Does My Law Firm Really Need a Social Media Marketing Strategy to Attract More Clients?

While many law firms may not think social media marketing is worth the effort, doing so has several advantages. A targeted social media marketing strategy can help attorneys engage with potential and former clients, cultivate trust, and boost their firm’s reputation and visibility.

By now, we recognize the power of social media, including the advantages, limitations, and shortcomings of these omnipresent platforms. Many companies have devoted considerable time and resources to crafting strategic social media marketing campaigns and building a visible online presence in order to reach more potential clients. Retail brands, in particular, see social media as direct lines of communication with their target audience. For instance, an apparel company specializing in yoga products can identify its core audience (i.e., wealthier females in cosmopolitan areas) and create posts and advertisements on social media platforms where individuals who fit within this demographic are the most likely to spend their time. Social media marketing is an effective way to cultivate a recognizable brand—not only are you selling a product, but your post’s aesthetics, content, attitude, and captions inspire your viewers to purchase your goods because you share the same values (or the customer aspires to identify as someone who aligns with your brand and overall “look”). So, how does social media marketing work in the legal sector, and is it really worth investing in this endeavor to grow your law firm?

The short answer is yes. Implementing a results-oriented social media marketing strategy for lawyers enables you to meet with potential clients where they are already spending their time, increasing opportunities for engagement, connection, and trust-building. However, simply putting social media posts together and hoping someone sees them will hardly prove effective. Instead, impactful social media marketing for attorneys takes time and focus, which is why it’s helpful to partner with an experienced legal marketing firm that understands the unique needs and concerns of small to mid-sized law firms hoping to grow their practices. Let’s take a look at the benefits of investing in a customized social media marketing strategy that can help your firm become more visible and reach more of the people you are hoping to serve.

Social Media Marketing for Law Firms

As an attorney who is in solo practice or part of a small- to mid-sized law firm, you may not have the resources of a larger, more established firm (several of which may even have a designated in-house marketing team). With a more streamlined law practice, it’s understandable that getting around to focusing on your content marketing for law firms strategy falls by the wayside because you are devoting the majority of your time to serving your clients. However, not all digital marketing strategies for law firms need to be complex or even expensive to make an impact. Instead, the “work smarter, not harder” motto applies to the field of social media marketing. Ultimately, social media platforms give your law practice additional opportunities to engage with clients. With the average person spending two hours and 23 minutes per day on social media, creating meaningful and engaging social media posts allows you to reach potential clients where they already are. As they scroll through their feed, they will come across your posts. So, if that post is eye-catching, inviting, and informative, they are more likely to spend some time engaging with it—which boosts your visibility, cultivates trust, and builds your brand. Even if the viewer does not need immediate legal assistance, they will be more likely to think of your law firm when an issue arises.

How Law Firms Can Use Social Media as a Conversion Element

It’s important to recognize that the likelihood of someone who sees your law firm’s post on social media cold-calling your office to schedule an appointment is relatively low. Social media is unlikely to become your law practice’s primary source of new leads. Instead, it’s helpful to view social media marketing as a conversion element; in other words, your posts may be an influential factor in inspiring or convincing someone to move forward with your services. For example, someone who finds your law firm listed in Google’s local search results pages will likely want to know more about your firm—such as what your clients have said about you—before they contact your office. They may turn to social media (i.e., Facebook, LinkedIn, Instagram, X) to get a sense of your approach and reputation as a law firm. If they see an engaging post, like a short video of you providing helpful information on a common legal question in a personable, inviting way, the favorable impression they have may prompt them to learn more about your law firm. Essentially, your social media presence can reinforce your authenticity and convey your genuine investment in connecting with those you serve.

Tips For Creating an Effective Social Media Marketing Strategy to Grow Your Law Firm

Once you understand how social media marketing can help your law firm reach more clients and reinforce your brand’s reputation, it’s time to get started. This task does not have to be daunting, but if you think you could benefit from a knowledgeable digital marketing for law firms specialist, you can always reach out to them to help you with this endeavor. First, it’s important to identify your target audience. Depending on their age, gender, and income, you can tailor your social media strategy to reach potential clients on the platforms where they are the most likely to frequent. For instance, Facebook remains popular among older audiences, while LinkedIn appeals to younger and more seasoned professionals alike. Next, set up a regular posting schedule to ensure that your law firm will maintain a steady social media presence. As you create impactful posts, remember to center on what your potential clients want to see. Generally speaking, viewers are drawn to short video clips of an engaging speaker using welcoming language (and even humor, when appropriate) to connect with people on the other side of the screen. If you post videos, try to make them as accessible as possible by including captions or subtitles. Ultimately, your goal with each social media post should be to connect with your audience and inspire them to think of you as the best law firm to handle any issue that may arise in the future.

If the prospect of implementing a social media strategy for your law firm seems like a hassle, the experienced team of digital marketing professionals at LegalRev is ready to help you achieve your goals. Call our office today at (800) 893-2590 to get started.

September 23, 2024