Utilizing social media is one of the most important aspects of any law firm's digital marketing strategy. But it isn’t enough to simply create profiles and then never do anything else with them. There are many mistakes that law firms make when using their social media platforms. Here are the five things your law firm is doing wrong on social media and what you can do to make it right to get the most out of your digital marketing plan.
If your law firm has a minimal social media presence and a small audience, the last thing your pages need are too many promotional posts. Promotions can be a great way to bring in business, but you don’t want to overwhelm what little audience you do have with irrelevant promotions. Promotional posts are those that speak specifically to hiring the firm, scheduling a consultation, or filling out a form. People who are not familiar with your law firm are unlikely to click on these early in the marketing funnel and might even unfollow you if the channel is too promotional.
Instead, you can also include educational posts that can be shared across platforms. This can help your social media profiles, and your website, gain authority. If you already have a solid social media presence, you don’t have to shy away from promotional posts, but make sure that you have an array of content to share as well. Nobody wants to be oversold- doing so could seriously damage your brand online.
When done properly, Facebook advertising has a lot of positive benefits for your law firm. Unfortunately, there’s a lot of misinformation out there right now meaning that too many firms avoid Facebook ads altogether. The Facebook algorithm will also be more likely to add more social media juice to your non-advertising social media shares when you invest in an ad campaign, so there are across-the-board benefits
Facebook, Twitter, LinkedIn, and other social media platforms are a great opportunity for your potential clients and audience to get to know you. But if your law firm’s practice created profiles five years ago but never updated them, you may not be providing your followers with the right information about your firm. Maybe your last headshot was taken in 2014 and you haven’t updated your profile picture since. Or perhaps you joined a bar association or have an achievement that could have been featured in your bios. Keep your bios and photos fresh and reflective of who you and your practice are today.
Word of mouth used to be one of the greatest ways to get business. But with the rise of social media, many people turn to these platforms to find out what former clients and associates think of you and your law firm. Low or no client reviews and testimonials could seriously hurt your business in the long run. While you wait for these reviews to come in naturally on social media, you can pull reviews you’ve received on your Google My Business profile and repurpose them on social media.
You want your followers, potential clients, colleagues, associates, and audience to feel as though they can trust you and relate to you. But there must also be a certain professionalism to your profiles. This means that you shouldn’t overshare information about your personal life. While having a family photo on your website can help to humanize you for your clients, make sure you draw a clear line between your professional and personal profiles.
Both new and established law firms need to be active on social media. Social media platforms are search engines all their own, with their own algorithms that could affect how your law firm is seen and found. It is important that you keep these important tips in mind when you are working on your social media profiles. But when you’re in court all day or meeting with prospective clients, the last thing you want to be dealing with is filling out a social media biography. You’re an attorney, not a marketer, and your time is best spent serving clients. Denver Legal Marketing can help you avoid these social media mistakes. We are also equipped to help you devise a custom legal marketing strategy for your firm. Contact us today to discover your personalized advertising plan. You can reach us by phone at (303) 557-6999 or through our convenient contact form to get started.