Currently, 71% of lawyers get their clients from social media. These platforms play host to 5.17 billion users worldwide, presenting law firms with a unique opportunity to increase their visibility, build awareness, improve trust, and boost client acquisition.
But what is the best way to go about it?
We’ll look at eight of the best social media strategies to transform your law firm’s online presence and keep you ahead of the competition.
1. Find the Right Platforms for You
The social media landscape has witnessed remarkable growth, but not all platforms are suitable for law firms. Ideally, focus on these four:
Roughly three billion monthly active users.
Facebook is perfect for legal advertisements as it provides built-in analytics. You can check out Baker McKenzie, Clark Hill, and Millbank for inspiration on the content front. Encourage authentic conversations by sharing behind-the-scenes at your place of work; it will humanize your brand.
Two billion monthly active users worldwide.
Share high-quality images and videos highlighting your firm’s accomplishments and culture. You can also spice things up with infographics and eye-opening statistics. Solid marketing specialists can also harness the power of memes to expand their reach.
Over 1 billion members in 200 countries and regions worldwide.
Post weekly to get 5.6x the followers of pages that post monthly, preferably with images (or another type of rich media), as they can bring a 98% higher comment rate.
Before you do that, make sure to optimize your LinkedIn profile. You can do this by verifying your contact information, writing a detailed summary, adding a background banner photo, and including details about your firm’s certifications.
X (Twitter)
600 million monthly active users, according to X owner Elon Musk.
This platform is great for sharing updates on the legal front, which will establish your firm as an authority in your niche. To generate leads and maximize engagement, maintain a consistent posting schedule.
2. Create Content That Connects
Your marketing content should address your target audience’s pain points and encourage interactions. To drive traffic and conversions to your firm, regularly post the following:
- Informative and educational blogs
- Case studies that provide insight into your expertise
- Infographics to present complex information in a simple format
Don’t miss out on explanatory videos; they draw the viewer in effortlessly.
3. Cultivate Trust with Testimonials
Did you know 87% of clients check online reviews during the attorney vetting process? To give your law firm a competitive advantage, provide social proof via unbiased testimonials to boost your credibility and trust. These endorsements help persuade those on the fence to choose your firm over your competitors.
4. Level up your Hashtag Game
Cut through the noise with hashtags, which categorize your content and make your posts more discoverable. Use relevant words and phrases to ensure your message gets delivered to those looking for specific content in your niche. They can increase engagement by 12.6% on Instagram and about 50% for brands on Twitter.
Here are two categories to experiment with:
- Service: Highlighting areas of work, such as #BusinessLaw, #WrongfulDeath
- Local: Where you’re based, like #ChicagoAttorney, #FloridaLaw
5. Stay on Top of Trends
The legal landscape is constantly undergoing transformation. Law firms must adjust to the latest trends and developments to remain competitive in this highly-saturated industry. Accelerate your business development by showing you’re aware of the latest changes by hosting a livestream.
6. Try Storyselling
Weave compelling narratives on how you approach your client’s legal problems, with a focus on your core values, mission statement, and how you operate.
For example, DLA Piper features its employees on its socials. They share stories on what they love about the firm and how they help clients. This can help foster a community around your firm.
7. Use Branding—Extensively
Branding can make your law firm more memorable, helping clients distinguish your business in a crowded marketplace. Create law firm flyer templates using your website’s color scheme aesthetic. Make sure to customize them with your logo. This ensures a cohesive aesthetic and raises the bar on lead generation.
8. Work on your Customer Service
Legal issues can make clients frantic and stressed.
Take the time to understand their case and ask probing questions to get the complete picture before responding to their concerns and inquiries in a reasonable time. Making clients feel heard and seen can be difficult if done through DMs, so try to persuade them to connect via email or call.
Take Home Message
With approximately 450,000 law firms in the US, finding your footing in the judicial terrain can feel like a distant dream. But it’s possible if you leverage the power of social media, bringing strategies to life with tools like PosterMyWall.
Remember that marketing can take its sweet time to show results.
Out-of-the-box thinking can give you brownie points with users craving something new. However, you can stay ahead in the game by riding the wave of virality.