Statistics indicate that around 40% of Small-medium Law Firms are present on social media with less than half of that using it actively.
Regardless of the size or aptitude of your Law firm, Social media marketing is one of the most inexpensive and powerful marketing tools. It allows you to build credibility and trust with your clients.
Here are some tips to consider when running a social media platform for your law firm.
Platforms Available and why to choose them
There are multiple social platforms available, with each platform offering users something different.
Facebook and LinkedIn are the most common platforms for professional services. They allow you to connect with prospects and partners, keep people updated on your services and check out what your competition is doing. Both platforms also have a powerful ‘paid-ads’ system where you can create advertisements and serve them up to your target market. You can filter these ads by geography so you can ensure they are being seen by potential clients around your area. It also gives people the ability to tag their friends or share your post, boosting your chances of finding new business.
Twitter and Instagram are also helpful for growing businesses. Twitter is used for sharing ideas and catching up with news and trends around the world. This is a platform that you should keep tabs on to make sure you are up to date with the industry. Instagram’s primary use is to share photos and videos with your followers. This platform is beneficial if you have photos to post regularly and have a large following. Otherwise it can be used to maintain relationships with your clients.
Create a content plan
A social media calendar helps you to post the right content at the right time and gives your audience a time frame of when they will see new content. The content suggestion is 80% content that will inform your audience and 20% to promote your services.
Calendars will also allow you to create social posts in advance and use scheduling tools to post them automatically. This allows you to dedicate one block of time per week to create your social content. It’s much more effective than letting social posting take you away from other tasks throughout the day.
Keep an eye on the competition
By engaging with social media, you have insight into what your competitors are doing. This can give you inspiration for your own company page. It will allow you to see what content their followers are engaging with and how they are creating a presence through there page.
Monitoring other pages from similar companies, will not only help you with your content, but help you learn from them. As there is a reason why they are known to you as a competitor. By being able to distinguish what makes them better, or more appealing, it will help with your strategy. This does not mean you should copy their work, as what works for them, may not work for you, but you can take inspiration, then tweak it.
Create Brand Awareness
For any law firm, raising awareness should be a priority. As we all know people prefer to use products or services they recognise. This is where social media can help your business.
Compared to traditional methods of marketing, like the newspaper or emails, social media can put your brand in front of your target audience faster and for less money. The effort you put into your social page will reflect on your firm, as this is your ‘digital shopfront’. Using the functionalities like display and cover images will help to leave a long-lasting impact in the mind of your audience.
Focus on quality over quantity
The content options may seem overwhelming, however it is important to remember to create quality content rather than too much content at a lower quality. The focus is to provide value to your followers. If all you do is sell to your audience, there’s very little motivation for people to follow you. Social media marketing is more about building on relationships, with 86% of consumers saying authenticity influences which company they like and support.
There is no doubt that social media is one of the best ways to connect with people who already use your services however it also gives you reach to those who have not heard of your business yet. Getting your business page started does not have to be daunting or expensive, you just need to start with a logo and a page name and that’s the firsts steps to having a bigger presence in the industry.