When potential clients are looking for legal counsel you want your law firm to be the first resource discovered online. The competition is tough and implementing a digital marketing strategy that utilizes social media can help your firm stand out. Energize your law firm social media with these 5 Tips to Improve Your Law Firm’s Social Media.
1. Know Your Audience
Social media users are not just connecting with their friends and family on social media; people also go online to consume content and engage with brands. It’s important to engage with your target audience on the social media platforms they use is key. You also want to understand what questions your target audience is looking to answer and leverage content that connects to their needs. Finally, make sure to provide content that helps your audience like informative blog content, legal trends, and local achievements/updates show that you understand their legal needs. These steps will help establish your firm as a resource worth following on social media.
2. Decide Which Platforms are Best for Your Business
Law firms deal directly with individuals’ legal needs, so selecting social media platforms that are popular with your audience is crucial. For example, if you are an elder law attorney and posting on Snapchat the majority of your clientele. Ages 55 and older, are most likely not on that platform. According to Statista, 53% of U.S. internet users aged 15 to 25 years used Snapchat and only 4% of users are 56+ years. Some social media platforms to consider for professional engagement include Facebook, LinkedIn, Twitter, and sometimes Instagram. Do your research on each social platform and figure out who is using them and if this type of user is who your firm is targeting for legal services.
3. Have a Consistent Plan
Social tools are very user friendly and your firm can get started instantly and for free. This is tempting, but before taking a deep dive into social media you need to begin with a plan. Posting without a plan can lead to inconsistencies in your content and no clear goal for your firm’s social media presence. Without a plan in place measuring your law firm’s results also becomes more difficult. Take the time to plan your social media from the first post and onward. Decide what content makes the most sense for your law firm to share and set business goals and objectives to track your social media efforts.
4. Tell a Story
As a business, your social media endeavors can help steer your long-term success. One way to drive your ROI is by telling a story that keeps your audience engaged and coming back for more content. If your followers know what to expect from your law firm on social media, they’ll be more likely to interact with your content when it appears in their feed. Your law firm can tell a story on social media using content such as educational blogs, local/national legal updates, and general content that informs your audience of your practice areas. These efforts can also build trust in your firm as a credible source for legal matters.
5. Optimize with Data and Analytics
Social media is a creative tool in your digital marketing toolkit, but you still want your posts to generate results. Some key performance indicators (KPIs) you can track to help improve your social media efforts include impressions, number of followers, clicks, shares, and comments. If you’re not already keeping track of your firm’s social media metrics and optimizing accordingly, this is a key step you can take to improve your business’s social media pages.
Does your law firm have a social media presence or need a boost? Law as a Business (LAB) can help your firm reach its marketing goals. We work with elder law and estate planning firms on all aspects of content marketing, including social media for your business. Contact us today to discuss how we can support your business goals.