Law practices, especially smaller firms, depend on a steady stream of clients. While many law firms rely on word-of-mouth advertising and a functional website to accomplish their marketing objectives, entrusting the sustainability of your law firm to just these two practices will likely not grow your business as quickly and effectively as you would like. When it comes to developing an effective marketing strategy to advertise your legal services, creating a comprehensive and multi-channel plan is the best way to boost your visibility and engage your target audience. Although most law firms recognize the importance of maintaining and refreshing their firm’s website and following the most current search engine optimization (SEO) best practices, law practices that also implement a social media marketing strategy are more likely to reach more clients and establish themselves as trustworthy and reliable.
Social media platforms are built to build brand awareness and facilitate relationships between service providers and those they hope to serve. Whether your law firm is just beginning to explore the idea of social media marketing or your law practice needs help taking your social media marketing efforts to the next level, discussing your specific needs and goals with a trusted and friendly legal marketing expert is the best way to maximize your efforts and obtain your desired results. The dedicated legal marketing professionals at LegalRev are ready to help you create a social media marketing strategy that’s customized to help your firm grow and thrive. Let’s take a look at some of the measurable ways your law firm can benefit from implementing a targeted social media marketing strategy.
Social Media Marketing Builds Brand Awareness
It can be strange to think of your law firm as a “brand.” However, thinking about the mission statement and values of your legal practice is the best way to cultivate client trust in your services, as they will be able to see your firm’s name and associate it with quality service, customized legal guidance, and other positive attributes. When you use your firm’s social media profiles to post content that resonates with your potential clients, you can start familiarizing them with who you are and the types of legal services you provide. Even if someone views your post and has no immediate need for an attorney, having seen your posts and your law firm’s name makes it more likely that they will turn to your law practice when an issue arises. For example, if they finally get around to creating an estate plan, they will remember your law firm’s name and client-centered social media posts—and, ultimately, contact your office for an appointment.
Consistent Social Media Posts Cultivate Trust and Credibility
When you think about some of the most well-known and successful brands, you may realize that they have become so prominent because of their consistent marketing efforts. They took some time to develop a clear and consistent voice to market their products and services to their customers. As you create a new post to share on your law firm’s social media platform, make sure that it sounds consistent with previous posts and does not stray too far from your firm’s core values and mission statement. When potential clients see a new post from your law firm, their impressions are often informed by subconscious reactions as well as conscious impressions. For instance, they may see a new post that is way too long and dense, prompting them to scroll past the post in favor of a more “digestible” post that does not overwhelm their senses. It’s essential to be mindful of every element as you create a new post, ranging from its length to its word choices to its color scheme. Consistent and visually appealing (as well as reassuring and informative) social media posts invite your followers and potential clients to start viewing your law firm as trustworthy, credible and client-centered.
Meeting Your Clients Where They Already Are
People already spend a considerable amount of their time scrolling through social media. When you design a social media strategy to market your law firm, you are meeting your potential clients where they already are. However, it’s important to understand some basic demographic information about your ideal clients—such as their age range, income level, and general interests or affiliations. Understanding your target audience will help you identify the social media platforms that tend to be the most popular among these groups of people.
Facebook remains a popular social media platform, especially among slightly older individuals. With over 3.05 billion monthly active users, Facebook continues to attract frequent users. Approximately 70 percent of the population in the United States has an active Facebook account. Law firms in any practice area tend to connect with potential clients when they develop a social media marketing strategy using Facebook.
Many law firms find success when they use LinkedIn to create posts and connect with potential clients. LinkedIn remains popular with businesses and entrepreneurs, so business attorneys and law firms that serve these sectors will likely benefit from marketing their services on this social media platform. Additionally, LinkedIn is a great place to connect with other attorneys, making it an excellent source of referrals.
Instagram and X (Formerly Twitter)
Instagram and X (formerly known as Twitter) tend to attract those from younger generations than platforms like Facebook. The highly visual landscape of Instagram (and even TikTok) makes it easy for law firms to post short and informative videos showcasing their expertise or addressing common client questions in a fun and engaging way. X also invites law firms to show off their wit and personality, which can encourage more potential clients to see your firm as genuinely invested in connecting with and serving your clients in meaningful ways.
Investing in a social media marketing strategy can benefit your law firm in several ways, such as bringing in new clients and building awareness of your legal services. Give the LegalRev team a call today at (800) 893-2590 to get started.
