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 is dependent upon the companies you supply, who your potential shoppers are, and the persona of your model.
There is not any one-size-fits-all strategy to regulation agency social media advertising and marketing. But with the suitable instruments, you can also make social media give you the results you want as an efficient advertising and marketing platform.
In this information, we’re overlaying some tried and examined methods for rising your regulation agency on social media, together with professional ideas 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 and marketing in any respect. We consider this query comes from the idea that social media is principally a customized platform that’s not fitted to enterprise – notably, authorized companies.
Nothing could possibly be farther from the reality. In reality, social media presents numerous alternatives for potential and current shoppers to interact with your enterprise, learn your content material, ask questions, and rather 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 and marketing technique.
So, the quick reply is Yes – regulation companies must be investing in social media advertising and marketing 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 and marketing technique.
Here are some ways regulation companies can profit from social media advertising and marketing:
Boost Brand Awareness
A 2019 Sprout Social survey discovered that 44% of shoppers have elevated their social media utilization, which means there are extra individuals 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 could have any social media following in any respect, you ought to be participating with these followers frequently to construct model loyalty and develop your referral community. If you keep top-of-mind along with your followers, you’re extra possible to entice new shoppers. Further, you’re in a position to increase engagement, reply questions, and supply priceless content material to your followers.
Improve Your search engine optimization
Studies present that there’s a correlation between improved social media alerts and elevated search engine rankings. Since SEO (search engine optimization) is a vital element of any efficient regulation agency advertising and marketing technique, implementing social media advertising and marketing might have an effect when it comes to 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 and marketing have gained new shoppers on account of their efforts. With the suitable technique, your agency can use social media to entice new shoppers organically and/or by way of paid efforts. What would extra shoppers imply to your regulation agency?
Build Brand Authority
Trust is without doubt one of the most vital components individuals think about when selecting a regulation agency. With social media advertising and marketing, you possibly can set up thought management by showcasing your experience, sharing priceless content material, and interesting your followers. This will make it easier to stand out from different companies and win belief along with your viewers.
Social Media Marketing Strategies for Law Firms
In the final couple of years, when taking a look at web advertising and marketing for legal professionals, social media has exploded as an efficient advertising and marketing software for companies throughout a variety of industries. Social media has gone past selfies and memes to develop into a strong software for serving to companies attain extra clients on-line.
Law companies must be leveraging social media to interact followers, increase engagement, enhance model authority, and entice new shoppers. 
Below, we share just a few methods for as we speak’s high social platforms to assist companies accomplish these targets and see profitable outcomes.
Facebook Marketing
With over 2 billion lively customers, Facebook is without doubt 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 and marketing efforts.
This is as a result of WHAT you publish is much extra vital than how usually you publish and even what number of followers you could have. The secret’s to publish the suitable content material for the suitable 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 to your regulation agency. This content material may be oriented round widespread questions your followers have or present priceless “how to” info for navigating the authorized course of.
Diversify Your Content
Questions, pictures, and movies have been confirmed to be extra participating than different forms of content material, however you ought to be mixing up your content material to see what works finest to your viewers. Facebook supplies priceless insights into how usually customers are interacting along with your content material, so over time you possibly can publish extra content material your explicit viewers is excited by.
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 may also help you enhance your natural attain and increase engagement. You’ll have the chance to work together along with your followers in actual time, reply questions, and level them to priceless 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 house. If your agency supplies 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 current years. Today, LinkedIn is a good platform for sharing priceless content material, interacting with friends, constructing thought management, and successful over new shoppers.
Optimize Your Profile
LinkedIn’s search perform works equally to a search engine in that if a person is looking for a regulation agency or authorized companies, 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 search engine optimization to optimize their pages for search and entice extra Connections and, hopefully, shoppers. 
Ask for Recommendations
Ask your friends and former shoppers to offer you Recommendations on LinkedIn. These are related to what could be thought of critiques on different profiles. And don’t be afraid to ask opposing counsel or co-counsel to advocate you; what could possibly be higher than being known as a worthy opponent? 
Publish Relevant Content
While participating with others’ content material is a part of the take care of LinkedIn advertising and marketing, you must also be posting your individual content material frequently. This ought to consist of normal posts, pictures, movies, and LinkedIn articles. Be certain to cowl subjects which are 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 the vast majority 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 interact with companies like yours.
Instagram is one such platform that’s common with the below 35 crowd. Here are just a few methods to use to develop your agency’s Instagram account:
Avoid Stock Photos
Instagram is a good platform for participating your followers by way of visible content material, however this requires eye-catching imagery that speaks to your audience. Basic inventory pictures simply received’t reduce it. We advocate utilizing skilled photographs and/or customized graphics which are on-brand and relate to the companies your regulation agency presents. The aim is to stand out from the group. 
Use Hashtags
Hashtags enable you to maximize your natural attain on Instagram. Look up hashtags which are associated to your apply areas and repair space. Research the hashtags your opponents are utilizing and check the outcomes. This may be an effective way to acquire 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 possible 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 individuals join along with your agency. 
Use Instagram Stories
The aim with Instagram is to get customers to work together along with your content material and, ultimately, attain out to work with you. Instagram Stories enable you to publish polls, questions, gifs, and extra to get individuals to interact and reply to your content material. These also can offer you extra perception into what your viewers is excited by and what questions they’ve.
Paid Social Media Advertising
By this level we now have coated quite a lot of natural social media advertising and marketing methods, however Pay Per Click (PPC) advertising and marketing is an possibility as properly. This is the place you possibly can run paid advertisements on social media to drive clicks and leads.
PPC generally is a nice possibility to generate extra outcomes sooner, assuming it really works along with your price range. We advocate supplementing your natural efforts with paid promoting to set up a holistic advertising and marketing technique.
Try Your Hand at Facebook Ads
Facebook provides you the choice to “promote” your enterprise by way of paid advertisements, however this requires talent and a data-driven strategy. You’ll want an intensive understanding of who your viewers is and what they’re excited by. Then, you possibly can set your concentrating on to attain the suitable viewers with the suitable kind of content material.
You can show advertisements to individuals who have preferred your web page and/or set concentrating on primarily based 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 study extra about your companies.
We by no means need you to be ready the place you’re blowing your price range on Facebook Ads, so if this sort of advertising and marketing is new to you, it might be value working with an professional who can maximize your outcomes. 
Utilize LinkedIn Marketing
LinkedIn Ads work related to Facebook Ads and permit you to promote varied forms of content material together with posts, movies, and show advertisements. These advertisements may also help you attain extra customers past what you’d give you the option to attain organically.
Again, the important thing right here is to set the suitable concentrating on parameters so that you attain individuals who would truly be excited by your companies. This takes apply and a detailed eye to discover how your advertisements are performing over time. Consider working with an professional to get probably the most out of your LinkedIn promoting. 
YouTube Marketing
YouTube is probably not a real social media platform nevertheless it is without doubt one of the finest channels for video advertising and marketing. Many occasions, you possibly can publish your video content material on YouTube after which share it throughout social media.
Consider implementing YouTube advertising and marketing to drive extra customers to your web site and social media channels.
Follow YouTube search engine optimization
YouTube has an natural search perform that permits customers to discover movies on subjects they’re excited by. And you finest consider individuals are looking out YouTube for solutions to their authorized questions on a regular basis. This is the place you possibly can create content material that attracts customers in primarily based on the key phrases they’re looking for.
Tools like TubeBuddy enable you to discover focus key phrases to goal along 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 just a few locations you possibly can share your video content material:



Facebook Ads

LinkedIn Ads


Your regulation agency weblog

Your e mail listing



If you’re going to take the time to create wonderful video content material, why not get the perfect ROI attainable? Share your movies throughout platforms for a far-reaching social media advertising and marketing technique.
Make Social Media Work for Your Firm
Your regulation agency’s social media technique doesn’t have to be yawn-worthy. In reality, there are various methods to use social media to your benefit whereas boosting viewers engagement and driving new leads. Content advertising and marketing for regulation companies would not have to be intimidating, it’s all about being inventive and publishing content material your viewers is really excited by.
Like we stated at the start, there isn’t a one-size-fits-all strategy to regulation agency social media advertising and marketing. Over time, you’ll uncover what works finest to your agency and give you the option to maximize your ROI.
Do you could have a social media technique to your regulation agency? If not, begin as we speak. 

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