In the modern era, the digitalized world we’re living in, Social Media shouldn’t be optional for any law firm (and for any business). Networks like Facebook, Instagram, and LinkedIn, or even the emerging Tik Tok, are a necessity for attorneys who want to stay relevant, raise their brand awareness, and get in front of relevant audiences.
Suppose you are familiar with Nanato Media, our views on law firm digital marketing, and you follow our blog. In that case, you already know that we are firm believers in the potential of platforms like Facebook or Instagram for law firm marketing. We’ve even gone a step further and considered the opportunities with emerging or trending networks, like Tik Tok for attorneys, or Clubhouse, the audio-only app. In today’s article, we’ll take a step back, returning to the fundamentals of Social Media Marketing, and we’ll explore the top benefits of Social Media for law firms. Let’s understand why you shouldn’t miss out on one of the fastest-growing, effective, and potentially inexpensive ways to reach your target audiences.
- Increase brand awareness & humanize your law firm’s image
Brand awareness is the first to come to mind when considering Social Media for business purposes. And that’s not a coincidence. Around 50% of the general population is on at least one social media app, making them a natural environment for users who want to connect with friends, explore trends, browse the latest news, or discover new products and services. According to Instagram, 83% of its users find new products/services on the platform and consider them for their future needs. Additionally, social media allow you to add an extra layer of brand awareness, and that’s humanization. You can create human touchpoints for your law firm by sharing notable moments or wins, personal achievements, or accomplishments and celebrations of your colleagues and staff.
- Network and become an attorney thought-leader
That applies to most platforms but is particularly obvious for attorneys on LinkedIn. Expanding your networks should be the first step, getting in touch with peers and other attorneys. That creates a positive sentiment and could potentially open up opportunities in the future (from co-counseling to collaborative efforts such as a podcast appearance). Moreover, getting involved in discussions, writing articles or posts, and sharing your videos can establish you as an authoritative force in your field. That can create massive advantages, as growing your network and follower base can help you become a resource that people are coming back to.
- Increase your law firm’s website traffic and generate leads
Social Media apps, either through organic posting, or ads can become one of the key traffic drivers for your law firm’s website. Organic posting can help you stay in touch with your audience and, at the same time, create CTAs (calls to action) that drive them to your website. Taking it a step further, and primarily through Facebook & Instagram leads ads, you can transform the interest you generate to actual submissions and potential new clients.
Tip: You can also collaborate with local influencers and thought leaders that can help you gain more traction and drive increased traffic and leads to your law firm.
- Content distribution, promotion, and repurposing
Content is king; that’s an undisputed fact. Social media present an excellent opportunity to create and share content. Be it videos (extended or short), photos, or written content; you can use social platforms to share it. What’s even better is that you don’t need to always come up with new assets to share. You can repurpose your law firm’s existing content and create appealing, informative, and engaging posts.
Tip: You can also use Social Media as a source for content ideas by following related accounts and hashtags.
- Reputation Management
Legal reputation management is a vital component of every law firm’s success, not just with digital marketing but generally business-wise. Getting reviews on Social Media platforms can significantly boost your reputation, and drive clients to your practice, as consumers are more likely to convert if they see a positive reviews-outlook on your pages. Apart from that, it’s a great source of communication with your audiences through comments or DMs, enhancing your reputation even further and creating a stronger bond with your followers.
Tip: In case of negative reviews or comments, you should jump in and handle the issue with care and sensitivity. A positive vibe from a problematic situation can leave its mark and help prospects understand that you care and value every opinion, every user.
- Communication, customer service, and support
We live in the digital age, and customer support is no longer conducted just over the phone. Even emails sometimes seem obsolete. Especially for younger generations, messaging is the go-to option when they need to get assistance. It can be through WhatsApp, Facebook Messenger, Instagram DMs, but people can come up and ask for information, enquire about their case, or request consultation. Those apps, create an additional touchpoint, and staying on top of the challenge can help you provide top-notch customer support while proving that you’re not an attorney stuck in the previous decade.
- Understand your audience
Social Media provides great tools and apps that allow you to view various metrics and reports, understanding your followers and prospective clients. You might wonder why we insist on that when you have all your website and potentially ads data. Still, on Social Media, you can get extra layers of information, with the most important being brand sentiment. Using sentiment analysis can help you protect your brand, avoid crisis, and looking back to one of our previous points, improve your reputation.
- Targeted ads and retargeting
Platforms like Facebook and Instagram (despite the new policy updates) allow you to create ads based on demographics, interests, and user preferences. That’s a powerful tool that can contribute to your marketing efforts, creating opportunities with audiences that Google Ads, for example, couldn’t reach. Additionally, Social Media is a great place for retargeting. Adding Facebook Pixel to your law firm marketing mix can prove beneficial, as it allows you to get in front of people who interacted with your brand (in a way or another) but didn’t convert.
Time for our takeaways:
- Social Media platforms are part of our everyday lives, and no law firm should overlook their significance.
- They represent a great opportunity that allows you to get in front of targeted audiences organically or through ads.
- Social Media are accessible, and they can allow your law firm to establish its presence within the community, making you a go-to source for help in matters related to your practice areas.