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.
What Is Law Firm Marketing?
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 Common Law Firm Marketing Terms
Some of the standard terms used in law firm social media campaigns are:
- Marketing Lead: This refers to a potential client for your firm. It involves more than visiting your website. A person becomes a marketing lead once they take action that shows they’re interested in your professional services. An example is filling a contact form or calling the firm.
- Conversion Rate: The essence of having a social media plan is to get conversions that would turn into clients. Conversion rate, therefore, is the ratio of people who visit your webpage or view your social media ads and eventually convert to a “lead.” There are several social media tools to use in tracking conversion rates.
- Call-to-Action (CTA): A call to action is what you add at the end of a social media post or blog post. It asks people to take action after reading your content. Also, a CTA can lead back to your firm’s website or ask the viewer to give an online review.
- Landing Page: A landing page is where visitors arrive when they visit your site. It has several features asking visitors to take action by clicking a button. For example, the button might be to book a free consultation, fill a form, or make a call. In addition, you can create a link on your social media posts that take visitors straight to your landing page.
- Search Engine Optimization (SEO): Law firms optimize their website to help them appear on top of search results for relevant keywords. An effective SEO effort would help you increase your firm’s visibility.
What Are the Benefits of Social Media for Law Firms?
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.
Creates Brand Awareness
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.
Engages Your Target 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.
Attracts 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.
How Do Lawyers Use Social Media in Their Marketing 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.
Have a Solid Beginning
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:
- Pick the right social media platform; use the one that your audience frequents the most.
- Set realistic goals that are measurable and achievable. Establish what you plan to get out of your social media efforts, and create a plan to present it to you.
- Create a content strategy and calendar. Ensure you create engaging content, and post often.
Use Graphics and State Only Facts
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.
Monitor Conversations Around Your Firm
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.
Make Enlightening YouTube Videos
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.
Share Valuable Blog Posts and News Updates
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.
Reply Comments and Queries
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.
Tell Your Brand Story
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.
Start Using Social Media Marketing to Enhance Your Visibility Today!
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.