Social media is an excellent way to connect with your audience on a daily basis. Think of these pages as living, breathing mini-websites that continuously position your firm as current and relatable.
There are several ways law firms can benefit from social media marketing, such as generating brand awareness, attracting prospective clients, and having the ability to target your ideal audience. Not to mention, active social media pages also improve your SEO, and position your attorneys as thought leaders in your practice area.
However, with the demands of running a successful firm, handling cases, and managing employees, how do you find the time to grow your social network? These 10 quick tips will help you find your mojo, and lay the foundation for a successful social media marketing strategy for your law firm.
Before jumping in head first, take some time to explore what people are saying about your firm. Search for your practice name on places like Google, Facebook, Twitter and LinkedIn. What type of results are rendered? You may discover a page for your business you didn’t know existed, or come across a string of comments mentioning your firm. Your discoveries will allow you to understand your existing presence and how to improve.
The most optimal social media channel may vary depending on your area of practice. The audience on Twitter, for example, may not match that of LinkedIn. Your content on each platform should be customized to reflect this. Create a list of keywords pertaining to your firm’s services, and start to research which platforms already have conversations brewing on those topics. Determine where these applicable mentions are happening, and then focus on those channels. When getting started, it is wise to focus on one or two platforms, opposed to trying to dominate every social media outlet.
If you are Googling information and land on a page that displays dated content, chances are you are going to leave and continue your search for current information. The same goes for social media. If your last post is dated, your firm loses credible relevance in the eyes of visitors.
An efficient way to stay consistent with your posting, is to draft a monthly content calendar. Outline what content you want to feature, and when it will be deployed. This will give you a quick reference on what to post, so you aren’t scrambling last minute.
If you don’t have a YouTube account, it is a quick and easy process to set one up. Use this channel to host informational videos, and then share them on your appropriate social media channels. According to Social Media Today, 78% of people watch videos online every week, and 55% of those watch every day. Use professional videos to share updates about your firm, answer FAQs, communicate changes to the law, and showcase the culture of your firm.
Blogging is an excellent way to provide long-form value that answers your prospective clients’ pressing questions. In the legal industry, it is imperative that you showcase your experience and expertise in your practice area. Consumers want to see that you are an active part of the legal community, and a competent source to manage their case.
In addition to valuable content for social media, blogging also improves your SEO efforts, and provides a place to direct your social media traffic.
Social media is visual. MobileMonkey discovered that posts with images produced 650% higher engagement than text-only ones. You may have amazing statistics to share, but simply typing and posting them will not attract the attention those numbers deserve.
Creative tools, such as Canva, offer free templates that you can quickly adapt to reflect your firm’s brand. These visual posts don’t have to be solely numerical stats, you can generate content such as “Legal Tip Tuesday,” or share other legal updates in a creative way.
As you know, promotions are not what is going to land a client- your successful track-record is the incentive you have to offer. Therefore, 80% of your content should provide value (such as the aforementioned blogs and videos), and only 20% should have a sales connotation. It’s perfectly acceptable to remind and encourage your followers to book a free consultation, but if this all your feed is producing, you will quickly see a decline in engagement.
Not only is social media a great way for you to connect with your clients, it is a positive avenue to showcase your exemplary team. People like to see who is making the magic happen behind the scenes of a company. Post photos of your team members attending a legal conference, participating in a community event, or even celebrating birthdays and anniversaries in the office. Social media can easily become a window to your firm’s values, culture and people.
Like most communication, social media is a two-way street. Responding to audience questions and comments is a must. This engagement shows your followers that you are accessible and there to help.
While there are shortcuts, such as simply “liking” someone’s comment, take it a step further and craft a sincere response. If that sounds overwhelming, social media marketing tools such as Hootsuite and Sprout Social help streamline this process by allowing you to interact with multiple platforms from one place.
Remember to also use social media to connect with referral sources and colleagues in the industry. Like, share and engage with their content to start building a strong social network.
One of the key benefits of social media paid advertising is the ability to finitely target your audience. Users provide an abundance of data in their profiles, allowing you to reach individuals who are most likely to convert. Repurpose the content you are using for daily posts, and turn them into targeted ads.
Each platform has a unique set of benefits and ad capabilities. Start with a broad message and audience, and use the applicable insights to determine where your efforts are most successful.
There are an abundance of ways your firm can benefit from social media marketing. Keep in mind that it takes time to build your brand awareness and adopt a tribe of followers, so don’t get discouraged if results aren’t immediate. These tips, however, will get you started in the right direction and set you up for success. If you need assistance with your firm’s social media marketing strategy, contact our team today to get started!