Marketing Your Firm on the Cheap with Social Media
As a small or solo law firm, marketing yourself on social media can seem like a daunting task, especially if you don't have a lot of time, money, or technical capabilities. However, with a little bit of planning and effort, you can effectively market your law firm on social media. Here are some tips to get you started.
Choose the Right Social Media Platforms
With so many social media platforms available, it can be overwhelming to decide where to focus your efforts. Choose one or two platforms that are most relevant to your target audience and where you can easily create and share content. For example, if your target audience is business professionals, LinkedIn may be the best platform for you. If you do family law, Facebook is full of people just waiting to get a divorce. Cater to people trying to pull relatives out of a cult? 8-chan.
Optimize Your Profile
Your social media profile is often the first impression potential clients will have of your law firm. Make sure your profile is complete and professional, with a clear description of your services and contact information. Use a high-quality profile picture and cover photo that reflects your brand. For most firms, that means a great head shot of you and a picture of your team in front of your law office.
Create and Share Valuable Content
Regularly posting valuable content on social media can help establish you as an expert in your field and attract potential clients. This can be as simple as sharing relevant articles or creating short, informative videos. Use a mix of text, images, and videos to keep your content engaging.
I am always surprised at how hard attorneys find this part. They will tell you tales of their prowess for hours, but blank out when in front of a computer. Your stories (toned down, perhaps) are exactly the kinds of things to post about. The point is to show the potential client that you are experienced.
Engage with Your Audience
Social media is all about building relationships. Respond promptly to comments and messages, and engage with your followers by asking questions or soliciting feedback. This can help build trust and establish a connection with potential clients.
Hashtags are a simple and effective way to make your posts more discoverable on social media. Use relevant hashtags that are popular in your industry or location to increase visibility. A hashtag can literally be anything, from #familyfirst to #SoNotLegalAdvice. You can add them at the end or sprinkled throughout the post.
Collaborate with Others
Collaborating with other businesses or individuals in your industry can help you reach a wider audience and build your reputation. Consider partnering with other law firms or legal professionals to co-create content or cross-promote each other on social media. Solos especially, reach out!
Monitor Your Metrics
Keep track of your social media metrics to gauge the effectiveness of your marketing efforts. Look at engagement rates, follower growth, and website traffic to see what's working and adjust your strategy accordingly. This is the only math involved in this exercise, I swear.
Try to post regularly, like every Friday at 5pm. The more you post, the higher you will score on the algorithms, which will get you seen by more people. Consider starting a blog, writing your content there, then posting a summary and links to the blog on each of the social media channels you use.
Marketing your small or solo law firm on social media doesn't have to be complicated or expensive. The only cost is your time.
And of course a plug: Outlaw Practice helps you track your time creating content for social media, and tracks leads from the marketing campaign (e.g. your blog) all the way through the client experience. See how many leads each campaign brings, how many sign on, how much you bill, and how much they pay. Calculating ROI has never been easier!