Keeping your law firm relevant and top-of-mind in today’s fast paced digital world is not easy. It’s time-consuming, legal marketing trends are always changing, and when done wrong, traditional advertising methods can burst your budget. This doesn’t mean your law business has to suffer. With the power of social media marketing for law firms, you can expand your firm’s reach.
According to Statistica, there are 3.1 billion social media users in the world today. By the year 2025, social users will increase to 4.41 billion worldwide. Shouldn’t your law firm tap into this ever-growing digital audience and be successful online? Here are seven ways your law firm can benefit with a strong social media presence:
1. Creating law firm brand awareness
While the legal industry has been slow to embrace technology, a key component of attracting clients in 2021 and beyond is your internet presence. Social media can help your potential clients become familiar with your law office and its services or practice areas on a regular basis.
Legal marketing is all about repetition. Similar to your favorite TV commercial, the more your ideal clients hear your brand story, see your firm’s name, tagline, or motto, they are more likely to remember it and call on you when they are in need of legal services.
2. Establishing thought leadership
Social media allows you to highlight your expertise by sharing what you know with your audience. Topics like “what to do after a car accident in Florida” or “how to navigate the bankruptcy process” will show your chosen audience why you are the go-to attorney for their problem.
3. Attracting and engaging your audience
Performing the simple gesture mentioned above allows you to attract and engage the people who need your help the most. Take time to be present with your audience on social media by conducting brief question and answer segments and responding to their inquiries online.
This gives you the opportunity to build a loyal following and win their trust. We’ve all heard it before: “People don’t buy from people they like. They buy from the ones they trust.” Once you’ve gained their trust, they’ll feel comfortable enough to complete the contact us form on your website.
4. Improving your firm’s SEO efforts
SEO or search engine optimization is a strategy that helps boost your website search ranking in search engines like Google or Bing.
Social media platforms work hand in hand with SEO to improve the visibility of your law practice’s name and space on the internet. A well-developed social presence can significantly improve online traffic.
5. Increasing law firm lead generation
Word-of-mouth is effective for getting new referrals and potential leads. But 96% of people look online for legal advice, first.
When used properly, social media can serve as a lead generation tool that brings visitors to your website and into your intake process, even while you are sleeping.
The beauty of social media is you’re never alone. It allows you to connect with people in every part of the world. Think about the number of lawyers and law firms you can collaborate with and refer cases to.
Imagine being among your peers in a social media group and having the ability to bounce case strategies, ideas, and outcomes. This can be a great benefit to any lawyer, no matter if you’ve been practicing for 3 days or 30 years.
7. Discovering evidence
Social media is a wonderful, yet overlooked tool for scoping out information and obtaining evidence. Many people live their lives out loud online, and it proves to be helpful in locating witnesses, and more.
Make social media a part of your standard routine in your due diligence efforts, and you’ll notice a difference in how quickly you’re able to gain information for your cases.
The purpose of social media for your law firm
Now, before you dive into Facebook, Twitter, LinkedIn, Pinterest, and Google My Business (GMB) to see the positive impact social media makes on your firm, it’s important to understand social media’s purpose and how it applies to marketing your law firm.
Social media is a digital activity and an ever-growing source of entertainment, shopping, and relationship-building. As you may have noticed while using your own social profiles, each law firm approaches social media differently. In considering your social marketing game plan, remember that what works for your colleague’s law firm, may not be the best option for you and your law office.
For example, one firm may use social media on a light note, to carry a personal tone and promote authenticity. This route includes posting photos of the legal staff, behind the scenes insights of the firm, or funny memes or gifs for entertainment.
Your law office, however, may decide to use social outlets solely to share information like articles from your law firm blog, and news relevant to your practice areas to educate potential clients and show them how you will handle their case.
How to apply social media to your legal marketing plan
Now, it’s time to be realistic and consider the size of your law firm, its structure, and whether you can devote time to marketing on social media. After all, you’re a lawyer – not a marketer. You didn’t spend years working to obtain your juris doctorate degree and get your bar license just to spend your billable hours on social media, right?
A social strategy, just like any form of marketing, requires consistency. When it comes to social media, you should decide how often you will:
In addition to considering your firm’s structure, you should also decide which social networks to use. Beware of the misconception of “the more the merrier,” as this is not always true. To be effective, you should use the social media channels that will allow you to build a connection with your target audience. If you don’t know where to begin, start with Facebook. This platform has 2.85 billion monthly users per month, and from there, you can expand your options over time.
Next, decide how often to post. Some firms follow a weekly schedule where they post to social media at least three times a week, on certain days and times. For example, they are scheduled to post on Monday at 10:00 am, Wednesday at 4:00 pm, and Friday at 12:00 pm. Other law offices only have time to share content once a week.
Whatever schedule you can commit to, make the plan and stick to it. By picking days, deciding the best time to post on social media, and adhering to the schedule, you’ll begin to locate the people who are looking for your service offerings.
The Legal Marketing Company can help place your law firm in the palm of your prospect's hands
Many attorneys say, “I have a website. So, why do I need social media?” The answer is simple. Outdated marketing methods alone won’t cut it. Your law firm needs to be where your ideal clients spend most of their time – social media.
Be an easily accessible resource at their fingertips with The Legal Marketing Company’s social media services for law firms. For more information about creating a social media plan for your law firm within budget, contact us for a free consultation or give us a call.