Building and creating a successful law firm requires not only the ability to thoroughly understand law, but also the ability to appeal to and attract clients. Whether you have just gone solo and established your very own law firm or if you are seeking ways to use social media content for law firms, there are a few social media strategies and pro tips to keep in mind.
Using social media for law firms has become extremely popular among already-established firms as well as those that are new to the industry. With social media marketing for law firms, establish a professional and credible online presence while maximizing your online reach and ability to attract new clientele. Knowing how to promote a law firm on social media can help to take your law firm’s reputation and credibility to the next level in no time.
FACT: The American Bar Association reports that 35% of lawyers who use social media have gained new clients from these channels.
The best law firms on social media understand just how important it is to set goals, even when you are doing so for your online presence and website. Setting goals for your law firm can help you to generate a widespread reach based on your current location and whether you are interested in online visibility or garnering new local clientele.
Defining Your Audience
The first step the best law firms on social media take when building a website or establishing their presence is defining the audience they intend to reach. Whether you are a family law firm or a law firm that works with businesses and management issues, it is imperative to define your audience before you even get started. Ask yourself the following questions when you begin building a social media strategy for your own law firm online:
- Who am I targeting with my law firm? What demographics (age range, location, and gender) am I most interested in appealing to, and why?
- How do my target users typically access the internet or research information as it pertains to law and other legal issues and battles they may be embroiled with themselves?
- What type of impression do I want to give off to visitors the first time they learn about my law firm? Do I wish to appear professional and suitable for white-collar clients, or more down to earth and relatable to my clientele?
- What social media platforms are best for me to reach my intended clients and demographics based on the current user base? How can I better keep track of my followers to know more about the demographics that are currently following me or those who have a genuine interest in the legal services we provide?
Once you have a target audience defined, you can begin fleshing out the remainder of your social media strategy.
Did you know? According to the latest Sprout Social Index, 87% of consumers say they are likely to visit a brand’s website if they follow them on social media.
Choosing Social Media Platforms
Social media for law firms is not always straightforward, especially if you are new to the premise of using social media or if you have not yet established the online presence you need for your law firm. Choosing the right social media platforms to best represent your legal services and your law firm as a whole highly depends on the users and demographics you are targeting. When setting up social media pages for your law firm, it is advisable to take the time to compare your options before choosing which options will work best to help maximize your visibility and reach online.
- Facebook: Facebook is optimal to help with the promotion of law firms, as it has a wide range of users to target. Using Facebook also provides you with in-depth stats and analytics collected from followers and current fans of your Facebook page. With Facebook, pinpoint specific groups of users to target with various posts, updates, and sponsored ads you create and launch through the use of their very own built-in ad platform, Facebook Ads. Here is an example of the Facebook analytics page:
- Instagram: Instagram is ideal to use for lawyers who prefer to maintain a visually-centric online presence. Using Instagram can be helpful in targeting specific niche groups as well as individuals who are interested in visual graphics and images when searching for products and services they may need.
- Twitter: Promoting your law firm with the use of Twitter is ideal to help with the networking process and with establishing your law firm’s online presence. It is also possible to use Twitter to help promote links and content from your website, effectively boosting the SEO, or search engine optimization of your website altogether.
- Pinterest: While at first glance, Pinterest is typically the home for DIY lovers and crafters, Pinterest can also be used for specific and highly niche groups of people. Using Pinterest to promote your law firm can be done with legal tips and lists, especially surrounding specific types of cases you take on and represent.
Creating your social media strategy should only begin after you have familiarized yourself with different platforms and networks that are common and popular today. Once you are comfortable with the realm of social media and you know what to expect from each network, you can begin creating pages for your law firm on the platforms that are right for you.
Finding a Working Strategy That is Right for Your Firm
The social media law firm strategy that works for someone else may not be right for you. Finding the social media law firm strategy that works for you is key to reaching any goals you have set for yourself in terms of online exposure, visibility, and client appeal.
While some law firms may use social media to help with covering local and international cases that are relevant to their services, others may use social media networks to connect and communicate with prospective and current clients.
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Consistency is key and matters when it comes to establishing and building a business, including law firms. Social media is not simply the answer for any business or brand looking to achieve success, it is only the vehicle and tool used to help accomplish goals. In order to truly achieve success with your online presence and website, it is essential to remain consistent with your updates and with the commitment you have for your law firm at all times.
After you have created your social media pages for your law firm, it is important to update them regularly. Avoid going days, weeks, or even months without updating the pages of your law firm. Users who stumble upon a page that is outdated and defunct are less likely to take them seriously or to place their own trust in the hands of a sketchy and MIA business or law firm.
If one of your main goals is to make and leave a lasting professional impression, it is extremely important to ensure that your social media pages remain updated with fresh and unique content at all times.
Create a Content Calendar and Schedule
Having a content calendar in place is pivotal when fleshing out a new social media marketing strategy. Consider the type of content you intend to share with your visitors and prospective clients. Ask yourself the following questions when putting together a content strategy of your own:
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- What type of content will I be sharing? Will I be covering cases I have taken on and represented, or other legal matters?
- What keywords and topics will I be targeting with my content strategy? How will I keep up with the latest keyword trends in my industry? Is it important to create and publish evergreen copy that can be shared again repeatedly for future use?
- Who am I targeting with my content strategy? Am I focused on reaching current followers and subscribed readers, or prospective and future potential clients?
- How will I promote the content I create? Will I be using a blog or will I be using a standard website with social media? What is the main content platform I will be using to publish and promote my content?
- How will I be tracking the overall performance for each piece of content or new update I publish? Is it possible to implement A/B testing to determine which headlines, keywords, and topics appeal to my audience of followers and prospective clients most?
- How often do I intend to publish and share new content? Which social media networks do I intend to share my blog or website content on?
The image below shows an example of a content schedule:
Whenever your intention is to establish a professional and trustworthy reputation online and with the use of social media, it is important to showcase transparency wherever and whenever possible. Transparency is defined as an individual or brand’s ability to remain open, upfront, and honest with their online following of customers and fans. Businesses and brands that operate in a mode of transparency have a much easier time garnering loyalty and long-term clients or customers.
When building your law firm’s online presence, consider the possibility that you will likely receive questions, comments, and even criticism from other online users and followers. If you want to appear professional and trustworthy, it is advisable to allow for open comments and criticism, addressing them directly and as professionally as possible.
Readers and prospective clients who believe your law firm is honest and transparent are more likely to place their trust in your firm, even if they are otherwise unaware of your services, legal standing, or professional reputation. Remaining as transparent as possible when representing your law firm online is essential to protect your reputation and your ability to attract and garner new clients.
Highlight Client Testimonials
Another way to establish your law firm’s online presence through the use of social media is to highlight and share glowing client testimonials you have received for your work in the past. Highlighting client testimonials is a way to show prospective clients your skills, talents, and abilities as they pertain to the law. Use social media to capture both video and written testimonials from clients who give you permission to share their words and thoughts publicly. For example:
(Image Credit: mHelpDesk)
The Benefits of Using Social Media for Law Firm Marketing
Social media has come a long way since its debut in the early 2000’s, now amassing billions of users worldwide today. With the use of effective social media marketing, garnering new clientele and establishing your law firm as an authoritative legal source has never been easier. Knowing just how powerful social media can be for your law firm can help you to determine the marketing strategy that is most likely to deliver the best results possible based on the goals you have set.
Boost Your Firm’s SEO
Using social media is a great way to boost your law firm’s SEO, or search engine optimization. By establishing your law firm’s presence on top social media platforms such as Facebook, Twitter, and Instagram, your official website and blog are much more likely to be detected and implemented into search results. The more consistent you are with your content strategy and with research top-performing keywords and trends in your preferred industry, the easier it will be to improve your ranking within both local and international search engine results.
The cost of using social media is free, even for businesses, making it an ideal marketing vehicle even for the newest law firms and practicing attorneys. Although it is possible to pay for premium sponsored posts and promotional ads using services such as Facebook Ads and Instagram Ads, the base of all social media networks are free to use for just about any legal purpose. The image below shows the average click through rate of Facebook ads by industry. Notice how legal ads are higher than everything else?
(Image Credit: WordStream)
Putting social media to work for you is possible by branding your law firm’s pages to blend in seamlessly with your website or already-established blog. Branding your social media pages can help to create a professional online reputation and image for yourself as you attract new clients and showcase transparency and testimonials with followers who have a genuine interest in the services and legal representation that you provide.
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Unlike traditional methods of marketing, social media’s online reach is virtually endless, providing ample opportunity to reach just about any type of client you intend to reach within seconds. With social media, choose the number of people you want to appeal to, their location, as well as specific lifestyle choices or hobbies they have to hone in on your perfect client. Social media provides one of the greatest opportunities to truly maximize the reach and online visibility for any type of law firm you own and/or operate.
Connection and Communication
Social media is one of the best tools used for communication among businesses and their customers or clientele. Use social media to create connections with locals while also establishing yourself as a professional lawyer or legal representative. With social media, it has never been easier to communicate with followers, providing you with an entirely new platform to attract new clients of your own.
You can also use your social media reach to launch engagement campaigns, encouraging current followers to share or interact with the content you publish and promote. Engagement campaigns can help to drum up business and client referrals, especially if you motivate followers to share public posts and social media content to their own walls, timelines, and news feeds. Using an engagement campaign is also a way to become closer with your current followers as you boost the loyalty they have for you. The image below shows another way to connect with your audience, make sure to relate to them and ask them questions:
Data and Analytics
Using social media is highly beneficial for tracking and collecting analytics on your followers and prospective clients. With the use of tools such as Facebook Ads and Instagram Ads, gain valuable insight into the current demographics of your followers as well as their own wants and needs. Discover which content of yours performs the best and how you can ensure future pieces of content and topics you promote are relevant and appealing to the largest audience possible. Data is one of the most invaluable elements involved in building and establishing a professional online presence today.
Use collected data and analytics to gauge which types of services your users are most interested in and what type of representation those in your local area require most. Hone in on your target demographics to maximize your ability to attract new clients and to receive the most referrals and recommendations. One way you can do this is by using social media analytics tools such as this one from diib:
When you know how to promote a law firm on social media the opportunities for exposure and expansion become virtually endless. With the right social media content and a deeper understanding of the audience and demographics you want to reach, you’ll maximize your reach and your ability to make a name for yourself in any market or industry, including even the most competitive fields of law.
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One of the most important reasons law firms use social media is to see what the public and their clients are saying about them. It also helps to promote topic you are passionate about.
- Informative articles are always helpful to the public.
- Legal humor goes over well.
- News and events pertaining to your firm.
- Question and answer of relevant legal questions.
- Your website blogs.
- Motivational quotes.
Facebook is a useful tool for advertising for any business, even an attorney or law firm. Facebook Ads are more cost-effective than Google ads. Google search ads are pricey: for an average legal industry keyword, you’ll pay about $40.
Whichever social media platform you choose, be consistent with your posts. Social media allows you to be more informal than you normally would. Make your posts fun and entertaining, as well as informative.