Billions of people use social networks every day. Law firms that publish content that is relevant and relatable are more likely to go viral and attract more people. While there is no magic bullet to achieve this, having a well-structured content marketing strategy, that fits your firm and compliments your overall strategy, will allow you to optimize results and generate more traction on the social networks that your law firm uses.
If you have tried and failed, revise your strategy and try again on social networks
If you have tried using social networks before to grow your law firm with little or no success, you are not alone. There are common avoidable mistakes that can lead to less than exciting results. For instance, are you publishing content without planning ahead? Have you taken the time to analyze which social networks make the most sense for your law firm or are you simply using the networks you see others using? Do you set clear goals in the form of reach, impressions, reactions, and conversions for each platform? Do you work your content around realistic objectives for these metrics?
These are some of the most important areas that you should address when you evaluate or audit your law firm’s performance on social networks. We will cover each of these points, in this article. And, if after reading it, you still have questions, we want to invite you to reach out to me for FREE personalized advice for your unique law firm and goals.
Does your law firm have what it takes?
Having a presence on social networks that attract clients can be valuable for any law firm. This is especially true when social networks users are able to experience a positive first impression and learn about the law firm’s differentiators. But if you are peddling sub-par services and are hoping to promote your firm as a company that cares, then social networks may not be for you because it requires transparency to be effective. However, if you genuinely believe that your law firm provides valuable services and then you have every reason to believe that your brand has the potential to build a solid community of followers and fans that will help you attract new clients on social networks.
Before you dive in, set reasonable expectations
There are a lot of social networks platforms out there but before we get into the steps you need to take to dominate any of them, we want to give you some context. You need to understand the potential that social networks has to contribute to your business so you can fully commit to a strategy that will be worth your time.
- Social Media can connect you with more people: The company GlobalWebIndex analyzed data from 45 of the world’s largest internet markets. One of the most relevant data was that each person spends more than 120 minutes a day on social media in the United States.
- There is a platform for every demographic: Knowing the behavior of Generation Z in social networks, we can understand that the age range that Facebook uses the most is between 25 and 34 years old, that is, 25% of all users. However, more than 25% of this generation affirm that having a presence on social media inspires greater confidence.
- Social networks influencers motivate consumers: More than 40% of users have made inquiries and purchases due to the impact of influencers on social networks.
- Other law firms are attracting clients through social networks on a regular basis: According to a survey carried out in 2018 by the American Bar Association (ABA) 35% of law firms present on social networks obtained clients, either directly or through recommendations.
No matter how you analyze these stats, they all point to one thing: your future customers are on social media and if you want to reach them, and get them to hire you, you need to be there too. Help them find you when they need you by doing everything you can to be more visible on social media.
Be selective about what social networks you focus on
The simplest way to determine what social media platforms have the most potential to contribute to your specific business is to compare your target demographics with the audiences that each network reaches. Then prioritize the platforms accordingly. For instance, if your law firm connects well with professionals, the Linkedin platform might make the most sense for you since it attracts professionals.
If your firm culture is young and your audience also skews younger, then you may wish to explore Instagram, SnapChat, or Tik Tok. Facebook is the largest social platform and is appropriate to target just about any age range and demographic that you can imagine so if you are still not sure who your ideal customer is, then you can start with that one and analyze who responds best for clues as to who may be your best demo to target.
Aside from planning around target demographics, there are other factors you can consider such as the affinity of your law firm culture with each platform’s style. For example, if your firm is fun and lighthearted, you may find it easier to create funny videos on Tik Tok than writing content for Linkedin or even Facebook. What’s more, when you choose a platform that is compatible with your firm culture, it makes it easier to create content for that platform.
Both cross-referencing your law firm target demos with each platform’s demo and comparing factoring your brand’s style, is a good place to start. Social Networks most used by law firms are Twitter, LinkedIn, and Facebook.
Optimize your profiles on each social network
Once you have identified the social media platforms that are the most compatible with your law firm, the next step is to think of a content marketing strategy. Think of a specific content marketing strategy for each social network and brainstorm how you can stand out from the competition to create your own community of fans and followers. Analyze the content that your desired community interacts with the most, take a look at what your competitors are doing well, and come up with ways to do it better.
The most important thing you can offer is relevant content that helps your future customers connect with you and your brand on an emotional level. You can weave in insights about your firm and the services you offer, but try not to make them the focal point of your content.
Law firm brands are different from consumer brands in that people don’t take an interest in legal topics until they have a problem. But if you wait until they need you to connect with people, you may be too late. You want to give your audience reasons to connect with you before they need your services and the best way to do that is with content that is interesting, even for someone who doesn’t have a legal problem. If you need examples, feel free to reach out to me and we would be happy to give you content ideas you can use for your specific firm.
Make sure you look like the kind of law firm people would want to hire
A well thought out content strategy should be complemented by quality video and photography. At a minimum, you should maintain a high-resolution cover image, profile picture and detailed description of your law firm and the services you offer, up to date, so people who are ready to contact you for legal services can do so easily.
While posting selfies and raw video content can be an excellent way to promote your brand, it’s important to put effort into making sure the quality is good. It’s one thing for content to look effortless and it’s another thing for it to be sloppy.
Put some thought into the lighting and clarity of your images and video. You don’t have to be a professional photographer but you do need to mind the look and feel of what you post so it matches the quality you want to be reflected on your services. For tips of quality photography and video, please follow my company’s Facebook page where my team of pro photographers and videographers share insights regularly.
Know your audience and appeal to what they need on social networks
Knowing your audience can be as simple as surveying your existing clients. Ask them about their interests, hobbies, thoughts on trending news topics, their family life, and anything that will help you identify what they care about the most. You can also ask them if they belong to any social media groups and join them so you can study what they talk about. Following the brands and personalities that they follow can also give you insights to help you create content they will likely find interesting too!
You don’t even have to create all of the content yourself. Social media is the best source for data collection, interaction, and propagation of valuable content. It is the place where the big brands keep constantly observing and interacting with their public to know exactly what they need. And, that’s exactly what your law firm’s social media needs to leverage.
You can find valuable content, optimize it, and disseminate it through your own social media accounts. We call this tactic, content curation and it’s a simple way to leverage content that your audience already loves, to grow your own social media. So go ahead and research, and share, forward, retweet, and engage your brand with content from outside your firm.
A content marketing strategy is more effective, the moment you play to the needs and interests of your customers.
Ready to start with Facebook, LinkedIn, and Twitter? Here’s what you should know on Social Networks
We would love to give you a detailed review of every social media platform out there but for the sake of time, we are going to focus on giving you some more detail on Facebook Linkedin and Twitter. They are the most popular platforms for law firms and in my experience, the most effective, generally speaking. I think that it’s because they are the largest and most compatible with most law firm cultures.
More specifically, LinkedIn gives law firms visibility and a means to build a reputation among professionals. It has more than 400 million users and allows you to communicate two essential things about your law firm: more information about your sector and more communication with your clients.
You can feature long-form articles and posts to highlight your firm as a leading authority in your space. This can be especially beneficial if you are a service provider for businesses and professionals. For example, entertainment lawyers, contract lawyers, acquisition firms, and other business to business law firms perform can particularly leverage this platform.
Twitter, on the other hand, is a platform with more than 320 million users, which allows you to share ephemeral content that gives you visibility in short bursts. It limits the number of characters, communicates content, and direct and explicit messages. In addition, it allows you to have direct contact with your clients. You can tag them, share their content, start conversation threads with them, and more. If you like to keep your content short and sweet and like to connect with audiences in short bursts, twitter may be an excellent platform to explore.
Then there is Facebook, the most popular social network with the largest number of followers. It makes sense for most law firms, simply because of its size. This platform allows you to publish a variety of content formats including posts, linked content, pre-recorded video, live video, and the direct advertising features it offers can deliver your content to anyone on the platform. Another thing we like about Facebook is that the platform allows you to target content and ads by a variety of segmentation options including location, job title, age, gender, purchasing power, and more.
The key to this social network is consistency. The best content marketing strategy for this social network is to make the content as interesting and relevant as possible and to distribute it on a regular basis. Facebook algorithms favor pages that are active and interesting to audiences.
These top law firm social networks can generate greater visibility for your law firm in different ways. Keep in mind that each one has different strengths: LinkedIn offers you prestige, Twitter allows you to be a benchmark in the market and Facebook allows you to attract and reach customers more easily through targeting.
Actions on Social Media that harm your law firm
To enhance your law firm, it is important to take into account the tips above, as a starting point. It is also very important to know what sort of things to avoid. You want to avoid attracting negative attention and you want to avoid wasting your time and money on content that does not appeal to your future clients. Please try to avoid the following:
- Putting out content without a strategy: Considering that your social networks are one the main place where you are going to promote your brand and build the reputation of your law firm, you must plan, publish and measure results daily. Track how many people you are reaching, how many responses you are getting, and how many leads you are generating. These insights should help you determine if you should continue with the same strategies or adjust your content.
- Failing to analyze your results: A social media content marketing plan designed by a marketing agency requires time to execute because there are metrics involved. It begins with a thorough analysis of the market and planning around, specific metrics and objectives.
Try to apply proven best practices on Social Networks
We have reviewed a lot already and if you are a busy lawyer, like our other attorney clients and you have read this far, you have probably skimmed through a few sections. So here’s a list you can use and refer back to of things you should do:
- Be efficient with your resources, since you will always know what to do and why.
- Publish well written aesthetically pleasing content.
- Ensure a consistent voice in your social networks.
- Measure, and optimize your results constantly.
If you are too busy to do it right, let our team do it for you
At ULTIM Marketing we know that your law firm deserves the best, that is why we have an experienced and trained team that can carry out content marketing strategies that will enhance your growth, visibility, and lead generation.
We are a full-service agency with a bilingual team that can offer you a solid plan that includes results projections! If you are ready to take the next step to leverage social media to grow your law firm and are not sure where to start, or if you have been trying to do it on your own and have experienced less than optimal results, let us help you. We offer free consultations with no strings attached and will give you actionable steps you can take to start experiencing results right away.