The Complete Guide to Social Media Marketing for Law Firms
When you consider marketing by law firms, the first thing that pops into mind is probably a memory of billboards and tinny TV/radio advertisements. Even though 92% of businesses utilize the internet, lawyers remain in the past. check now
In reality, more than 21 percent of law firms utilize print marketing. Only 25% of law firms use video marketing. For example, 86% of businesses will be using video content in 2021.
The Opportunities of Social Media Marketing for Lawyers
The American Bar Association (ABA) released a report on marketing in 2020 that contained very influential figures that demonstrate the efficacy of marketing via social media for law firms. https://werdube.com/
The report reveals that LinkedIn and Facebook are the two most effective marketing channels for law firms, with 42 33%, and 33%.check now
The significance of social media was even more evident during the COVID-19 lockdowns. Traditional in-person conferences were no longer necessary, and companies began live-streaming FAQs and organizing virtual meetings.
The number of people using social media is increasing year on year. As of July 20, 2021, Facebook has 2,85 billion monthly active users. If you’re looking to increase conversion rates, boost awareness of your brand and attract more traffic to your website, knowing how to market on social media is essential.check now
The ABA report that we mentioned earlier said that 33 percent of law firms don’t know who is the person with the ability to access their analytics for marketing which means that at most three-quarters of law firms cannot access the relevant information required to make more effective marketing decisions.check now
The data will reveal what marketing campaigns performed the most effectively, how viewers react to your content and what kind of content is most popular with your target audience.
Guide to Social Media Marketing for Lawyers
What are the critical elements to creating a winning strategy for marketing on social media? This article will concentrate on the essential steps lawyers of all sizes can take to build a robust online presence and get qualified leads.check now
Learn the State Rules
When establishing your online profiles, it’s essential to be aware of the rules and guidelines for social media for lawyers. Due to the open nature that social networks have, lawyers and law firms are facing ethical and legal challenges regarding the privacy of their clients and transparency.check now
On March 18 2018, 2018, the ABA issued a formal opinion 18-480, which addresses online communication best practices for law firms.check now
The report discusses First Amendment considerations, ethical restrictions on publicity for trials, and hypothetical conflicts of interest.
We also suggest that you check out the bar and law society websites to get familiar with the state’s rules and regulations since policies can differ dramatically from one location to another. For instance, Social Media Ethics Guidelines in New York prohibit lawyers from not using”specialist” or “specialist.”check now
Define Your Goals
Without having a set of goals, it’s hard to tell whether your efforts in social media pay off.
What kind of results do you expect to see through social media? Do you wish to boost the visibility of your business? Develop a strong community of lawyers? Instruct the public?check now
Being clear on your goals is the key to successful content strategies. It also will let you know what concepts are working and which metrics are pertinent.check now
When you have your goals set, you can take the time to analyze and choose the most important KPIs to measure your business. It’s crucial to ensure that your KPIs are specific and measurable, achievable and applicable.
Here are a few of the most frequently utilized KPIs and how they function in conjunction with your company’s objectives.
Impressions: the number of people who have viewed your website’s content. This is a great measure to keep track of to get your message out to the maximum number of people possible.
Engagement is the number of people who have liked or commented on your material. If you’re trying to determine which type of content works best for your audience, the data on engagement can provide you with information about which content is working and what needs improvement.check now
industry-wide standard statistics (the median CPC for law firms on Facebook in law-related firms amounts to $1.32) and adjust your advertisements accordingly.check now
Study Your Competition
The best defense is an effective offense. Before you begin making a lot of content, take a look at the activities of your competitors. Simply browsing through the Instagram feeds and observing what posts get the highest interest can give you a great idea of what to do. Additionally, you can follow the top influencers in your field of practice to know how they attract clients.check nowcheck now
Here are some tools you can employ to research your competition to gain meaningful information:
- Facebook Ads Library to see what kinds of Facebook ads your rivals are running
- SEMRush to analyze SERP ranking as well as backlinks and domain overviews.
- BuzzSumo to find out what type of content is popular in the legal field.
- Social Blade to get daily follower updates and an actual follower count.
Focus on Your Niche
In areas of study, such as law, experience is the key to an enduring relationship. You can share stories and news articles from trusted sources to make yourself appear as a thought leader. Interact with your viewers, respond to their queries and clarify the nuances of complicated legal terminology.check now
A consistent and patient response from a professional will allow you to establish connections with any possible prospects. Your followers will appreciate your commitment to impart your expertise and come back for more guidance.check now
Creating custom content takes time. It’s a lot of. If you don’t have a complete team of graphic designers and content strategists in your arsenal, using tools for social media and content management tools could be vital.
Visual content improves conversion rates and builds an image for your brand that your target audience recognizes. Platforms like Instagram and LinkedIn are based on image and video content, whereas traditional blogging remains the most efficient route to improve your SEO.check now
- Adobe Spark
If you don’t have enough time to complete all the heavy lifting for yourself, you might consider outsourcing. Outsourcing is a far more flexible choice than hiring full-time in-house content writers and allows you to experiment with different kinds of content and field experts.check now
If you’re looking to work more efficiently, you might consider reading our blog post on the top Social Media tools.
Use Paid Ads
The companies incorporate paid ads in their marketing strategies for many reasons, including promoting brand awareness or leading leads through the funnel. Effective campaigns usually include an appealing offer such as free legal advice to entice people to click on the advertisement.check now
The type of advertisements used differ between platforms:
Facebook lets businesses focus on specific users by their demographics, interests, and location. You can define different objectives for campaigns, including reaching or conversions, and then choose the best places for your ads on Facebook and Instagram.
Because of Facebook’s enormous reach and massive amounts of data from users, it’s the most used advertising platform on social networks. You earn money each time someone clicks on your page or views your video.
Twitter offers powerful targeting capabilities, including gender, interest, geography, device, and similar following target groups.
LinkedIn concentrates on interacting with B2B prospects and driving relevant leads into your funnel. One of the most significant benefits that LinkedIn provides is the ability to tailor ads according to their jobs, title, and industry.
The management of many social media platforms can be very time-consuming, especially for lawyers who are already overloaded. Fortunately, social media management tools can automate these tedious, manual tasks
A potent tool that integrates the flexibility of scheduling and content approval features, extensive task assignments, and dynamic control of the content into a simple platform.
You can work with your team to review content and create and schedule posts on days, weeks, or even days ahead of time. Offers a consolidated social inbox that allows for messages and comments.
Engage with Your Audience
We’ve already discussed the importance of engaging with your followers. However, there is much more to it. If you have multiple people who respond to messages or reviews, you need to create policies that maintain the same tone for your brand.
Even if there is only one person in charge of social media whom you interact with, policies are crucial to ensure that messages are consistent throughout the day.
You must ensure that your responses are uniform and reflective of your company’s image. In addition, make strategies for responding to criticisms and negative reviews to prevent any harm to your brand’s reputation.