We hear this query on a regular basis: “How do I promote my legislation agency on social media?”
The reply, as you may think, is “It relies upon”. In essence, the way you market your legislation agency on social media is determined by the companies you provide, who your potential shoppers are, and the character of your model.
There isn’t any one-size-fits-all method to legislation agency social media advertising. But with the fitting instruments, you may make social media give you the results you want as an efficient advertising platform.
In this information, we’re protecting some tried and examined methods for rising your legislation agency on social media, together with skilled suggestions for getting extra attain, engagement, and shoppers.
Do Law Firms Need Social Media Marketing?
Another widespread query we encounter is whether or not legislation companies want social media advertising in any respect. We consider this query comes from the idea that social media is principally a customized platform that’s not suited to enterprise – notably, authorized companies.
Nothing could possibly be farther from the reality. In truth, social media presents numerous alternatives for potential and current shoppers to interact with your corporation, learn your content material, ask questions, and far more.
This is why over 95% of legislation companies in a latest Attorney at Work survey stated they use social media and why 70% use it as a part of their general advertising technique.
So, the brief reply is Yes – legislation companies needs to be investing in social media advertising so as to attain extra shoppers and enhance their on-line authority.
The Benefits of Social Media for Law Firms
Is your legislation agency on social media? If not, it’s time to contemplate implementing an efficient social media advertising technique.
Here are some ways legislation companies can profit from social media advertising:
Boost Brand Awareness
A 2019 Sprout Social survey discovered that 44% of shoppers have elevated their social media utilization, that means there are extra folks on these platforms than ever earlier than. Social media presents an array of alternatives for legislation companies to attain a wider viewers, construct model consciousness, and get in entrance of potential shoppers.
Engage New and Existing Followers
If you may have any social media following in any respect, you have to be participating with these followers regularly to construct model loyalty and develop your referral community. If you keep top-of-mind together with your followers, you’re extra doubtless to appeal to new shoppers. Further, you’re ready to enhance engagement, reply questions, and supply useful content material to your followers.
Improve Your search engine optimisation
Studies present that there’s a correlation between improved social media signals and elevated search engine rankings. Since search engine optimization (SEO) is a crucial element of any efficient law firm marketing strategy, implementing social media advertising may have an effect when it comes to bettering your rankings and visitors.
Attract New Clients
A 2018 research by the American Bar Association discovered that 35% of legislation companies that use social media advertising have gained new shoppers on account of their efforts. With the fitting technique, your agency can use social media to appeal to new shoppers organically and/or via paid efforts. What would extra shoppers imply in your legislation agency?
Build Brand Authority
Trust is likely one of the most essential elements folks contemplate when selecting a legislation agency. With social media advertising, you’ll be able to set up thought management by showcasing your experience, sharing useful content material, and fascinating your followers. This will assist you to stand out from different companies and win belief together with your viewers.
Social Media Marketing Strategies for Law Firms
In the final couple of years, when internet marketing for lawyers, social media has exploded as an efficient advertising device for companies throughout a variety of industries. Social media has gone past selfies and memes to turn out to be a robust device for serving to companies attain extra clients on-line.
Law companies needs to be leveraging social media to interact followers, enhance engagement, enhance model authority, and appeal to new shoppers.
Below, we share a couple of methods for at this time’s prime social platforms to assist companies accomplish these objectives and see profitable outcomes.
With over 2 billion energetic customers, Facebook is likely one of the largest social media platforms by far. However, many legal professionals are left scratching their heads once they fail to see outcomes from their Facebook advertising efforts.
This is as a result of WHAT you put up is much extra essential than how usually you put up and even what number of followers you may have. The secret’s to put up the fitting content material for the fitting viewers on the proper time to nurture engagement, drive clicks, and appeal to shoppers.
Increase Organic Reach
Video content material represents over 74% of all online traffic and is likely one of the main drivers of natural attain on Facebook. To get extra eyes in your content material, contemplate creating video content material in your legislation agency. This content material might be oriented round widespread questions your followers have or present useful “how to” data for navigating the authorized course of.
Diversify Your Content
Questions, photographs, and movies have been confirmed to be extra participating than different sorts of content material, however you have to be mixing up your content material to see what works greatest in your viewers. Facebook offers valuable insights into how usually customers are interacting together with your content material, so over time you’ll be able to put up extra content material your specific viewers is considering.
Utilize Facebook Live Video
Facebook customers spend three times as much time watching Live movies in contrast to conventional video. If you’re not digicam shy, Facebook Live movies will help you improve your natural attain and enhance engagement. You’ll have the chance to work together together with your followers in actual time, reply questions, and level them to useful assets to assist them with their authorized points.
LinkedIn is likely one of the strongest social media platforms for legislation companies, notably for these within the B2B area. If your agency offers authorized companies to companies, you undoubtedly want to be on LinkedIn.
LinkedIn will get a nasty rap for being a “stuffy” platform, however this has modified drastically over latest years. Today, LinkedIn is a superb platform for sharing useful content material, interacting with friends, constructing thought management, and successful over new shoppers.
Optimize Your Profile
LinkedIn’s search operate works equally to a search engine in that if a consumer is trying to find a legislation agency or authorized companies, LinkedIn will direct them to the web page that profiles essentially the most related data and has the closest diploma of Connections. With this in thoughts, legislation companies can use LinkedIn search engine optimisation to optimize their pages for search and appeal to extra Connections and, hopefully, shoppers.
Ask for Recommendations
Ask your friends and former shoppers to offer you Recommendations on LinkedIn. These are comparable to what can be thought of critiques on different profiles. And don’t be afraid to ask opposing counsel or co-counsel to suggest you; what could possibly be higher than being referred to as a worthy opponent?
Publish Relevant Content
While participating with others’ content material is a part of the take care of LinkedIn advertising, you also needs to be posting your individual content material regularly. This ought to consist of ordinary posts, photographs, movies, and LinkedIn articles. Be certain to cowl matters which might be related to your viewers after which reply to all questions/feedback within the Comments part.
Millennials at the moment are the biggest technology within the office and make up nearly all of customers on social media. So earlier than you diss being on yet one more social media platform, contemplate the viewers you are attempting to attain and the platforms they’re utilizing to interact with companies like yours.
Instagram is one such platform that’s standard with the beneath 35 crowd. Here are a couple of methods to use to develop your agency’s Instagram account:
Avoid Stock Photos
Instagram is a superb platform for participating your followers via visible content material, however this requires eye-catching imagery that speaks to your target market. Basic inventory photographs simply received’t reduce it. We suggest utilizing skilled images and/or customized graphics which might be on-brand and relate to the companies your legislation agency presents. The purpose is to stand out from the group.
Hashtags enable you to maximize your natural attain on Instagram. Look up hashtags which might be associated to your apply areas and repair space. Research the hashtags your opponents are utilizing and check the outcomes. This might be a good way to acquire followers.
Don’t bore your viewers with run-of-the-mill content material. Get private in your posts by sharing tales, updates, insights, interviews, and extra. Remember, persons are extra doubtless to rent somebody they belief, so being personable and genuine will get you far. Reference occasions, workforce birthdays, anniversaries, scholarship recipients, and many others. to assist folks join together with your agency.
Use Instagram Stories
The purpose with Instagram is to get customers to work together together with your content material and, ultimately, attain out to work with you. Instagram Stories enable you to put up polls, questions, gifs, and extra to get folks to interact and reply to your content material. These also can provide you with extra perception into what your viewers is considering and what questions they’ve.
Paid Social Media Advertising
By this level we now have lined a wide range of natural social media advertising methods, however Pay Per Click (PPC) advertising is an choice as nicely. This is the place you’ll be able to run paid advertisements on social media to drive clicks and leads.
PPC is usually a nice choice to generate extra outcomes sooner, assuming it really works together with your price range. We suggest supplementing your natural efforts with paid promoting to set up a holistic advertising technique.
Try Your Hand at Facebook Ads
Facebook offers you the choice to “promote” your corporation via paid advertisements, however this requires talent and a data-driven method. You’ll want an intensive understanding of who your viewers is and what they’re considering. Then, you’ll be able to set your focusing on to attain the fitting viewers with the fitting sort of content material.
You can show advertisements to individuals who have preferred your web page and/or set focusing on based mostly on age, gender, location, or pursuits. You can then drive customers to your web site or encourage them to ship you a message on Facebook to be taught extra about your companies.
We by no means need you to be able the place you’re blowing your price range on Facebook Ads, so if this kind of advertising is new to you, it could be value working with an skilled who can maximize your outcomes.
Utilize LinkedIn Marketing
LinkedIn Ads work comparable to Facebook Ads and permit you to promote varied sorts of content material together with posts, movies, and show advertisements. These advertisements will help you attain extra customers past what you’d give you the chance to attain organically.
Again, the important thing right here is to set the fitting focusing on parameters so that you attain individuals who would truly be considering your companies. This takes apply and a detailed eye to discover how your advertisements are performing over time. Consider working with an skilled to get essentially the most out of your LinkedIn promoting.
YouTube will not be a real social media platform nevertheless it is likely one of the greatest channels for video advertising. Many instances, you’ll be able to publish your video content material on YouTube after which share it throughout social media.
Consider implementing YouTube advertising to drive extra customers to your web site and social media channels.
Follow YouTube search engine optimisation
YouTube has an natural search operate that enables customers to discover movies on matters they’re considering. And you greatest consider persons are looking YouTube for solutions to their authorized questions on a regular basis. This is the place you’ll be able to create content material that pulls customers in based mostly on the key phrases they’re trying to find.
Tools like TubeBuddy enable you to discover focus key phrases to goal together with your movies. You can use these key phrases in your video titles, tags, and descriptions so as to rank in YouTube search.
Distribute Video Content Across Channels
Once you’ve revealed your video content material on YouTube, share these movies to your different social media channels. Here are a couple of locations you’ll be able to share your video content material:
Your legislation agency weblog
Your electronic mail checklist
If you’re going to take the time to create wonderful video content material, why not get the most effective ROI attainable? Share your movies throughout platforms for a far-reaching social media advertising technique.
Make Social Media Work for Your Firm
Your legislation agency’s social media technique doesn’t have to be yawn-worthy. In truth, there are various methods to use social media to your benefit whereas boosting viewers engagement and driving new leads. Content marketing for law firms would not have to be intimidating, it’s all about being artistic and publishing content material your viewers is really considering.
Like we stated in the beginning, there isn’t a one-size-fits-all method to legislation agency social media advertising. Over time, you’ll uncover what works greatest in your agency and give you the chance to maximize your ROI.
Do you may have a social media technique in your legislation agency? If not, begin at this time.