Keeping up with social media can be a headache, especially when you’ve got better things to do such as running your law firm. Maintaining your online presence on Facebook, Twitter, and LinkedIn can be overwhelming–and if you’re doing it right, it can even seem like a full-time job. Is it really all worth it? The answer is a definite yes. In fact, if you’re not using social media to help bring in more clients, your law firm’s marketing plan has not yet reached its full potential.
Social Media is an Invaluable Tool for Your Law Firm
The bottom line is that the law industry is catching up with the rest of the world in digital marketing, and if your firm is not making an effort to participate in this movement, you’re going to get left behind. Soon, a successful law firm without a social media presence will be a thing of the past. Everyone’s online now, and they expect you to be, too.
We’ll give some tips on how to start strengthening your law firm’s social media presence, but first let’s talk about one of the most crucial aspects of using social media as a marketing tool: online listening.
The Importance of Social Media Listening
Social media listening is exactly what it sounds like–listening to what’s going on in the world of social media and using this data as a form of market research. Thanks to social media, market research has never been as inexpensive or accessible as it is today. The thoughts and musings of your potential clients are literally right at your fingertips–all you have to do is listen.
Software like Google Alerts can help you keep track of the topics you’d like to monitor, such as how many people are searching for worker’s comp lawyers in your area or who’s looking for law firms like yours. Talk to the person who manages your digital marketing strategy about using social media listening to collect data on your potential clients.
Tips for Using Social Media to Bring in New Clients
There’s not a one-size-fits-all approach to social media marketing, especially when it comes to online marketing for law firms. But keeping these tips in mind will help give you a leg up on your social media campaigns.
- Relate to your audience, but keep it professional. Keep slang and chat-speak to a minimum. It’s off-putting to watch a professional services firm act “too hip” online, so try to maintain a balance between casual and professional.
- Share the content you’ve created–but share other helpful content, too. It’s also important to maintain a balance between sharing your own content and sharing the helpful content of others. Don’t turn off your potential clients by only talking about yourself and your law firm. Instead, show them that you’re genuinely trying to be helpful by providing information from other sources too. Don’t fret about sharing content from other sources–just make sure they’re not a direct competitor of yours and you’ll be just fine.
- Engage. If a social media user tweets at you, posts to your Facebook wall, or interacts with you in any other way, you need to respond to them. Because it’s pretty rare that a potential client will reach out to you first on social media, you should cherish it and respond as soon as possible. Thank them for getting in touch and engage them in conversation so they’ll know your law firm is personable and attentive to the needs of its clients.
It sounds like a lot of work–and in fact, it can be if your law firm’s digital marketing strategy isn’t managed efficiently. If you’re thinking of outsourcing digital marketing for your firm, make sure they’re adept in social media marketing and online listening–and as always, make sure they know what they’re talking about when it comes to marketing specifically for law firms.