Social media is a powerful marketing tool. It lets you engage with your audience, establish your online presence, and generate leads in the long run.
Nowadays, social media is popular, even in the legal industry. In fact, approximately 76% of law firms have an online presence.
Social media helps them keep in touch with clients and prospects, keep track of competitors, and stay up to date with the latest industry news. Moreover, it serves as a bridge to connect with people, allowing them to offer legal services and cater to people’s needs.
In this post, we will talk about how to boost your law firm’s popularity by using social media.
Keep Your Branding Consistent
Social media serves as a visual representation of your firm. It highlights you each time you tweet, pin, or publish a post.
That’s why it is vital to keep your brand consistent in every social media platform and your website. For one, it helps you stand out from the rest.
Keep in mind that 88% of businesses promote their brand on social media. And with too much noise happening online, do not be surprised when users shut off social ads and unfollow some business pages.
So, how can you stand out and prevent people from shunning you? Be consistent.
And by “consistent” we mean using the same color palette and logo on all of your social media profiles. How you present yourself online should also be the same when they meet you offline, and vice versa. That way, your existing clients and your prospects will form the right perception of your law firm.
Also, make sure that every image you post on social media has the correct size for every platform. Twitter, LinkedIn, and Facebook have various image requirements, so ensure that you spend your time optimizing your images. That will help viewers distinguish your brand from the rest of your competitors.
When you rely on your brand image through every platform, you will create a visual story that is more accurate to your viewers.
Retarget Audiences Using Facebook Ads
Running Facebook ad campaigns without specific criteria for targeting will not get you a lot of relevant placements for a law firm. Remember that your clients have specific needs.
What you need to do instead is make use of targeting strategies that will help you connect more to your target market. Focus your efforts on retargeting, with targeting specific criteria.
- Retargeting based off-website activity. If users have been on your site for the last thirty days, then chances are, they are still in the research phase and are still looking for lawyers. In some industries, though, this timeline could be relatively shorter, so you have to consider that as well. Build a custom audience based on activity, then show users these ads.
- Retargeting based off-Facebook activity. Additionally, you can also target users based on their Facebook activity. Build a custom audience based on the users who have previously visited your page, those who engaged with it, as well as their saved posts.
However, Facebook advertising requires tinkering your website’s code in order to capture site visitor information. Luckily, you can hire the best Facebook advertising agency that you know to help with your Facebook ad campaign.
Increase Organic Traffic
The best way to drive organic traffic on your law firm’s site is to create high-quality, informative, and engaging blog posts, and then share it on social media.
You can use LinkedIn, as it is ideal to use as a content distribution platform for law firms. Otherwise, there are online publications such as Forbes or anything relevant for lawyers that you can leverage.
The legal industry can be extremely competitive. To rise above your competitors, you need to show people how knowledgeable you are in your specific niche.
You can quickly write and share your blog posts on LinkedIn. That way, you do not have to worry about starting a site, updating your WordPress, and going through all the nitty-gritty details on making it look aesthetically pleasing.
All you need to do is to go to your profile on LinkedIn, hit “Write an Article” and voila! You can start writing high-quality blog posts.
Just make sure that you write topics that will potentially interest your audience while coming up with eye-catching titles that will grab their attention.
Regardless, if you do not have a blog yet, then it is high time to consider writing one, enabling you to share your expertise with your target market.
Use Effective Video Advertising
In building an online presence, you would find out that a lot of lawyers struggle to make something more than other industries ‒ trust.
A lot of people are wary of trusting lawyers, so a big chunk of your online marketing strategy should be designed to build that trust. This can help with your lead generation efforts in the long run.
Video advertising is one of the most powerful ways to do that. It is a lot easier to connect with someone who is talking, laughing, and smiling in front of them.
They can easily see your body language as well as hear your voice, which, over time, leads to more trust and familiarity.
Here are some tips:
- Make it short and sweet. Keep it about three minutes maximum to keep your viewer retention rates.
- Do not forget SEO. Your video titles and description should have common search phrases, increasing the chance that it will show up on search engines.
- Upload videos natively. You can upload a video directly on Facebook (if that is where your audience is) rather than just sharing a link. Native videos get more priority.
- Offer value. Make that the video you will publish is meant to inform the public. An example could be, “What would you do if you have a DUI charge?”
Create a Two-Way Communication
One of the main reasons why lawyers should use social media is that it makes them more approachable.
Communication is vital here, and you must connect with prospective clients.
Ideally, your clients should trust you enough for them to open up to whatever their emotional, personal and financial struggles are.
All of these are sensitive topics. As a lawyer, you should portray yourself as a highly approachable lawyer who cares about your clients’ needs. That’s why you must establish two-way communication.
Use Quora to Improve Your Search Result Rankings
As a lawyer, you are specializing in giving out information and arguments. People seek you out because they are in need of legal knowledge and do not have rhetorical expertise to be able to advocate for themselves.
That’s why Q&A online platforms like Quora can be a powerful tool that you can add to your arsenal. People flock to these sites to search for answers. You can connect with people looking for legal questions and provide the specific information that they need.
Use Instagram for General Recommendations
Although Instagram might not be your first choice, it is one of the best platforms for social marketing for lawyers.
Of course, this will depend on your area of specialization. For instance, a marriage and divorce lawyer or real estate lawyer might enjoy more benefits from the platform than a corporate attorney would.
For most law firms, Instagram presents creative ways to target prospects. Let’s say you are targeting people based on a particular life event such as moving to a new home or getting engaged and advertise to people who might avail of your services without having them search online.
The legal service industry, just like other professional services, relies on building excellent business relationships. While posting on Instagram will not necessarily bring in a lot of people in your firm all at once, a photo that presents the professional image of your firm will help seal your reputation as an authoritative figure in your industry.
Monitor Conversations Around Firm
One of the primary ways social media can be used by lawyers is through brand listening.
According to SproutSocial, social listening is “analyzing the conversations and trends happening not just around your brand, but around your industry as a whole.”
Simply put, it allows you to do branded keyword searches on social media to search for conversations and content that is related to your firm. It is also a fantastic way to understand what other people are saying about your firm, and how they perceive it.
Here’s the thing: You will be unable to connect with your prospective clients if you do not listen to them.
Find out what they care about, as well as you can help solve their issues. By monitoring conversations, you can search for discussions and news about the topics that are most relevant to your specialization.
In addition, you can use social media to monitor how your industry is going. If you are a marriage and divorce lawyer, is there an increase of decrease in the number of divorces in your state? Why does it matter to you and your potential clients?
Should any controversies are happening in the legal world, you are much more aware of these issues and conversations online. For one, it can help you join in the conversation and be the expert in the room.
Plus, social media listening can help you avoid being caught off guard or be hounded by negative publicity.
Social media can help build your law firm’s digital presence. It is an excellent tool to engage, educate, and build a strong online following.
However, you will need to implement the right strategy and be focused on your efforts. That way, you can create a successful social media strategy for your law firm in the long run.
So, to sum up, here are some tips that can help you boost your law firm’s popularity using social media:
- Keep your branding consistent across your social media profiles.
- Use Facebook Ads for retargeting your existing and potential clients.
- Practice SEO to increase your website’s organic traffic.
- Run video advertisements.
- Use social media as a two-way communication platform.
- Showcase your expertise and answer relevant questions on Quora.
- Use social media to monitor conversations about your law firm.
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