Today, brand recognition is extremely important, especially now that the average customer has access to everything that is online about your firm. This is one of the reasons law firm social media marketing is extremely important. Other reasons include the ability to generate brand awareness, engage with a target audience, attract prospective clients, and establish thought leadership. A recent American Bar Association survey found Facebook is the second most popular marketing channel for law firms. In fact, it is the #1 channel for firms with 2 to 9 lawyers (B2B attorneys may want to try Linkedin).
Generate Brand Awarness
With over 2.6 billion active monthly users, Facebook can definitely draw attention to your brand: that is 2,600,000,000 pairs of eyes. Most attorneys treat their social media marketing as if they are cooking spaghetti, waiting for that noodle to stick. The trick is not to wait but to act, to ensure users are actually interested in you, the law you practice, and the content you share.
Engage Your Target Audience
Traditionally, your target audience was defined by gender, age group, geographical location, and income level. Social media marketing for attorneys provides those filters and much more. With Facebook, for instance, you can target people’s interests (such as their hobbies), behaviors (such as visits to your website), and connections (such as someone that attended an event).
Attract Prospective Clients
What if a prospective client already visited your website, but did not call or fill out the contact form? Would you like a strategy for that? Great! Remarket to them on Facebook by displaying an ad in their newsfeed to schedule a free consultation. This just might increase your lead conversion rate, which we like to call Pixelicious. Corporate attorneys may want to do the same by utilizing Linkedin retargeting.
Another way to attract prospective clients is related to the scheduled events on Facebook they have attended. If someone attended a business event for startups, they are probably interested in a corporate lawyer. If someone attends a protest, they may get arrested and need a criminal defense attorney. These are just examples of how to use social media to attract prospective clients.
Establish Thought Leadership
Do you think prospective clients want to hire a novice or an expert? Social media networks provide the perfect platform to showcase your expertise. Everything that involves your firm should be shared to your Facebook page strategically, fastidiously measuring the success of each post and interaction. From airing Facebook Live videos to sharing blog posts, Cyberlicious® can make your firm shine.