When creating a digital marketing strategy, it is easy to overlook the power of social media. The idea of continually updating different channels feels time-consuming and not worth the investment, but this could be a big mistake for your business. A large percentage of the population uses social media as their primary method of engaging with and contacting businesses, including law firms.
Understandably, with the immense popularity of consumer brands on social media, it can be difficult to see how the legal industry fits into this type of marketing. However, social media offers an array of benefits, including increased brand awareness, engaging with the target audience, and attracting prospective clients.
Social networking through platforms such as Facebook or LinkedIn provides exposure to a larger audience. Like backlinking, creating a social media network boosts both your visibility and credibility with your target audience. This is why over 95% of law firms in the most recent Attorney at Work Survey said they use social media.
Brand Awareness: Social media is one of the most popular forms of connecting online The instant social connection makes it an invaluable tool for branding and marketing your services. By adding social media to your marketing strategy, you can build your firm’s branding and brand awareness. The more users who see your brand, the more likely it is they will have your firm in mind the next time they need legal services.
Engagement With New and Existing Followers: If you have any social media following, you should be engaging with these followers on a regular basis to build brand loyalty and grow your referral network. You can increase your engagement through question-and-answer sessions and provide valuable information to your audience. Replying to comments can also build your brand’s reputation as helpful and reputable.
Improved SEO: There is a correlation between improved social media channels and increased search engine rankings. SEO is an important part of any effective law firm marketing strategy, so you want to do everything you can to boost your SEO and your website’s visibility. Social media sites allow clients to find you through other channels, which can boost your SEO and bring more visitors to your website.
Brand Authority: A law firm that represents themselves as reputable and trustworthy is important when people consider a law firm. With social media marketing, you can establish your firm’s authority on a subject by showcasing your expertise, sharing informative content, and engaging with your clients. This is more likely to build brand loyalty, referrals, and client trust in your firm’s ability to handle their case well.
Law firm social media marketing also puts your practice in front of the right audience. With social media, you can refine your content to target the clients you want for your business. Your firm will be at the forefront of their minds should these potential clients ever need your services. The familiarity and interaction they have with your brand will also boost your firm’s potential for generating more business.
Manage Your Reputation: An overlooked component of social media is its ability to manage your reputation. Reviews are important to your SEO, so being able to directly engage with clients and work through any negative complaints, should they arise, is key to maintaining your authority, reputation, and rank online. It also shows your firm cares about their clients, which builds trust within the community.
New Clients: Social media provides the benefit of boosting your brand’s awareness, authority, community engagement, and SEO. All these benefits compound to attract new clients to your legal practice. A well curated social strategy means more clients which means more business for your firm!
Social media has gone beyond selfies and memes to become a powerful tool for businesses. Law firms can make use of social media to attract new clients while working on their firm’s brand authority. The benefits of using social media are clear, but in order to get the best ROI, you need a plan.
This plan should be unique to you, your legal practice, your practice areas, and your audience. Following the best social media practices will get your social media accounts on track.
Step 1: Know The Rules: It is important to know the rules before you begin using social media to promote your law firm. There are certain rules and responsibilities lawyers have on social media. Each jurisdiction is different, so be sure to research the rules in your area.
Check out the law society and bar rules for compliance responsibilities and ethics regulations. Keep these in mind before you post or share anything. For example, many states prohibit lawyers from using terms like ‘expert’ or ‘specialist’ to describe themselves.
Step 2: Identify Your Firm’s Goals: The second most important factor to consider when creating your plan are your goals. What do you hope to gain from using social media? There are many advantages to social media, but it’s likely you have an idea of what you need or want to use your social media channels for.
Be sure to make realistic and attainable short- and long-term goals for your professional social media. Once you have an idea for what to look for, you can use these goals to guide your marketing strategy on social media.
Step 3: Do Your Research: As with any marketing strategy, you want to make sure you do your research. Look to see what other competitors are doing on their profiles and whether their strategy seems to be working for them or not. Is there a type of content that seems to engage followers more than others? Learn what is likely to be a dealbreaker for potential clients. The key is to build up a cache of ideas for you to pull from when it comes to crafting your own social media strategy.
Step 4: Start Small: When you first begin your social media journey, it can be tempting to try out all the platforms available to you. However, you would be doing yourself a disservice. While it can be exciting to dive right in and try out a bunch of social media platforms at once, you can easily overwhelm yourself and accidentally overlook certain details, leading to ethics violations or abandoned social accounts.
Step 5: Consider Your Content: In order to use your social media profile, you have to know what type of content you want to post. This helps you plan out content in advance and give your profile a cohesive look. It allows you to manage your social media profiles more efficiently.
With content marketing, the focus should always be on quality over quantity. Relevant and original graphics play into the visual aspect of social media and stand out over text content. You want content that engages people in the comments section. Consider your target audience and what they might like to see from you.
With impactful content and messaging, your firm will benefit from increased brand awareness and more client leads. Content benefits your SEO, leading to a higher conversion rate of visitors to clients. Using keywords and meaningful content emphasizes what makes your firm unique and qualified to assist your clients, while also boosting your rank on the search engine results page (SERP).
Diversifying the types of social media – videos, photos, or question-and-answer sessions –keeps people engaged and provides insight into the type of content potential clients are looking for.
Step 6: Use A Schedule: In conjunction with Step 5, creating a content schedule is especially helpful. By pre-planning when you’ll release your content, you decrease the stress of coming up with ideas and needing to post in the moment. An added benefit is increased time to review content before posting, which can reduce your risk of accidentally violating any ethics rules or client confidentiality.
Scheduling also allows for consistency in your posting. If a piece of content is scheduled in advance, you do not have to worry about maintaining your social media presence. Social media tools such as Hootsuite can post for you, freeing up your time while engaging with your followers.
Step 7: Monitor Progress: As with any marketing strategy, digital or not, constant monitoring is the key to growth for your legal practice. You should track, measure, and evaluate the results of your social media efforts and campaigns if you want to be the most effective. Failure to track these metrics leads to wasted efforts and misguided budget allocations.
Monitoring your success, or lack thereof, allows you to see what content gets the most engagement and what content perhaps doesn’t work as well. This is important, as you want to maintain your brand authority and awareness.
While there are many social media platforms out there, only a few are useful to attorneys and their firms.
Facebook is one of these platforms. Regardless of your legal niche, you can connect with your target client on Facebook. This website is especially helpful because it can act as a directory link if you add your website’s link to your profile, improving your overall SEO. Facebook also features ads, built-in chatbots to interact with potential clients, and Facebook Live, which allows for live Q & A sessions.
Instagram, owned by Facebook, is another major player when it comes to social media marketing. This is one of the best platforms to target younger clients. Because the platform is mainly photo-based, it makes a great place to find some inspiration or show behind-the-scenes looks at your office. Instagram Stories function similarly to Facebook Live and allow for passive and live engagement with your audience through videos and live feeds.
Twitter is another great choice for lawyers and other professionals. Due to its character limit, there’s no need for long-form content. Think small insights or updates for this platform. Hashtags also make it easier for businesses to share their thoughts on relevant and trending topics, resulting in more exposure. You can even create your own business hashtag to keep track of clients and colleagues who post about your firm.
LinkedIn is one of the most common social media platforms used by businesses in all industries. It is built for professionals and allows you to showcase your experience, content, and more. The focus of this platform is connection. Here, you can connect with current clients, potential clients, potential referral sources, and other legal professionals in one place. LinkedIn builds your firm’s credibility by allowing others to endorse your skills and expertise and leave recommendations on your profile.
Though all these platforms are the most popular among attorneys, you should always evaluate which is right for you. This includes other forms of social media platforms not listed here as well. Evaluate each platform and see if it’s the right fit for your legal practice.
Social media has moved beyond a fun pastime. Now, it is a valuable digital marketing tool for law firms.
The best social media marketing strategy is to set goals, create a strategy, and stick to them. Make use of social media tools that lets you easily create and publish content. By being consistent and active on your social media channels, you are more likely to engage your target audience and increase the number of clients your firm receives. Learn how to adapt to each network by learning its nuances and the best type of content to post on that platform. Most importantly, take the time to learn and adhere to ethics rules, so that you can confidently post content that drives organic traffic to your website.
The above strategy is time-consuming, however. Actively managing and maintaining your online presence and the time it takes you away from your business increases. Because of this, many law firms turn to marketing agencies to manage their online presence. This not only frees up time for you to focus on your casework, clients, and business; it can provide another facet to your SEO strategy.
We understand managing a social media presence is tedious work, especially since social media platforms are constantly changing from one hot topic to the next. Focus on your own business while we handle the regular maintenance ourselves.
Our services include creating content that will boost your SEO. Our writers consistently deliver the type of legal content that users and search engines love. We carefully plan out content to make sure messaging is consistent and relevant to your legal practice and works to establish your authority.
We also create our own content calendar to make sure we post regularly to keep your followers engaged. Our team carefully monitors posts and regularly performs audits to see what social media strategies are working for you and where your social media campaigns may need improvement.
Whether you’re just getting started in law or need help boosting your firm’s business, we are here to guide you. Contact us and learn more about how we can help add social media to your marketing strategy.