Legal Guide

Using Social Media in Your Law Firm Marketing Strategy

Social media is a powerful tool for any business. In fact, there are about 3.96 billion social media users across all platforms worldwide as of 2022. These numbers are only expected to grow as more and more businesses and individuals choose to take advantage of the accelerated communication capabilities afforded by the internet. As an attorney, you can also use social media to connect with potential clients, keep up with past clients, and communicate what you want to communicate about yourself and your brand to a wide audience. More and more people are searching social media before choosing to reach out to an attorney, so it is important to maintain an active and professional social media presence. Read on to learn more.

Determine the Best Channels

For every type of law firm there are social media channels that might be more lucrative. For example, a firm that focuses on immigration might do best on Twitter, where communication and social activism is especially facilitated. The best channel for you or your firm will depend on a range of factors, such as:

  • Region
  • Experience
  • General client demographics
  • Marketing budget
  • Business-to-client vs. business-to-business

Every social media channel has its specific benefits. LinkedIn is great for forming professional connections based on information-sharing; TikTok is great for younger law firms looking to connect with a younger base. You will need to carefully evaluate your goals in using social media. What type of client do you want to attract? How can you help your potential clients? A social media professional can help you make these important determinations and develop a social media strategy accordingly.

Keep Your Accounts Active

42% of small law firms report gaining new clients through social media marketing. This is hardly surprising considering the frequency with which people are turning to social media to find reviews and get a feel for businesses and services. Through social media, they can access an authentic, honest representation of those they are considering engaging with professionally. They can post comments, send messages, ask questions, and view what others have to say about your services.

With this comes a sense of security and trustworthiness. Accordingly, you need to keep your social media accounts active and maintain a professional yet welcoming and engaging tone. You will want to post often and make sure your content is relevant to your users. For example, as an attorney, you likely want to post resources and information that your past and potential clients will find interesting. Avoid irrelevant content, poorly written articles, and other things that might make you seem unprofessional. In most cases, it’s a good idea to work with a digital marketing company to ensure you are posting and/or generating quality content.

Ask Current Clients to Follow

Once you have established some social media profiles, you will need followers with whom to engage. A great way to keep up with past clients and grow your network is by collecting email addresses and other contact information. Ask previous and current clients to follow your social media accounts. The larger your organic follower count, the better your engagement will be. This will also lend to your credibility to potential clients. Over time, this will help to grow your network and expand your reach across your social media channels.

Analyze Your Results

As with any form of digital marketing, the proof is in the data. You will want to track and analyze your results over time so that you can more carefully hone your efforts. Your data will indicate which channels are producing better results than others and what type of content is drawing more engagement. With this information, you can decide where to funnel your budget and attract the most new clients. You will want to measure the following:

  • Engagement
  • Clicks
  • Messages
  • Followers
  • Post performance

In Conclusion

Every attorney should make use of the many capabilities afforded by social media. There are many channels, such as Facebook, LinkedIn, Twitter, TikTok, and Instagram, that can be very useful in attracting new followers and growing your network. A comprehensive social media presence complete with positive feedback and reviews from past and existing clients is critical. Many users who are considering your services will be looking for this information and find it easily amongst competitors. Make sure you are not left behind, and develop a strong social media marketing strategy for your law firm as soon as possible.


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