It seems like social media marketing is the best way to market today. What are the best strategies in using these social media platforms in order to get the ideal client and hit your target market effectively?
Social media is one way you can market your law firm. We encourage attorneys to use a synchronous marketing solution and not rely on just one marketing tactic. We also recommend a monthly marketing review on these 5 topics.
Pick the Right Platform
In order to pick the right social media platform(s) for you or your firm, you need a strategy that is committed to regularly connecting and building relationships with your current and potential prospects. You need to choose platforms that you like using and will continue to use. Just because you are "on" Facebook doesn't mean that you are using it (or benefiting from it).
You also need to keep your focus on what is important to your followers / friends and what their needs are and what information they are seeking, then provide quality content and engage with them. In order to do this, you may need to create your ideal client persona(s) – a detailed description on someone who represents your target audience/client.
You could also like and follow key influencers. Influencers often have large followings and have built their reputation based on their knowledge and expertise on specific topics (legal, business, environmental, family, etc.). Engage with these influencers by leaving comments and using hash tags to try to gain more exposure for your firm.
Build a Content Strategy
Most importantly, you must
focus on creating content to successfully engage on social media. Content could include videos that address concerns or answer prospect/client questions, attorney and staff introductions, articles, guides and whitepapers, community involvement photos, your case results, industry news, podcasts, guest posts, and more. Remember to utilize hashtags and make sure your content pieces have strong calls to action. Your goal is to get the follower to call for services, comment on your post, and even share with others. Don’t forget to take the time to interact with them too by responding to their questions, feedback, testimonials, etc.
When creating your account(s) makes sure they match your firm’s branding. You should complete all sections to get the most benefit from the platform and keep them current as these platforms are constantly changing and updating. Utilize the tools provided by the platform (join groups and forums, a/b testing, targeting, advertising, future posting/scheduling, etc.) and utilize your business analytics and the vast data these platforms provide to continually improve and enhance your online and offline marketing efforts.
Most importantly, be careful what you do online, especially when adding comments, content, photos, and videos. What you post can hurt you as easily as it helps. Assume anything you post will be seen and is permanent. Think twice, post once.
