7 SOCIAL MEDIA MARKETING STRATEGIES FOR LAW FIRMS

Social media has become an integral part of people’s life. Staying away from social media is unthinkable these days. Be it news feed or business promotion, social media is being used for everything. It is estimated that around 50 percent Americans get their news from social media. No wonder it has become the most sought after platform for advertising. Social marketing ideas for law firms are increasingly gaining in popularity.

Like any other business, law firms and individual lawyers are promoting themselves on social media. More and more lawyers and law firms are utilizing social media to acquire new clients.

In a survey of lawyers conducted in America, more than 90 per cent said they use social media to get new clients. Facebook and LinkedIn are the most preferred platforms for lawyers’ promotion.It presents lawyers a huge opportunity to connect with business leaders and influencers in the society, and at the same time personally engaging and interacting with future prospects.

1. Create Social Media Posts around Holidays

Creating social media posts around holidays that are relevant to your prospective clients can help you get new business. Your posts should be created around what your clients already have in their mind. It is during the holidays that they think about pursuing legal matters. Creating your posts with content relevant to your area of expertise and posting them on holidays that are important to your target audience can be a highly effective strategy. For instance, if you are family law specialist, you should post on Mother’s Day, Father’s Day, Valentine Day, Thanksgiving, etc.

2. Create a Facebook Lookalike Audience Campaign

When you create lookalike audience on Facebook you can reach out to a group of people who have similar profile as your existing clients. By creating a lookalike audience you provide a source to Facebook based on which it identifies the similar traits among those people, such as demographic information, profession, etc., and then tries to find people from among its users who have similar qualities as the source audience you created. Running a lookalike ad campaign can help immensely in developing brand awareness among people who have similar qualities as your earlier clients.

3. Run Video Ads on Social Media

Videos are viewed the most on social media, more than any other type of content. However, you have to be careful in choosing the duration of the ad. The best way is to run test ads of different duration to find out which one gets the best response. Running a full length brand video might get you some engagement, but lesser duration does better. A law firm in the US ran 6,15 & 30 seconds ad on different social media channels and found out that the smallest ad got the best outcome across channels.

4. Create an Educational Video Series on YouTube

Legal processes are complex, and it’s not easy for everyone to understand them. Therefore, educating your potential clients on legal matters should be your preferred first step in online marketing for law firms to get new clients. And a video series on YouTube is good step in that direction. People need to understand their situation before hiring an attorney. Videos not only show your face, it gives a personal touch to the whole situation. Since you are already delivering value even before meeting the client, it creates trust among people.

5. Run a Bumper Ad Campaign on YouTube

Bumper ads are six-second video ads that appear before a video on YouTube. It cannot be skipped. They are an excellent way to improve your brand awareness. Videos are the best way to improve brand recall, better than any other type of content.

You can create high impact with your bumper ads by running are-targeting campaign. In re-targeting campaign your ad will appear on the screen of only those people who have already visited your website but not fixed an appointment.

6. Create a Facebook and Instagram video Ad Campaign.

Facebook and Instagram are the two best social media platform to improve brand awareness. Their combined user base of 3.5 billion makes them the largest platform, and starting a campaign is not at all difficult. No plan for marketing for attorneys should ignore this.

7. Run a LinkedIn Ad Campaign.

LinkedIn is another great platform to run ad campaigns. LinkedIn’s user base comprises more educated and highly placed individuals, which means that it is good platform to target qualified people.Though LinkedIn has very recently added video option on to their advertising platform, it is already showing great results.

The above mentioned strategies are tried and tested social marketing ideas for law firms. Every plan for marketing for attorneys and law firms should include these strategies.