With the immense popularity of consumer brands like Nike and Airbnb dominating the advertising space, it may sometimes seem like certain industries, like the legal industry, are ignoring social media as a marketing channel. But that’s no longer the case as the use of social media for law firms and among independent attorneys is becoming increasingly popular. The majority of law firms, around 70%, include social media in their marketing plan. Moreover, almost 60% of the global population uses social media.
With that being said, it’s still possible that some law firms are still having trouble using social media efficiently. This might be a significant opportunity lost, as establishing a good social media presence can help you draw in new clients and create important relationships. This is why we’ve put together a guide on understanding social media for law firms.
Why Should Law Firms Be on Social Media?
Traditional advertising is still effective in attracting attention in certain spaces. But where are such spaces? Nobody searches for a law firm’s billboard while driving around looking for legal counsel. People commonly resort to going online, whether they are looking for a new phone or an attorney. Today, “online” refers to social media. Moreover, continuously creating high-quality material can improve your search engine rankings—the spot your firm’s website URL takes on the results page of a search engine. With a better ranking, you’re almost guaranteed greater leads.
Another reason to be on social media is to better target a core group of audiences. Maybe you’re a divorce attorney looking to provide services in this domain, or perhaps you’re seeking out clients looking for will writers. Whatever the niche is, social media will enable you to zone in on the customer group you want.
With traditional marketing, a potential client must be at the appropriate time and place for them to notice and respond to your message. With social media marketing, you have a lot more control over these factors. You can identify a particular audience segment that is relevant to your field of expertise and target them using tailored messaging.
Lastly, social media is also a great tool to establish thought leadership. For lawyers who specialize in interesting legal fields and have a talent for expressing themselves in appealing and persuasive ways, using social media to publish thought leadership can be a terrific opportunity. When you can convey specialist knowledge in a manner that your audience will find engaging, you may develop the kind of organic following that enhances your reputation and spreads goodwill. Now that you’re aware of the importance of growing your presence on social media, here are the top tips for using social media as a law firm.
Choose Your Platform
Different social media sites are frequently used for various purposes, therefore, not all of them may have a strong representation of your target demographic. LinkedIn is arguably the best location to start your marketing if you are a corporate law firm. If you’re a divorce lawyer, Facebook or Quora might yield better results.
Determine Your Niche
Some law firms represent corporations or wealthy clients for whom money is no issue, while others stand up for the underdog. For lawyers and legal businesses, there are numerous market niches. You must be aware of or choose to be in one to properly construct your brand messaging on social media.
Share Helpful Legal Advice and Information through Graphics
As they are more likely to stick out than text material, visuals are essential to social media marketing. Therefore, a key component of your social content strategy should be developing graphics that instantly draw in and engage your audience.
Sharing motivational sayings, practical legal advice, fundamental legal knowledge, and business updates may all be done through the use of distinctive, original visuals. This is crucial if you plan to use platforms that are image-dominated, like Instagram. You can use free design tools like Canva and Snappa to their full potential, or engage a marketing service for law firms if you’re set on expanding your reach online professionally.
Practice Social Listening
Brand listening is one of the key uses of social media for law firms. To find information and conversations related to your company, you can browse social media using branded keywords. Using this method, you can learn a lot about what people are saying and how they might be feeling about your company.
Even better, you may uncover news and discussions that are most pertinent to the areas of expertise that your company specializes in and provide your perspective and knowledge. Being aware of social conversations during controversies or debates in the legal space can also help place your firm in a better light. Additionally, it reduces your chances of being caught off-guard or becoming embroiled in negative PR.
Share Valuable Blog Posts
The ideal way for law firms to use social media is to produce educational information rather than just advertising material. The more reliable and insightful the information you provide, the more effectively you can demonstrate your expertise.
In the legal sector, potential clients won’t choose where to do business solely on the basis of promotion. Before choosing to hire you, they would take into account your expertise, credibility, and experience.
It is therefore essential to regularly publish enlightening blog posts and the most recent business news with your social media followers. Additionally, don’t just stick to blog posts from your own website. Make it a practice to curate content from credible industry blogs and other pertinent sources.
Interact with Your Audience
Social media is a platform for you to connect with people and interact with your audience. In truth, customers rely heavily on social media as a vehicle for brand-consumer communication.
According to several surveys, almost 50% of customers reach out to brands on social media to inquire about a product or service. It’s thus paramount that you take advantage of social media to interact with potential customers. Answer queries customers may have regarding your service and respond to comments they make on your social media posts. Display your interest in and willingness to assist your target audience.
Tell Your Brand Story
Social media can be used by law firms to tell their brand story. To humanize your brand and establish an emotional bond with the audience can be really powerful. It will be much easier for you to gain their respect and loyalty.
You can talk about the accomplishments and background of your law business. Additionally, you may utilize social media to showcase your staff members and give your brand a human face.
Develop and Revaluate Your Content Strategy Overtime
Of course, using social media for marketing doesn’t mean you should always share whatever’s on your mind. You need to provide high-quality material regularly if you want to attract an audience and keep them interested. What content media to use, how frequently to publish on social media, and how to evaluate the results must all be determined in your plan. By doing so, you can modify and replace information that doesn’t appeal to your audience.
If you’re having trouble getting started with social media marketing, or if it still feels overwhelming, our specialists at FMO Media are here to help. Hundreds of organizations and individuals have benefited from our expertise in social media management, content creation, content marketing, paid advertising, and consultancy services. Our team stays ahead of the trends, and we deliver an average organic reach of 30 million per month across our clients. Contact us today to get the most out of your law firm’s social media strategy!