Social media has been a popular marketing choice for many different brands. Certain industries, like the legal profession, have ignored social media but now it has become increasingly popular for lawyers and law firms. There are many different ways to use social media and there are a number of benefits to using these platforms. Not using social media can be a missed opportunity.
1. Ability to Interact with the Target Audience
A social media presence for any business, including lawyers, allows interaction with the target audience. Reading messages and comments posted by prospects and clients can give insight into the type of services that clients are looking for. Businesses are also able to talk live with their customer base using features, such as instant messaging to make sure that any concerns or questions are addressed. Information gathered from posts, messages, and comments can also be helpful in coming up with marketing strategies for the lawyer.
2. Share Content to Showcase Expertise and Thought Leadership
When someone is in need of legal services and contacts a law firm, he or she wants to know that the firm they are choosing is experienced and has the knowledge to handle their case. Any lawyer is able to say that they are experienced, but you can use social media to showcase that you are in fact an expert in the field. Sharing engaging and informative content on social media is a great way for a law firm to showcase its experience in the field. Social media marketing can then send a client directly to the website where there will be additional well-written information about legal topics.
3. Get Your Content in Front of an Audience
If you are already creating valuable content, such as press releases, videos, blog posts, or other types of online content, social media can be an effective way to get this content out in front of people you want to reach. It’s a great opportunity to share content with an even larger audience than the one that is already visiting your website.
4. Increase Brand Awareness
One of the biggest benefits of social media is helping with brand awareness. Customers are more likely to hire a brand they recognize instead of someone they have never heard of or who doesn’t have any presence on the Internet. Social media allows a law firm to get its brand in front of a lot more people. This helps to increase website traffic and also allows people to take some action. There are many different ways to create brand awareness and recognition when using social media.
5. Build Relationships
Social media is a great way to build relationships with clients and allows you to make small and continuous efforts to show your commitment and value to them. Clients may not need a lawyer right away, but if you have shown them value when they do need a lawyer then your name will be on their mind as one that can help them with the case.
Also read: The Role of Social Media in Brand Building
6. Receive More Traffic to The Website
Social media can be effective at converting social users into visitors and visitors eventually get to leads. This happens through inbound traffic to your law firm website. People are more likely to click on a link pointing back to a website if there are relevant, insightful, and engaging posts on your social media pages. The goal of this inbound marketing is to draw in customers instead of just bombarding them with unsolicited promotions and content. The right use of social media can increase inbound traffic to the website, and this leads to quality leads and more credibility for the firm.
7. Improve SEO Efforts
Search engine optimization (SEO) and social media work together for your online marketing efforts. SEO is complicated and social signals aren’t a direct ranking factor, but there is a connection between better search engine rankings and social signals. Google is also continuing to bring lively content, such as social feeds, into the search results so having a strong social media presence can also lead to you get more visible space in search results. A developed social media presence contributes to better overall improvements in your online visibility and increases in web traffic.
8. Gain Conversation Insights
You can use social media for listening to what others are saying about your firm. You are able to conduct keyword searches on social media to look for conversations and content around the firm. This can be a good way to understand what others are saying about you and how they could be feeling. You are able to identify these conversations where your advice can be useful and show your expertise. If there are different conversations going on, being aware that these social conversations can help you avoid getting negative press or being caught off guard.
9. Gain Competitive Intelligence
Social media can be a good way to gather information. You can use social networks, such as LinkedIn or Facebook, to see what competitors are saying and then use Twitter as a resource to find valuable ideas and insights about topics that are interesting to the business.
10. Personal Benefits
Social media can do more than just connect you with potential clients and it can also be used for other personal benefits. Lawyers can use social media for access to information for the better ability to understand and see trends. This can mean that legal advice given to clients is even better.
5 Ways Lawyers Can Use Social Media for the Most Benefit
There are a number of ways to use social media and, with so many benefits, you can’t afford to miss out on this marketing.
1. Get the Basics:
You need to know the basics of social media marketing. This means you need to choose the right platform to invest in. You should start slow and focus on a few platforms that your audience will use the most. Set measurable and realistic goals so you know what you plan to get out of your social media. Do you want to attract new clients or just increase your brand awareness? With many benefits, it’s helpful to know what you want to get out of social media marketing. Learning the basics also includes developing a content strategy. What content are you creating and how and when are you going to post it?
2. Share Useful Stats and Facts with Original Graphics:
Visuals are an important part of social media and will stand out more over text. You can share different information, such as industry updates, useful legal tips, or basic legal information, with an original graphic. This is especially important if the platform is image heavy, such as Instagram.
3. Create Videos:
Informative videos are also an important part of social media marketing for lawyers. Videos make the information easier to understand and are a great way to inject some personality into the content. This makes videos more engaging than other forms of content. You can appeal to a large audience that prefers video over text. Create videos on trending topics, relevant topics, or tell an interesting story.
4. Respond to Questions and Comments:
With social media, you have a platform to engage with your audience and build connections. In order to do so, it’s best to respond to questions and comments on your pages. This shows your audience you are listening and that you are there to help.
5. Tell Your Brand Story:
A law firm can use social media to tell its brand story. This is effective for forming an emotional connection with the audience and humanizing the brand. This means you have an easier time getting loyalty and trust and actually gaining clients. You can share the firm’s history, achievements, and more. You can also use social media to highlight employees in order to put out a human touch.