Any business wishing to attract customers can benefit from investing in a social media marketing strategy. Marketing experts understand that most people already spend a considerable amount of time on these platforms, so why not capture their attention where they already are? According to the latest polls and research, the average person spends 2 hours and 23 minutes per day using social media platforms. In other words, social media accounts for a whopping 35 percent of a person’s daily online activities (or, put differently, more than one in three minutes a person spends on the internet involves social media platforms). As people scroll through social media feeds, they will be exposed to recommended posts or brands that the algorithms have predicted will match the user’s interests and needs.
When someone spends time on Instagram or Facebook, and a post or paid advertisement for your law firm is visible to them, the user’s familiarity with the legal services you offer will grow with every ad or post they see. Even if they do not have an immediate need for an attorney, they will be more likely to contact your law firm when a legal matter arises, as your firm has already made an impression on them and inspired their trust in your ability to represent them. Whether your law practice has already established a social media presence and you’re looking to boost its effectiveness, or your law firm is still wondering whether a social media marketing strategy is really necessary, now is the time to invest in social media marketing for lawyers. Let’s take a look at the benefits of social media marketing for law firms and some simple steps your law practice can take to take these efforts to the next level.
How Does Social Media Marketing for Law Firms Work?
Social media marketing for law firms is essentially what it sounds like—using social media platforms to create a profile for your law firm, post client-centered content, and cultivate awareness of the services your law firm provides to individuals, businesses, or families in your community. Companies across all industries have found success when they have developed strategic social media campaigns that connect with potential customers. For instance, apparel or shoe brands have posted social media content informing viewers of their goods and providing social media users with a digital coupon that reduces the cost of their initial purchase. Some companies even send their products to social media influencers, who then create pictures and video content endorsing the products. When it comes to law firms, social media is a great way to connect with potential clients in your community by sharing recent professional highlights (i.e., cases your firm has won on behalf of clients) or posting short, creative written or video content that answers common questions about the various areas of law you practice. The goal of social media marketing for law firms is to increase awareness of your presence and increase the likelihood that social media users will consider turning to your law firm when a legal issue arises.
The Measurable Benefits of Social Media Marketing for Attorneys
As your law firm focuses on its overall digital marketing strategy, social media can be a powerful tool to help you achieve your desired outcomes. Investing in social media for lawyers allows you to meet potential clients where they’re already spending their time, ready to view and interact with the content your law firm posts. Below are the top three benefits of developing and launching a strategic social media marketing campaign for your law firm.
Establishing an Online Presence for Your Law Firm
Even though many attorneys and law practices have embraced digital tools and technologies, a stigma persists that views the law profession as rooted in the past (think images of dense legal texts, reams of paper, and stuffy offices). However, using social media to market your law firm can challenge this stereotype, prompting potential clients to view your law firm as modern, evolving, and genuinely interested in connecting with your clients on their level. Many people view the presence of an attorney or law firm on social media in a positive light, as this indicates their savvy marketing approach and innovative strategy to build brand awareness and interact with their clients.
Reaching New Audiences of Potential Clients
Another tangible benefit of social media marketing for lawyers is reaching out to and interacting with clients who may not seek out your services when the need arises. For instance, if your law firm specializes in estate planning, the majority of your clients may be older individuals who have accumulated a significant amount of assets that they want to protect. However, you know that younger clients, especially those who have just gotten married or started a family, also benefit greatly from putting an estate plan in place. You can connect with this younger demographic through social media, like Instagram, LinkedIn, or even TikTok. Posting short, engaging content that informs viewers of the importance of putting an estate plan in place in your 30s or 40s will likely drive more traffic to your website and boost your conversion rate.
Forging Meaningful and Ongoing Client Relationships
Social media is not only a great way to serve more clients—you can use these social media platforms to stay connected with current and former clients. When you help a client resolve their legal matter, the relationship does not have to end there. Instead, you can stay in touch with those you have served through the posts you create and by responding to the comments that your viewers post to your social media profile. Maintaining quality relationships with former clients increases the likelihood that they will work with your firm again when the need arises and that they will refer their friends and family members your way.
Start Designing Your Law Firm’s Social Media Marketing Strategy Today
Now that you have a better understanding of how attorneys and law firms can use social media platforms to connect with potential, current, and former clients, it’s time to transform these ideas and goals into action. First, identify the social media platforms that best suit your needs. For example, Facebook is a popular option for clients over the age of 45, while TikTok is wildly popular among younger audiences (people in their early 20s to 30s). Business attorneys tend to perform well on LinkedIn, as this platform attracts professionals and business owners who may need help with legal contracts or other business-related matters. Next, create a manageable posting schedule to update your social media profile on a regular basis. Many firms find that posting to social media one to two times per week is a reasonable way to move forward and connect with potential clients. It’s also worth enlisting the guidance of a digital marketing specialist who can identify your unique needs and help you achieve your goals.
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.
