When it comes to social media marketing for lawyers, there’s no one size fits all solution. Each law firm is unique and faces different marketing challenges. The key to creating a good social media plan is to choose your content based on the things that differentiate your services from other attorneys and highlight what makes you stand out from the competition.
Let’s say that you practice family law and have developed a reputation for being a thoughtful and caring advocate. You have a passion for helping people through their divorce, and find that you tend to attract most of your business through friends, family, and personal referrals. So when it comes to developing social media marketing for your law firm, you may want to engage your friends, family, and colleagues through your personal Facebook profile. In this case, you’ll need to curate educational content about how the divorce process works and demonstrate your expertise to your personal network.
You can accomplish this by creating short videos where you answer commonly asked questions from people who are considering a divorce. These videos could be as simple as, “What Should You Consider Before Getting a Divorce?” or “How Does the Divorce Process Work in Los Angeles?” You could also capture photographs of you speaking or participating in family law-related events.
Once you’ve made these videos and photos, you can create social media posts that educate your personal network about your skills and experience in family law. You can start by posting your video content once a week and include a link back to your website so that your friends can learn more about how you can help them with a divorce. You could share the photos of you speaking at family law events to demonstrate that you have a strong reputation for helping others in your community. By doing so, your friends and colleagues will know that you are someone they can trust when they need an attorney to assist them with the family law process.
Let’s instead say you practice intellectual property law and enjoy helping small business owners and corporate executives protect their intangible assets. Your engagement strategy may instead focus on leveraging your blog content on LinkedIn. Your content strategy may be to write four blog posts a month on how to protect your business through copyrights, trademarks, and patents so that you can share these updates with your professional connections on LinkedIn and draw them back to your website. To execute this strategy, you’ll need to develop consistent blog content and pair it with professional photography in your LinkedIn posts.
Once you’ve created this content, you can start by scheduling one LinkedIn post each week. The post would feature a short teaser of your blog content that entices people to learn more, such as, “What is the biggest mistake business owners make about trademark law?” You then pair this caption with a professional photo that will attract attention – such as you consulting with someone in your office. Pairing your blog with a photo will increase the chance that your connections will read your post. You can then include a link back to your website so that people who are interested in learning about trademark law can read the remainder of your blog.
You can share this content with your LinkedIn connections each week, and also post your blog in a LinkedIn Group consisting of corporate executives in your area. Doing so will educate your professional network on how to protect their business and drive more traffic to your website from your ideal clients. In this way, you’ll become a trusted advisor in your professional network and earn more business over time.
While these are just two examples of how social media marketing for attorneys can be used to accomplish your marketing objectives, they underscore the importance of following your social media plan to determine the type of content you want to develop for social media. In doing so, you will not only create the type of visual and educational content you will need to execute your marketing strategies but also understand how the content will help you develop leads in the future.
Still have questions about social media marketing for law firms? You’re in luck – Social Media Law and Order has the answers you’re looking for. Contact us today! We’ll guide you through the ins and outs of social media marketing for lawyers and help you create a plan that works for your firm and gets your name out there.
CEO & Founder of Social Media Law & Order
Ethan teaches social media CLE programs to lawyers, law firms, and legal associations. He can design a one hour, half day, or full day workshop at your office, firm retreat, or conference that will be approved for both ethics and general CLE credit. Learn more about how Ethan can be your social media law keynote speaker at your next conference on topics related to social media and the law.