Is social media still important for lawyers in 2021? The answer is a resounding, “yes!” With this in mind, we’ve compiled some important strategies law firms can leverage this year and beyond.
The first step is to find a channel you should focus your effort on for social media. Which social media platforms you choose for connecting with your audience depends on the type of law you practice. We recommend a specific set of platforms to each of our clients. For example, a divorce lawyer offers a business-to-client service, which makes Facebook a much better choice than LinkedIn. However, if your law firm provides legal counsel to small businesses LinkedIn would be the platform to focus on for B2B. Typically, legal social media is best done on Facebook, LinkedIn, and Instagram, though you could also be utilizing YouTube if you have the capability to provide consistent and relevant video content and build credibility through it. If you’re thinking that you have more important things to do, consider the fact that your competitors are probably already on YouTube.
Speaking of videos, according to marketing industry influencer Krista Neher, the human brain can process images up to 60,000 times faster than words. That means you can convey the same message in a 30-second video as you can in a 30-page e-book. Which one do you think your distracted prospects are more likely to engage with?
And what about TikTok? While you may think TikTok has no place in marketing your law firm, even the zany video-based social media app has its place in the real of law firm marketing. In fact, some very compelling examples can be found here.
The bottom line is that, whichever platform you choose, you can use the social network to connect with and help solve problems in people’s daily lives.
Base your content marketing strategy on the posts your prospects want on specific social networks.
Start by creating a content calendar that covers how many posts you create per week and what types of content you use.
On Facebook, you have the option to create live videos. For law firms with audiences on Twitter and Instagram, you can post more images.
The best content for your firm varies based on your audience. The key is to create educational content your customers can enjoy, so they have a better understanding of why they should work with you.
If you want to personalize your brand to customers, then you need to pull back the curtain on your firm. The obvious thing to remember is that any sensitive materials cannot be on social media.
Behind-the-scenes shots of your paralegals and attorneys earn trust with your prospects.
Customers want to know what type of service they buy. Often this means they want to see attorneys hard at work, and not wasting paying for you to play golf at 11 AM on a Tuesday.
Unless of course, you represent Golf Clubs. Then, by all means, take as many photos as you can playing golf.
The behind-the-scenes content should connect you with your prospects. Therefore, take photos and videos you believe you would want in their position.
Your social media strategy should not stand alone. Instead, you need to connect it with other components of your marketing strategy.
For example, if your law firm holds education seminars for clients, then share the event information on social media. You can share a post ahead of time to let for prospects know how to register. Then you can share videos after the seminar, so you get a higher return from the time you spent creating the workshop.
Often, law firms connect with prospects on social media and drive them to their email list. That way, you can follow up with people who need your help.
To increase your results in the future, you must evaluate how your campaigns worked in the past. This analysis requires a thorough audit of your social media.
Determine what the key metrics are for your law firm, and then track how you perform in these areas every month. The more social media data you collect, the more you can improve your marketing campaigns.
A few common metrics to evaluate include:
For example, using the metrics above, you can track a Facebook Ad to determine how many people visited a specific website landing page. Then set a goal to see how many visitors came to your Thank You page after filling out your form.
Google Analytics gives you the ability to determine the traffic source for these prospects.
Additionally, you can integrate call tracking software into Google Analytics. Then you can track prospects from Facebook to their first call to your office.
By understanding these numbers, you can determine the effectiveness of your social media efforts.
Social media is not a fad. For many law firms, it is an excellent addition to their current marketing strategy.
If you want to use social media for your law firm, then contact us today at 312-265-0580 for a free consultation.
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