According to the American Bar Association’s 2020 Legal Technology Survey Report, 81% of law firms that use social media and blogging as part of their marketing strategy report that it has helped them generate new business, highlighting the potential benefits of engaging in social media marketing for law firms.
There’s no longer a doubt that an effective social media marketing strategy can significantly enhance a law firm’s visibility, credibility, and client engagement.
Developing a Social Media Marketing Strategy
To develop a successful social media marketing strategy, law firms should set clear objectives and goals, such as increasing website traffic, generating leads, or boosting brand awareness.
Of course, the goal should be to attain all 3.
Next, they need to define their target audience and create a content plan that has them publishing something at least 3x per week.
Finally, if possible, additional resources and budget should be allocated to ensure the strategy’s success, such as hiring a social media manager or growth service (mentioned at bottom of page).
Creating Unique and Informational Content
Successful social media content for law firms and lawyers revolves around three main pillars:
- Showcasing expertise:
- Share legal insights and analysis
- Provide case studies and success stories
- Humanizing the firm:
- Introduce team members
- Share behind-the-scenes stories
- Highlight the firm’s values and culture
- Encouraging client interaction:
- Ask questions and solicit feedback
- Share client testimonials
Varying content formats, such as articles, infographics, videos, and carousel posts will keep the social media algorithms working in your favor and make sure that your audience is being reached from all angles.
Optimizing Your Profiles and Content for Search Engines
Social media SEO involves incorporating pertinent information and keywords into your posts (captions, alt-text, subtitles, and closed captions) to boost the likelihood of your content being discovered by users browsing social media.
The primary goal of social media SEO is to make your posts naturally come across individuals who aren’t yet following you on social platforms.
As a result, it can be a more efficient approach to expanding your social channels than solely concentrating on algorithms.
Leveraging Paid Advertising and Promotions
Law firms should absolutely be exploring paid advertising options on social media platforms, especially since they are still extremely underpriced compared to their worth.
By creating targeted ads for a specific audience, law firms can increase their reach and generate more leads.
A great example of this is targeting the cities around your law firm to reach the people most in need of your services.
But, of course it is essential to monitor ad performance and ROI to ensure the effectiveness of the advertising campaign before you continue to throw money at it.
Measuring Success and Adjusting Your Strategy
To evaluate the success of a social media marketing strategy, law firms should identify key performance indicators (KPIs) and utilize social media analytics tools.
Some of these KPIs include:
- follower count
- engagement rate
- leads generated
- brand mentions
Based on these insights, the strategy can easily be refined to achieve better results and generate more leads.
Legal and Ethical Considerations
Law firms must be mindful of advertising regulations, client confidentiality, and potential conflicts of interest when engaging in social media marketing.
This however, rarely tends to be a problem if you just use common sense and follow the platform’s guidelines as well as your company’s.
Have Us Grow Your Account For You
As a 10+ year social media expert (and creator of this blog) I am able to implement all of the strategies that we have covered in this article and grow your account for you.
My team and I will personally write, create, design, and publish 3-5 posts per week for your accounts on Instagram and Facebook, as well as actively grow your accounts through our various proven methods.
You simply tell us your target audience (age, location, gender, etc.) and let me do the rest.
If that sounds good, send me an email below and let’s get started!
FAQ
How can law firms create engaging content on social media?
Law firms can create engaging content by showcasing their expertise through legal insights and case studies, humanizing the firm with team introductions and behind-the-scenes stories, and encouraging client interaction with questions and testimonials.
What legal and ethical considerations should law firms be mindful of in social media marketing?
Law firms must adhere to advertising regulations, protect client confidentiality and privacy, and avoid potential conflicts of interest when engaging in social media marketing to maintain a reputable and credible online presence.
