Law Firms’ Complete Guide to Social Media Marketing

We hear this query on a regular basis: “How do I promote my regulation agency on social media?”
The reply, as you may think, is “It relies upon”. In essence, the way you market your regulation agency on social media depends upon the providers you provide, who your potential shoppers are, and the character of your model.
There is not any one-size-fits-all method to regulation agency social media advertising. But with the proper 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 regulation agency on social media, together with knowledgeable suggestions for getting extra attain, engagement, and shoppers.
Do Law Firms Need Social Media Marketing?
Another widespread query we encounter is whether or not regulation companies want social media advertising in any respect. We consider this query comes from the assumption that social media is especially a customized platform that’s not suited to enterprise – notably, authorized providers.
Nothing may very well be farther from the reality. In truth, social media presents numerous alternatives for potential and present shoppers to have interaction with your corporation, learn your content material, ask questions, and far more.
This is why over 95% of regulation companies in a current Attorney at Work survey stated they use social media and why 70% use it as a part of their total advertising technique.
So, the quick reply is Yes – regulation companies ought to be investing in social media advertising so as to attain extra shoppers and increase their on-line authority.
The Benefits of Social Media for Law Firms
Is your regulation agency on social media? If not, it’s time to think about implementing an efficient social media advertising technique.
Here are some ways regulation companies can profit from social media advertising:
Boost Brand Awareness
A 2019 Sprout Social survey discovered that 44% of customers 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 regulation 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 ought to be partaking with these followers frequently to construct model loyalty and develop your referral community. If you keep top-of-mind together with your followers, you’re extra seemingly to entice new shoppers. Further, you’re ready to increase engagement, reply questions, and supply beneficial content material to your followers.
Improve Your web optimization
Studies present that there’s a correlation between improved social media alerts and elevated search engine rankings. Since SEO (web optimization) is a crucial part of any efficient regulation agency advertising technique, implementing social media advertising may have an effect by way of bettering your rankings and site visitors. 
Attract New Clients
A 2018 research by the American Bar Association discovered that 35% of regulation companies that use social media advertising have gained new shoppers because of their efforts. With the proper technique, your agency can use social media to entice new shoppers organically and/or by paid efforts. What would extra shoppers imply in your regulation agency?
Build Brand Authority
Trust is without doubt one of the most vital components folks think about when selecting a regulation agency. With social media advertising, you may set up thought management by showcasing your experience, sharing beneficial content material, and interesting your followers. This will provide help 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 taking a look at web advertising for legal professionals, 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 develop into a robust device for serving to companies attain extra clients on-line.
Law companies ought to be leveraging social media to have interaction followers, increase engagement, enhance model authority, and entice new shoppers. 
Below, we share a couple of methods for right this moment’s high social platforms to assist companies accomplish these targets and see profitable outcomes.
Facebook Marketing
With over 2 billion energetic customers, Facebook is without doubt one of the largest social media platforms by far. However, many legal professionals are left scratching their heads after they fail to see outcomes from their Facebook advertising efforts.
This is as a result of WHAT you submit is way extra vital than how typically you submit and even what number of followers you may have. The secret’s to submit the proper content material for the proper viewers on the proper time to nurture engagement, drive clicks, and entice shoppers.
Increase Organic Reach
Video content material represents over 74% of all on-line site visitors and is without doubt one of the main drivers of natural attain on Facebook. To get extra eyes in your content material, think about creating video content material in your regulation agency. This content material may be oriented round widespread questions your followers have or present beneficial “how to” info for navigating the authorized course of.
Diversify Your Content
Questions, pictures, and movies have been confirmed to be extra partaking than different sorts of content material, however you ought to be mixing up your content material to see what works greatest in your viewers. Facebook gives beneficial insights into how typically customers are interacting together with your content material, so over time you may submit extra content material your specific viewers is concerned about.
Utilize Facebook Live Video
Facebook customers spend 3 times as a lot time watching Live movies in contrast to conventional video. If you’re not digital camera shy, Facebook Live movies will help you enhance your natural attain and increase engagement. You’ll have the chance to work together together with your followers in actual time, reply questions, and level them to beneficial assets to assist them with their authorized points. 
LinkedIn Marketing
LinkedIn is without doubt one of the strongest social media platforms for regulation companies, notably for these within the B2B area. If your agency gives authorized providers 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 current years. Today, LinkedIn is a good platform for sharing beneficial content material, interacting with friends, constructing thought management, and profitable over new shoppers.
Optimize Your Profile
LinkedIn’s search perform works equally to a search engine in that if a consumer is looking for a regulation agency or authorized providers, LinkedIn will direct them to the web page that profiles probably the most related info and has the closest diploma of Connections. With this in thoughts, regulation companies can use LinkedIn web optimization to optimize their pages for search and entice extra Connections and, hopefully, shoppers. 
Ask for Recommendations
Ask your friends and former shoppers to give you Recommendations on LinkedIn. These are comparable to what could be thought of evaluations on different profiles. And don’t be afraid to ask opposing counsel or co-counsel to suggest you; what may very well be higher than being known as a worthy opponent? 
Publish Relevant Content
While partaking with others’ content material is a part of the take care of LinkedIn advertising, you also needs to be posting your personal content material frequently. This ought to consist of normal posts, pictures, 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. 
Instagram Marketing
Millennials are actually the most important 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, think about the viewers you are attempting to attain and the platforms they’re utilizing to have interaction with companies like yours.
Instagram is one such platform that’s in style with the below 35 crowd. Here are a couple of methods to use to develop your agency’s Instagram account:
Avoid Stock Photos
Instagram is a good platform for partaking your followers by visible content material, however this requires eye-catching imagery that speaks to your audience. Basic inventory pictures simply received’t minimize it. We suggest utilizing skilled images and/or customized graphics which might be on-brand and relate to the providers your regulation agency affords. The purpose is to stand out from the gang. 
Use Hashtags
Hashtags permit 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 rivals are utilizing and check the outcomes. This may be an effective way to achieve followers. 
Get Personal
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, individuals are extra seemingly to rent somebody they belief, so being personable and genuine will get you far. Reference occasions, group birthdays, anniversaries, scholarship recipients, and so on. 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 permit you to submit polls, questions, gifs, and extra to get folks to have interaction and reply to your content material. These may also offer you extra perception into what your viewers is concerned about and what questions they’ve.
Paid Social Media Advertising
By this level we have now lined a wide range of natural social media advertising methods, however Pay Per Click (PPC) advertising is an possibility as properly. This is the place you may run paid advertisements on social media to drive clicks and leads.
PPC could be a nice possibility to generate extra outcomes quicker, assuming it really works together with your funds. 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 by 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 concerned about. Then, you may set your concentrating on to attain the proper viewers with the proper kind of content material.
You can show advertisements to individuals who have appreciated your web page and/or set concentrating 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 providers.
We by no means need you to be ready the place you’re blowing your funds on Facebook Ads, so if any such advertising is new to you, it might be price working with an knowledgeable who can maximize your outcomes. 
Utilize LinkedIn Marketing
LinkedIn Ads work comparable to Facebook Ads and permit you to promote numerous sorts of content material together with posts, movies, and show advertisements. These advertisements will help you attain extra customers past what you’d find a way to attain organically.
Again, the important thing right here is to set the proper concentrating on parameters so that you attain individuals who would truly be concerned about your providers. This takes apply and an in depth eye to discover how your advertisements are performing over time. Consider working with an knowledgeable to get probably the most out of your LinkedIn promoting. 
YouTube Marketing
YouTube will not be a real social media platform nevertheless it is without doubt one of the greatest channels for video advertising. Many occasions, you may 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 web optimization
YouTube has an natural search perform that permits customers to discover movies on matters they’re concerned about. And you greatest consider individuals are looking out YouTube for solutions to their authorized questions on a regular basis. This is the place you may create content material that pulls customers in based mostly on the key phrases they’re looking for.
Tools like TubeBuddy permit 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 may share your video content material:



Facebook Ads

LinkedIn Ads


Your regulation agency weblog

Your e mail record



If you’re going to take the time to create superb video content material, why not get the most effective ROI potential? Share your movies throughout platforms for a far-reaching social media advertising technique.
Make Social Media Work for Your Firm
Your regulation agency’s social media technique doesn’t have to be yawn-worthy. In truth, there are numerous methods to use social media to your benefit whereas boosting viewers engagement and driving new leads. Content advertising for regulation companies does not have to be intimidating, it’s all about being inventive and publishing content material your viewers is actually concerned about.
Like we stated firstly, there is no such thing as a one-size-fits-all method to regulation agency social media advertising. Over time, you’ll uncover what works greatest in your agency and find a way to maximize your ROI.
Do you may have a social media technique in your regulation agency? If not, begin right this moment. 

You May Also Like

About the Author: Amanda