Lawyers have been slow to adopt social media as a marketing tool, but that is changing. More and more law firms are realizing the potential of social media to reach new clients and grow their business. And, with social media usage growing faster than ever, it’s important to capitalize on this trend.
In this blog post, we will discuss different ways lawyers can use social media to generate traffic, leads, and more phone calls. We will cover Facebook, Twitter, LinkedIn, Instagram, TikTok, YouTube, and more. So whether you’re just starting out with social media or you’re looking for new ideas, read on for some great advice.
Why is social media marketing important for law firms?
Social media marketing is important for law firms because it allows them to reach a wider audience with their message. In the past, law firms have relied on traditional marketing methods such as print advertising, television commercials, and direct mail. While these methods can still be effective, they are often very expensive and time-consuming. Social media provides a more cost-effective and efficient way to reach potential clients.
Studies have shown that in the last year, TikTok, YouTube, and Twitter poise the most potential as social channels. Nonetheless, you should be active on all of them to reach the most amount of users.
Another reason social media marketing is important for law firms is that it helps them build trust and credibility with potential clients. In the legal industry, trust is everything. Potential clients need to know that they can trust you with their case before they will hire you. By using social media, lawyers can connect with potential clients and show them that they are knowledgeable and trustworthy.
Finally, social media marketing can help law firms generate leads. While most people will not hire a lawyer after seeing a post on Facebook, social media can be used to build relationships with potential clients. By providing valuable content and engaging with potential clients on social media, lawyers can generate leads that they can then follow up with offline.
These are just a few of the reasons why social media marketing is so important for law firms. If you’re not already using social media to market your firm, now is the time to start. Implementing even one or two of these ideas can make a big difference in your business.
Social media marketing ideas for law firms
Next, we’ll get into actionable social media marketing strategies for law firms.
1. Post video content on different platforms
One of the best ways to reach potential clients on social media is through video content. Video is highly engaging and can be very effective in conveying your message. TikTok, YouTube, and Instagram are all great platforms for posting video content.
For example, accounts like “Lawbymike” have 6.7+ million followers on TikTok alone. Imagine the amount of business you would generate with a following like that.
When creating videos for social media, it’s important to keep them short and to the point. People have short attention spans and are more likely to watch a video that is only a few minutes long. Also, make sure your videos are interesting and informative. No one wants to watch a boring commercial masquerading as a video.
Finally, don’t forget to include calls to action in your videos. Tell viewers what you want them to do after watching your video. For example, you might encourage them to visit your website or call your office to set up a consultation.
2. Use TikTok to reach more prospects
TikTok has quickly become one of the most popular social media platforms with users of all ages. If you’re not already using TikTok, now is the time to start. The platform is especially popular with younger generations, which makes it a great way to reach potential clients who are in their 20s and 30s. Users spend nearly 20 hours/month on the app.
To get started on TikTok, simply download the app and create an account. Then start posting short videos that are informative and interesting. Don’t forget to include calls to action so that viewers know what to do after watching your videos.
3. Post legal videos on YouTube
YouTube is the second largest search engine in the world, so it’s no surprise that video marketing is so important for law firms. As a matter of fact, 31% of marketers say video is very important in their overall marketing strategy. You can post informational videos, case studies, or show behind the scenes at the office.
Creating a successful YouTube channel takes some work, but it can be well worth it. First, you need to create engaging and informative videos that are relevant to your target audience. Then, you need to promote your videos through other channels such as email and social media. Finally, you need to interact with viewers and build relationships with potential clients.
4. Create Instagram Reels and Stories
Instagram is a great platform for reaching potential clients, especially through Reels and Stories. Reels are short, engaging videos that can be up to 15 seconds long. They’re perfect for giving viewers a quick snapshot of what your law firm is all about. Stories are also short videos, but they only last for 24 hours before disappearing. They’re perfect for sharing behind-the-scenes content or highlighting recent cases you’ve worked on.
To get started with Instagram Reels and Stories, log into your account and click the plus button in the top right of your profile and select “Story” or “Reel.”
Upload the content or record directly from your phone, and post it once you’re done.
With stories, include a call to action depending on what you’re promoting. Reels, on the other hand, require a description and relevant legal hashtags.
5. Become active in Facebook and LinkedIn groups
An underused social media marketing strategy for lawyers is leveraging groups. There are many groups on Facebook and LinkedIn that allow lawyers to network with potential clients. For example, there are groups for divorced parents, small business owners, entrepreneurs, etc. Search for a keyword on either platform and filter the results by “Groups.”
Becoming active in these groups is a great way to build relationships with potential clients. Simply join relevant groups and start participating in discussions. You can also post helpful articles and resources that group members will find useful. Just be sure not to be too salesy or self-promotional.
That brings me to my next point.
6. Join legal conversations on Twitter
Remember, people use social media to be social. And, Twitter is one of the best platforms to do just that. You can follow hashtags to see what people are saying about specific topics. You can also chime in on these conversations and offer your expert opinion. By adding value, prospects may check out your profile and visit your website, getting them one step closer to booking a consultation.
An example of searching for and finding legal conversations on Twitter.
7. Optimize your law firm’s social accounts
All of your law firm’s social media profiles can be optimized to generate more impressions and traffic. Most notably, make sure to include a link to your website in your profile bio on all platforms. You should also use relevant keywords in your profiles so that people can find you when they’re searching for legal help. The logo and cover photo should be the same to create brand consistency. You don’t want to confuse prospects by looking different on each social network.
For example, Diamond & Diamond Lawyers use the same assets across each platform so people know they’ve found the right business they’re searching for.
8. Invest in retargeting ads
Last but not least, retargeting ads on social platforms can net some of the highest returns with your marketing budget. These ads are served to users who have already visited your website. Using them helps increase brand awareness, creates a competitive advantage, and generates leads. You can invest in retargeting ads on practically all social networks, including Facebook and Instagram. Retargeting can also be done through Google’s display network.
According to 99firms, 77% of retargeting is done through Facebook and Instagram with Google following behind them. While you should always experiment with new and different channels, these are statistically proven to be effective.
Final thoughts on social media marketing for law firms
Don’t be slow to adopt social media marketing as a law firm or lawyer. Your competitors will gradually get ahead and take clients that could’ve been yours. It’s never too late to start, and you can maximize the return of social media marketing by using the following strategies:
- Post video content on platforms like Instagram.
- Use TikTok to reach more prospects.
- Post legal videos on YouTube.
- Create Instagram Reels and Stories.
- Become active in Facebook and LinkedIn groups.
- Contribute to legal conversations on Twitter.
- Optimize all of your social accounts.
- Invest in social ads and retargeting.
If you need help with digital marketing, enroll in our legal marketing courses.