Social media is an image and video-driven communication form that typically benefits flashy industries like fashion, entertainment, and marketing. Law firms tend to avoid it as they’re more reliant on client testimonials, referrals, and past achievements to spread the word about their businesses. However, the legal field is one that can benefit tremendously from exposure via social media.
Roughly 40% of people seeking a lawyer start their search online. If your firm has a strong presence across multiple platforms, you increase the likelihood that you’ll be the firm they decide to contact. But there’s much more to gain than visibility when you embrace social media.
Your clients are looking for someone who possesses a great deal of knowledge. The more you know, the more confident they’ll feel. Your firm’s blog is the perfect place to demonstrate in-depth knowledge of topics in your area of practice. But considering 26% of firms maintain legal blogs, you need a differentiator. Social media offers you a way to promote your blog posts and drive traffic to your firm’s website, while also establishing you as a thought leader and expert in your practice area.
Listen and strategize
Social media offers you a way to communicate directly with potential clients. However, some lawyers are using this strictly as an opportunity to listen and learn. Referred to as “listen-mode”, firms are taking to platforms like LinkedIn to read and assess content published by competing firms, research other firms, and even connect with counsel from other firms. They aren’t there to post but mainly to research and network (read: referrals!). This type of social media use helps you gauge where you stand against the competition. It gives you a chance to analyze data and use that data to improve your strategy. Rather than jumping into the conversation immediately, you can observe how the conversation develops, and craft a strategy to offer the right solutions at the right time.
Charisma, reputation, your value proposition, and establishing an emotional connection are key factors in attracting and retaining clients. It simply isn’t enough to be an expert; you must also be personable and trustworthy. Through platforms like Twitter and Facebook, you can give your firm a personality and provide answers to questions, as well as share inspiring stories about your team, recount firm successes, and offer helpful information as it pertains to your practice area. You can even host live videos in which you take frequently asked questions from your clients and followers, and address those commonly asked inquiries. Utilize your social media accounts to establish your firm as a relatable resource.
Localize your business
On social media, there’s no limit to the amount of people who can discover your business. More than 2 billion people use Facebook daily. However, your objective isn’t a national or international reach. Your Facebook is used to localize your connections, i.e. reach your community. Use functions like Facebook’s Local tab to conduct market research in your area. Then, post content that addresses local concerns and run ads that specifically target people nearby. You can also use social media to connect with local charities and businesses to create online campaigns that increase your visibility while also reinforcing your community involvement.
The more active you are on social media, the more visible your firm is. Take Google+ for instance. In terms of engagement and popularity, the network lags behind more covetable platforms like Instagram and Twitter. But given that it’s a flagship property of Google, your Google+ posts are instantly more SEO-friendly. Use this network for growth hacking. It’s not about amassing a following on the network itself but posting content that you want to be discovered through search engines. When it comes to discoverability, social media is one of the best ways to boost your profile.
Though the legal field is perhaps a bit slow to embrace social media for marketing, it’s one of the fastest and most effective ways to demonstrate your firm’s value, expertise, and likability. At Umbrella Legal Marketing, we are seasoned experts at setting up and managing properly optimized social media pages and this is just one of many services we offer. If you would like to learn more about how we could assist you with your social media presence, please contact us online or at 416-356-4672.