How Your Firm Can Create a Winning Social Media Strategy

In today’s digital world, we are consuming content as quickly as it goes live. If your law firm isn’t getting digitally savvy and using a robust social media strategy, you’re missing an opportunity to connect with your audience and potentially gain new leads.

What is Social Media Strategy?

A social media strategy is the space where content marketing and social media meet. More and more of your firm’s target audience uses social media, and these platforms have become part of their buying journey. Your firm can utilize many social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn) to create and share content. Your social media strategy should connect to potential leads and inform your users about your legal services and your law firm’s mission.

Why is a Social Media Strategy Important for Your Firm?

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.

Your law firm can add value to your overall business goals and stay ahead of the curve by implementing a social media strategy. Some value that your firm can leverage includes brand awareness, engagement, new leads, thought leadership, and growth of your firm’s SEO. How can your firm start a winning social media strategy?

We’ve broken down the five essential steps needed to create a successful social media strategy for your law firm.

↠ Social Media Marketing Checklist ↞

5 Steps to Creating a Social Media Strategy

1. Research Your Target Audience

The first step to creating a winning social media strategy is to determine your target audience. Your firm can achieve this step by researching the audience you are trying to engage with and why. For example, if your law firm focuses on estate planning, an aspect of your target audience may be that they are homeowners or have children. Once you have determined your ideal audience, you’ll gauge what content will attract the followers you hope to gain and how your social content engages the followers on your social platform.

2. Determine Your Social Media Platforms

It’s vital to determine which social platforms are best for sharing your law firm’s content. When choosing your firm’s social media platforms, there are no right or wrong answers — it’s more about understanding your target audience’s needs and where they tend to spend their time on social media. It helps to consider the content your competitors share and how your firm can uniquely position your legal services. Some social media platforms to consider for professional engagement include Facebook, LinkedIn, and Twitter. Do your research on each social platform and determine who is using them and if this is the type of user your firm is targeting for legal services.

3. Create Engaging Content

Your law firm’s social media strategy hinges on your content. If your audience knows 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 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.

4. Schedule and Organize Your Posts

Creating a consistent schedule for your social media posts is essential for your firm. 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 schedule and organize your social media from the first post and onward.

5. Analyze Your Results

One of the most critical aspects of your law firm’s social media strategy is to track your performance metrics. This will help you ensure your efforts are helping you meet your business goals. You can track key performance indicators (KPIs) to help improve your social media efforts, including impressions, number of followers, clicks, shares, and comments.

>>> Three Tips to Get More Clients and Referrals <<<

A Strong Social Media Strategy Gives Your Law Firm a Better Chance for Success

If your law firm sets actionable goals and addresses the essential steps for creating a social media strategy, your business is on its way to an impactful social media presence. Having a winning social media strategy provides your law firm with many opportunities to engage potential clients. Law as a Business (LAB) Services can help your firm reach its marketing goal with a social media strategy that works.

Have you combined the power of social media and blogging?

Social media and blogging can create a steady flow of visitors to your website and allow you to monitor the visitors to your website as you increase brand awareness. During the recorded webinar we discuss how blogging and social media work hand in hand to drive traffic to your website.