Levinson Law Group is a Southern California-based firm specializing in personal injury cases that vary from client-to-client, with a particular scope of work focused on vehicular accidents.
Intro
Social media marketing is a big question mark for most law firms. Do you need it? Which social media platforms should you choose? How do you keep your strictly professional brand voice and continue to build credibility while attracting clients online? We often get asked these questions by our clients in Chicago and all around the world. Here we will answer your questions and explain the important role that social media is supposed to play in your legal business.
Do you really need Facebook?
At Comrade, we strongly recommend that your law firm has a consistent social media presence. You may think you don’t really need a Facebook page, but according to statistics, 95% of millennials expect brands to have a Facebook presence. It’s not just millennials either—87% of Gen X’ers and 70% of those ages 45 to 60 think brands should have a Facebook page. Reason for that being is that it humanizes you, and gives people a window into what goes on behind the scenes. Most potential clients of law firms expect a stiff professional dressed in an expensive suit who only cares about generating profit. Through your Facebook page — and/or any other social media page — you can connect with your prospects on a more personal level by posting information about charity events, answering popular questions in your area of expertise and doing other “human” things.
Choosing the best social media platforms for law firms
Which social media platforms you choose for connecting with your audience depends on the type of law you practice. We recommend 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?
Another smart bet are paid video ads. Approximately 45% of people watch more than an hour of Facebook or YouTube videos a week. That means you have ample opportunities to target them with pre-roll or mid-roll PPC video ads.
Social Media will boost your SEO and conversions
Beyond humanizing your firm and connecting with potential clients, having a social presence can boost SEO. Even though social media signals don’t have a direct impact on search rankings, they affect your search engine optimization efforts in primarily four ways:
- Increased online visibility and traffic to your website
- Increased authority and brand recognition
- Broader content distribution and longer content lifespan
- Improved local SEO
However, if you want to succeed on social media, you have to put some money behind it and develop a working social media ads strategy, in order to reach people currently or potentially in need of your services, and be able to take advantage of all the underlying SEO benefits that we listed above.
Case Studies
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Challenges
Their old site failed to position the firm as leaders within their industry. Important information was not properly communicated, their story was not properly told, and the content was not up-to-date. Additionally, they were relying heavily on paid ads to help them generate leads while failing to implement a proper SEO strategy to achieve sustained growth.
Solutions
The first step was to completely rebuild the site, clearly communicating the firms impressive track record and story. CWA added a video to reinforce the firm’s message and reputation. This was coupled with a streamlined layout for easy navigation and implementation of new content, all structured as sales funnel to help display information and generate leads.
The next step was to optimize onsite SEO as well as strategize offsite activities to help strengthen the firm’s local presence in Southern CA. This new approach allowed the firm to grow their audience beyond their local markets and help garner them a reputation throughout Southern California. Through effective paid advertising strategies, CWA has successfully helped Levinson Law Group decrease the amount spent on ads while increasing the amount of viable leads generated from these campaigns.
Barr & Young Attorneys
Located in Danville, California, Barr & Young is a legal firm specializing in trust litigation, securities litigation, elder abuse litigation, and trust and estate administration. As a client of CWA for over 4 years, we have not only helped them redesign their site and keep it up to date with best practices, but have gained impressive marketing results.
Challenges
Contenders in a highly competitive market, Barr & Young suffered a decline in caseload due to other local law firms’ aggressive marketing efforts siphoning prospective clientele.
Solutions
Comrade created a high-performance website and digital marketing campaign that positioned Barr & Young as a leader in its field. Our success has been tremendous and our digital marketing campaign and high-performance website have led the law firm to hire new staff to keep up with an ever-increasing caseload.
Results
- 158% increase in the number of leads
- 26% decrease in cost per lead
- Since the engagement, the staff has grown more than 200% due to increased case volume and cash flow.
Peters & Mullins
Peters and Mullins Law is a fictional law firm specializing in personal injury and mesothelioma cases. Comrade Web created the concept site as a means of visually showing attorneys how they can improve the quality of their digital marketing efforts and web presence.
Challenges
Creating a fictional attorney site from scratch meant doing plenty of research and conceptualizing. The idea was to pull together best practices and merge them with a modern design to showcase the potential CWA has within the legal marketplace. A significant amount of time was spent on the project to ensure that every detail and aspect of the site felt genuine and professional.
Solutions
The fictional website was given a sleek, modern look with a layout that relayed vital, decision-making information and that also allowed for easy navigation. The site was completed with a professionally-written content and appropriate, for the legal industry, visuals. Additionally, a full branding was done, complete with a custom logo, fonts, and color palette.
