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Social Media Marketing for Lawyers

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Casey Meraz

In the age of social media, even businesses that do not typically have an online presence can use this online market to their advantage. Social media marketing for lawyers can have a significant impact on growing your law firm brand if you have the right strategy. 

There are many ways to utilize social media marketing for law firms. With Instagram, Facebook, Snapchat, Twitter and so many more, where do you even start?

To get started, it’s helpful to know precisely how you will benefit from it. Building a strategy depends on which social media platforms serve the needs of an individual firm and align with their marketing goals. 

Promoting a law firm on social media can seem overwhelming or even boring at first, but if you take it one step at a time, the rewards can be worth it.

The Benefits of Social Media Marketing

Here are a few ways our clients use social media to help market their law firms:

1. Attract New Clients

A common goal of many businesses using social media is to reach potential clients. This is by far the most popular goal but in my experience I have seen people only participate so that they can sign more cases and when it doesn’t happen quickly, they stop. 

But, because more and more parts of our lives are becoming digitalized, an online presence is more important than ever.

Many law firm social media campaigns find success in building a more extensive client base. Not only can potential clients see your posts and ads, but they can also find your content during their own search.

Your practice area will heavily dictate the strategy and platforms you decide to use here.

2.Interaction with the Community

Before you start any planning, take a look at what online presence your law firm already has. Take what people have to say into consideration at every step of the way. This way, you can build upon what you already have and fix what needs fixing in the process.

Consistency is vital when it comes to social media marketing for lawyers. Posting on a regular basis lets your audience know that you are active and accessible. 

Sharing or making posts is not always enough, however. You will want to answer questions people have or reply to any reviews left by clients. Everything you say and do will impact how the community feels about you.

Maintaining a presence on social media relies heavily on continuous engagement with others.

3. Build a Brand Reputation

Another benefit of social media marketing for law firms is the ability to make your name known. Sharing your story can help people understand what you stand for. In turn, that will make an impression that sets you apart from other firms.

Sharing unique content, especially if yours, lets people know that you have knowledge and experience. A respectable online reputation depends on first impressions, but quality and sincerity keep people coming back. 

It can also re-activate people who didn’t need your services before, but now need them.

Creating a Social Media Marketing Strategy for your Law Firm

The hardest part of social media marketing for lawyers is knowing where to start. It is best to take it slow and ensure that you are well-informed rather than jumping right in and creating a profile just for the sake of creating a profile.

First, Set and Check the Rules

From who has access to accounts to dealing with negative posts, establishing company rules for social media is crucial. There may also be specific regulations regarding social media set by the bar.

You must comply with these rules and the ethical statutes set by your local law society.

Next, Make Sure You Establish Goals [Trackable Goals are Better]

Determine what you hope a law firm social media campaign will accomplish. How many new clients can you realistically take on? Is there a certain amount of recognition for which you strive? 

With long and short-term goals, you have the groundwork for a social media strategy. These goals should, however, be feasible and practical. Since you will use them to develop your plan, it is essential to focus on the attainable.

Do Your Research

Research should not stop with how to promote a law firm on social media. A quick search can take you to profiles of successful legal influencers. From there, you can see what they do with social media and use it for inspiration.

Instead of thinking like a lawyer, approach these profiles like a potential client. Doing this allows you to have a useful perspective on what does and does not work. 

When you have established social media accounts for your law firm, it is always good to engage with others. You can also keep up to date with trends by following profiles and learning from those who have more experience. 

Choose a Platform

In the beginning, it is wise to pick only one platform for a law firm’s social media campaign. With multiple, there is a higher chance of becoming overwhelmed. It can also be challenging to split your attention between several platforms evenly, especially when starting.

Take the time to learn when first creating your profile. Follow similar profiles and observe their approaches to social media. This method familiarizes you with terms, conversation styles, and where potential clients spend their time.

It can be tempting to focus on your favorite platform or the most popular. However, it is far more beneficial to pick what aligns best with your goals. 

Other factors to account for are your team’s social media skills, how much time you have for marketing, your audience, and which area of law you practice.  

Just last week I spoke with an attorney who has grown their practice almost solely off of producing iPhone Youtube Videos at home for the past 7 years.

Determine what Content to Share With Your Audience

Regardless of where you decide to establish your practice, it is best practice to follow the 80/20 rule. This ratio states that 80 percent of your content should provide value for the client, and anything sales-related gets the remaining 20 percent.

In this instance, value content refers to anything shared on your social media that shares something unique or gives insight into your team’s culture and experience. Cultivating resources to share is one way to do this, but creating your own has the most impact.

Content that you share can be infographics, photos of the team, articles with relevant information, FAQ videos, and more.

Respond to the Community

A significant aspect of developing an online presence is how you interact with peers and potential clients. Most people who contact a business either have service or product questions or want to inform people of an awful experience.

When left ignored, these publicly unanswered inquiries give the impression of indifference. People want to know that someone is listening. In this situation, you are that someone.

Maintain Consistency

Keeping up with social media marketing for law firms’ demands is easier than it seems at first glance. A social media schedule can be a lifeline for a busy workplace. Pre-planned content is another technique that can save you from scrambling around at the last second for something to contribute.

A social media schedule should cover not only daily content but weekly and monthly as well. This plan allows you to delegate times and days when specific content goes live. Additionally, each person that has something to do with a social media account should have a schedule.

Creating or curating multiple weeks’ worth of content at once lets you spread posts out and gives you more time to focus on interacting with people. Doing everything you can to save time can make the marketing process much more manageable.

If worse comes to worst, social media scheduling tools are useful resources.

Analytics Tracking

Social media metrics show you everything you need to know about how your content is doing. Clicks, views, shares, and even locations can provide you with enough information to switch things up a bit to attract a larger audience.

The analytics of a law firm’s social media campaign has complex and straightforward versions. Complex analytics go into details such as demographics and overall impact. If you want to know about clicks, likes, and shares, the initial report will have more than enough information.

Keeping track of social media engagement lets you make regular changes in response to any assessment results.

What Social Networks Are Best for Attorneys?

Top social media iconsWithout an online presence, it is easy to fade into the background. Mobile devices and internet usage are so prevalent that not having social media or a website can cause people to think twice about any business.

Not every social media platform will suit the needs of all. Because of this, it is essential to make a careful choice of where to begin. Not all social networks that are good for lawyers are listed here, but these well-known, consistently effective platforms are typically a better starting point.

LinkedIn

As the leading platform for several years, LinkedIn gives you more than an outlet for your content. Connecting with others in your industry lets you expand your reach and establish a professional image. 

LinkedIn is an ideal social media platform for lawyers or a law firm. It is inherently professional and allows the sharing and reinforcement of your legal experience. An established status on LinkedIn has a significant impact when deciding to branch out to other social media platforms.

Facebook

While Facebook has the widest audience of potential clients, there are things to consider before making a business page. Some features of this platform actively work against your attempts to reach anyone.

If your practice is just starting to dabble in marketing, Facebook can be an excellent way to learn how to promote a law firm on social media without tons of pressure. 

The popularity of this social media network for businesses is on a steady decline. Algorithms told to prioritize content from family and friends tend to take it too literally. The possibility of a post showing up on someone’s timeline, even with paid advertising, is minimal.

It never hurts to have a Facebook profile, but it may be worth focusing your attention elsewhere.

Twitter

Anything short and sweet is perfect for a Twitter profile. Following influential people and posting efficient, instantaneous, and concise blurbs can be more challenging than it sounds, but luckily, Twitter is a straightforward social media platform. 

A mix of consistent content with peak times in mind is generally the best strategy for a successful Twitter profile. 

YouTube

Slowly making its way into social media marketing for law firms, YouTube is a relatively untapped resource. Making videos is incredibly easy with the right tools and intentions. A YouTube channel for your law firm can feature short but informational information.

This social media platform is an excellent secondary marketing tool. Sharing YouTube videos on your other network profiles creates even more possibilities for reaching clients.

Instagram

As Instagram continues to skyrocket in popularity, most law firms and solo lawyers do not have a profile. It can still be beneficial, however. Showing snippets of behind the scenes shenanigans or sharing legal insight allows people to see the firm in a more humanizing light. 

For building your brand, firms dealing with consumer laws, or business clients, Instagram is an excellent platform.  

Paid Ads

A few social network platforms give you the option to pay for more visibility on their site, including LinkedIn. Facebook, in particular, prioritizes paid advertisements over content not from family and friends. Twitter advertises, too, but most do not find it practical.

Instagram and Facebook go hand in hand when it comes to advertising because ads automatically show up on both platforms. 

If you do not want your Facebook ads on Instagram for any reason, there is a way to turn this feature off in Facebook’s settings. 

Conclusion

A successful law firm social media campaign requires a certain level of professionalism. You should keep the ethics of using social media in mind at all times. Inappropriate behavior and misinformation tend to have a lasting impact on any business, and it is not usually a good one.

Now that you have a solid idea of how social media marketing for lawyers works, taking the next step should be a lot less intimidating. Weigh the benefits, consider the details, choose a platform, and implement your campaign at your own pace. Although, taking too long can put you even more behind in the social media race.

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