Social Media Content Strategy for Law Firms
If you're a lawyer, you know that online marketing is important. Social media channels are an excellent way to advertise your services. Not only does it help you reach potential clients, but it can also help position you as an expert. However, there are many things you need to do to ensure your efforts will be successful. Here are some tips for creating a social media content strategy that drives traffic and helps you grow your audience.
What is Your Strategy?
The most important step to creating a content marketing strategy for social media is making sure you have a sound strategy. Many lawyers aren't even aware of how social media platforms work and think it's just likes and shares. While these are good things, they won't generate new business unless you have a plan.
Your content needs to have value to your potential clients. You'll have to decide which social media platform best serves your needs, and make sure your content is appropriate for that platform. You'll also need to think about your audience, which will likely be different depending on the type of work you do. Content has to be actionable, such as a suggestion to call your law firm.
Choose Your Key Social Media Channels
The main social media channels for lawyers are Twitter, Facebook, LinkedIn, and Pinterest. You may also consider Google+ or Instagram for professional purposes. Don't limit yourself to just one social media platform, but research each one and decide which will be the best for your business. You might find that your audience is active on two platforms and choose both as a starting point for your firm’s social media strategy. You can always add more accounts later.
Hint: Secure all the social media handles now for any platform you might want to use to ensure no one else chooses your firm’s name as their Instagram handle. If possible, secure your firm’s accounts on all platforms as soon as possible.
Create a Blog to Share on Social Media
Once you decide which social media channels you'll use to interact with potential clients, you'll need a blog to promote your services. It's one of the best ways to attract clients because they'll be able to find it easily through a search engine. To make your blog successful, keep it updated and informative. Use your blog content to share on your social media platforms. This way, you redirect followers to your website where they can learn more about your firm and how you can help them.
Use Quality Content For Your Posts
Quality content will attract your audience and help them get to know you better. Post regularly and keep your content interesting. By implementing this strategy, you can use your posts to promote your services and also help build an online presence.
As you create content, keep SEO in mind. SEO, search engine optimization, is the process of preparing content so that it ranks higher on search results. When people search for something through Google, it returns a list of results in order of their scores. You want to be as close to the top of the list as possible. Incorporate good SEO practices while you create content so that you can reach the top of the results list.
Make Sure Your Site is Mobile Responsive
If your audience uses mobile devices (and they do!), make sure that your website is mobile-friendly. While you can't force your audience to use your website, they may not want to if they don't have a favorable experience. Therefore, it is important to have a responsive site that adapts to all devices.
Keep Your Posts Short and Sweet
Because your audience is likely unfamiliar with your business or firm, it's important to keep things short and sweet. Don't spend much time talking about the company or providing testimonials. Stick to a few key points and share that information quickly, so that the interested people can start the process of learning more. People will read these posts in their newsfeed so you’ll want to make it quickly digestible.
Get to Know Your Social Media Followers
It's important that you know the people who will likely follow you on social media. Depending on the platform, you'll need to know their education level, hobbies, and interests. Based on this information, you'll be able to create relevant posts that are more likely to engage them.
The best way to market to your target audience is to understand their needs. Get on LinkedIn and learn what your audience has on their profile, and develop a strategy to give them what they want. Don't just think about what your ideal client is looking for; think about how they respond to certain content.
Be Consistent With Posting
All your social media channels should feature your firm's branding and the company logo. You can also post promotional videos that your attorney has reviewed or that feature important information about your firm. Just be sure to stay consistent with posting and interacting with your followers. If you plan to post five times a week, post five times every week.
Stay Compliant With Bar Marketing Guidelines
There are some claims and statements that you can’t make because of bar regulations, which vary state by state. Be sure that all social media posts and content on your website follow the rules and best practices that your firm is subjected to. You don’t want to create content that goes against these guidelines. The American Bar Association offers advice on writing marketing material. It is a great resource to start with.
Engage With Other Users
Social media is an excellent platform for building connections and getting feedback. Find the content that others are posting in your niche, and comment on it. This can help you build a following and keep you up-to-date about your industry. You can connect with other lawyers on LinkedIn, join legal groups on social media, or thank former clients for positive reviews. Refrain from fighting with anyone, even if they post a negative review.
Maintain a Consistent Tone
When you post consistently, it helps your audience see you as reliable. If you have a consistent tone, then they know that the content they're getting from your page is legitimate.
Comment on Popular Posts
There are a lot of users that comment on your posts. These people are interested in your work and will definitely be interested in your advice. Using post comments, they can recommend you to their followers and potentially attract new clients as well. It's a win-win situation!
Share Articles You Find Interesting
Social media is the perfect platform for sharing relevant articles about your legal niche. You can easily generate your own content, then share it via Twitter, Facebook, and other social media platforms. That way, you can help educate potential clients and prospective clients about your niche and the opportunities that exist in it.
Develop an Online Presence
Before you promote your legal services, it's important to build a presence on the internet. Start by asking current, satisfied clients to leave reviews. Online presence and reputation are important for increasing traffic to your site and attracting potential clients. It doesn't matter if your niche is personal injury or corporate law, you need a presence that establishes you as an authority and provides leads to your website.
Post Q&A Sessions To Engage With Followers
You likely get many of the same questions repeatedly. Answer them as posts or videos on your social media accounts. For instance, if a person posts a question, you could answer it as a Q&A session and engage with your followers to offer your input. This type of engagement can be a great way to help your page grow, especially if you already have a following.
Use Hashtags
Both Twitter and Facebook have the # character, which is used to signify a topic. Use hashtags when you promote your posts so that people who click on the same hashtag in another post will also see yours. Consider using words with hashtags when you are sharing your posts so that more people see them.
Put Keywords In Your Posts
Research keywords before you publish them on social media. This is an easy way to ensure that they're relevant to your content and potential clients. Not only that, but keywords help increase your rankings in the search engines, which means better exposure for your firm.
Use Images and Videos
Images and videos can work well for promoting your services to your followers. People like to get information from visuals rather than just text, so you can really draw them in if you include visual content in your posts. You can also create animated GIFs that will get shared on social media, which is also a great way to help promote your firm and engage with followers.
Don't Post Everything About Your Firm
You don't want to inundate your followers with posts about your business. Instead, try to post useful social media content that will help them and increase traffic to your website. You can promote your blog posts, answer questions from potential clients, and share information that you think is important for people in this niche.
Stay Within the Legal Niche
Social media is a powerful marketing tool that can help you reach new clients and expand your business. You can post about anything that interests you, but be sure to stay focused on the legal industry. Choose to create content that will help people who are having legal issues, rather than just ranting about what's wrong in the world.
Social Media Can Help You Reach New Clients
You can use your various social media accounts to attract new clients and grow your practice. Businesses that post consistently and answer questions that potential clients have can build a huge following and create a lot of buzz about the company.
Posting on Social Media Can Help You Build a Following
While social media isn't as effective as word-of-mouth advertising, it does work. For example, if you post something on Twitter or make a funny video, people will see it and may share it with others. This way, you can build a following and establish yourself as an authority in your area.
Instagram Can Help Your Business
Instagram is a popular way for people to share their photos with friends. It's also a great way to get new followers who are interested in your business. Start off your Instagram account by following other professionals in your niche, then focus on sharing photos that show you at work. You can also use Instagram to promote new products and services if they fit within the legal niche.
Keep Your Content Fresh
It's important not to get stuck in one place with your social media efforts. Don't focus on posting the same content repeatedly. Always be thinking of new things to share, whether that's adding new posts, making new videos, or sharing important legal news.
Social Media Can Help You Provide Value for Your Clients
If you're using social media to promote your firm, don't forget to add value. You can do this by answering questions from potential clients or sharing important legal news. In the long run, it's better to be known as a valuable resource rather than a person who only promotes his own business.
If you want to be successful in social media with your law firm, it's important to have a plan for what content you're going to post and how often. If done correctly, social media can serve as an excellent marketing tool for your brand. By following these steps, you will start developing an effective content strategy for your site. This strategy will allow you to build relationships with clients online in order to increase conversions rates and referrals.
Law firms understand the value of having experts work on specific projects. There are companies that can help you create content for your website and social media platforms. Browse our writers at Scripted to see how we can help you expand your reach through social media.
Published by Jubilee Heutmaker on Thursday, January 27, 2022 in Social Media Marketing, Law, Legal, Social Media Marketing.
