Most law firms have a lot going on. Between numerous cases and the day-to-day tasks of running a successful business, marketing can easily fall through the cracks. Though some firms have an in-house marketing manager, many do not. This leaves them vulnerable to losing business online. In today’s competitive legal market, staying ahead of your digital marketing campaign is crucial.
Today, one of the most successful tools for any business is social media. Audiences across the board respond significantly to companies that are active on social media, and many of them become active clients or patrons as a result. Plus, most social media sites are free (or very inexpensive) to use, providing your firm with a large captive audience.
However, though social media has many perks, you must use it correctly to reap the full benefits. Unfortunately, big mistakes can be made that make social media more a liability than an asset. We’ve assembled some key ways to make sure your social media is on the right track and how to improve it if it’s not.
1 Pick a Platform
One of the best things you can do for your social media presence is not to overdo it. While it may seem tempting to open an account on every app and website that you can, it provides an oversaturation of your message that ends up weakening your efforts. Your key demographic will not be on every social media site, and it is better to be strategic.
Consider who your key audience is. Are you catering to older individuals looking to establish trusts or wills? If so, Facebook would be best. Are you dealing with DUIs and drug arrests? Instagram and Twitter will likely get you closer to your primary demographic. Are you focused on business and contract law? LinkedIn is a good choice.
As you can see, no one platform covers the entire population. Assess your current client base, decide who you wish your future clients to be, and go from there.
2 Use Your Social Media
This may seem obvious, but many businesses create social media accounts and fail to use them. Remember, these platforms do not create business by magic. A lot of work and strategy goes into building a following. Simply having social media accounts will do very little good. If you have them, make sure you use them as well.
3 Don’t Overuse Your Social Media
Though this can feel somewhat contradictory to the last piece of advice, it is crucial to understand that there is such a thing as too much social media use. Not only can you have too many platforms, but you can also use your platforms too often. This dilutes your messaging and makes audiences less likely to pay attention.
Instead, form a strategic plan for when and what you will post. You can even schedule posts ahead of time on many platforms, so you don’t have to update the information constantly.
4 Be Careful About Your Subject Matter
Remember that, though you deal with the topics of your practice reasonably frequently, not everyone else does. Many law-related topics can be triggering, offensive, or simply uncomfortable for people to think about. Be sure that you are diplomatic about the content you post, or you can quickly receive online backlash, which will hurt your social media presence.
5 Use Accessible Language
It must be reiterated that social media platforms are meant for social interaction. This means that few people sign on with the intent or desire to read complicated legal jargon or statistics. When creating posts and images for your social media pages, make sure you remain accessible to your audience. Use everyday language, and try to be as clear as possible without talking down to the reader. This gives your content the best chance of being noticed. If you are posting about something complicated, most users will scroll by without a second thought.
6 Establish Cohesion
There should be a clear sense of brand cohesion between your social media accounts and your social media posts. This means that language and graphics should all go well together, and you should stick to a set aesthetic and language tone. You want to make it seem like one person is writing all the posts, even if they’re not.
If you want to have a single person write your social media posts, reach out to a digital marketing or copywriting company.
7 Comment Appropriately
While remaining appropriate, follow colleagues and other firms and comment on their content. This can boost your traffic, as their followers have a higher chance of following you. At the same time, it can give the impression of being approachable and involved in the community, which can lead to more clients.
8 Hire a Professional
Social media can be highly complicated. While one tactic may work for one law group, it may fail for another. Running a successful business social media account requires a lot of time, planning, and attention.
If you feel lost about implementing one or more of the above changes, it’s time to hire a professional. A digital marketing expert can implement changes with ease and ensure that the job is done correctly. They can also create a personalized plan for your social media based on your firm’s goals and needs. Outsourcing this job often leads to better results and can be a significant asset for any law firm.
Contact RizeUp Media to Help Market Your Law Firm
Here at RizeUp Media, we are dedicated to creating high-quality digital content specifically for law firms. We understand that the world of law plays by different rules regarding marketing, which is why we are focused on creating marketing strategies that fit your unique needs. By concentrating our efforts on the law industry, we gain a deep understanding of the business and how to best meet your goals.
For more information or to ask any questions, contact us online today. Our team can give you a comprehensive evaluation and explain what your digital marketing campaign should look like.
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