Social Media Marketing:
Bring Your Law Firm Into 2021
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Love it or loathe it, there is one thing you cannot deny: social media has well and truly taken over the world. As well as acting as the perfect way to sneakily check up on your ex or gawp at old school friends, social media also offers an incredible way for businesses to boost their brand, connect with their clients, and stay up to date on major changes and developments within their industry.
Many law firms are fairly new to the world of social media marketing, and many are still failing to take full advantage of the perk of each platform – and this means they are missing out on some serious potential profit, and the chance to grow their client base. Make sure you are one step ahead of the game, and get ready to transform the potential of your firm with the top social media tips and tricks.
Why Use Social Media Marketing?
Before we dive into the individual platforms, it is worth taking a look at the ways in which social media marketing could boost business, and just why it is so successful.
- It Is Prominent
It is a rare client indeed who is absent from every single one of the main social media sites – Facebook, Instagram, Twitter and LinkedIn. In the modern age, the majority of your potential and existing clients will be interacting with social media on a daily basis. In addition, the prevalence of smartphones means that by making the most of social media, you are taking full advantage of an enormous captive audience across each of the main channels. This also ensures greater visibility, and can really help to boost your brand.
- It Is Fast
Unlike blog posts which have to be written and uploaded, social media marketing is fast, relevant and to the point, and this makes it perfect for discussing ongoing situations and current events. While you will need some sort of plan to maximise your social media presence, the spontaneity of the platforms means that you can interact with your audience instantly, and this helps to bring a real relatability to your firm, as well as a connection with your audience.
- You Can Connect Your Platforms
Cross platform content is a major advantage of social media marketing; you can upload a blog post to your site, and send a preview to Facebook, Instagram and LinkedIn – all at the touch of a button. This means that your social media presence is coherent and slick, and helps you to present your firm as real professionals.
- Receive Real Time Feedback
Social media marketing also allows you to receive real-time testimonials from your satisfied clients, and in a field as competitive as law, this can be the difference between landing work, and losing out to a sleeker competitor.
How To Use Different Platforms
As we mentioned, there are four main platforms you can use: LinkedIn, Facebook, Instagram and Twitter. Each of these have their own advantages and disadvantages, and each can be used in a different way to draw awareness and visibility to your brand.
Often touted as the ‘professional Facebook,’ LinkedIn is the largest online professional network in the world, and boasted around 5 million members in the UK alone at last count. It can be used to make new connections, and really engage with a professional audience and build a strong network. In addition, by making the most of your LinkedIn profile, you can showcase your services and offerings to any potential new clients, as well as business connections who could benefit.
To make the most of LinkedIn, you should be posting branded articles to raise brand awareness, list your skills and include a photo.
Facebook is accessible, familiar and easy to use, and allows you to connect with your visitors on a more personal level. It is also one of the most popular sites, offering a wide range of potential clients. Whitepapers and blog posts are the best things to share here, as well as ongoing engagement.
Twitter is home of the hashtag, and this is perfect for sparking debate with other colleagues, legal professionals, and your target market. There are a few official hashtags for the legal profession in different countries, such as the Law Society’s #solicitorhour, used to discuss issues and developments which affect the profession.
As a visual platform, Instagram can be very useful for making a bold statement, and setting the “vibe” of your firm through inside looks. The recent addition of the “Reels” feature has also proven very popular, and can be a great way for law firms to feel more approachable and relatable, closing the distance between client and lawyer, and building a more authentic relationship.
Embracing social media marketing is a great way to bring your brand into the public eye, as well as banish the stereotype of stuffy, distant law firms. Establishing a real connection with your potential clients is crucial, and social media gets you in front of thousands of eager eyes.