How You Can Expand your Law Business with Social Media

How You Can Expand your Law Business with Social Media

Mariam Sulakian
Mariam Sulakian
 | 

According to an Attorney at Work survey published in 2019, 96% of legal professionals use social media. And 70% use it as part of their overall marketing strategy. That’s almost a 90% increase from results four years prior. In fact, within this same period, lawyers using social media usage as a part of their overall marketing strategy jumped over 40%.

 

With all that said, it’s important to know how to use and get started on using social media. Here are four major tips that can help you expand your law business.

1. Build Focus

Invest initially in maybe one or two platforms. Especially if you’re just starting out, it can be overwhelming to create focused, tailored content for each social media platform. Plus, this will allow you to tailor your content to the platform (similar to how you tailor your resume to a specific job).

For example, TikTok highlights short-form video content while LinkedIn focuses more on social networking. If you’re just creating content for one specific platform then “adapting” it to others, there’s a chance your content will not be as effective. 

Before choosing a specific platform, you should understand the current marketing trends. For example, ephemeral content has and will continue to grow in popularity. Think Snapchat and Instagram stories. Video content, especially short videos, will continue to grow (and probably take over). TikTok and Instagram Reels are the epitomes of how this video form has already been dominating. Influencers will probably continue as staples for promoting products. Understanding these trends will help you decide which platform to invest in initially and how to allocate your resources.

So, step 1: figure out which social network you want to focus on.

2. Learn the Platform

Social media will ultimately help you build brand awareness, but to do so effectively, it’s crucial that you understand how each unique platform works and how to use it appropriately. For instance, one of the perks of social media is having your content appear in users’ “Explore” tabs. This means that your content can appear to users who are not following you but may have similar interests, thereby bringing more traffic to your page.

On that note, hashtags are a great way to identify the topic of your content and enable users to more easily find the content you post, especially on LinkedIn, Instagram, and TikTok. However, certain activities may cause Instagram to shadowban your posts.

Shadowban? Social media platforms, like Instagram, may shadowban your content. You might not even realize this is happening (you don’t get a notification). If you are shadowbanned, your content will not appear on non-followers pages. This method helps prevent spammers without irking the larger community. Unfortunately, social media may shadowban you for activities like overusing hashtags, very quickly following/unfollowing users, or using bots (e.g. from automated services). FYI, shadowbans don’t last forever. If this does happen to you–you’ll probably know from a drop in engagement–just take it easy on your account for a few days.

In any case, the point here is to understand the platform you’re using. Really understand it–ups and downs. Most of this you’ll also get the hang of once you engage and create content more frequently. And on that note...

3. Push Original Content

When you’re building your brand narrative be sure to engage your current audience and potential new users with original content, meaning content that has not been posted elsewhere. Firstly, original content builds credibility (aka more business!), costs less, and generates more engagement in the form of shares or page traffic. 

Original content also helps to build brand narrative and promote your business’s value for potential clients. Think of it this way: if you’re just reposting others’ content, what reason does a user have to follow you specifically? What is your use value to the user? Of course, it might be a good idea to add a watermark to your content as well.

Along with the content, use the tools available to you! That includes hashtags. Instead of blindly throwing in ones you think fit with your content, spend some time searching. Search through potential hashtags, view how many posts/users view those hashtags (and if it’s worth tagging), and see what’s currently populated there and if your post does fit. Again, the point of hashtags are to draw in users with similar interests. Pick your hashtags carefully. More hashtags will open you up to more users, potentially, but overdoing them also makes content appear clunky and spammy. Further, you don’t want to get shadowbanned as discussed previously.

More, more, more? Not quite...focus on quality over quantity. You don’t want to fill your page with half-hearted content. Put your best effort into your posts before posting–better chances you’ll go viral! It’s also helpful to keep an eye out on your competition and view the type of content they’re generating and how much engagement they’re receiving. That’s a cost effective way to pick up some tips.

One of the most effective time-saving tricks: scheduling content. Did you know you can schedule Tweets? Or save draft posts on TikTok and Instagram? This strategy can help you crank out content ahead of time so that you can more easily post regularly with less worry.

Track your analytics. Measuring your results is a must when it comes to a successful social media page. Luckily, most platforms make this extremely easy. For instance, on an Instagram business profile, you can view statistics for each post directly. If you promote your content (paying for it to appear on more users’ feeds), you can easily track that information as well. This way, you can figure out which type of content engages the most users and what to focus on next. 

4. Engage Your Followers

Digital marketing vs social media marketing. Although sometimes used interchangeably, social media marketing is only one aspect of digital marketing. The biggest difference between the two being that the former includes marketing campaigns that are one-way only versus the latter which boasts a 2-way conversation. What does that mean? Social media enables you to converse with your users. You push content, they engage, and you engage back. It really is a conversation. 

Humanize your brand. Regularly comment back, respond to direct messages, and interact with users. Do you have to like or respond to every comment on every post? No, but having at least some active engagement with your followers will help your followers feel included and increase commitment. Other ways to engage include using polls or other interactive features available for either posts or stories.

Similarly, keep tabs on relevant conversations and engage with communities through a variety of means–this can be as simple as sharing posts to your stories. Like everything in business, social media is about building relationships. Simply put (but hard to do).

With the bonus of tracking your analytics, you have additional insight into user journeys on your page and can thus learn how to create new opportunities. For example, depending on your results, you might find it helpful to build partnerships with other content creators on social media. This can help boost your page by engaging with a whole other collective of users. 

One last note...

With all the perks of social media to grow your business in mind, it’s also important to stay aware of potential security risks that come along with establishing yourself on any new platform. With businesses in particular, be wary of compliance violations, and potentially damaging your brand reputation, data privacy, etc. These can all be daunting issues to think about, and by no means is building a successful social media page easy; however, if done right, your law business can definitely thrive and prosper in the social media-driven society.

 

This article is intended to convey generally useful information only and does not constitute legal advice. Any opinions expressed are solely those of the author, not LawChamps.

 
Mariam Sulakian
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