have one explanation to our problem. Talk about one next step. Okay. And an example of a structure of that video can be the hook can be something like most people don't realize X. The next sentence would be, here's what this means legally.
Ania:And then you can close it with, if this is happening to you, here's what to do next. And of course, give them information on how to reach out to you. Lawyers, you don't have to be entertainers. You have to just deliver information. Okay.
Ania:That's all you're doing on video. So lean into that. The third thing I want to talk about today is what social platforms do law firms really need to show up on in 2026? You do not have to be everywhere. So let me give you a super short breakdown of the major platforms and which platforms may be right for you.
Ania:Let's start with Instagram. We have found from our experience that Instagram is great for family law, estate planning, personal injury, and honestly, almost any firm that is building a personal brand. It's super visual. It's relationship and engagement driven, and it is really strong for trust building over time. Videos are really, really important on Instagram.
Ania:LinkedIn. LinkedIn is very good for business law. We found employment law, corporate, higher ticket advisory work is really, really good for LinkedIn as well because LinkedIn is where thought leadership matters more than anything else. Trends don't really matter on LinkedIn. So written posts, written content, even without any visuals.
Ania:My hot take is actually to use a personal account versus a business one on LinkedIn. You're just going to get much more engagement that way. TikTok. Only use TikTok as a law firm if you can be consistent and you're comfortable on video. It can drive massive awareness, but it requires personality and I would say repetition.
Ania:So if you're going to post twice and disappear, honestly, don't even start a TikTok account. YouTube. This is where you can build evergreen educational content that ranks. SEO ranking is really important these days as well, but it does require a clear strategy and you need that long term commitment for YouTube. It's not a common platform we found for law firms.
Ania:And the last big one I want to talk about today is Google My Business. It is a non negotiable these days to be on Google My Business. It is one of the highest intent platforms I would say that you can be on. Reviews, updated photos. You can cross post your content from other channels to Google My Business like we do for our clients.
Ania:Responding to comments and reviews, it really does matter. People are always checking Google My Business before they ever call you. So if you neglect this channel, are 100% losing consults that would be coming through to you. That's my advice on social media platforms for you. In closing, I just want law firm owners to remember that clients are researching you more than ever before they ever call your office.
Ania:And it doesn't matter if you're a physical firm or a virtual firm that I know there's a lot of these days. We work with both. People are scrolling. They're watching. They're comparing.
Ania:They're sharing things with friends, asking people for advice. If you're not investing in social media visibility and ongoing content, you are leaving trust and revenue basically on the table. The firms that win right now that we see on social media are the ones that are creating content that are spending money on ads. They're the ones that build consistent structured authority online. And I know Davina is really big on marketing as well, which is her background.
Ania:So I totally think that you could be the best lawyer in the city, but if nobody sees it, it really doesn't matter. And it really does hinder how you're getting more consults. So if you're a woman law firm owner listening to this and thinking, I know I need to show up more strategically. I don't have the time to figure it out. Or I don't know if there would be a social media manager or agency that would understand me.
Ania:My agency builds exactly what we talked about today, strategic law firm content that is specific to your firm and leads to consultations and helps you grow with authority. And here's what I'll say. If you reach out to me at askonymedia and tell us you found us through this podcast, we'll waive our onboarding fee for you if you decide to work with us. You can find me at askonymedia on Instagram, Facebook, and TikTok, or www.askonyamedia.com, fill out an inquiry form, and we'll reach back out right away with our pricing and packages for you. And even if we don't work together, I'm always happy to point you in the right direction for your firm.
Ania:Thank you so much for listening and Davina for having me on your podcast again.
Intro:If you're ready to create more of what you truly desire in your business and your life, then you'll want to visit us at wealthywomanlawyer.com to learn more about how we help our clients create wealth generating law firms with ease.