There are major opportunities for lawyers who take part in today’s era of human communications and utilize the benefits of digital marketing. There are various approaches for lawyers looking to better leverage social media.
In addition, the benefits to attorneys and law firms of engaging in social media are numerous. For example, by showing up online, you can:
- Position yourself as an expert
- Reach prospective clients
- Build valuable connections
- Increase networking opportunities
- Stay up-to-date to a range of generations
- Gain wider exposure to a large audience
- Drive people to your website
- Engage with the community
Here are some social media tips for lawyers to build an online audience of prospective clients and referrals.
Research Your Target Client
Start your digital marketing strategy with your target client in mind. Take the time to get to know them, do your research, and create a unique plan that works. Consider your target client’s demographics and refer to recent social media usage studies to find accounts that fit. Next, research your target client on those accounts.
Moreover, look at other professional firms and businesses to see how they engage their audiences. What is the nature of their posts and what posts receive the most interaction from your target client? Align your online strategy with your clients needs and interests. In other words- your content should resonate with your audience in order for your strategy to be effective.
Claim your online presence
Claim a social media presence on the platforms where your potential clients are located. Research platforms that your potential clients are most likely to use. Furthermore, fill out your profile with relevant information about your business. In addition, include a link to your website, phone number and other critical information. If possible, add testimonials from satisfied clients on your profile to further demonstrate your reputation and value.
Moreover, set realistic and measurable goals. What do you plan to get out of your social media marketing efforts? Do you want to increase brand visibility? Maybe you want to attract new clients or you just want to engage your target audience. Either way, have a clear idea of what you wish to achieve through social media marketing.
Engage with your target audience
According to American Bar Association, 35% of lawyers who use social media professionally have gained new clients as a result. This makes it a valuable platform to engage your target audience and turn them into prospects.
Social media provides you with a platform to build connections and engage with your audience. In fact, consumers are highly dependent on social media as a brand-consumer communication channel.
Answer their questions, thank them for their client reviews, like their posts, and share their successes. In short, show the audience that you’re listening and that you’re there to help.
Tell your brand story
Law firms can also use social media to tell their brand story. This can be highly effective for humanizing your brand and forming an emotional connection with the audience. As a result, you’ll have a much easier time winning their trust and loyalty. For example, share stories about your firm’s achievements, its history and more. Introduce public to your employees and put a human face to your law brand.
Establish thought leadership
Being seen as an expert in your niche builds trust between you and your potential clients. Moreover, when clients can trust you, they’re more likely to reach out. Therefore, use your expertise to share valuable information. That will help you prove your credibility and win the trust of your target audience. For example, link to resources relevant to your practice area from reputable sources that bring value to your audience.
Share original graphics with useful facts and stats
This is also one of the useful social media tips for lawyers. Visuals play a critical role in social media marketing as they are more likely to stand out over text content. Focus your social content on creating visuals that will immediately attract and engage your prospects. For example, share inspirational quotes, useful legal tips, basic legal information and industry updates.
Share valuable blog posts and news updates
The best way to use social media for law firms is to create content that informs, rather than solely promotional content. The more you provide credible and valuable information, the better you’ll be able to showcase your expertise. In the legal industry, your potential customers would consider several factors before they decide to hire you. For example, your knowledge and credibility as well as your experience. This makes it crucial to constantly share informative blog posts and latest industry news with your social media followers.
Consider Paid Social Media Advertising
Social media platforms such as Facebook, Instagram, and LinkedIn offer paid advertising options for businesses. You can pay to have an ad campaign displayed to your target clients who use the social platform. As a result, you can target your ads to very specific audiences, which is perfect for attorneys in unique niches.
Be a part of a legal community
Lawyers can also use social media to build their profile within the legal community. That way you can stay up-to-date on what’s trending in your legal community and boost your thought leadership. People often use social media to search for recommendations, nearby businesses and local services inside groups. Therefore, join these groups to ensure your law firm is suggested. For example, join Facebook and NextDoor groups for your specific location or practice area.
Consider Social Media Tools
Tools like Buffer and Hootsuite allow you to schedule and automate your social media posts ahead of time. You could easily block an hour each week to schedule posts eliminating the need to do so each day. In addition, you can utilize Sprout’s engagement tools to save time and streamline your social media management.
In short, social media tips for lawyers can be a valuable digital marketing channel when used strategically. In addition, take the time to learn and adhere to ethics rules so you can stay compliant.
When building a law firm marketing strategy, effective social media management is crucial. Accordingly, set goals, make a plan, be consistent and active on social media. That way you’re more likely to engage with your target audience and increase your law firm’s business.