When used effectively, social media platforms such as LinkedIn, Twitter, and Facebook can be valuable and cost-effective tools for growing a law firm, providing more consistent results than paid advertising or paid listings.
Social media works for lawyers and law firms because it’s both social and personal.
It can be used to establish long-term relations with existing clients as well as attract new clients, in an organic and unobtrusive way. Regardless of your area of practice or the size of your firm, here is an essential strategy for using social media to grow your law firm.
Start With A Great Website
The best foundation on which to build your social media efforts is a great website. Your website should have a professional design, be easy to navigate, present your lawyers, law firm, and services clearly, and be optimized for both search engines and mobile devices.
If you don’t have a legal blog already, create one on the same domain as your website, i.e. www.yourwebsite.com/blog or blog.yourwebsite.com. All your social profiles will be delivering visitors to your website and blog.
Join The Right Social Media Platforms
There are hundreds of social media websites out there, but not all of them are good for lawyers. You want to focus on LinkedIn, the world’s largest professional network, Twitter, and Facebook. If you want to create videos, you can also use YouTube.
In time, you can add new social networks to your list, but in the beginning you’ll see better results if you focus on these key social networks. Create professional business pages on all of them and tweak them so that they convey the same message as your business website.
Create A Social Media Strategy
Use all the available social media and marketing data you have to understand your audience is. You can then begin to plan your social media content in advance, get all your team involved in creating it, and set up a publishing routine, together with short-term and long-term targets.
Lawyers and law firms who are using social media effectively tend to have a social media strategy in place and to create content in advance. Furthermore, they assign roles among their team for the management of their social media efforts, which includes publishing new content and responding to comments on a daily basis.
Share Your Insight With Your Audience
When facing legal problems or seeking legal services, most people turn to the Internet for answers. Creating content focused on answering the questions potential clients have can persuade them to choose your services.
Good content builds trust with your audience and shows them that you understand their problems and can solve them. Link to your website as often as possible in your social updates to drive traffic to it.
Answer Comments And Questions and Interact With Your Audience
People today take their legal problems to social media – it’s easier to drop a reputable lawyer a question on their Facebook page than call him or her or send them an email. Answering any questions people leave you on Facebook, Twitter, or LinkedIn is a great way to encourage them to use your services.
Connect, Track, and Interact
You can also use social media to keep an eye on your competitors, monitor the latest news and legal changes that affect your practice area, and interact with other lawyers and professionals in your area, establishing valuable connections.