Law Firm Marketing: Why Your Firm Needs to Get Social

As a legal marketer, Brantley Davis, President of Brantley Davis Ad Agency, has seen firsthand the power of social media for law firm marketing. His clients across the country use it with varying degrees of success.  But those that are successful, generate 5-10 cases per month through social media.  The difference according to Davis isn’t simply in the amount of money spent on social ads.  He says it often comes down to the lawyer’s passion and affinity for interacting with the public.

“Some lawyers simply have a knack for social media.  They’re unafraid, craving audience feedback, often even posting while we’re shooting TV ads,” explained Brantley Davis.  “On a recent TV shoot, one partner began poking fun at the other on social media because he had to stand on an apple crate to compensate for his height.  Their fans adored it and compared them to Danny Devito and Arnold Schwarzenegger in the movie Twins.  It was a hoot!”  

That’s why Davis is adamant that every law firm marketing plan should include a well thought out social media component.  Social media has become an essential tool for law firms looking to expand their reach, connect with potential clients, and build their brand as 246 million people in the United States are active on social media. This article will explore the benefits of social media for law firms, best practices for law firm social media marketing, creating a social media marketing plan for your law firm, finding the right ad agency for your law firm’s social media marketing, and measuring the success of your law firm’s social media marketing. 

Introduction to Law Firm Marketing and Social Media

Law firm marketing has evolved over the years, from traditional advertising methods such as TV commercials and print ads to digital marketing techniques such as social media marketing. The legal industry is highly competitive, and law firms are looking for new ways to stand out in a crowded market. Social media has become an essential tool for law firms looking to connect with potential clients, build their brand, and establish themselves as thought leaders in their respective fields.

Benefits of Social Media for Law Firms

Social media offers a range of benefits for law firms, including increased brand awareness, improved engagement with potential clients, and the ability to establish themselves as thought leaders in their respective fields. One of the biggest benefits of social media for law firms is its ability to reach a wide audience quickly and cost-effectively. Social media platforms such as Facebook, Twitter, and LinkedIn allow law firms to connect with potential clients in a more personal and engaging way, building relationships that can lead to new business opportunities.

Another benefit of social media for law firms is the ability to establish themselves as thought leaders in their respective fields. By sharing insightful content, commenting on relevant trends, and engaging with others in their industry, law firms can position themselves as experts in their respective fields. This can lead to increased credibility, trust, and ultimately, new business opportunities.

Common Social Media Platforms Used for Law Firm Marketing

There are several social media platforms that law firms commonly use for marketing purposes, including Facebook, Twitter, LinkedIn, and Instagram. Facebook is a particularly useful platform, as it allows to target specific demographics and geographic areas, making it easier to connect with potential clients. Twitter is another popular platform for law firms, as it allows them to share quick updates, engage with others in their industry, and participate in relevant conversations. LinkedIn is a professional networking platform that is particularly useful for law firms looking to connect with other professionals in their industry. Finally, Instagram is a visually-focused platform that can be useful for law firms looking to showcase their work in a more creative way.

With TikTok becoming the most popular social media platform in 2023, it is quickly becoming a staple of law firm social media plans despite TikTok’s prohibition of lawyer advertising.  But Davis cautions, it takes dedication and clever posts to generate a substantial following without using ads.  While most law firms are not yet on TikTok, others that have embraced the platform successfully and already have hundreds of thousands of followers. 

Best Practices for Law Firm Social Media Marketing

There are several best practices that law firms should follow when engaging in social media marketing. 

First, it is important to establish clear goals and objectives for your social media marketing efforts. This will help you stay focused and ensure that your efforts are aligned with your overall business objectives.

Second, it is important to create a content strategy that is tailored to your target audience. This should include a mix of original and curated content, and engaging visuals.

Third, it is important to engage with your audience on a regular basis. This can involve responding to comments and messages, participating in relevant conversations, and sharing content that is relevant and engaging.

Fourth, it is important to measure the success of your social media marketing efforts on a regular basis. This can involve tracking metrics such as engagement, reach, and conversions, and adjusting your strategy accordingly.

Creating a Social Media Marketing Plan for Your Law Firm

Creating a social media marketing plan for your law firm involves several key steps. 

First, it is important to establish clear goals and objectives for your social media marketing efforts. This may include increasing brand awareness, generating new business leads, or establishing yourself as a thought leader in your respective field.

Second, it is important to define your target audience and develop a content strategy that is tailored to their needs and interests. This may involve creating original content, curating content from other sources, and sharing engaging visuals.

Third, it is important to identify the social media platforms that are most relevant to your target audience and develop a plan for engaging with them on these platforms.

Finally, it is important to measure the success of your social media marketing efforts on a regular basis and adjust your strategy accordingly.

Finding the Right Ad Agency for Your Law Firm’s Social Media Marketing

Finding the right ad agency for your law firm’s social media marketing efforts is an important step in ensuring that your efforts are successful. When looking for an ad agency, it is important to consider factors such as their experience in the legal industry, their knowledge of social media platforms, and their ability to develop and execute a successful social media marketing strategy.

Measuring the Success of Your Law Firm’s Social Media Marketing

Measuring the success of your law firm’s social media marketing efforts is an important step in ensuring that your efforts are aligned with your overall business objectives. This may involve tracking metrics such as engagement, reach, and conversions, and adjusting your strategy accordingly.

Conclusion

Social media has become an essential tool for law firms looking to expand their reach, connect with potential clients, and build their brand. By following best practices and developing a clear social media marketing plan, law firms can establish themselves as thought leaders in their respective fields and generate new business opportunities. As the legal industry continues to evolve, social media will become an increasingly important tool for law firms looking to stay ahead of the competition.