Most law firms recognize the importance of creating and maintaining a search engine-friendly website to make themselves more visible to potential clients in their area. Requesting and responding to client reviews (both positive and negative) are also essential components of an effective and comprehensive digital marketing strategy. As you consider ways to expand your law practice’s marketing efforts, it may be time to explore the benefits of incorporating social media posting and marketing strategies. Just as many businesses and brands have found success through social media marketing, law firms can harness these tools to boost their visibility, inspire client trust, and engage more clients in their communities. Let’s take a look at just a few of the reasons why you should start integrating social media as part of your overall digital marketing strategy.
Connecting With Your Clients More Directly
Nearly all businesses have an online presence, mainly in the form of a website. While an SEO-friendly website that anticipates and addresses common client concerts is a powerful marketing tool, building a social media presence is a great way to engage with clients in your local community. People usually scroll social media during moments of leisure, so making sure your posts catch their attention is an effective way to boost your law practice’s visibility. Potential clients will start to recognize your brand and voice, instilling trust and building familiarity within your audience. Even if someone does not have a legal question right now, their familiarity with your law firm will increase the odds that they will think of you when an issue arises.
Understanding Who Your Clients Are
Before launching a social media campaign, you need to spend some time identifying and articulating your clients’ needs. The most successful social media posts forge a personal connection with the audience, so you need to know what motivates them and what inspires client trust. Think back to the clients you’ve connected with the most—who were they, and what did they appreciate most about working with your law firm? Consider the demographics of the types of clients you are hoping to serve, such as their ages, general income level, and professions. Once you develop a clearer picture of the clients you are hoping to attract, you can start exploring which social media platforms will best serve your needs.
Choosing the Best Social Media Platforms
After you’ve taken the time to consider who your clients are and what their main needs and concerns are, you can assess which social media platforms will best engage your target audience. Below are some of the leading social media platforms and what types of demographics and audiences they tend to attract.
As one of the original social media platforms, Facebook remains a favorite among people over the age of thirty. Many businesses, including law firms, have found success in creating a dedicated Facebook page for their law practice, where they can post links, photos, videos, and announcements to connect with past, current, and potential clients. Firms practicing personal injury law, bankruptcy law, and estate planning services tend to do well by channeling their social media efforts into Facebook.
Twitter does well for firms hoping to reach a wide audience using short-form, text-based content. Many people between the ages of 20 and 45, especially young professionals, still use Twitter regularly. Law firms that post blogs as part of their digital marketing strategy can use Twitter to post links to their blogs, directing traffic to their websites. Law firms offering business formation or intellectual property services can maximize their reach and engage more clients by using Twitter.
Business professionals (primarily people over the age of 25) use LinkedIn regularly for B2B communication and networking opportunities. Creating content and posting it to LinkedIn is an effective way to boost your law firm’s professional reputation. Other firms can build connections with you and refer clients to your law practice, and business professionals who encounter a legal issue can reach out to you to enlist your services.
The highly visual nature of Instagram appeals to the Millennial generation, but people of all ages can use this site to peruse all types of content. Recently, more businesses and law firms are taking advantage of using short-form videos to connect with consumers and engage audiences. Instagram is a great platform to showcase the more “human” side of your law firm—think about posting pictures of your attorneys engaging with local nonprofits, holding legal clinics, participating in speaking engagements, etc.
Getting Started With Your Law Firm’s Social Media Strategy
Posting content can feel overwhelming at first. However, by planning your initial posts, you can feel more confident that your content will connect with potential clients. Consider creating an infographic addressing common client questions about a legal topic and sharing this via social media. Or, create a short video explaining a law topic that your clients often have. Even starting with a link to a recent blog you posted on your firm’s website can start increasing traffic. As you assess the success of each post, use this feedback to inform future posts and content, allowing you to create more effective content moving forward.
Learn more about taking your law firm’s digital marketing strategy to the next level by calling LegalRev today at (800) 893-2590.
