Social media platforms are always changing, which can cause attorneys to be reluctant to use them for their legal marketing. However, social media is a highly effective marketing tool because it provides a way for you to speak directly to your target audience while promoting your law firm’s brand. Below are a few things lawyers need to know about branding and social media marketing:
What is branding?
Branding is how the world recognizes your law firm. It is your firm’s logo, colors, content, graphics, and anything else that you use to represent your firm’s personality. It is critical to have a well-developed brand to evoke certain emotions from your online browsers. For example, when a post contains your logo and content, the browser will feel confident that the information provided is useful and reliable. Your branding is what sets you apart from the competition. Social media is highly effective in establishing and promoting your brand.
What should attorneys know about social media marketing?
Social media is the ideal tool for showing potential clients who you are and what your law firm is about. You can express your brand and make your firm more recognizable to online searchers. Keep the following in mind:
Social media is here to stay
When social media platforms were first created, many people believed they were a fad and would fade quickly. However, social media has become a part of everyday life for most people. Many studies have shown that users spend time each day on social media. In fact, most people frequent multiple social media sites daily, which means this tool is here to stay and should be incorporated into your marketing strategy.
Quality over quantity
When it comes to social media marketing, focusing your efforts is crucial. Your law firm will see more success by posting quality content on a few social media platforms versus spreading your efforts too thin. Your number one priority is to tend to your law practice and care for your client’s needs, but social media can help build your practice and protect your future. If you are comfortable handling your own social media marketing, start small with one or two platforms, then build from there as you gain more confidence. However, you will see quicker results if you work with a digital marketing expert at The Rainmaker Institute. Additionally, having a third-party handle your social media account allows you to focus on being a lawyer.
Set realistic goals
It is natural to compare your social media presence to that of your competitors and to feel behind, but it is important to remember you have different goals. Your firm is unique, and you are targeting a specific audience. Having more “likes” on your posts may not be your goal because driving more traffic to your website is more important to you. Set benchmarks for whatever your priority is and how you measure success so you can track your return on investment in terms of the time and effort put into social media marketing.
Use social media as a part of a larger marketing plan
Social media marketing is most effective when it is combined with other marketing tools. For example, your social media posts promote your branding by using the same colors, fonts, and graphics as your website. Thus, it is essential that your website must be attractive, provide quality content, and hold the attention of its visitors. If you post legal blogs on your website, you can use your social media accounts to drive traffic to them. In short, your digital marketing plan contains many pieces which must all work together, and social media is a way to link them together.
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.