Most attorneys and small law firms have developed a digital marketing strategy to connect and engage with potential clients. By now, having a user-friendly website that follows search engine optimization (SEO) best practices is vital to keeping your practice visible to those searching for legal services in your area. As you think of ways to expand your law practice and increase awareness of your firm, it may be time to consider developing and implementing social media marketing strategies. Although some attorneys may assume that social media platforms are not intended for professional use, these apps have the potential to drive up interest in your law firm and attract a steady stream of new clients. Let’s take a look at the benefits of social media marketing for law firms and some simple steps you can take to start connecting with your clients in more exciting and effective ways.
The Power of Social Media Marketing For Law Firms
It’s no secret that most people spend a considerable amount of time on social media. Smartphones have enabled people to scroll through Facebook, Instagram, and Twitter at their leisure, whether they’re waiting for a bus, sipping coffee, or resting on the couch. According to data from 2022, the average amount of time people spend on social media is 147 minutes (two hours and 27 minutes). Think about the opportunities your law practice has to reach potential clients in your area as they visit these platforms regularly. Social media marketing allows you to reach people where they already are. Even if they do not thoroughly examine your post or ad, they will start recognizing your logo and name. When a legal question or issue arises, they will likely think of your firm because they are already familiar with your name and logo. Social media marketing increases awareness of your law practice, increasing the likelihood that potential clients will seek out your services when the need arises.
Streamlining the Client Intake Process
Crafting an effective social media strategy lets you streamline the client intake process for you and your clients. For instance, someone scrolling through social media with a wedding on the horizon may see your firm’s post about the importance of prenuptial agreements and click on it. This action will take them to your website, where you’ve included a client intake tool encouraging them to schedule a consultation. In a matter of minutes, you have a new lead. All the potential client had to do was click on the post and complete a few fields on the intake form. The more you can simplify the client intake process, the more people will follow through with contacting your law firm and moving forward with your services.
Strengthening Your Professional Connections
While social media is a great way to interact with potential clients, certain platforms like LinkedIn allow you to build your professional network. You can stay connected with other attorneys in your area and keep current with legal trends in your community. Sharing professional accomplishments or commenting on articles other firms post allows you to boost your thought leadership and visibility. Attorneys and law firms often connect on these platforms and start referring clients to one another.
Launching an Effective Social Media Strategy
Before you start posting on social media, it’s essential to take the time to create an effective strategy. Below are some steps your law practice can take to ensure that your social media strategy launches effectively and efficiently.
Set Realistic and Measurable Goals
First, consider why you are launching a social media strategy to market your law firm. Are you looking for more clients? Are you hoping to drive more traffic to your website? Do you want to increase awareness of your legal services within your community? Once you’ve articulated the purpose of your social media strategy, set realistic and achievable goals that you can measure and use to inform your future decisions and actions. Fortunately, social media platforms provide you with simple, user-friendly tools to help you measure and interpret the effectiveness of each post.
Identify Your Intended Audience
It’s essential to understand your intended audience, as the social media platform you use relies on the demographics of your ideal client. Consider the type of audience you hope to engage with your posts, such as their age, income level, employment, and other important characteristics. Do a little research about the social media platforms that your target audience typically uses. For instance, older individuals gravitate towards Facebook, while younger professionals tend to spend more time on Twitter or LinkedIn. Make sure you use the appropriate social media platforms to reach your audience where they already are.
Establish a Regular Posting Schedule
While you do not need to post several times a day, you should establish a regular posting schedule to keep you active and engaged with potential clients. Some tools allow you to create posts ahead of time, reducing the pressure of coming up with a new post on the spot. Remember, sharing a post is not the only way to engage with your audience—checking and responding to peoples’ comments shows that you are interested in forging genuine relationships with potential clients.
Using Results to Inform Future Strategies
Your social media strategy is an evolving practice. Make sure to monitor the effectiveness of your campaign, using the results to identify opportunities for improvement. Making minor tweaks as you go helps to make future social media marketing strategies more effective, increasing your firm’s reach and engagement with potential clients.
Give LegalRev a call today at (800) 893-2590 to learn more about how we can help you take your law firm’s digital marketing strategy to the next level.