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The Ultimate Guide to Social Media for Law Firms

If you’ve looked into marketing strategy in the past, you’re probably aware that social media has become an integral part of all business’ marketing efforts. Unsurprisingly, law firms are not exempt from this rule. Therefore, to help out any firms looking to flesh out their marketing strategy, we’ve created the ultimate guide to social media for law firms. Check it out below 👇!

➡️ Before you Start on Social Media

Before you go ahead and create your law firm’s new social media accounts, it’s important to have a plan in place. Here are the steps you should take before you start your social media marketing strategy:

✔️ Create a killer website

If your main marketing objective is attracting more clients, you need to have a concrete landing page for them to learn all about your firm. Think of it this way: if a potential customer was to find a poorly designed website for your law firm after discovering you on social media, they probably wouldn’t trust your services.

Therefore, it’s important to create a sleek, clean, eye-catching, informational website before you direct potential clients there from your social media pages.

Be sure to complete your website with contact information ☎️, testimonials 💬, and pricing 💸 or a way for your clients to get a quote. 

Plus, conduct a quick Google search of your firm to see what other results you come across. Is there any old content you need to delete? Are their negative reviews you can try to balance out with positive ones from happy clients? 

Take a look at your website with a critical eye, as if you were trying to decide whether to hire your own services. Without a killer website, your social media strategy is dead on arrival.

✔️ Know your audience

In order to understand your target audience, consider your firm’s legal specialization. 

For example, if you focus on family 👩‍👩‍👦‍👦 law, you are most likely going to be speaking to adults who are married, divorced, or interested in adopting. On the other hand, if you focus on business 👔 law, you’re often going to be catering to individuals who own small or large businesses. 

Understanding who you’re targeting before you create a social media account is an integral step in your marketing strategy. In fact, your audience will determine which social media platform you use!

For a family law firm, Facebook would probably be your best bet. However, for criminal law, Twitter may actually work a bit better! 

Be sure to research the average user demographic for each social media platform before creating accounts. Don’t waste your time with Instagram if your target audience isn’t using it! 

Plus, play around with SEO, keywords, and Google alerts to get in touch with what your target audience wants and needs. Doing your research 🔎 ahead of time will make your social media marketing that much easier.

Ultimately, once you’ve chosen a social media platform or two to begin your new marketing strategy, the next step is determining what kind of strategy you’re going to use to connect with your followers. In order to do so, you will need to establish your brand.

✔️ Establish a clear brand and content strategy

In addition to identifying your audience, your firm’s legal specialty will be the first indicator of your brand strategy.

For example, a family law firm may want to take a more serious approach to their social media strategy. Oftentimes, family law cases like divorce and adoption are emotional and difficult for clients, so displaying a professional, stoic tone may help communicate empathy 💗.

On the other hand, if your firm focuses on business law, you may have a bit more leeway when it comes to establishing a more casual tone for your brand 💁‍♂️.

Once you’ve established what kind of “voice” you’d like your firm to have, you can begin planning a content strategy. 

What kind of content do you plan on posting? What are your clients interested in, and what is most important to them? Now is the time to take your SEO research into consideration.

For a prosecutor in criminal law, sharing your successes may help build trust in your firm. For a family law firm, sharing blog posts about support through divorce or adoption cases can further establish an empathetic tone.

Create a calendar 🗓️ planning out your social media strategy. How many times each week will you post, and at what time? All of these decisions are important and should be backed by research.

➡️ Once You’re on Social Media

Once you’ve outlined your social media marketing strategy, it’s time to get started! Here are some tips for keeping users engaged with your pages and turning followers into clients.

✔️ Don’t underestimate graphics and videos

Social media is great for sharing small snippets of information, but varying your means of communication can keep your followers engaged.

Posting videos 📹 to YouTube and sharing them on your other social media accounts helps your followers associate a friendly face with your law firm. Plus, presenting information to your followers in a conversational tone establishes a rapport before you even meet them!


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Additionally, graphics 🖼️ about your firm’s performance or legal specialization stand out amongst the plethora of other text posts your followers are seeing. Overall, do what it takes to keep your followers interested in what you have to say!

✔️ Remember customer service

Social media doesn’t just allow you to talk at your audience. Instead, it’s important to use your social accounts to interact with your followers!

Chances are your social media followers will comment on your posts asking questions about your services. Additionally, on sites like Facebook, customers will probably send you private messages 📥.

Clients and potential clients will interact with your firm to share their experiences, get advice, or see how you can help them. When they do so publicly, respond publicly! Customers love to know you hear them, even if they’re not the ones asking the questions.

✔️ Keep up with your blog/newsletter

Now that you’re redirecting your followers to your firm’s website, make sure they have a reason to keep stopping by!

Ask your site’s visitors to sign up for email 📧 correspondence, and be sure to send out a newsletter a few times a week. Then, inside this newsletter, provide links to blog posts on your website.

Your blog posts should cover current events in your legal field as well as common questions or subjects your clients might find interesting.

Plus, you can advertise your blog on your social media platforms! Ultimately, your website, newsletter, and social media strategies should tie into one another, sending your followers from one to the other and back again ↪️.