Social Media for Law Firms: An Introduction

In an online age, every professional service industry has positioned itself online and is desperately vying for control of its audience. The legal sector is no exception. With a sea of other firms all competing in the same space, it takes a bold approach to differentiate from the rest and grab a potential client’s attention.

Almost all law firms now have a degree of presence on social media. And for good reason! Not only does it enable the firm to communicate its culture and brand personality in a transparent and authentic way, but it can also be a key channel for driving direct leads. On top of that, social media plays a significant role in helping firms recruiting the best talent: a key strategic battleground in the legal market.

Social media marketing for law firms offers the opportunity to forge a distinct identity, spread brand awareness, recruit the most exciting talent and generate engaged leads. Boss Digital works with law firms of all sizes to craft a unique and compelling social media presence.

Key Considerations for Social Media For Law Firms

For social media marketing for law firms to be successful, there must be a watertight strategy in place that is aligned with any broader business goals. Ultimately, this is about results. With that in mind, Boss Digital ensures to factor in the following considerations when working with law firms to create social media marketing strategies:

fingerprintBrand identity

Before any content is actually uploaded, any law firm looking to boost its social media presence should always begin with a strong brand identity. The majority of firms have little to no brand identity at all. Consider the last time you saw a law firm with an identity that really made you turn your head and take notice. That doesn’t mean provocative or edgy. Rather, most law firms are uninspired and unremarkable when it comes to their brand identity. These firms will struggle to differentiate themselves from a sea of companies with an identical social presence. 

In order to stand out from the competition, social media for law firms needs to be thoughtful and strategic. Every post should be designed to inspire trust in your audience and show the quality of your services. Low-quality content, shoddy visuals or poor explanations will only serve to dissuade potential customers.

It’s important to spend time researching how your competitors behave on social media and what kind of content they make, so you can do the opposite. Positioning your brand with unique visuals, tone of voice and distinctive brand identity is imperative to creating great social content.

event_availableContent planning

A strong, clear content framework should be established to guide all content creation. This is especially important when it comes to social media for law firms, as it’s vital that every post is reinforcing the quality of your services.

Some things to consider when planning your content are:

– Subject – What does your law firm want to say to its audience? Want to promote? Why would your clients care about that specific topic?

– Format – What medium are you going to use to encapsulate that topic? Will you use video, photography, an infographic? Is the imagery in line with your brand image?

– Objective – What do you want your audience to do after seeing your content? What will you motivate them towards?

– Channel – What social media platform will your content be posted to? Is it appropriate/optimised for that platform?

groupsInfluencers

Law firms don’t have ‘celebrity’ influencers or endorsements in the traditional sense, but for some firms, a prominent voice on social media can add a really powerful dimension to their content strategy. Whether it is a particularly knowledgeable and connected individual, or a specialist in a legal field, having an appropriate influencer can add enormous levels of credibility to your law firm. Not only will it reinforce and elevate your brand, but it will also extend your reach as their audience is also yours! Furthermore, the content you capture from this kind of influencer engagement is the greatest content you could ever hope for, as the influencers you’re engaging with are thought leaders within the subject in question and they carry a great amount of credibility.

paidDirect response

Most commonly achieved using LinkedIn’s InMail feature, direct response campaigns can drive targeted traffic towards key landing pages and help you to capture customer details through lead generation forms. Due to the specificity of the targeting, and the focused nature of the content, it’s easy to generate large numbers of leads at a comparatively lower cost compared to Google Advertising.

Social media for law firms can be profitable when used in the right way. You can also identify potential clients through direct response and invite them to engage in further content such as webinars or email newsletters.

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Other Services for Law Firms

In addition to our social media packages, Boss Digital can support law firms with other areas of their digital marketing. Some of the most popular services include:

“For the cost of one internal marketing manager we’re able to have an entire team of content and digital experts, and without any of the overheads. Our results across social media, SEO, PPC and email have been transformed. It’s the beat money we spend each month.”

– Rick Miles, Head of Recruitment for Ark Teacher Training.

Case Studies

Discover how Boss Digital have helped law firms and other B2B organisations to achieve big using social media. 

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The Benefits of Social Media Marketing For Law Firms

Although often overlooked, a powerful social media strategy can bring a range of benefits for your law firm, including:

With law firms generating more content than ever, social media represents the principal medium for promoting that content and extending the reach of the brand. Even a small spend of £10-20 can be the difference between almost nobody reading your latest blog article, and it is received by hundreds, even thousands, of your target audience.

Increasingly law firms, particularly those targeting businesses, are using social media to capture data from their audience with a view to nurturing it via email and telephone. LinkedIn is particularly powerful for this kind of B2B targeting.

As powerful as social media is, one shortcoming is the fact that you don’t own those platforms. A key metric therefore for your social activity should be its ability to grow the email database of your firm; an asset that belongs to you and over which you have complete control.

For some law firms, recruitment is the number one consideration for their social channels, particularly platforms like Instagram that are highly visual and fantastic at throwing the door to the organisation open, revealing the culture within.

Whether it is highlighting business successes, advertising legal services or generally promoting the business, law firms need to not neglect the influence and power of social media.

Although certain platforms are declining in popularity, social media for law firms should revolve around the most appropriate and widely-used platforms to engage with audiences on different levels, to help differentiate their legal services.

Additional Considerations for Law Firms

Boss Digital ensure to address the following considerations when devising and implementing social media marketing strategies for law firms to ensure maximum results with minimal risk. 

sharePlatform choice

The most common platforms for law firms to use include:

  • Facebook – this offers the broadest audience along with an extremely targeted ad platform. For both recruitment and brand engagement, it’s probably the number 1 social channel in the legal market.
  • LinkedIn – if your firm has a major focus on the corporate market, LinkedIn is a high priority and probably offers the greatest potential for direct lead generation and data capture.
  • Instagram – ideal for showcasing your firm’s talent and culture, Instagram is social media at its most visual.
  • Twitter – great for press engagement and building personal brands within your team, Twitter suits those brands and individuals that always have something to say regarding current events.

attach_moneySocial post spend

The unfortunate truth when it comes to posting on social media is that these are websites owned by corporations. Corporations looking to make a profit. As such, it’s incredibly unlikely that any post – no matter how great their copy or asset – will gain traction without some spend behind it. The good news is that only a small amount of budget behind a post will create traction. Even just £5 behind a good post is enough to generate a great amount of reach.

flagRemaining results-oriented

Above all else, results are the most important aspect of any social media campaign. You need to be reassured that your investment in your brand’s marketing is paying off. Boss Digital prides itself on its results-focused approach to every aspect of our work. Through regular meetings, a frequently updated dashboard with QSOs and KPIs, and weekly update emails, you’ll always be fully informed.

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Contact Us

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