Social media is a great place for lawyers to advertise legal services, build brand awareness, and connect with potential clients. But because most firms already have their hands full, finding the time to market online can be tough.
To get the most out of your social media game in a time-crunched world, try these five tips.
1. Sell a slice of your expertise in your marketing (not the whole practice).
Attorneys can represent many different kinds of clients. But marketing to all of them is not a strategy.
Successful advertisements reward specificity. That’s why marketers create campaigns that use specific value propositions to target specific audiences.
Whatever your practice area, create a message that appeals to a segment of your clients. For example, consider this message: get your affairs in order and save your loved ones from worry and confusion.
The message is short and sweet, which is great for posting. But it’s also relevant to adults 65+ years of age. Because you’re speaking to this segment specifically, you’re likely to get more interaction and engagement than if you tried to speak to everyone at once.
2. Go where your clients are.
Because good marketing is targeted and specific, you only need to advertise where your audience spends their time.
If you’re promoting a message to older individuals, for instance, there is no need to worry about Reddit and Tik Tok because older demographics use Facebook. Alternatively, a business law attorney working to prevent litigation for small businesses may prioritize a platform for professionals like Linkedin.
While this advice sounds simple, even seasoned marketers fall for the trap of casting a wide net. They post on multiple platforms assuming they’ll reach more individuals without considering the return on their invested time. Great marketing is first and foremost targeted.
3. Setting up shop on social media.
Poorly executed social media risks doing more harm than good. This is especially true for attorneys because your goal is to build trust with potential clients.
Make sure your profile on any social platform is polished and complete. Do use professional headshots and photos. Do add a bio that shares your values and ethics. Do link to your website (if you have one), and ensure your Google business profile is updated.
4. Posting great content and leveraging your lawyerness.
Always remember that a visual post will perform better than text alone. Use photos and video to accompany your messaging. And if you’re unsure about what image to use, find a stock photo that tells the story of your text (in advertising, a good tip to remember is that people respond to people). Keep your posts short and to the point. And at the end of any post, always include a call to action.
Also, keep in mind that lawyers have a superpower on social media because they can serve as an educational resource. Self-made videos explaining valuable tips and basic legal information elevate your prestige, credibility, and engage your audience.
5. Paid vs. Organic Posts.
Organic posts on social media are just regular, free posts. Growing followers organically is a slow process that takes patience and consistency. Usually, only those that are following you will see what you post.
For many firms, a small budget will go a long way on social media. Paid ads and boosted posts can be run for as long as needed with no minimum commitments.
Paid posts also reach a wider audience outside your immediate followers, and give you tools to target individuals by age, gender, location and other demographics.
Whatever your practice area, attorneys of all strides benefit from at least some social media presence. Especially in a world where people google first and act second, a Facebook page might just bring you the lead.
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