We all know that building relationships is one of the most important things we can do to ensure the success of our business. The best form of legal marketing is “word of mouth” or being referred by others. However, it can be challenging to build relationships, especially new ones outside of the legal world, while you are also busy practicing law.
Using social media platforms can be a help in this area. Facebook and other social media sites are a great way to showcase who you are and to connect to your potential clients in an authentic way.
Why Does Building Relationships on Social Media Matter?
If you look through the social media sites, you will see other law firms offering the same or similar services as you do. So, how does a potential client decide to choose you over your competition? First, social media is most successful if you grab your audience’s interest, whether with images, videos, or a catchy title. Whatever you can do to pique a searcher’s interest, do it!
Once you have your audience’s interest, you can build trust and establish the benefit of connecting with your law firm. Social media posts increase your exposure to various people, so you want to work to keep their attention by continuing to feed your online relationship with them. You might be surprised how much business you can gain by using social media.
4 Key Steps in Building Online Relationships with Social Media
Using social media isn’t very complicated, but it does take significant time and effort to do it right. Below are four steps to consider when you are using social media platforms to build relationships with potential clients:
1. Identify who your target audience is and what they need.
Set aside all the things that make your law firm different and unique for a moment and focus on what your audience really needs that you can provide via social media. Depending on your practice areas, your potential clients may be scared to contact a lawyer. It could be helpful to provide a “what to expect” post to remove some of the unknown for them. For example, do they need information on what their financial commitment will be if they retain you? This type of practical information can be beneficial in creating trust and a higher comfort level with your law firm.
2. Share interesting and valuable information.
Readers will lose interest quickly if you start posting just for the sake of posting. People don’t want to waste their time picking through to find valuable information. Establishing yourself as a reliable resource for creative, informative, or even entertaining content will go far in keeping loyal followers.
3. Get into the conversation.
Although posting information is crucial to social media success, it is also essential to be active with your readers. Engaging in a meaningful and authentic way is paramount to creating an online community loyal to your business. Joining in conversation with them by answering questions or responding to comments demonstrates to your potential clients that you are interested in them and genuinely want to help with their problems. But remember, keep your responses genuine because the last thing you want is to look like you’re just faking concern. Also, auto-posts or auto-responses don’t go over well anymore.
4. Be Likeable.
While this may seem to be obvious, it isn’t always so easy when it comes to writing your advice. The reader cannot hear your tone or inflection of voice, so make sure you do not come off as stuffy. Readers can be critical of attorneys from the start, so write in a way that shows your personality. It is okay to be quirky or funny while also being highly knowledgeable. Potential clients are more likely to retain a lawyer they know and feel comfortable with than a “know it all.”
Let The Rainmaker Institute Help
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.