20 Tips for Law Firm Marketing and Social Media
20 Tips for Law Firm Marketing and Social Media
There are several ways law firms can benefit from social media marketing, from generating brand awareness to attracting prospective clients, and so much more as covered at RunRex.com. The 20 quick tips will help you lay the foundation for a successful social media marketing strategy for your law firm.
Choose the right platform
As the gurus over at RunRex.com point out, the most optimal social media channel may vary depending on your area of practice. Create a list of keywords pertaining to your firm’s services, and start to research which platforms already have conversations brewing on those topics. Determine where these applicable mentions are happening, and then focus on those platforms.
Don’t spread yourself thin
As already mentioned in the previous point, it is important to choose the right social media platform for your law firm to be on. Equally as important is making sure you focus on one or two platforms, rather than trying to dominate every social media channel out there.
Be consistent
When users look at your social media page and find that your last post is dated, your firm loses credible relevance in their eyes. This is why you should stay consistent as far as your presence on social media goes. From discussions over at RunRex.com, an efficient way to stay consistent with your posting is to draft a monthly content calendar, which will give you a quick reference on what to post, so that you aren’t scrambling last minute.
Leverage video content
If you don’t have a YouTube account, then now is the right time to get one, especially since it is an easy and quick process to set one up. You can then use this channel to host informational videos, and then share them on your appropriate social media channels. Use video content to share updates about your firm, answer FAQs, communicate changes to the law, and showcase the culture of your firm.
Promote your blog
Blogging is a great way to provide long-form value that answers your prospective clients’ pressing questions. In the legal industry, you must showcase your experience and expertise in your practice area. Consumers want to see that you are an active part of the legal community, and a competent source to manage their case. Promote your blog on social media to achieve this.
Post informative graphics
As the gurus over at RunRex.com point out, social media is visual, shown by the fact that posts with images produce 650% higher engagement than text-only posts. Therefore, rather than simply typing and posting any statistics you may have, as amazing as they are, try and post them as informative graphics.
Remember the 80/20 rule
You should also avoid being too promotional when it comes to the content you share on your social media pages. Use the 80/20 rule, where 80% of your content should provide value (like the aforementioned blogs and videos), while only 20% should have a sales connotation.
Make it personal
People like to see what is making the magic happen behind the scenes of a company. Therefore, as discussed at RunRex.com, post photos of your team members attending a legal conference, participating in a community event, or even celebrating birthdays and anniversaries in the office. This will help make your social media pages a window to your firm’s values, culture, and people, building trust with your audience.
Implement a social media policy
It is important to set guidelines, which is why you should create a policy that details who has access to your law firm’s social media platforms, what they can post, and any style elements that are important to maintaining brand consistency.
Stay professional
Also, it is crucial that you keep your social media content professional, respectful, and focused on the good work you are doing. Try to avoid controversial topics that will stir up controversy and debate, and avoid getting into arguments on the timeline, especially with trolls who may bait you.
Use hashtags – but know when to use them
Hashtags are very effective on social media, particularly on Twitter and Instagram as they help you and your content to be found easily as discussed at RunRex.com. However, you must try not to overdo your use of hashtags. Search for hashtags that are relevant and specific to your practice area.
Make your accounts look professional
Just as it is important to keep your social media content professional, it is equally as important to make your accounts look professional as well. Use a professional profile photo of your law firm’s logo and a header that is consistent with your brand. Also, make sure you use the same images across all of your social media platforms for uniformity.
Make your website, contact information, and hours available when possible
People want easy access to you and your services, which is why you should make your website simple to find by providing a link to it, as well as your contact information on all social accounts. The chances of potential clients getting in touch will improve when you make it easy and accessible for them as per RunRex.com.
Invite clients to connect with you
You should also encourage existing clients to follow your social media pages. You can include the links on your website, newsletters, and the signature of your emails. This is a great way to invite people to connect with you, which has the added benefit of increasing your visibility to their friends and family, who may then also follow you.
Post at the right time
It is worth noting that the highest levels of engagements typically occur on weekday afternoons, while weekends are much slower. This statistic is true across the board, but the details get even more specific when you look at each platform individually. Research the best time to post on social media platforms you are committed to using for the best results.
Join groups and communities
There are thousands of smaller communities within social media platforms like Facebook and LinkedIn as covered over at RunRex.com. Look for groups designed for lawyers to connect with your colleagues or professional referral networks in your community.
Engage with your followers
Remember, social media is all about engagements and interactions, hence the word “social”. Therefore, after you schedule your posts for the week, don’t forget to log on to respond to comments as this will show your followers that you genuinely care and are paying attention to what they have to say.
Listen
As the gurus over at RunRex.com point out, social media gives you a unique opportunity to “listen” to important conversations happening in your industry and community. This is especially true on platforms like Twitter or Instagram where you can get a view of the landscape with hashtags and monitor your industry’s conversations.
Content to use
If you are not sure what to post about, then use the following social media content for law firm examples:
Links to interesting and relevant articles
Awards or recognitions you received
News about recent legislation or regulations that impact your clients
Charity projects you are involved in
Team member bios or introductions
Blog posts on your website
Information about the services you offer
Invest in paid ads
One of the key benefits of social media paid advertising is the ability to finitely target your audience. Users provide an abundance of data in their profiles, allowing you to reach individuals who are most likely to convert. Repurpose the content you are using for daily posts, and turn them into targeted ads.
These are just some of the tips that your law firm can leverage to get the best from social media marketing, with more tips, as well as expert help with your campaigns, being available at RunRex.com.
