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To be successful at social media marketing, you must have a strategy. Unfortunately, many law firms approach it on an ad hoc basis. Most attorneys are aware that social media plays an important role in their firm’s marketing plan, but they don’t understand what to do. One approach is to have the younger staff members take over the firm’s accounts because they know more about social media. However, personal posts to be social are different from business social accounts which should be handled in a thoughtful and strategic way.

Below are six steps law firms should consider implementing in their social media marketing plan:

1.      Set Realistic Goals

Many attorneys don’t take time to consider what their goals are for social media marketing, but this is an important step for determining why they are there. What type of marketing strategy will compliment your business goals? What practice areas do you need to focus on in your posts to drive business to your website?

Your social media marketing goals must be specific and attainable. In other words, choose a couple of sites to focus on so you don’t spread your efforts too thinly. The social sites you choose should align with the target market you are attempting to reach.

2.      Identify the Audience You Need to Target

A common mistake made in social media marketing is believing all followers are good for business. However, what is the point of having a follower if he or she doesn’t care about your content or the services you provide? Fake followers or bots do not provide value to your law firm or assist you in achieving your goals. Additionally, followers that live outside your geographic area are not likely to retain your law firm. Therefore, targeting your audience is critical to reaching your goals.

Identifying your target audience will help you determine which social media channels you should focus your efforts on. Where do your ideal clients spend their time on the internet? If you are not sure what channels are preferred by your clients, conduct research or ask current clients what sites they use.   The better you understand your target audience and their demographics, the more likely you are to find them on social media channels.

3.      Focus Your Marketing Efforts

There are numerous social media sites outside of FaceBook, Instagram, Twitter, TikTok, LinkedIn and YouTube. It is a common mistake to attempt to have a presence on every channel you can find, but you are better served by focusing on the select platforms your target audience uses. Wasting time and resources on many platforms is ineffective. Maintaining a limited number of accounts allows you to post in bulk and schedule out over time.

One common strategy is to investigate what social media platforms your primary competitors are using and exploit their weaknesses. You can also decide whether to compete with the key phrases they are targeting or create different key phrases for your focus. You can also see what topics are trending for their firm and create better content on the same or similar topics.

4.      Set a Budget

Creating a practical and manageable budget for your social media marketing efforts is crucial. Many attorneys don’t allocate a budget for social media because they expect a staff member to handle it, but your firm will never achieve its goals and brand awareness handling it this way. If you really want to succeed using social media marketing, you must be prepared to make a reasonable investment.

5.      Content is Key

Quality content is the key to success on social media. Online browsers are not interested in “salesy” or excessive promotional content. The point of social media platforms is to be social, not to be a marketplace. If your law firm provides engaging, informative content, potential clients will appreciate it. Your audience will understand that you are knowledgeable, and you care enough to share helpful information with them. Creating trust with your audience will keep them engaged with your firm.

6.      Be Realistic About Content

Creating quality content is not always easy. It can be difficult to find the time to write creative, informative, and engaging content when you are busy practicing law. Additionally, it is important to post different types of content. If you are not familiar with posting images, videos, or infographics, it can feel overwhelming, but it is essential to post diverse content to keep your content fresh and attractive to online users.

Let The Rainmaker Institute Help with Your Social Media Marketing

People hire attorneys they feel a connection with, and social media is a highly effective way to build relationships with potential clients. We focus on boosting your visibility online and converting browsers into believers. The Rainmaker Institute’s experienced team of Social Media Managers work directly with your other services to craft a comprehensive and effective digital marketing strategy. This well-rounded approach ensures you have the brand recognition you need to stay competitive online, as well as keep you top of mind to existing and potential clients.

Our passion is to help you achieve a Lifestyle Law Firm® – one that is financially successful, personally satisfying, and gives you the freedom to enjoy your life and the time do what is important to you.

To learn more about how we can take your legal marketing to the next level, contact us using our convenient online form or call us at 480.347.9800.


n take your legal marketing to the next level, contact us using our convenient online form or call us at 480.347.9800.