People once restricted their social media interactions to social activities. For example, suppose your loved ones live far away. Then, you’ll rely on Facebook to stay in touch with them. WhatsApp also made national and international chats and calls cheaper.
However, all this has changed now. The world has since become a digital marketplace. What’s more? The cost of traditional advertising skyrocketed. Furthermore, the audience and reach of social media platforms now rival traditional media houses.
Therefore, many more attorneys exploit social media marketing to attract clients. They use popular social media platforms to advertise to clients. In addition, attorneys channel adverts to fellow lawyers to increase referrals.
Sadly, many lawyers still struggle with social media marketing. So, they haven’t reaped the benefits of this market disruption. That’s why it’s best to hire experts in social media for law firms from EverConvert to handle your social media marketing. In this article, we’ll guide you through the social media marketing process.
What Is Social Media Marketing?
We’ll yet explain how to plan and execute a social media marketing campaign. However, it’ll be best first to understand social media marketing. Social media marketing refers to putting out content on social media.
Usually, this process has definite goals. Some of them include:
- Promoting goods and services.
- Building a community amongst your target audience. You can then convert members of this community to paying clients.
- Drive traffic to your law firm’s website.
Essentially, social media marketing is interacting with your target audience. But you don’t need to go to their physical locations. Instead, you meet them on virtual streets and marketplaces.
Most people already use social media platforms. For instance, seven of every ten Americans use at least one social media platform. Therefore, social media is the largest hosting of individuals worldwide. It’s thus vital that lawyers exploit this marketing goldmine.
Types of Social Media Marketing
Social media marketing isn’t only about advertising. Indeed, your ultimate goal is to let the world see and patronize your legal practice. However, you can’t reduce your social media marketing campaign to advertising.
Instead, social media marketing has other forms such as:
- Influencer marketing
- Forum contribution
- Organic following building
- Content creation and marketing
- Social media management
- Social media reviews and polls
In addition, don’t focus your social media marketing only on large platforms with a significant membership, like Facebook. Instead, try other networks, like LinkedIn, for lawyers. Statistics from the American Bar Association showed that LinkedIn was the leading marketing channel for firms in 2020.
In addition, it’ll help to understand each social media platform you use. For example, know the nature of content that gets the most results on each platform.
The Ultimate Guide to Marketing on Social Media for Law Firms
Access to social media is one thing. However, marketing your legal practice through this platform is another issue. So, we’ve curated a guide to law firm social media marketing.
Research Your Target Audience
Every law firm has a target audience. For example, suppose you practice elder law. Your target audience will be senior citizens and their guardians. So, you have to research this audience.
Proper research will show you how best to attract your audience. Actual data is your friend here. There’s a ton of information on social media users. Thus, you can learn what your followers like and how to best serve them.
Choose the Ideal Social Media Platform
Your research should also help you uncover your firm’s ideal social media platform. Lawyers can utilize multiple platforms, including:
There’s no wrong choice of social media platforms. Instead, everything depends on how you use each platform. However, it would help if you asked vital questions such as:
- Which social media houses most of my target audience? For example, the target audience of elder law practitioners most likely wouldn’t use TikTok much.
- What content or method is necessary for penetrating each social media platform?
- Which social media platform exudes the behavioral pattern of my target audience?
Create Original and Engaging Content
Now you know your target audience. In addition, you’ve chosen the best social media platform to access your audience and must reach out to them. You connect with your audience by creating content.
This involves making posts that resonate with your audience, but you must be original and unique. Unfortunately, many lawyers miss this stage by merely reproducing what everyone else is releasing.
However, uniqueness is attractive in social media marketing. Your content must be engaging enough for your audience to want more. Essentially, make it easy for someone to want to follow, share, or like your posts.
Schedule Your Posts
Nothing kills social media marketing more than inconsistency and disorganization. That’s why it’s essential to structure your posts. Don’t just release content whenever you feel like doing so.
Luckily, some social media for law firm management solutions allow you to schedule your posts. So, you can create articles and add pictures and videos. Then, you develop a timeline within which the tool shares the posts.
Focus on Quality Over Quantity
One vital question is how often you should post on social media. Many people feel that building an audience equals churning out posts daily. However, it’s best to focus on producing high-quality materials.
This makes content engagement easy. So, quality content must be:
- Designed to solve problems
- Easy to read and understand
If your posts are good, comments and reactions will increase engagement. Then, you’ll have sufficient time to develop even better pieces.
Analyze Your Social Media Marketing Campaign
Finally, you need to confirm if your social media marketing is yielding any results. Are you achieving the goals you set? Therefore, you must periodically assess your social media marketing campaign.
Some social media metrics that can help you include:
- Reach: How far have your posts gone? How wide is your audience?
- Engagement: How many clicks, likes, comments, shares, and replies did the post generate?
- Post Impressions: Focuses on how often your posts are seen, whether or not by your followers.
- Video Views: This factor checks the number of times people view videos you post.
- Profile Visits: This element gauges how many times your posts pushed someone to examine your profile.
Other vital metrics include:
- Tags by other social media users
- Number of friends and followers
If your social media marketing is performing well, you should go harder!
Contact Our Social Media for Law Firms Expert Now!
Now you have the guide to social media marketing. So, it’s time to take action. If you implement this guide, you’ll beat your current client attraction and retention goals. However, managing a law firm is hard work already.
So, you may not have the time to execute this social media marketing guide faithfully. Fortunately, you can leave your lawyer marketing needs to us. At EverConvert, we have the experience and expertise to handle your social media marketing. So, contact us today.