Social media and law firms go together like peanut butter and jelly. Social media is one of the few effective marketing strategies that apply to every business no matter what it does, providing law firms with a cost-effective, targeted approach to clients in various practice areas. Law firm marketing consultants will tell you that the best way to build your brand and grow your online presence is through social media — but how can you generate leads with something as intangible as virtual communities?
The answer: Social media has real-world applications for lawyers and their marketing campaigns, too. Here are seven ways to use social networks for your law firm:
1) Create and monitor profiles on LinkedIn, Facebook, Twitter, Google+, and other professional or niche networks before tackling more popular media. As with any marketing campaign, you need to know your target market before you can even begin to grow your client base online. Social sites are no different.
2) Make sure that your professional profiles are accurate, up-to-date and refer back to the website of your law firm. You should always get in the habit of promoting yourself whenever you have a chance, but make sure it’s not at the expense of honesty or appropriateness!
3) Create helpful content that’s relevant to specific keywords in order to help search engines find it easier when clients are looking for information on particular legal topics. For example, if someone is in the market for an entertainment lawyer, they’re more likely to turn to Google to find one if they know your website or blog is likely to pop up as a result of their search.
4) Participate in online discussions and forums related to law, and be sure to link back to your website or blog where appropriate. Not only will this help you establish yourself as an expert in your field, but it will also drive traffic back to your site.
5) Connect with other professionals who may be able to refer business your way, or even collaborate on joint projects. Social media sites are a great way to stay connected with people you might not otherwise have access to.
6) Use social media advertising to specifically target potential clients who may your services. Facebook Ads and LinkedIn Ads are great ways to do this, and they can be highly effective when done correctly.
7) Keep your social media profiles up-to-date with fresh, relevant content that potential clients will find interesting and useful. This will help you stay top-of-mind with potential clients, and it may even lead to them becoming actual clients in the future.
