Social media has a significant role in marketing a law practice and improving client services. However, it is important to incorporate it into a digital marketing strategy.

Today, few law firms don’t have a social media presence. Those that do tend not to be large and new businesses that have not yet mastered this technique. The public expects to find lawyers online in today’s market.

Social media is everywhere. Anyone who visits the websites of law firms will quickly see that almost all of them are on at least one social media platform. Many appear on multiple platforms.

This is all very logical. It’s no surprise that two-thirds (or more) of the UK adult population use social media regularly, with YouTube and Facebook being the most popular. Moreover, most people don’t just use one social media account. A lawyer may have both a LinkedIn account to connect with clients and a Facebook account for personal use. 

Social media has a clear benefit for firms that use it well. It raises awareness about what they do and offers and can reach millions of potential customers.

How can you make social media a benefit to your company?

However, simply setting up a social media profile does not guarantee that law firms will be flooded with new clients. It is easy to be a mere presence on social media, not produce relevant content or highlight the firm’s unique selling points.

This will ensure that the platform’s visitors are provided with minimal or no additional information and that they are not taken further down the buyer’s journey.

Before you even consider how this might fit into a larger marketing strategy, there are some obvious ways that social media can be used to market a law office or any other type of enterprise.

• Advertise the unique selling point of your firm

• Details of discounts and special offers

• Highlight Awards and Accreditations achieved by the Firm

• Post content that tells stories to increase awareness about the company’s work

• Social media’s interactive nature allows you to communicate with customers both potential and real.

• Advertising via pay-per-click

When you commit to doing these things, you will find it necessary to spend a lot of time making posts, keeping the content updated, and planning for what will be posted tomorrow or next week.

Social media is best when it’s part of a clearly defined marketing strategy

So far, so good. This type of social media activity can have a positive effect on raising awareness, generating leads, and improving communication with clients and potential clients.

Social media is the only tool that can be used in a Miami digital marketing strategy. This alone will make it difficult to reap the many benefits of other tools, and will also make social media less effective.

This is because a multi-faceted digital strategy should be complemented by each other. Your strategy can help your social media, and your social media strategy can support other parts.

The following tools can be used in a Las Vegas digital marketing agency strategy to drive more traffic and engagement on your social media platforms:

• Link to organic content on your social media pages

• Email marketing includes direct links to social media pages and other content that links to them.

• Paid search with social media links

Your social media activity can also complement your marketing activities in many ways.

• You can post content such as news or law marketing blogs, or links to them, on your social media.

• Your social media allows customers to praise you. This can be a positive influence on potential leads who might consider investing in your services.

• It can also be used to reinforce the same message in different media. A YouTube video might include content similar to a blog. This will increase the chances that potential customers see the marketing message.

Why customers are important?

It takes careful planning to create a successful marketing strategy that uses digital tools and social media.

Your buyer persona will be a central consideration. This is your archetypal customer persona. There will be several common elements to it:

• Demographics: Information such as age, gender, marital status, and family situation.

• Lifestyle: Elements like income, profession, and location

• Needs: Which campaign will be focused on their needs and wants?

Campaigns are meant to be able to relate each part to the persona. This will ensure that it is targeted at the right people, and conveys a message that resonates with their values and needs. It is about communicating the message that your law office can solve their problems.

Social media content should be created with personas in view, just as organic blog posts should. This includes choosing the right social media platforms. LinkedIn is best for professionals, while Snapchat or Instagram is better for younger people.

It is also important to think about the circumstances your target customers find themselves in. If your target audience is busy, lengthy blog posts might not be the best idea. However, short, concise content that gets to the point will work well.

This is why having multiple social media accounts can be a great idea. A law firm that operates in different areas can benefit from targeting different people based on the social media platforms they use, and the communication methods they use.

These include:

• Video (Facebook/Youtube)
• Images (Facebook, Twitter, Instagram)
• Blog posts (LinkedIn)
• Twitter: Short posts with links

It is crucial to consider the other elements of the campaign when deciding which social media platform to use. If your campaign uses a lot of SEO-enriched blog posts on your site, it is a good idea to republish them on a social media platform.

How social media can help customer retention

Social media can be used as a communication tool after purchase to help make your campaign a success. Social media can help you guide your leads through all stages of the buyer journey. This includes consideration, consideration, and purchase decisions.

You will give them the chance to leave feedback. This will ensure that you get both positive comments and are alerted to any issues so you can quickly respond. These will increase customer retention and give satisfied clients a reason to recommend your services to friends, family, and colleagues.