An effective social media strategy is vital to every business. For ones in the legal industry, however, it can be tricky to understand how to even begin crafting one. Do you want your firm to appear casual or completely corporate? How can you incite engagement without being too promotional? Are certain channels more effective in reaching your target audience?
If you’re in the legal industry and struggling to get started with social media — or want some updated insight to improve your current strategy — check out our top four social media tips for law firms.
Showcase Your Expertise
Your law firm provides expert legal advice, which you shouldn’t be afraid to highlight on social media. By sharing valuable blog posts, articles, and client testimonials, you can validate your credibility and win the trust of customers. As a rule of thumb, keep your company profiles updated with accurate, consistent information including your firm’s name, phone number, and location.
To make your profiles appear active, stay active. This may include posting daily or weekly to maintain consistency and establish a posting precedent. Staying active on your social channels will help your pages appear more reputable and, if you choose to adopt a paid social media strategy, convert the leads gained from your digital ads. For example, if your latest Facebook ad targets an interested user who then visits your firm’s Facebook page, you’ll want them to come across an active page filled with valuable content rather than one that hasn’t been active since 2018.
Pair Social Media With SEO
When used strategically, social media marketing can drive traffic to your website or directly to your law firm. Simple SEO tactics can help you create a more developed social presence, contributing to overall improvements in online visibility and website traffic. In fact, keeping your company name, address, and phone number (NAP) consistent — like we mentioned before — is just one small way to improve your search engine results.
To further boost your SEO and SERP rankings, generate relevant, optimized content on your own website and share that content on your social channels. This will help draw in more website visitors and increase the digital authority of your blogs. In simpler terms, as you post more valuable content and draw traffic to each piece, Google will consider you as a more relevant source of information. Thus, your website ranks higher in search results — helping you to draw even more website traffic from the clients in need of your services.
Use the Right Channels
Prospective clients are on social media, and there are many ways to reach them. In fact, of all the respondents in the Sprout Social 2019 Index, 96% use social media and 84% of them are on LinkedIn — which also serves as the number one social media platform among lawyers. Therefore, if you are looking to attract leads and drive conversions, you’ll want to use the channels your audience uses.
LinkedIn, of course, isn’t the only place where you can interact with your audience, but it’s certainly one that you’ll want to consider adding to your marketing mix. To get even better results out of the right channels, like Facebook, consider investing in social media ads that you can target toward specific areas, income levels, and age groups.
Engage With Your Community
Social media acts as a platform for your law firm to engage with current and future clients. By providing users with informative and engaging content, answering their questions, and resolving issues, you can maintain or establish a positive digital reputation. Keep in mind that communicating with your digital community is a two-way street. Not only will you be able to easily spread news and relevant information about your firm, but you’ll also stay updated on the latest trends in the legal industry.
Direct methods of engagement allow you to talk with clients one-on-one, so you can better get to know each other. In turn, you’ll be able to target your audience more effectively in the future, and they’ll have a stronger sense of trust with your firm. And if your law firm is active and engaging on social media, you’re more likely to rack up online reviews and have the existing credibility to effectively address any negative ones.
Getting Started With Social
Social media trends have come and gone, but quite a few key concepts remain. However, if you work in the legal industry, there are some specific social media practices to enhance your digital reach. To tap into the most effective social media tactics based on not only your industry, but also on the needs of your audience, the size of your business, and the location of your firm, contact the team at WSOA.
At WSOA, our expert social media team has over 15 years of experience with both paid and organic social strategies, which allows us to speak for your brand using various social media platforms. We also offer a range of other digital marketing strategies so you can design a full-service package that fits your business, industry, and target audience. To get started, contact us today.