Four Key Ways Law Firms Are Harnessing The Power Of Social Media
Tanner Jones of Consultwebs discusses ways in which Law Firms are using social media to increase awareness of their firms, build audience, and get more leads and cases from the Web.
Law firms and social media
Just a few short years ago, law firms began implementing social media marketing campaigns. The challenge has always been, how do I truly evaluate the success of this type of marketing strategy? Well today, certain law firms have found success in implementing the right marketing strategy when it comes to social media. We want to cover four key components on how you can successfully harness the power of social media.
One of the most fundamental ways of harnessing the power of social media is through establishing yourself as an authoritative voice around your particular practice areas. Now, the majority of firms today that are investing in some sort of web marketing campaign likely have an ongoing blogging initiative in place. It’s been said that 39% of those firms who are actively blogging are signing cases from that effort. So if you’re actively blogging, then you have the ability to take that content and syndicate it to your social media platforms, ultimately allowing yourself to be seen as an authoritative figure or an expert around these particular matters.
Why engagement is critical to success
The next thing to understand is engagement is a critical component to harnessing the power of social media. So take your profiles, go back through those profiles, and look at the last couple of weeks of posting. If you find that very few posts are generating likes, comments and shares, then you’re likely speaking to a large, empty room. And that room may be larger than you may expect, considering that Facebook has over 1.3 billion users right now. These other platforms like Twitter, Google+, and LinkedIn having hundreds of millions of users in and of themselves, presents significant opportunity and potential for law firms.
You have to understand that there’s no one-size-fits-all strategy for a social media marketing campaign. Every firm’s different. What’s working for your competitors may not be working for you. And if you’re looking back through this activity of your profiles and seeing that there’s very little engagement, consider putting something out there that’s different from what’s been posted in the past. So if you’ve been posting about practice areas, post about local events or something in the community and see if that encourages more interaction. If it does, continue to refine that strategy so that you can continuously maximize the power of social media marketing.
Brand awareness and social media
But another good benefit to social media is that you can create brand awareness throughout the web, and there’s a number of things that go into that. First and foremost, you want to ensure that you’re posting consistently. If your activity is inconsistent, you post this week and you don’t come back for another couple months, then you’re missing significant opportunity to stay in front of those prospective clients on an ongoing basis. If they’re following those networks, that means they’re going to see that activity on a regular basis, ultimately allowing you to further strengthen that brand awareness.
Consistent messaging and branding
The next piece is consistency in messaging, communication, and look and feel of your brand. And so you want to ensure that all of your profiles are interconnected as far as branding goes, look and feel. And the same thing goes for any offline advertising. If somebody sees you on a television spot or a billboard, that same messaging needs to be consistent and clear on your social platforms. Social media is a great platform to be able to get the conversation started and to continue to grow that relationship with your community.
Driving traffic to your website through social media
Now the most important piece, though, is that you’re driving traffic from your social media platforms over to your website. There’s a number of reasons that’s beneficial. First and foremost, hopefully your design is set up to be able to convert at a maximum level. If you’re driving more traffic to your site, you’re going to get more leads, and ultimately you’re going to sign more cases from that effort.
But also, if you’re investing in search engine optimization, social media is actually now being taken into consideration as part of Google’s ranking algorithm. They’re looking at social signals. They’re looking at how often people are engaging on those social pages; liking, posting, commenting. And they’re taking that into consideration.
The next piece is that when you drive traffic to your website and people are beginning to engage with your site, clicking into deeper pages, staying on those pages longer than before. That’s ultimately going to support your overall SEO efforts because shows that you’re providing good value to the community. And that’s ultimately what Google’s after.
These four key components; establishing an authoritative voice on your social platforms; building engagement on those pages, encouraging people to comment and like and share your posts; ensuring that these posts are consistent and that you’re building brand awareness throughout your market; and then lastly, driving traffic from these social platforms back to your website so that you can give yourself more potential for an increased caseload, all result in allowing you to harness the power of social media. You have the knowledge and the processes to be able to do this. But to turn these concepts into cases, you have to act.