Just like every solid marketing initiative, you must start using social media with your target client in mind. Posting content for the sake of posting won’t work. Your content should resonate with your audience. Take the time to get to know them, do your research, and create a unique plan that works.
If this is your first time using social media for lawyers, start with the one or two social accounts your audience uses the most. This is where your research should start. Consider your target client’s demographics and refer to recent social media usage studies to find accounts that fit.
Next, research your target client on those accounts. Look at other professional firms and businesses to see how they engage their audiences. Pay attention to what those firms and individuals post. What posts receive the most interaction (likes, shares, comments) from your target client?
Being seen as an expert in your niche builds trust between you and your potential clients. When clients can trust you, they’re more likely to reach out. Social media makes positioning yourself as an expert easier.
For example, link to resources relevant to your practice area from reputable sources that bring value to your audience. Link to and comment on your own blog posts. When clients ask questions on your posts, answer them. It’s about showcasing what you know and your dedication to sharing it with others.
Interaction is one of the main reasons why people use social media. It isn’t enough to have a social media account for your firm—you must be actively interacting with your audience. Answer their questions, thank them for their client reviews, like their posts, and share their successes (within client-attorney privilege, of course).
Remember, as you interact, do so respectfully and in a way that makes sense. For example, it’s probably not a great idea to comment Gordon-Ramsay-style on your follower’s photo of last night’s dinner. Yet, thanking them publicly after they gush about your services is a great way to solidify your dedication to their experience.
People often use social media to search for recommendations, nearby businesses, and local services inside groups found on different platforms. Join these groups to ensure your law firm is suggested. For example, join Facebook and NextDoor groups for your specific location or practice area.
Social media platforms such as Facebook, Instagram, and LinkedIn offer paid advertising options for businesses. Just like Google PPC ads, you can pay to have an ad campaign displayed to your target clients who use the social platform. You’re able to target your ads to very specific audiences, which is perfect for attorneys in unique niches.
Once you decide what platforms you’re going to use, the type of content you’re going to post, and the methods you’ll use to promote your firm, there are a few more things to consider. For example:
Record your new social media processes and policies inside a social media manual that’s easily accessible by your staff.
This is all very valuable information, but consider handing off the entire process to the social media experts at Simply Social and have everything professionally handled for you. Call them at 248-773-7110.
We understand that social media is a large undertaking in addition to your other responsibilities. Tools exist to help you manage your social media accounts. For example, tools like Buffer and Hootsuite allow you to schedule and automate your social media posts ahead of time. You could easily block an hour each week to schedule posts eliminating the need to do so each day.
A quick word of caution: be careful if you do choose to use an automation tool. We don’t want you to be the firm that says, “our services are going to blow you away” and then a tornado decimates your town the next day. Think about your message before you send it out into the world.