Most entrepreneurs would agree that social media has been a game-changer for businesses everywhere. In 2021, 91.9% of US marketers in companies with more than 100 employees were expected to use social media for marketing purposes.
And this shouldn’t be different for lawyers.
If you have ever caught yourself thinking ‘should lawyers use social media?’ you’re not alone. Although social media can feel like an exclusive marketing channel for consumer brands, they are still primarily social platforms. Used strategically, social media marketing for lawyers can help smaller legal firms outshine industry Goliaths and hold their own in their niche.
7 Tips to Ace Law Firm Social Media Marketing
That said, some lawyers may be struggling to use social media effectively. You can’t just send out any old tweet and expect it to pay off. What you need is a carefully planned social media marketing strategy for your law firm that covers multiple bases.
Unsure about where to begin? We’ve got your back. Here’s a quick list of actionable social media marketing tactics you can implement right away.
1. Understand Your Target Audience
Like every successful promotional initiative, you must use social media with your target client in mind. This is to ensure your audience finds you engaging and is eager to connect.
To make this happen, you’ll first have to:
- Research your potential clients and create an ideal client persona.
- Scrutinize competitor law firms to see what they’re doing right and what they’re lacking.
Once you gather this information, you can prepare quality content for your social media platforms. The aim is to meet the needs of your target audience and fill in the gaps in your industry.
A word of advice. If this is your first time using social media marketing for your law practice’s attorneys, start with the one or two social platforms that your audience uses the most. A little research will help you understand what platforms these would be. This will act as a great jumping-off point for your research.
2. Identify Your Goals
Besides navigating your target group, you should also establish what you want from your social media channels–whether it’s more clients, greater brand awareness, or more website visitors. Making realistic and attainable short-term goals for law firm social media marketing can help guide your efforts and put you on the right path.
3. Share Interesting Visuals
Visuals play a vital role in social media marketing for lawyers, simply because they are more likely to stand out over text-based content. Hence, your content strategy must focus on developing visuals that’ll immediately attract your prospects.
For example, you can share useful legal tips, basic information, industry updates, and inspirational quotes through original graphics, especially on image-heavy socials like Instagram.
4. Interact With Your Audience
Social media is a great way to directly interact with your audience. By responding to comments, queries, and private messages, you can establish an online rapport with your client base, something that’s sure to favor you in the long run.
For starters, be sure to check your page for messages and comments routinely. Turn on notifications if it helps you stay on track.
Also, answer comments and questions as appropriate. Naturally, you won’t be giving any legal advice on social media, but you can invite the questioner to contact you directly by linking your website in the reply.
5. Listen In on Conversations
Have you heard of social listening? It’s the process of monitoring your social media channels for mentions of your brand, competitor brands, and relevant keywords. You can use social listening to gain valuable insight into how clients feel about your services, what their pain points are, and what they’d like to see from you in the future. This intel can be used to inform everything in social media marketing strategies for attorneys, from service areas to customer support.
In short, social listening can help you make data-driven decisions that positively impact your bottom line. Here are a few tips to make this happen.
- Choose strategic keywords and topics you should monitor.
- Use a social listening tool to collect unstructured social data and monitor conversations around your firm in real time.
- Analyze your findings to develop a sound strategy.
6. Tell Your Story
Sharing your story on social media as part of your law firm’s social media marketing campaign can humanize your brand and form an emotional connection with your clients. This way, you’ll find it much easier to win their trust and loyalty.
The first step is to ensure your profile is complete and contains a small portion of your firm’s narrative. This could be as simple as a quick overview of your law firm’s history and area of expertise.
You can also use a range of social posts to flesh out the initial story.
- Post short professional bios for all the attorneys in your practice.
- Jump on the AMA bandwagon and invite people to ask questions about your practice. Add a disclaimer of confidentiality, just in case.
- Share achievements such as ‘Best Lawyers’ and other big wins.
- Put your employees in the spotlight.
7. Track the Results
With social media marketing for lawyers, what you can track, you can improve. Measuring the efficiency of your marketing campaigns can help you bridge gaps and further streamline your processes. Plus, you won’t risk wasting your efforts and budget on the wrong channels.
Trust ENX2 with Social Media Marketing for Attorneys!
Social media can be a valuable digital marketing channel for lawyers, provided you know where to begin. Hopefully, this post has helped you understand how to utilize social media for marketing your services and engaging potential clients. As long as you follow these steps and stay consistent, you’re bound to succeed.
When it comes to social media marketing for lawyers, no one does it better than ENX2 Marketing! We’ll take the time to create incredible content, walk you through ads on Facebook/Twitter, and develop sponsored content on LinkedIn- all while building a supportive audience for your law firm. To know more about our law firm social media marketing services, get in touch today!