As a marketing tool for law firms, social media hasn’t exactly been the go-to strategy among sole practitioners and small law firms. But times are changing.
For most attorneys, if you are not taking advantage of social media to promote your services, attract prospective clients, and build valuable connections, you’re missing a huge opportunity.
While not all trends will be relevant to promote your firm, there are some you should consider taking advantage of this year.
Niche Social Media Platforms
Up first is niche social media platforms. Utilizing niche groups will take the guesswork out of getting your firm in front of your potential customers as well as key influencers. Social media platforms such as Facebook, Twitter, LinkedIn, and Google My Business present an opportunity for you to connect more intimately with your target audience. Each of these larger platforms provide niche groups where you can target your messaging and connect with prospects as well as other professionals who can refer business to you directly.
Your clients have endless options when it comes to choosing their attorney. One way to stay top-of-mind and obtain a competitive edge is through two-way communication. Social media has made two-way online communication more effortless than ever before. Technology such as AI-powered response systems as well as live chat help engage with clients fast. Messenger on Facebook and Ask A Question on Google My Business are just two ways you can quickly connect with prospects. When it comes to customer expectations, response time speed is crucial in retaining attention.
Thanks to platforms such as TikTok, short-form video has become a major driving force behind brand marketing. Although you may not appear on TikTok, other social media platforms are making it easy for you to create and post your very own short-form video. Check out Instagram Reels, Snapchat’s Spotlight feature, and YouTube Shorts. Get creative and show your audience that attorneys aren’t stuck in the dark ages. Try giving a quick tour of your office, do a Q&A session, or share company announcements through short videos.
Quality Over Quantity
Substance and value are fundamental when it comes to sharing content. Churning out frequent but meaningless posts won’t win you points with your audience. Rather than posting invaluable information five days a week, opt for less frequent but more thoughtful messages that show you are in touch with your local community and clients. Doing so will help boost your authenticity as a trusted business. Marketing trend forecasts report that the days of perfectly curated content are over. Capturing and embracing authentic, everyday moments that your followers can connect to is the future.
Using social media to host live events will keep your followers engaged and attract new prospects. By offering an event to the screens of your potential clients who otherwise might not be able to attend in person, you will reach a much wider audience. Many platforms, such as Facebook, Instagram, YouTube, Twitter, and LinkedIn, offer live stream capability. Try hosting a live webinar, event, or Q&A session, but remember to promote your event for maximum exposure.
No matter which strategies your firm takes advantage of this year, do so with your client in mind. With Gen Z now moving toward adulthood, transparency and authenticity in your firm’s marketing will be essential.
If you would like to implement social media into your law firm’s marketing program, call Bardorf Legal Marketing to get started.