Millions of businesses utilize social media for marketing their products and services, with thousands of business pages added each year. Being active on social media is a must-do for any business owner in today’s digital marketing climate. According to a recent survey from Attorney at Work, 88% of lawyers utilize social media for their law firm, and more than two-thirds believe their social media presence attracts new clients. With dozens of social media platforms available today, however, it’s nearly impossible to be active on all of them. How should your law firm choose which social media platforms to engage in to increase your audience, book consultations, and get new clients? Below, we share the top platforms your law firm should utilize as part of your digital marketing strategy.
The Attorney at Work survey showed that 80% of lawyers utilize LinkedIn as part of their digital marketing strategy. Of these lawyers, 40% responded that LinkedIn was an effective platform to gain clients. LinkedIn is the clear choice for any business professional looking to network with other business owners and people who offer complementary services. Many corporate professionals and employees are also active on LinkedIn so that you can reach a broader audience. Law firms with expertise in professional services and business law may perform best on LinkedIn. To effectively use the platform, share long-form content on particular legal topics your target audience often has questions about. You can also become a trusted guide and source for changes to relevant laws in your practice area. You can also engage with other lawyers who offer complementary services to build your referral network, and join relevant industry groups.
Facebook is the second-most popular social media platform for lawyers. Facebook provides a variety of ways to create and share content, such as posts on your business page, shorts, reels, long videos, and private communities on a wide range of topics. While it’s important to complete your firm’s business profile page and regularly post, you must also engage with members of your target audience individually. Engagement can be done through local community groups or through groups that are in your unique practice area. For instance, a family law attorney may consider joining divorce support groups. Once you’ve joined groups and built your audience on your business profile page, share genuine advice and answer questions. By providing insightful answers to questions your ideal client has, you can build trust and brand awareness for your firm. Be sure to balance your content with promotional posts and posts that provide value to keep your followers engaged.
YouTube
YouTube is great for sharing long-form content for your law firm if you are comfortable in front of a camera. YouTube is great for long-form content where you dive deep into a particular legal topic and share original insights about what it means for your viewers. These videos can be several minutes to several hours long, allowing your audience to learn more about your practice. Optimize your video with targeted keywords in the video description and title to increase search results. You may be able to monetize your channel once you receive a specific follower count, which will increase your reach and generate additional revenue.
Reddit is one of the internet’s largest online forums and is filled with people who are your ideal clients asking questions. Reddit has individual forum pages (called subreddits) for nearly any topic under the sun. You can utilize Reddit to become a trusted authority and voice in your practice area, whether you want to connect with other lawyers in similar practice areas or want to reach more potential clients in threads discussing common legal topics. Google’s updated algorithm favors forum posts from sites like Reddit and Quora, allowing your subreddit answers to appear on search engine results pages in addition to your website.
If you wish to reach more Gen Zers and millennials, consider Instagram as a place to engage with them. Share short, bite-size advice on hot-button topics with reels and stories, and engage with your target audience in the comments. Plus, since Instagram is owned by Meta, the same company that owns Facebook, crossposting between the two platforms is convenient and easy.
How to Pick a Social Media Platform for Law Firms
With so many platforms to choose from, how do you pick the right one for your law firm? The first is to determine who your ideal client is and post on platforms they’re most likely to use. For example, an estate planning lawyer probably targets men and women in their 50s and 60s who are looking to establish their legacy and plan for the future. This audience is most likely to be on LinkedIn or Facebook. Divorce lawyers who offer services related to co-parenting may benefit from sharing tips through reels on Instagram and Facebook. You’ll also want to consider your goal for posting to help decide which platforms you should focus on. Do you want to build your community? Book more consultations? Increase your email list? All of the above? When you hire a digital marketing agency like Southern Cross Media, LLC, we can help you determine which social media platforms are best for your law firm. You don’t have to be active on every social media platform, but it’s important to pick the ones that most likely have your target audience.
Southern Cross Media, LLC: Social Media Marketing for Central Florida Law Firms
As a digital marketing agency for law firms, we know where your ideal clients like to hang out. We can help you develop a strategy to ensure you’re utilizing the right social media platforms for your law firm. Call us today at 407-377-7530 for a free consultation to learn how Southern Cross Media, LLC can help you broaden your reach, gain new clients, and grow your practice.
