An effec­tive social media strat­e­gy is vital to every busi­ness. For ones in the legal indus­try, how­ev­er, it can be tricky to under­stand how to even begin craft­ing one. Do you want your firm to appear casu­al or com­plete­ly cor­po­rate? How can you incite engage­ment with­out being too pro­mo­tion­al? Are cer­tain chan­nels more effec­tive in reach­ing your tar­get audi­ence?

If you’re in the legal indus­try and strug­gling to get start­ed with social media — or want some updat­ed insight to improve your cur­rent strat­e­gy — check out our top four social media tips for law firms.

Showcase Your Expertise

Your law firm pro­vides expert legal advice, which you shouldn’t be afraid to high­light on social media. By shar­ing valu­able blog posts, arti­cles, and client tes­ti­mo­ni­als, you can val­i­date your cred­i­bil­i­ty and win the trust of cus­tomers. As a rule of thumb, keep your com­pa­ny pro­files updat­ed with accu­rate, con­sis­tent infor­ma­tion includ­ing your firm’s name, phone num­ber, and loca­tion.

To make your pro­files appear active, stay active. This may include post­ing dai­ly or week­ly to main­tain con­sis­ten­cy and estab­lish a post­ing prece­dent. Stay­ing active on your social chan­nels will help your pages appear more rep­utable and if you choose to adopt a paid social media strat­e­gy, con­vert the leads gained from your dig­i­tal ads. For exam­ple, if your lat­est Face­book ad tar­gets an inter­est­ed user who then vis­its your firm’s Face­book page, you’ll want them to come across an active page filled with valu­able con­tent rather than one that hasn’t been active since 2018.

Pair Social Media With SEO

When used strate­gi­cal­ly, social media mar­ket­ing can dri­ve traf­fic to your web­site or direct­ly to your law firm. Sim­ple SEO tac­tics can help you cre­ate a more devel­oped social pres­ence, con­tribut­ing to over­all improve­ments in online vis­i­bil­i­ty and web­site traf­fic. In fact, keep­ing your com­pa­ny name, address, and phone num­ber (NAP) con­sis­tent — as we men­tioned before — is just one small way to improve your search engine results.

To fur­ther boost your SEO and SERP rank­ings, gen­er­ate rel­e­vant, opti­mized con­tent on your own web­site and share that con­tent on your social chan­nels. This will help draw in more web­site vis­i­tors and increase the dig­i­tal author­i­ty of your blogs. In sim­pler terms, as you post more valu­able con­tent and draw traf­fic to each piece, Google will con­sid­er you like a more rel­e­vant source of infor­ma­tion. Thus, your web­site ranks high­er in search results — help­ing you to draw even more web­site traf­fic from the clients in need of your ser­vices.

Pair Social Media With SEO

Use the Right Channels

Prospec­tive clients are on social media, and there are many ways to reach them. In fact, of all the respon­dents in the Sprout Social 2019 Index, 96% use social media and 84% of them are on LinkedIn — which also serves as the num­ber one social media plat­form among lawyers. There­fore, if you are look­ing to attract leads and dri­ve con­ver­sions, you’ll want to use the chan­nels your audi­ence uses.

LinkedIn, of course, isn’t the only place where you can inter­act with your audi­ence, but it’s cer­tain­ly one that you’ll want to con­sid­er adding to your mar­ket­ing mix. To get even bet­ter results out of the right chan­nels, like Face­book, con­sid­er invest­ing in social media ads that you can tar­get spe­cif­ic areas, income lev­els, and age groups.

Engage With Your Community

Social media acts as a plat­form for your law firm to engage with cur­rent and future clients. By pro­vid­ing users with infor­ma­tive and engag­ing con­tent, answer­ing their ques­tions, and resolv­ing issues, you can main­tain or estab­lish a pos­i­tive dig­i­tal rep­u­ta­tion. Keep in mind that com­mu­ni­cat­ing with your dig­i­tal com­mu­ni­ty is a two-way street. Not only will you be able to eas­i­ly spread news and rel­e­vant infor­ma­tion about your firm, but you’ll also stay updat­ed on the lat­est trends in the legal indus­try.

Direct meth­ods of engage­ment allow you to talk with clients one-on-one, so you can bet­ter get to know each oth­er. In turn, you’ll be able to tar­get your audi­ence more effec­tive­ly in the future, and they’ll have a stronger sense of trust with your firm. And if your law firm is active and engag­ing on social media, you’re more like­ly to rack up online reviews and have the exist­ing cred­i­bil­i­ty to effec­tive­ly address any neg­a­tive ones.

SOURCE: Web Solu­tions of Amer­i­ca