As the final weeks of 2023 come to an end, it’s time to start focusing on your law firm’s goals for the New Year. Small to mid-sized law practices rely on a steady stream of clients to ensure that their businesses continue to grow and thrive. Investing in and maintaining a robust digital marketing strategy is essential to remain competitive in your local community. If your law firm regularly updates your website using search engine optimization (SEO) best practices and client-centered content, search engine algorithms like Google will likely reward your efforts by boosting your ranking among the search results pages. However, as critical as these practices are, there are always additional strategies you can use to boost your firm’s visibility, drive more traffic to your website, and set your law practice apart from those offering similar services in your area. Although the thought of using social media to market your law firm may sound cumbersome or even unprofessional, designing and implementing a targeted and effective social media marketing strategy can deliver the results you want and connect with a broader audience of potential clients. Let’s take a closer look at how social media for law firms can increase your visibility, cultivate client relationships, and generate a higher volume of website traffic and client calls in 2024 and beyond.
Social Media Marketing Builds Awareness of Your Services
When some of us hear the term “social media,” we may assume that such platforms are simply for personal use (i.e., posting updates about life events, meals we’ve made, or restaurants we have visited). However, many businesses have harnessed the power of social media marketing to build brand awareness and cultivate consumer trust and loyalty. This is especially true for clothing brands, musicians, food vendors, restaurants, and other companies. However, legal professionals can use social media marketing to connect with potential clients by posting about common questions or concerns that people have about a particular area of law. For example, an estate planning law firm can create posts that tackle common misconceptions about making a will or establishing a trust. Even if people who come across these posts may not be in immediate need of legal services or guidance, simply viewing your post makes them aware of your law office. Whenever a legal issue arises in the future, they can use their familiarity with your law practice to start exploring their options. Essentially, preparing and launching an impactful social media marketing campaign makes your law firm more visible to potential clients on the social media platforms they already frequent, increasing the likelihood that they will think of your office first when a legal question arises.
Connecting With Clients Where They Already Are
In the pre-internet era, law firms had limited options for advertising their services. They could put an ad in the phone book, invest in billboard and bus stop advertising, or advertise their services in a local newspaper. With the advent of the internet and social media, there are so many more ways to connect with potential clients and establish your law firm as trustworthy and client-centered. With the average person spending 151 minutes per day on social media, why not spread awareness of your legal services across these platforms where your potential clients already are? In order to maximize the effectiveness of your social media marketing strategy, it’s important to understand which social media platforms are the most likely to appeal to the types of clients you are hoping to serve. In general, older people prefer Facebook, while younger people spend more time on Instagram, X (formerly known as Twitter), and TikTok. If your law firm serves business clients, consider platforms like LinkedIn to reach professionals and entrepreneurs. It’s worth taking some time to understand who your clients are and what social media platforms they prefer so you can concentrate your efforts and reach your target audience more effectively.
Craft Posts Highlighting the Humans Behind Your Legal Services
Any law firm website you visit will showcase the experienced attorneys and legal support professionals who are committed to helping clients resolve their legal disputes. These attorney profiles can start to blur together, as they usually contain the same information (i.e., educational background, certifications, professional achievements, etc.). So, how can your law firm set itself apart from so many other law practices providing similar services? Creating and implementing an innovative social media strategy allows your firm to forge meaningful relationships with potential clients in your community. While your posts will still be professional, you can show off more of your personality and your genuine interest in serving your clients. For example, you can focus a post on common questions about car accident claims and incorporate a bit of fun and humor into the tone to show off your playful and relatable side. If your law firm is really committed to showing off your tech savviness, try creating short videos and posting them to social media platforms like TikTok and Instagram. Your Millenial and Gen Z clients will especially appreciate these efforts to connect with them in an authentic, professional, and—yes—playful way.
Level-Up Your Law Firm’s Digital Marketing Efforts Today
While clients want to know that the lawyers they work with have the experience and skills to help them achieve their desired outcome, they also want to connect with the person behind the title. Use your social media posts to create a more comprehensive picture of the client experience your firm provides—you can help them achieve their goals while listening carefully to their needs and treating them with the care, empathy, and respect they crave.
If your law firm’s goal is to engage with more clients and grow your practice, talk to the LegalRev team today about how we can help. Call us at (800) 893-2590 or schedule a quick meeting here to discuss your vision and marketing goals.
