Social media is a crucial tool in increasing your reach and attracting more clients. Learn about law firm marketing with social media, and how to use it.
Social media has been around for a while now, with several consumer brands leveraging it to increase their online presence and sales. However, advertising their services was not always possible for law firms until 1977 when the Supreme Court struck down the prohibitions against attorney advertising in Bates v. State Bar of Arizona. So, it's not unfathomable that marketing for lawyers has not grown to where they command a significant social media presence.
This article takes an in-depth look at law firm marketing with social media. Our social media marketing experts will also share the benefits of firms getting on social media platforms. We'll also cover the best ways for the legal industry to source prospective clients on social media channels. So let’s get into it.
Law firm marketing involves practices aimed at attracting a new potential client to a law firm. Usually, it includes a mixture of digital marketing, billboards ads, search engine optimization (SEO), blog posts, etc. Most state bar rules in the U.S. allow independent attorneys to have an efficient internet marketing campaign, although there are some restrictions.
Having a social media marketing plan can consume a law firm's time and energy. It's also tricky to know whether you're investing your time and money correctly. Plus, you have to deal with running the law office. Thankfully, there are ways to have a stress-free successful social media marketing strategy. What's important is understanding the most effective methods based on your marketing goals.
Some of the standard terms used in law firm social media campaigns are:
According to Just Legal Marketing, 74% of consumers rely on social media to influence their hiring decisions. It means that a firm without social media visibility shortchanges itself and misses an opportunity to build a relationship with prospective clients. No matter your firm size, you stand to benefit more when you get on one or more social media platforms.
Below are some of the benefits of online law firm marketing.
Creating brand awareness is not just for sellers of consumer goods. Law firms stand to benefit more when more people are aware of their services. This is because more people are spending time on social media. For example, a 2019 study by Sprout Social found that 44% of consumers reported increasing their personal social media usage. So, a solid social media presence helps put your firm in front of the right audience.
Every law firm has a target audience. For example, personal injury lawyers focus on people who sustained injuries from car accidents, slip and falls, medical malpractice, etc. You can put your firm in front of the right audience and then engage them with creative educational content with social media. The latter is a form of content marketing, and it involves answering questions, resolving issues, etc. Audience engagement also helps you create an emotional connection with prospective clients.
Social media marketing for law firms is an effective tool to get new clients. According to the American Bar Association (ABA), 35% of lawyers who use social media professionally gained new clients as a result. Additionally, social media helps firms establish thought leadership with their clients, and improve SEO efforts.
In an Attorney at Work survey, 96% of respondents said they use social media, while 70% use it as part of their overall marketing strategy. Some of the top social media platforms for lawyers include Facebook, Instagram, LinkedIn, YouTube, and Twitter. Below, we look at ways lawyers can use social media as an effective marketing tool.
Like everything in life, the success of a venture starts from the beginning. So, you need to get the basics right. Having a solid beginning means that you avoid costly mistakes that would jeopardize your marketing strategy. So, when planning your social media legal marketing strategy, do the following:
Visuals and infographics are crucial in social media campaigns. So, imbibe visuals into your posts that will immediately attract and engage prospective clients. Also, visuals stand out over texts, and you can use them to share industry updates, statistics, legal tips, and basic legal information. In addition, you can use the law firm's associate photos, thereby creating a human feel.
One essential function of social media for lawyers is "brand listening." You can carry out branded keyword searches to find the contents and conversations around your firm. It helps you know if you appear in industry news and figure out what people are saying about you and how they feel.
Furthermore, you can identify conversations on your specialization where you can answer legal questions and proffer solutions. If there are controversies about your firm, you can get information and avoid negative PR. Remember, online reviews and opinions matter a lot in today's world.
Another crucial law firm marketing strategy is creating enlightening using YouTube. Videos make it easier for your audience to connect with the information you're passing across. In addition, you can inject your firm's personality into the video, thereby making it more engaging than written content. So, create YouTube videos regularly, and you can discuss trending legal topics or conduct interviews.
The best way for law firms to use social platforms is to create content that informs, rather than promotional content. The more people know that they can get valuable and credible information from you, the more they'll engage with you. What's more? It showcases your expertise and that you're up to date on current legal issues surrounding your specialty. Keep in mind that people care less about promotional content and more about knowledge and credibility in the legal industry.
The beautiful thing about social media is that it gives you a platform to build connections and engage your audience. For example, consumers rely heavily on social media to communicate with brands, law firms inclusive. So ensure you respond to their queries and comments. Thank them for connecting with you, and let them know you're there to help.
Lastly, you should use your social accounts to tell your brand story. Telling your story humanizes your firm and helps people connect more with it. Everyone loves a good story, so share your firm's history, achievements, and more. This way, you can foster trust and loyalty.
If you haven't gotten on the social media bandwagon, you should today. The benefits are endless and will go a long way in getting you the clients you desire. At Triple Digital, we are experts in helping law firms enhance their reach and connect with prospective clients. So, let us help you increase your visibility through social media.