As our world becomes increasingly interconnected, building and maintaining a user-friendly website is essential to growing your law practice. People in your area who have legal questions will likely turn to an online search engine like Google for information. In fact, many people who end up hiring a lawyer start their journey with a simple search query—they may not initially think that they need legal guidance from an attorney. However, by using targeted strategies to make your law firm’s website visible to search engine algorithms (and thus appear higher among the search results), you can inspire site visitors to contact you for customized legal guidance and transform these website viewers into clients. Additionally, you can enhance your law practice’s digital marketing strategy by establishing a social media presence to meet potential clients where they already are. This post will cover some of the essential components to include in your law firm’s social media strategy to grow your practice steadily and sustainably in the near future.
Identify Your “Brand”
While it may feel odd to think of your law firm as a brand, adopting this viewpoint will help you articulate the qualities and services that set your firm apart from others in your area. Potential clients often wonder how various law practices differ from one another, so anticipating and addressing their needs will make a difference in the eyes of your site visitors. For example, someone choosing between two personal injury law firms may select to work with the firm with the more client-centered website. A client-centered website presents content that addresses common client concerns instead of focusing too much on the attorneys. Taking the time to define your brand will go a long way in distinguishing your practice from similar law firms in your community. Use your brand to design your website, and make sure that every social media post aligns with your brand.
Understand Your Target Audience
When it comes to social media marketing, it’s important to understand the various social media platforms and the demographics each one typically attracts. For instance, if you are an estate planning law firm looking to connect with younger married couples and encourage them to create an estate plan sooner rather than later, you may consider reaching out to them through Instagram (a platform heavily favored by those in their 20s-40s). As a business law firm, platforms like LinkedIn may be more appropriate for your social media campaign, as professionals across several industries frequent this online community. Older generations flock toward Facebook, so use this information to determine which social media platforms may be the most strategic for meeting your clients where they already are.
What Makes a Post Engaging?
Creating your first social media post can be intimidating. However, you can break it down into manageable steps to ensure that it resonates with your intended audience. First, identify the underlying goal of the post. Is it to build awareness of your law firm? Do you want to promote a new practice area? Are you hoping to reach more clients of a certain age? Once you’ve articulated this goal, you can start designing a post that either educates the audience or helps viewers solve a common problem. The most engaging posts are a delicate blend of educational and promotional content—overly braggy or promotional posts tend to be off-putting. For example, if your firm recently won a recent settlement on behalf of a client, present this accomplishment by focusing on the client’s satisfaction. It’s also important to recognize that social media platforms encourage brevity, so use short, impactful bursts of text to communicate your message (rather than long, dense paragraphs full of legal jargon).
Harness the Power of Video
In today’s increasingly visual world, people on social media gravitate toward video content. A short video clip highlighting a new practice area, answering a legal question, or showcasing your law firm’s culture can significantly impact potential clients. Watching you present helpful information with a smile can inspire someone to contact your law firm right then and there. Sometimes, the decision whether to move forward with a particular law firm comes down to the smallest detail, like a warm smile, an engaging post, or an expression of empathy or compassion. You can use videos to showcase the person you are behind the official title and reassure potential clients that you care about their wellbeing.
Use Metrics to Improve Your Strategy
A social media marketing strategy should always be dynamic. Think of this strategy as an evolving process; you can use feedback to tweak and improve your approach to maximize its impact over time. Fortunately, social media platforms provide user-friendly tools and metrics that allow you to measure the effectiveness of each post. As you start to post regularly (i.e., on a weekly or biweekly basis), you can study the most impactful posts and determine the elements that made them most engaging to viewers. You can then use this feedback to maximize the effectiveness of future posts. Soon, your followers will come to trust your brand and look forward to your videos and posts.
If you are looking to take your law firm’s digital marketing strategy to the next level, reach out to LegalRev today at (800) 893-2590 to discuss your goals.