To reach the most people, businesses must be where most people are. Roughly 72% of Americans currently use some form of social media. Neglecting social media marketing is no longer an option for any business looking to the future, including law firms.
While creating a winning social media marketing strategy may be intimidating at first, a step-by-step approach can help you systemize and personalize your social media marketing process to create authority, attract clients, and build connections.
Benefits of Social Media Marketing
The benefits of social media marketing can be immediate, long-lasting, and significant to the reputation and longevity of your law firm.
Creates Authority
Social media platforms allow law firms to establish their thought leadership and expertise. By sharing valuable information, your audience will respect you as the go-to firm in the industry for your specialty. Repeated exposure builds trust over time. Trust without first-hand experience is hard to come by in any other way.
Attracts Clients
Imagine your potential client finds themselves in need of legal services. They have no idea where to turn, but they recently saw a link on your Facebook page to an article about a similar topic or a link to a blog post on your website about the subject. Maybe they didn’t see it themselves but mentioned needing these services to a friend who saw the post and then shared the link.
Social media is another avenue for people to find your firm. However, unlike speeding past a billboard, everything they need to act is also right in front of them. This could include evidence of your authority, the services you provide, testimonials, and multiple ways to contact you. It’s there in the moment, and it’s still there for later if the timing isn’t right.
In addition, the more relevant content your firm has online, the greater the SEO benefit.
Builds Connections
In an ever-increasing digital world, connectivity is more important than ever. Yes, people want to know you are authoritative and knowledgeable. They also want to feel a connection and know that you are accessible and personable. When prospective clients see your quick response to other people’s questions or sincere public thanks for reviews, they feel that they too will be heard should they choose your firm.
Social media is also a great way to build connections within your industry. Professional social media groups can be an excellent resource for emerging news and technology information that can be of great value to your business.
How to Begin Social Media Marketing
As important as it is to utilize social media as part of your overall marketing strategy, it’s just as important to approach this strategy with a plan.
Do your homework
It stands to reason that if you are trying to be where most people are, you should establish social media accounts with all social media platforms. While this approach is possible, it is generally not the most effective. Each social media platform has its own personality and demographic. Not all platforms are going to match well with your firm and its goals.
Who is your target market? What are your customer personas? Once you determine whom you wish to reach, you can then determine which platforms best match your target market.
Identify goals
What are your goals for your social media marketing? Social media goals may be short or long-term and involve building brand awareness, driving website traffic, or increased connectivity. Your goals will also help guide where you should place your content, what type of content to use, and how often to use it.
Determine your plan
Any successful journey begins with a destination in mind and a map of how to get there. Some questions to keep in mind when developing your social media marketing plan include:
- Will you utilize a social media account manager? Whether in-house or outsourced, a dedicated social media account manager can help ensure your message and voice remains consistent.
- Will you integrate paid social media advertising? Most platforms have some form of paid advertising options to get your message in front of more people.
- How will you measure results? Tracking, measuring, and evaluating your social media marketing strategy allows you to hone your message and tactics for the best results over time.
Carefully consider content
Content is a broad term that can include many message avenues. Content can tell a story, humor, educate, inform, and engage. Your content should reflect your firm’s persona. Some examples of social media content include:
- Blog posts
- Website redirects
- Links to external content
- About Us content
- Video content
- Testimonials and reviews
- Infographics
- Images
- Announcements
Create a schedule
Consistency is as important as content. It’s crucial to determine a calendar of content and provide consistency. Building trust with your audience includes being there when they expect you to be. Posting multiple times, a day or once a week depends on your strategy. However, posting three times one week and once the next creates confusion and instability in the minds of your audience.
Record Processes and Policies
Like any good marketing strategy, processes and policies provide clear expectations for whoever is managing your social media marketing and set the ground rules firmly in place. Make sure to include procedures that fulfill all compliance and legal regulations. Review your social media marketing manual at regular intervals for needed updates, whether that be quarterly or annually.
Mistakes to Avoid in Social Media Marketing
No social media marketing strategy will be perfect from day one. However, here are some things to avoid to start your social media marketing off on the right foot.
- Set it and forget it – starting a social media account and periodically posting something on it when a whim hits you causes more harm than good. If your firm isn’t ready to commit to a consistent strategy, it’s better to wait until you are.
- Not being authentic – social media is a place to showcase what sets your firm apart. When you try to present an image that is not true to you, it shows.
- Own your mistakes – Something may slip through the cracks or come off as more controversial than you intended. Own up to your mistake, apologize, and move on. Your audience will respect you for it.
- Ignore your audience – forgetting or neglecting to respond to your audience undermines your efforts. You build connectivity through correspondence with followers.
A solid social media marketing strategy can lead to increased authority, more clients, and better connections, but it won’t happen overnight. Develop a plan, monitor your progress, and be willing to adapt. Following these guidelines, your firm can succeed in social media marketing.
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