Of the many moving parts of a successful law firm marketing strategy, social media marketing seems to be one that is often not done correctly or at all. Social Media isn’t optional, the general public expects you to have a Facebook Page at the very least and will look for it to check your posts and reviews. This is why it is important to stay current and answer messages and reviews promptly.
Social media marketing has the ability to dramatically increase your law firm’s exposure to potential legal clients. The key is to know which social media platforms to focus your efforts on to achieve the best ROI for your marketing dollars.
To make an intelligent and informed decision on which social media platforms to invest your time and money in, you must have some data about your ideal clients. If you don’t know some basic information about your ideal prospect how can you expect to effectively market to them? For example, if your best potential client is an older male, it is highly unlikely that marketing on TikTok will bring you the kind of results you want. So, how do you decide where to focus your efforts?
The first thing you need to do if you haven’t done so already is to identify the demographics of your ideal clients. For Facebook advertising, it can be helpful to know about their hobbies and interests but mostly we want age, gender, and a geographic radius. Armed with this information we now want to look at which social media platforms would best serve our needs.
Sprout Social recently posted about the demographics of social media:
The two biggest with the most active monthly users are Facebook and Instagram with nearly three billion and two billion respectively. They are almost identical in reach for the 25-34 age group at just over 31% with both having more male users, though it’s larger on Facebook.
YouTube is another very large platform with well over two billion active monthly users.
Twitter has around 211 million daily active users and the largest age group is 18-29. Again, this platform is mostly male at almost 62%. The largest age group which also has the largest reach is 15-35 and again males are the highest at 54% vs 46% female users.
If your practice focuses more on women you may want to think about including TikTok and Pinterest. Both of these platforms are predominantly female. TikTok is by far the largest of the two with over a billion monthly users and the gender majority is over 60% female and 39% male. Pinterest has been known to be a female-centric platform for years at 78% female. It also tends to be older with the largest age group being 50-64.
Based on the research, at Forward Lawyer Marketing we recommend Facebook as the cornerstone to begin with for the majority of law firms. Facebook has the largest social media reach and the optimal balance of gender. It also has the best distribution based on age as even older citizens use the platform on a regular basis. As the information above indicates, if you are a firm that focuses on female issues, it would be worthwhile to consider TikTok and Pinterest.
We haven’t included Google in this because it’s not really considered a social media platform but posting regularly on your Google Business Profile is a must. Optimizing and posting on your Google Business Page can help tremendously with local ranking and traffic.
At Forward Lawyer Marketing we handle social media marketing and management for our law firm clients nationwide in a variety of different types of practices. Some of the types of posts we do for our clients include the following:
Some of the methods require more involvement from the client and therefor aren’t done for everyone.
From Gary Vaynerchuck’s post How To Create 64 Pieces Of Content A Day:
11 Easy Hacks To Create More Content
1. Screenshot your tweets and turn them into Instagram posts (pg 20)
2. Download your TikTok clips and post them on Instagram stories (pg 239)
3. Take pictures with partners, customers, or clients and add long copy for context. Post on Instagram, LinkedIn, Facebook, and/or Twitter (pg 126)
4. Crosspost your Instagram stories to Facebook stories and Snapchat (pg 177)
5. Create lightweight memes with the Preview App or Microsoft Paint (pg 41)
6. Post image of your thoughts by taking a screenshot of your message on any notepad app (pg 65)
7. Screenshot your Twitter interactions, and post on Instagram stories (pg 177)
8. Use polls on Facebook and Instagram for market research (pg 226)
9. Screenshot your best posts on social and share them as a carousel on Instagram and LinkedIn (pg 55)
10. Convert your best tweets into “quote graphic” images (pg 167)
11. Add your two cents to trending news in your field (pg 196)
This is the subject of much debate but what many do not understand is that the followers of any social media account only see a small fraction of posts by that account. If you posted 10 posts a day on Facebook your followers would be lucky if they saw more than one or two. Still, even for clients that have the content and budget to post more frequently, we stick to once a day at most. That said, from a financial standpoint, few law firms have the budget to devote to posting more frequently than maybe once a week.
There really is no magic number of posts for everyone. The optimal posting frequency requires some experimentation to find the method that works for your law firm. Consistency is probably more important than a set frequency of posts. Posting once and then not again for three months isn’t going to get you any results. Read this post from HootSuite on social media posting frequency.
As with the majority, if not all of internet marketing, social media should be left to those with the time and expertise to do it correctly. I don’t know of any successful attorneys that have hours to spend each day creating content and posting it on social media. Forward Lawyer Marketing has an experienced team dedicated to social media for lawyers to ensure maximum exposure for your law firm.
Since 2013 Forward Lawyer Marketing has provided internet marketing services, SEO, PPC, and social media for lawyers at law firms of all sizes across the country. Our management team has decades of experience specifically in marketing for law firms. Our SEO Director alone has well over 20 years of experience in Search Engine Optimization and content development. Use our free Site Audit Tool to check your site against your competition.
Contact Forward Lawyer Marketing at (888) 590-9687 for a free consultation on how we can help your law firm become more successful and increase your ROI.