If your small- to mid-sized sized law firm has yet to explore the potential of social media marketing for lawyers, now is the time to consider some of the tangible benefits of adding this element to your overall content marketing strategy. While maintaining an SEO-friendly website that focuses on common client questions and concerns is critical to ensure that your law firm remains visible among the search results pages, digital marketing for law firms encompasses many other strategies to maximize the number of opportunities for potential clients to engage with you and become familiar with your “brand.” Running a smaller law firm is understandably demanding, as you want to devote the majority of your time working directly with your clients and helping them resolve their cases.
For busy lawyers in solo practice or at smaller law practices, the thought of carving out your valuable time to create posts on social media can seem like an unwise use of your time and energy. However, creating an intentional and well-planned social media marketing strategy for your law firm can give a significant boost to your visibility, trustworthiness, and online presence, with the goal of encouraging more potential clients to enlist your services when the need arises. This post is all about the essential elements of an impactful social media marketing for law firms strategy that can generate more traffic to your website and create more promising leads within a relatively short period of time. Let’s take a closer look at how you can improve and enhance your current law firm digital marketing strategy to reach a wider audience and serve more of the people and businesses you are hoping to serve.
Meeting Clients Where They Already Are
The most compelling reason to invest in a thoughtful social media marketing strategy for your law firm is to build awareness of your services in an online space where potential clients are already spending their time. According to recent estimates, the average person spends nearly two and a half hours on social media every day. This is a considerable amount of waking hours spent scrolling through social media platforms, presenting ample opportunities to connect with potential clients and show them all about your law firm and its core principles and values. Even if someone sees your posts and has no immediate need for legal guidance, simply knowing of your existence can improve the chances that they will turn to your firm first when an issue arises. Moreover, by creating engaging and meaningful social media posts, you can cultivate trust with your potential clients and show them that you are so much more than a firm that sees them as a case to be solved.
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Tips For Creating a Successful Social Media Marketing Strategy For Law Firms
Once you decide to start shaping your social media marketing strategy, it’s helpful to be intentional about your process. Whether your firm is on the tech-savvy side or you know that you will need a bit more professional guidance along the way, any smaller law firm can benefit from working with an experienced digital marketing strategist who specializes in serving professionals in the legal field. Below are just a few steps to help you get started in creating and implementing an impactful and meaningful social media marketing campaign that inspires viewers to turn to you for all their legal needs.
Understand Your Core Audience of Potential Clients
Social media platforms vary in the groups of people who flock toward these sites. For instance, Facebook remains popular for older individuals, while LinkedIn tends to attract younger professionals. In order to put together a successful social media marketing strategy for your law firm, take some time to understand your intended audience. Who are the clients you are hoping to reach? What are their primary concerns? If you are hoping to serve entrepreneurs or small businesses, choose the social media platforms where these clients are most likely to frequent. Once you have decided which social media platforms to focus on, it’s time to claim your profiles and create a consistent name across each social media site to prevent confusion later on.
Choose a Consistent and Inviting Look
Since its inception, social media platforms have tended to be places of informality. Users have come to expect more casual language, humor, and levity from the posts they see. However, as more businesses have started harnessing social media in order to build brand awareness, they have found that walking a line between professionalism and accessibility is key to connecting with potential customers. Your law firm can take some time to define its social media “look”—what colors, word choices, images, or even filters do you plan on using to be professional yet approachable when interacting with social media users? By creating and maintaining a consistent and unified look, your law firm can communicate its tech-savviness and genuine interest in connecting with the clients you are hoping to serve.
Focus on Client-Centered Content
With so many of us fighting “ad fatigue” due to constant marketing efforts, commercials, and online advertisements, how can your law firm set itself apart from other businesses and law firms fighting over the attention of social media users? Before you create your posts, be sure to focus on what potential clients care about and avoid simply listing off your experience and success stories. Yes, clients want to know that the attorney they hire has the experience and skills necessary to help them achieve their desired outcome, but they are more concerned with feeling respected and valued by the lawyer they choose. The relationship between an attorney and a client is more than winning a case—it’s about helping someone during a stressful and vulnerable time in their lives and providing them with the support they need.
As you design your social media posts, incorporate these elements to show those who come across your posts that your firm genuinely cares about the lives of their clients. In many cases, the decision whether to hire an attorney comes down to how the client feels about the interaction with their lawyer. If you are ready to learn more about effective content marketing for law firms, specifically social media marketing for lawyers, the knowledgeable team at LegalRev is standing by to assist you.
Now’s the time to revisit your law firm’s digital marketing strategy to ensure that it’s delivering you the results you’re looking for. Give the dedicated and friendly team at LegalRev a call today at (800) 893-2590 to discuss your content marketing goals with an experienced digital marketing for law firms strategist.
