Choose Social Networks Wisely for Law Firm Marketing
If you are in your 40s or older, you remember a tie when the Internet was simply a nerdy form of entertainment. If small businesses had a web presence before the year 2000, it was mostly for bragging rights; the ways to reach the greatest number of prospective clients were television, radio, and print advertising. Today, the Internet is with us everywhere, for work and play, in virtually all industries. As the COVID-19 pandemic enters its second year, many lawyers are doing 100 percent of their work online.
Of course, if you are anything older than a millennial, you probably think that “the Internet” is one thing and “social media” is another; the former is a serious vehicle for reading news, paying bills, and communicating about the legal profession, while the latter is a wild frontier full of silly young whippersnappers spouting conspiracy theories and incomprehensible slogans and mugging for the heavily filtered camera.
It is true that some social media platforms attract a younger audience, but wake up, Grandpa! It’s 2021, and millennials are plenty old enough to need the services of your law firm. People in their 30s sign prenuptial agreements, sue for negligence and breach of contract, get divorced, and act as personal representative of the estates of deceased relatives. You could be missing a great opportunity to engage with prospective clients if your law firm does not have a social media presence. It is best to get started by publishing your legal marketing content on one social media platform and to decide later which others, if any, you want to add.
Pros and Cons of Some Popular Social Media Networks
To get the most out of social media marketing, start by creating an account for your law firm on a social media platform with a wide audience. None of the big four social media networks was originally designed to help law firms engage with prospective clients (Facebook was originally a vehicle for college gossip), but they can all be useful for that purpose if you proceed wisely. Here is how you can use popular social media platforms for law firm marketing:
· The good news is that Facebook has the widest audience with the widest age range. It also, for better or worse, collects tons of data about its users, so it can easily direct your marketing content to the users most likely to be receptive to it. The bad news is that Facebook content requires constant updates in order to avoid getting buried under your competitors’ new content.
· Twitter is great for sharing links to your other content, such as blog posts and podcasts, but because of the character limits, you can’t say much more than “Check out this post about premises liability by Bloggins and Associates.”
· Instagram is all about visual content, and law is an eminently text-based profession. (No one reads 500-word blog posts about earrings or pizza.) Therefore, Instagram is a great place to share infographics about your practice area.
· You probably already have a LinkedIn account, and you probably don’t think of it as a marketing tool, but it is. Prospective employees of your law firm are not the only ones that visit your LinkedIn page; so do prospective clients.
Your Blog Can Add Value to Your Social Media Content
One way that lawyers can use social media effectively is to share their blog content on social media sites. Law Blog Writers employs legal content writers who create blog content that you will want to share on social media in addition to posting it on your blog.