Are You Using Social Media to Market Your Law Firm?
18 Tips to Help You Get the Most From Social Media Marketing
Social media marketing is a powerful tool to attract clients to your firm. However, it’s not always easy to know how to go about using it. What information should you post? Where should you post it? Should you use hashtags? We’ll help you navigate the social media landscape with the tips below.
This is the most popular social media site. Facebook marketing is essential today if you want to market your law practice. What should you post? Essentially, anything that’s helpful or interesting to your clients or leads.
- Set up a Facebook profile for your firm. You can include information in the About section that tells users who you are and how long you’ve been practicing law. Be sure to include your contact information and a link to your website. Also include photos of your office and staff, engaging copy, and interesting legal articles.
- If you work with vendors that you’d like to promote, tag them and their services. The more information, the better. But keep it interesting and relevant to your clients and prospects. Engaging content is the key to finding new clients on Facebook.
- Ask your satisfied clients for testimonials you can post on Facebook. Just remember that you need informed consent from clients, and you should make sure nothing confidential is included in the testimonials. Also, engage with those who like and follow you.
- Use Facebook to promote your services, events that you hold or attend, and any awards or honors you or your staff have received.
- Include a link to your Facebook Page on your website, in emails, sales letters, newsletters, and other collateral materials. Spread a “wide net” to attract as many followers to your Page as possible.
- Remember to include a Call to Action, so people know how to contact you.
Twitter can be very useful for lawyers. It provides a fast-paced, real-time engagement for clients and prospects.
- Unlike with Facebook, your posts must be less than 280 characters. If you want to include an article, you’ll need to provide a website for readers to link to.
- Include photos, engaging content, and a Call to Action. Use the hashtagsymbol (#) before a relevant keyword or phrase to categorize your Tweets and to help them stand out. Use them to promote events or promotions. For example, if you’re holding an online event to educate clients about the importance of specific legal services, use hashtags like #wills or #trusts. Then people can follow your hashtags wherever you place them.
Instagram is popular because of its visually appealing presence.
- Set up an Instagram Business Profile for your law practice. Be sure to include information about your location and contact information and link your profile to your website. It also provides users with a way to see how others are engaging with you.
- You can also use hashtags and location tags to organize photos and improve search functions. This is where you want to share interesting photos that highlight your law practice. Include engaging captions that share where you are and how to reach you.
- Add hashtags in the caption or comments of your post. Include a photo or video with a hashtag. You can use up to 30 hashtags per caption.
This is another platform that attracts people for its visually appealing content.
- The target audience for Pinterest is women, so keep this in mind when posting. Include engaging photos and appropriate hashtags just as you would on Instagram.
- Pinterest should supplement other lead generation efforts. Use it to create boards for clients and followers based on your services. Include your accomplishments with comments, likes, and “re-pins.”
LinkedIn is a great way to attract clients (mostly business people) to your law practice. When you provide helpful information that appeals to business people on LinkedIn, they will look to you as the expert you are. This builds interest and trust and allows you to promote and sell your legal services.
- Create your own LinkedIn Group. This is a great way to attract followers who want up-to-date information about specific laws. Develop a subject as a reason for your group and position yourself as an expert in the field (perhaps a subject like tax litigation).
- Participate in other LinkedIn Groups. By doing so, you can highlight your profile and attract followers. Once you’ve positioned yourself as a legal expert, and a knowledgeable resource, you’ll have an opportunity to promote your practice.
- Promote your LinkedIn Page via other marketing vehicles. Just like you did with Facebook, include a link to your LinkedIn Page on your website, in emails, sales letters, newsletters, and other collateral materials. Spread a “wide net” to attract as many followers to your Page as possible.
- Take advantage of LinkedIn Follow Ads. Follow Ads can be promoted to people in your area. They help you reach and attract the right followers — those who are interested in the legal services you provide, and in an area that you cover. Be sure to add a LinkedIn “Follow” button to your website.
- Ask your employees to be LinkedIn “Ambassadors.” After all, they are some of your best advocates. Ask them to create personal LinkedIn profiles that include your firm’s name, and a link to your website.