How To Amplify Your Law Firm’s Social Media

Social media used to be Facebook, YouTube, and LinkedIn. For the savvier, X (formally Twitter) and Instagram were also great platforms for law firms to engage with current and perspective clients. But now we have TikTok, Threads, WhatsApp, and Snapchat, to name but a few. It’s challenging enough to keep ahead of the game with general marketing and events, let alone creating and maintaining a presence on several social media channels.

Fortunately, there are several hacks you can use to ensure your social media marketing is:

a)    reaching the right audience,

b)    communicating your brand’s message, and

c)    turning audience members into clients.

Reaching the right audience on social media

You can knock your competitors out of the park with brilliant, insightful social media posts, but if the clients you want to attract can’t see them, you are wasting valuable time and money. To help you target your audience, below are the latest UK social media statistics.

For law firms, the social media ‘big three’ are Facebook, LinkedIn, and YouTube. And if you only have money to invest in one of these, make it YouTube.

Consider:

·         85% of UK YouTube users have a household income of more than £48,000.

·         YouTube is the world’s second biggest search engine after Google.

·         Users spend an average of 38 minutes per day on the platform.

Communicating your law firm brand’s message

To effectively convey your brand through social media, ensure your marketing plan includes the following:

·         A clear message that ties in with your brand and honours your firm’s tone of voice.

·         Posting regular content that is useful to your audience.

·         A policy regarding answering comments, questions, and complaints.

·         Makes use of visuals as they stand out when compared to text only content.

·         Helps people understand the law through informative YouTube videos.

·         Tells your brand’s story by posting firm news, values, and successes.

One key matter you’ll need to decide is whether to run your social media marketing in-house or outsource it to a specialist. Both have advantages. Keeping your law firm’s social media marketing in-house means you control how and when you respond to your audience. But you need to be consistent, and Solicitors already have too much to do. Outsourcing to a professional digital marketing company or freelance social media expert will ensure your law firm consistently posts and responds on all its social media channels.

Whichever route you decide to take, ensure anyone posting on your firm’s social media accounts has had thorough training on what type of content to put up and how to respond when someone comments.

Turning audience members into clients

Creating engaging content that builds trust over an extended period of time is challenging in itself. But turning social media audience members into fee-paying clients? This is where the fun really begins.

The most crucial step is to ‘be social’ and engage with those who have taken the trouble to comment on your posts or PM you to ask for more information. Focus on building relationships and offering key insights that will benefit different audience segments. For example, if your law firm provides conveyancing, family, private client, and commercial law advice, create posts that cross-over between departments. The classic example is offering an exclusive discount on Wills for first-time home buyers who follow your firm on social media.

Wrapping up

Social media has been with us for over two decades and it still provides an unbeatable way for businesses to connect and engage with their clients. Whereas in the past, social media marketing was all about getting vast numbers of followers, the focus in 2024 is building a loyal community that loves your law firm’s brand and will recommend it to their friends and family. This is achieved by posting valuable content, being authentic, and responding to your audience.

Albion Legal provides a range of added value products and services, from bespoke employment disputes insurance cover to white-labelled HR software. To discuss any points in the above article or to find out how we can help your business, please phone 0113 2471 717 or email our team.