Today, nearly 80% of Americans have at least one personal social media profile. While the number of law firms using social media is increasing, 38% still don't have a social media presence.
It’s a mistake not to use social media to promote your firm and your personal brand. Together with your law firm's website, sites like Google+, Twitter, Facebook, Instagram, LinkedIn, and Yelp can help grow your personal injury firm.
From increasing brand awareness and educating your target audience to attracting prospective clients and building your brand's authority, the long-term benefits of social media are undisputed across industries.
Here are five essential rules for marketing your law firm on social media.
Establishing a Personal Injury Firm Social Media Presence
Step 1: Claim Your Profiles
A good social media page starts with claiming your name on every platform. Make sure you have the same name for every social media page. This will make it easier for people to find you across different sites.
Keep in mind that sometimes, your top choice for a social media handle won't be available. If this happens, come up with two or three backup handle options. Focus on keeping your handles consistent across social media platforms, and use handle availablity to help you decide on what usernames to select.
Step 2: Choose a Unified, Consistent Look
In addition to a consistent name across platforms, choose a unified color scheme and tone. This will increase the recognition and general awareness of your law firm's brand. Make sure not to change your look too often – you would be surprised how long it takes for users to solidify an image of your company.
The branding on your social media profiles on Facebook or Twitter should match the look and feel of your website. If a prospective client finds you on Yelp and navigates to your site, you want them to feel like they are viewing the same business.
Consider creating a unified brand style guide or social media brand guidelines as your team grows to ensure that no matter who is responsible for social media, your voice, aesthetic, and frequency stay consistent.
Step 3: Grow Your Network
What’s the point of having social media if there’s no one there to see it?
Get eyes on your page by using popular hashtags, publishing interesting content, or even by advertising on the social media platform itself. The more eyes you have, the more potential growth your law firm can harness.
Step 4: Interact with Others
Engagement is the key to a strong social media presence. Not only do others appreciate your engagement, but it can raise the profile of your law firm. On Google +, Facebook, and Twitter, you can share other user’s posts or mention other users in your own content.
This can drive traffic to your page, and create goodwill among other users. Chances are, others will begin engaging with you.
Step 5: Plan and Publish Your Own Content
Remember, everything you post should add value to your followers’ news feeds. Posting poor-quality content is as good as posting nothing at all. Keep your followers interested in what you have to say and don't clutter their feeds with irrelevant or noisy content.
It helps to be a unique, authentic voice in your space. Publishing your own content on a blog or website can deliver a fresh take, and original content is most likely to be shared. Try using the different forms of content for your law firm and monitor what's most effective over time:
- Static posts
- Infographics
- Carousels
- Videos
- GIFs
- Podcasts
- Blogs
- And so much more!
Video and blog content often consume more resources, and many firms begin posting short-form content and static posts before diving into more time-consuming content creation.
As you create content, implement the following elements into your social media strategy:
- Purpose. Are you trying to spread awareness and educate followers, or are you trying to convert clients at the bottom of the funnel? Different formats of content are good for achieving different goals, from securing new clients to simply educating the masses.
- Format. Similar to the types of social media content above, there are many formats you can leverage.
- Content Pillar. Social media content should follow 'Themes,' or different categories you frequently post about. For a personal injury law firm, your social media content pillars might include Legal Advice, Safety Tips, Insurance, Tort Laws, Appeals, and more.
- Call-to-Action (CTA). This could be to visit a page on your website, read a blog, or contact you. Including a 'Next Step' for your social media content guides your audience throughout the buyer's journey and gives you an actionable metric to gague effectiveness.
Pro Tip: If you're posting on LinkedIn with a URL that leads readers outside of LinkedIn, put these URLs in the comments, NOT the LinkedIn post itself. This will increase your post's visibility and ensure that LinkedIn isn't docking you.
If you're not sure where to begin, social media content relevant for law firms and your audiences might like content that covers:
- Frequently asked questions from your clients and prospects
- Legal news and advice
- Firm updates and announcements
- Social proof and client testimonials
- Promoting events, webinars, and campaigns
- Behind-the-scenes content of your team
- Responding to questions and direct messages
But once you've identified what your content will be about, make sure you're designing the information in a pleasing and engaging way.
Grow Your Firm's Social Media Ethically
Many people use social media without considering the ramifications of careless choices. As a business owner and an attorney, it’s important to promote yourself ethically. Only share content you believe is representative of your brand.
Whether you’re a frequent user of social media, or new to the idea, these tips can help you develop your legal marketing strategy. Social media is an inexpensive but powerful tool to grow your business. Taking advantage of all marketing venues is key to growth for law firms big and small.
CASEpeer is secure case management software designed for personal injury attorneys. From intake to settlement, our robust features help law firms become more proactive and powerful. Our goal is to help attorneys grow their businesses. For more marketing and practice management tips, visit our blog.
