Does Social Media Marketing Work For Law Firms?

In today's digital age, social media is an essential tool for businesses of all sizes, including law firms. By using social media effectively, law firms can reach a wider audience, build relationships with potential clients and generate leads.

A 2022 study by the American Bar Association found that 42% of small law firms say that social media has helped them to acquire new clients:

• 87% of law firms are on LinkedIn, including 89% of firms with 2-9 lawyers

• Facebook is the next most popular at 62%

• Twitter lags far behind at 38%

• Martindale is used by 37%

• Avvo by 18%

• Instagram by 17%

I’m a fan of Caralee Fontenele’s Scalable Law Podcast, and on a recent episode she said:

“Not every social media platform is going to work for your practice area. You need to be utilizing the social media where your clients are hanging out. If your clients are not hanging out on TikTok do not bother with TikTok. We need to work out where your demographic is - where your ideal client is - and you need to target them on that social media platform. So you don't have to start with every social media platform under the sun start - with the one where you believe the majority of your clients are hanging out and go from there.”

Great advice! So, how can law firms use social media to their advantage?

10 Social Media Tips for Law Firms

Here are a few tips for law firms that want to get more leads from social media:

1. Choose the right platforms.
   Not all social media platforms are created equal. Some platforms are better suited for certain types of businesses than others. For example, LinkedIn is a good platform for connecting with professionals such as other lawyers for referrals, while Facebook is a good platform for reaching a wider audience including directly speaking to potential clients. Many law firms are jumping onto TikTok. Clio says:
   
   TikTok has one of the most engaged audiences, which presents an opportunity for law firms
   and attorneys to expand their reach.

2. Post high-quality content.
   Your social media content should be informative, engaging, and relevant to your target audience. Avoid posting too much promotional content, as this can turn people off.

3. Be active and engaged.
   Don't just post and forget it. Take the time to interact with your followers by liking, commenting, and sharing their posts. Engage with your target clients on social media by commenting on their posts, answering questions, liking their posts and sharing their content on your own social.

4. Run social media ads.
   Social media ads can be a great way to reach a targeted audience and generate leads. However, it's important to use them wisely and track your results carefully.

5. And don’t forget about boosts!
   Most Facebook pages reach around 6% of their followers. Boosts are a smaller fee than social media ads, and a Facebook, Instagram or LinkedIn boost can help your followers see your post, which gets more likes and comments that their friends and contacts see - and results in more leads.

6. Use hashtags.
   Hashtags are a great way to categorize your content and make it more discoverable. When you use relevant hashtags, your posts will show up in search results for those hashtags. Your posts should use 3 types of hashtags:

   1. Keyword hashtags related to your law firm’s services.

   2. local hashtags based on your location

   3. Branded hashtags for your firm name, tagline, Unique Selling point - USP: what differentiates you from your competitors.

7. Collaborate with other businesses.
   Collaborating with other businesses is a great way to reach a new audience and cross-promote your services. Look for businesses that complement your own and that have a similar target audience. For example, a family law firm might partner with a divorce therapist to offer tips on coping with divorce on their social media.

8. Offer free resources.
   Free resources are a great way to generate engagement around your brand. They can help you to demonstrate your knowledge and trustworthiness, attract new followers and collect leads. Free resources a law firm can offer include:

   1. Blog

   2. Podcast

   3. eBooks and Guides

   4. Newsletter

   5. Free Case Evaluation

9. Use social media analytics.
   Social media analytics can help you track your progress and see what's working well and what's not. This data can be used to improve your social media strategy over time. Most social media platforms have their own built-in analytical, and Google Analytics will identify what social media platforms are driving visitors and leads to your website.

10. Be patient and consistent.
    Social media marketing takes time and effort. Don't expect to see results overnight. Be patient and consistent with your efforts, and you will eventually start to see results.

Social Media Tip from Lawyerist:

Don’t be fake. To communicate your law firm’s brand effectively, you need to be authentic. There’s no need to force a voice or tone on social that isn’t you. If you aren’t known for being funny, avoid it.

By following these tips, law firms can use social media to build their brand, connect with potential clients and generate leads.

Benefits of Social Media Marketing for Law Firms

Here are some additional benefits of social media marketing for law firms:

• Increased brand awareness. Social media can help law firms to increase their visibility and reach a wider audience. This can lead to more people knowing about your firm and what you do.

• Control your brand image. Feature your law firm’s team members, your community involvement, your rave reviews and more insider views including:

  • Client testimonials

  • Behind the Scenes (BTS) photos and videos of your offices

  • Community service activities

• Improved client relationships. Social media can be used to build relationships with potential and existing clients. This can be done by sharing helpful content, answering questions, and providing customer support.

• Enhanced credibility. Social media can be used to demonstrate your expertise and credibility. This can be done by sharing thought leadership content, writing blog posts, and participating in online discussions.

• Cost-effective marketing. Social media marketing can be a cost-effective way to reach a large audience. This is especially true when compared to traditional marketing methods such as print advertising and television commercials.

If you're a law firm that's not yet using social media marketing - or if you’re not getting results from your social media efforts - I encourage you to give it a try. It's a powerful tool that can help you to grow your business and reach your ideal client.

---

At SEO My Law Firm, our social media marketing services will help your law firm maximize its reach and engagement with your target audience. Our team of experienced content marketers create organic social media strategies, so you can be sure that your firm's message is reaching the right people. Contact us today for a free 30 minute consultation to learn more about how our law firm content writing services can help you reach your ideal client - and get more leads.