Attorneys rely heavily on social interactions with clients and colleagues to carry out their work, therefore they have a lot to gain from social media networks. Many legal professionals do not understand how to develop a strategy to use social media effectively. Let’s explore 5 simple steps to help attorneys create an effective social media strategy.
1. Social listening is crucial in social media marketing
Neil Patel’s article, “How Social Listening Can Improve Your Marketing”, for Social Media Examiner defines social listening as follows:
“Social listening includes being aware of what people are saying about you on social media, and then responding appropriately. It’s half awareness and half response—the response part is critical. Basically, social listening boils down to good communication.”
In James Mulvey’s article for Hootsuite, he outlines ways law firms are using social media listening, which include:
- Gather client intelligence
- Stay ahead of public opinion
- Help manage public perception of a case
- Gather information about perspective jurors
Social listening for research is only one example of the value of social media. Many law firms also have used social media for recruiting top talent.
2. Define clear social media objectives
The immediate goal for most attorneys is to increase traffic to their websites and improve overall online visibility. The ultimate goal is to expand the client base. Use social media to enhance your online marketing plan and make sure your social media goals are in line with your law practice’s overall marketing plan.
3. Know your social media audience
You must define a target audience with whom you want to connect. For instance, if you are a personal injury attorney, your potential clients (target audience) would be people who have suffered an injury. When you plan your content , keep your target audience in mind. There must be some type of value in your message to engage your audience.
4. Incorporate your social media strategy into your offline marketing plan
A good way to get new followers and increase social engagement is to integrate social media into traditional advertising. Use your offline advertising tactics to promote your social media efforts by placing social share icons or URLs on:
- Print advertising
- Business cards
- Letterhead
- Office signage
- Voice mail messages
You need to promote your social media existence as often as possible. If current and potential clients don’t know that you use social media platforms, they certainly won’t come looking for you.
5. Blogging is a necessary marketing tool
The best way to create quality content that your clients will want to share in social media is by writing an informative and engaging legal blog. It is your responsibility to make sure your business content is remembered and makes a positive first impression on current and potential clients.
Blogging is the easiest and most effective way to form a connection with your audience. Blogging on a consistent basis will build trust and confidence in your law firm and strengthen the connections with your clients.
Social media is necessary in driving new visitors to your website and it is important for sharing the web content you are producing. Your first step in developing a social media strategy is to identify which social networks you want to use. Choosing the right social media platform ultimately depends on the type of client you are trying to attract. Take the time to evaluate the social media platforms to determine if they fit in with the objectives of your law practice.
At BWS Internet Marketing Services, we focus on marketing solutions to help your business stand out and gain the competitive edge necessary in today’s online market. If you need help in planning your social media strategy, please contact us today.
