Social Media Video Best Practices for Law Firms

Building a Killer Law Firm Social Media Presence

Social media has been a popular marketing channel for major brands for a long time now. You often encounter various exceptional social media marketing tactics from brands like Adidas, Airbnb, Nike, and Starbucks.

Even though people enjoy interacting with these brands, the legal industry has largely overlooked the effectiveness of social media as a successful marketing channel. Fortunately, this isn’t entirely the case, as some law firms and independent attorneys are becoming increasingly interested in social media video marketing nowadays.

A recent Attorney at Work survey observed that nearly 95% of surveyed 300 lawyers use social media. And 70% of them accept that social media is an integral part of their legal marketing strategy. Listed below are some of the benefits of developing a social media presence for your law firm, along with a few steps you can take to get started.

The Benefits of Your Social Media Presence for Your Law Firm

Social media is not as easy for marketing, but the results are worth it. Social media has yet to reach its peak of popularity, but a stunning 3.5 billion people, or nearly 45% of the population, actively use social networks daily. That’s a vast audience, but why should your law firm bother with making efforts for social media marketing? Here are a few benefits of having a social media presence:

1. Create Brand Awareness

As consumers spend more time on social media, a robust social presence can help your message reach the audience. As per the latest Sprout Social Index, around 44% of consumers report increasing use of social media, which is very beneficial for brands that want to increase their visibility on social platforms. And more than 80% admit that they are more likely to visit a brand’s website if they follow them on social media.

2. Attract Prospective Clients

Social media is a very effective tool for attorneys to attract new clients. The American Bar Association reports that nearly 35% of lawyers who use social media have earned new clients from these channels. However, law firms that actively engage with the audience on social media have the potential to push those numbers much higher.

3. Engage Your Target Audience

Along with using social media to connect with loved ones, people also increasingly engage with brands on social platforms. This provides your law firm with a golden opportunity to deliver engaging content and answer questions, whether it be about family law, criminal defense, or some other area of practice.

4. Build Relationships With Your Target Audience

It is crucial to post engaging content across your social media profiles to let interested viewers connect with you whenever they feel like it. This interaction goes a long way to developing a strong bond – one of trust, understanding, and a genuine belief that everyone at your firm cares about every person they interact with.

5. Establish Your Authority

Most people struggling with a legal issue are looking for answers and some reassurance. While you don’t need to provide your services online, you can establish yourself as an authority in your field and gain the trust of potential clients. Share helpful information that will interest your target audience and help prove your credibility.

6. Boost Your SEO Efforts

Even though social signals aren’t considered a direct website ranking factor, several search engine authorities say they can aid your SEO efforts. According to Search Engine Journal, Google has repeatedly altered its statement regarding whether website links shared on Twitter and Facebook are used as ranking signals.

However, there continues to be a strong connection between social signals and ranking positions. In short, building connections with the audience on social media, driving more traffic to your website, and getting better search engine rankings for your endeavors is worth it.

Some Useful Tips for Using Social Media for Legal Marketing

Now that you’re convinced your firm needs a social media presence, where to begin? Here are some tips to get started with social media marketing to get the best ROI.

1. Pay Attention to the Basics

No matter where you advertise your business, you must first get the basics down. Below are some social media marketing details you should focus on:

Choosing the right social network to invest in. It might tempt you to pick all of them, but it would be better to choose a few you are sure your audience uses the most. Usually, Facebook is the most common choice for law firms since it’s the world’s largest social network. Others include Twitter, LinkedIn, Instagram, and YouTube.

Set some realistic goals. Before starting, decide what you want to achieve with social media and establish quantifiable goals. Do you wish to increase your website traffic? Or if you want to boost your brand’s visibility and authority. Regardless of your goals, ensure that you include them in your marketing plan and keep track of them regularly.

Create a detailed content strategy. What type of content are you planning to create for social media? How frequently will you post?

2. Post Engaging Content

Law firms can use social media to engage people on social media in a variety of ways. Consumers love stories, so share stories about the origins of your firm, its history, and its achievements to build an emotional connection.

In addition to promotional content, provide valuable and helpful information that can give your readers peace of mind or the information they need to decide about hiring your firm. You can share related industry news and excerpts from popular blog posts related to your main practice areas.

3. Use Visuals That Pop!
Visuals are crucial to getting engagement on social media. Most users will scroll past a plain wall of text but will pause to read a colorful infographic or watch a short video. Your social media strategy should involve sharing basic legal information, inspirational quotes, statistics, and tips in a video format or strong graphics.

4. Monitor and Respond to Online Conversations

Social media isn’t meant to be a unidirectional conversation where your firm releases occasional posts and waits for the clicks to roll in. You should be actively engaging with your audience to achieve success.

You can begin by searching and participating in social media conversations related to your firm and related topics. You can also track these conversations to understand user sentiments and join in to make new connections and increase your brand’s visibility online.

Want to Explore Your Legal Marketing Strategy?

If you or your law firm do not use social media actively, you miss out on a massive opportunity to promote your brand, drive potential clients, and increase engagement. We can help develop your legal marketing strategy or manage your current profiles. Give us a call now!