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Choosing the Best Social Media Platform for Your Law Firm

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Determining the best platforms to establish your firm’s social media presence and establishing an effective social media presence may seem overwhelming at first. Here are some effective tips to consider as you begin to develop your firm’s strategy.

Evaluating which platforms are right for your firm follows a process of gathering data, and beginning with 1 or 2 platforms best suited to your defined goals for content delivery and marketing results. Measure your results against stated goals and course correct as you learn what efforts are most effective for your firm.

Gather Industry Data

Learn what works and what doesn’t by conducting competitor research. While evaluating reports and data on highly performing networks, identify similar firms that are successfully using social media strategies and learn from how they use their platforms.

What type of content investments are they making: blogs, legal podcasts, videos, webinars, eBooks?
How are they engaging with users?
What are they doing well?
How would you improve on their efforts?

According to the American Bar Association, law firms continue year after year to prefer LinkedIn as a social media marketing platform. This is because LinkedIn allows lawyers to promote themselves professionally, and because of its popularity within the legal profession.

Facebook follows closely behind, with 62 percent of firms holding a social media presence. This platform allows you to share related trends and articles, advertise to a targeted audience, and engage with followers.

Different platforms offer unique advantages in achieving specific goals. If your primary goal is professional development and networking with other attorneys, LinkedIn is the platform of choice. However, if your goal is community engagement, consider a more personalized network like Instagram or Facebook.

Setting Clear Goals for Social Media Efforts

Setting clear realistic goals around your social media efforts is critical to guiding your strategy and achieving success on your terms. Social media is about cultivating an audience and creating conversation. If your main goal is quick conversions, you will likely be disappointed. Some goals other law firms have in their marketing strategies are:

Professional development and networking (66%)
Maintaining client pipeline (51%)
Education and awareness (49%)
Community engagement (43%)
Case investigation (21%)

Content Delivery

Successful social media presence requires a sustained commitment to consistently create and publish timely, new, relevant content that caters to the interests of your target audiences. Different platforms require various levels of commitment to new content. Some platforms like LinkedIn can yield positive results with only a few short posts a week while others like Instagram require a steady flow of relevant high-quality content to capture users’ attention.

Next, carefully consider your ability to respond quickly to users who engage with your content. This is how you build your audience, network, and increase brand awareness. Responding to comments from two LinkedIn posts a week is a smaller time commitment than remaining in continuous conversation with users on other platforms.

In the beginning, set yourself up for success on one or two platforms and track your results. Gain a solid understanding of how much time you can dedicate to social media content creation, publishing schedules, and user engagement, and then adjust your strategy accordingly. Establishing and managing six different social media accounts on separate platforms is not likely to be successful right out of the gate.

Track Your Results

It is crucial to track and measure your results to learn what is working and what needs course correction. Add your social media accounts to your Google Analytics goals and review the data after your first 3 months. The data will help you discover what type of content is most relevant to users, will cultivate your target audience, and create brand-building conversations.

Firms with clear goals, a steady content flow, and an established presence on at least one platform need to periodically evaluate performance and adjust to maximize success against stated goals.

Use Available Reporting to Increase Investments in Your Highest-Performing Networks

Data will help you discover which platforms and activities deliver tangible results and which ones are a waste of your time. Google Analytics has several reports to help you evaluate the success of your networks and content:

Overview reports – Identifies how many users are converting from social networks
Network referrals – Measures engagement generated by each social platform
Landing pages – Tracks engagement for URLs by platform driving traffic
Conversions – Identifies total conversions by social platform
Plugins – Details how many users clicked your share buttons by platform
Users flow – Maps the path users take through your website by social network

Maximizing Social Media Success

Is your google profile set up to attract your ideal clients? Is your firm’s visibility maximized in search results? Optimize your google profile to bring in more cases with this helpful checklist.

GoBeyond, a full-service marketing agency, is ready to support your practice whether you are new to using social media or an expert practitioner. Contact us to discuss your needs or visit us on LinkedIn, Instagram, Facebook, and Twitter.

Tags law firm marketing, marketing, marketing strategy, social media engagement, social media marketing, social media marketing plan

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The Importance of Using Social Media for Law Firms

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A robust social media presence is a necessity today for thriving up-and-coming law firms. Social media strategies are used to establish brand awareness, connect firms with their ideal clients, drive traffic to your website, and generate sales.

Here is what to consider when making the decision to incorporate social media into your marketing strategy.

Increasing Brand Awareness

Law firms have always strived to get their brands in front of the largest audience possible. The primary platform to reach a targeted audience was once newspapers, and then it migrated to television and billboards.

To meet your audience where they are today, your firm needs a robust social media presence. According to a recent survey, 38 percent of people looking for an attorney check online first. Maintaining a consistent social media presence keeps you top of mind (and top of search results) when users are looking for legal help.

Humanizing Your Firm’s Brand

Incorporating social media into your marketing strategy helps to bring your firm’s culture to life by showcasing who you are and what you are passionate about. You can include features like personal stories about your team members and updates on notable events you have attended. That way, your followers will feel as if they know you and, when they need you, you will already feel like a trusted partner.

Connecting and Engaging with Your Ideal Clients

Social media is an effective tool for identifying and reaching your specific target audience. The platforms you select create a place for users to follow your firm and engage with your content as well as to stay informed on topics of interest and trending legal news. You are consistently working to build relationships with potential clients in a more organic way.

Driving Traffic to Your Website and Generating Sales

Using social media strategically generates quality leads for law firms and accelerates results from other sales and marketing efforts. Platforms like LinkedIn and Instagram can be used to encourage potential clients to take an action like visiting your website. LinkedIn followers do not always convert to cases, but if you share a link to a timely blog post, many followers will click through to your website to read it and, in doing that, learn more about your law firm.

Effective Use of Social Media Creates Competitive Advantages for Growing Law Firms

Is your google profile set up to attract your ideal clients? Is your firm’s visibility maximized in search results? Optimize your google profile to bring in more cases with this helpful checklist. An effective online presence and social media strategy creates competitive advantages by improving your firm’s visibility, credibility, relatability, and connection to an audience of ideal prospective clients cultivated for conversion.

GoBeyond, a full-service marketing agency, is ready to answer any questions and support your practice whether you are new to using social media or an expert practitioner. Contact us to discuss your needs and visit us on LinkedIn, Instagram, Facebook, and Twitter.

Tags content marketing, law firm marketing, marketing, marketing strategy, social media marketing

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4 Easy Ways to Improve Social Media Engagement with Your Audience

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Relationships of all types take work. Imagine striking up a new friendship, only to ignore all of that person’s texts and phone calls, and then to feel angry when they no longer want to be your friend.

That’s how your potential customers feel when you neglect to communicate with them through meaningful engagement. Posting regularly about your business, and about yourself, on social media and interacting with your audience will enable you to create the traffic you need for your business to thrive.

Increasing social media engagement and building a community online is a free way to build trust with your audience, and if people trust you, they are more motivated to buy from you. Know your audience, find out where they spend their time, and nurture that relationship.

1. Promote Blog Posts on Social Media

By referencing those blogs you worked so hard to create through social media posts, you are driving your customers to your site to read them. This, in turn, boosts your SEO and further establishes you as an authority in your space, in the eyes of both your customers and search engines. In addition, by giving your audience a “sneak peek” of the blog’s content, you add some free value. This helps prove to your audience you are a trustworthy and knowledgeable source of information, and motivates them to go onto your website if they like what they see.

2. Use Your Brand Voice To Talk To Your Followers

Sharing your specific voice with your audience allows them to see your business’ personality and get a glimpse of what it might be like to work with you. Your brand’s voice immediately differentiates you from your competitors, and, if used correctly, shows that you care about your followers.

Through posts that aim to relate to your audience and conversations in the comments, you are able to make meaningful connections. Those connections turn into brand loyalty which turns into more profits for your business.

When posting to engage, don’t hesitate to promote “tagging” with your followers. Tagging your loyal customers, your biggest fans, and other small businesses can broaden the organic reach of your business to new people. It enables you to grow your following and bring more potential clients into the know. Encourage your followers to tag your social media handle too in order to organically reach more viewers.

3. Run Polls and Request Feedback

Polls are a quick and simple way to interact with consumers and increase social media engagement. At this point, just about every social media app has a polling feature, which in itself shows how important and popular this tactic is. Here are some key reasons you should be polling your followers, if you aren’t already:

Polls are a convenient way to get your audience hooked instantly. For instance, if you are a CPA, your poll could be “do you use an accountant or a website to do your taxes?” Then, following the poll, you could offer that already engaged viewer some content on why seeking an accountant is preferable.
Polls help your business move in the direction of the marketplace by asking your audience to choose between two potential new products you may offer in the future.
Polls are an efficient way to ask for customer feedback. By doing this, the audience sees that your business cares about their input and your brand becomes more trustworthy in their minds.

4. Include Short-Form Informational Posts

Referencing relevant outside articles and content, and sharing a short excerpt or your own take, along with the link, can be a quick way to get your audience involved. The idea at first probably seems foolish, as you are intentionally sending your audience to an outside website. However, by sharing thought-provoking content as short, easy to digest posts, you are showing yourself to be an authority in your space. And, just think of the conversations that might take place in the comments, or the shares your page might get!

Social media gives your audience a window into your business, and you get a look into your customers in return. Anyone in customer service will tell you that the more you know about your customers, the better experience it is for all parties. The next time you post, make it with the intention to engage your audience, provide them with value, and get them coming back for more.

Looking for more ways to improve your social media engagement? Reach out for help anytime!

Tags audience engagement, engagement, Social Media, social media engagement, social media strategy

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How to Hire the Best Digital Marketing Company

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An appealing website is a great start for establishing an online presence, and the website may even be worth the investment, but the right digital marketing plan can help potential clients find you online.

If you’re going to outsource Digital Marketing (SEO, PPC, Social Media) follow these steps and hire the best company.

1. Know Your Needs Before Choosing an SEO Company

Understanding your needs is the first crucial step. Do you just need SEO or graphic design, social media, and/or paid advertising. Take an audit of your existing online presence, see what’s missing and what you need moving forward. You can’t hire the right company if you don’t know what you need. The right company can make recommendations of course, but in the end it’s up to you. No one knows your business better than you do.

Draft a budget, and be realistic about the services you’ll get. SEO costs can vary so your budget may need to be flexible, but have a good idea on what you want to spend.

2. Use the ‘Two-way Interview’ Approach

In a one-way interview, the potential SEO company will submit a proposal for you to review. It’s hard to learn about a company with this type of approach, and SEO is not a one-size-fits-all approach. The company you’re hiring needs to know specifics about your business as well.

Two-way interviews make the recruitment process more engaging, and help you explore multiple aspects of your marketing operations. Maybe you’ll discover that Google Ads or social media is a better strategy for your type of business. Either way, an in-depth conversations should happen so your money is well spent.

The potential SEO agency should always inquire about your company’s unique selling point (USP). Expect to share the goals of your website, your current means for attracting customers, your CPC, current budget, what’s working, and what’s not. Keeping this information private only makes the agencies job harder. If needed, have them sign an NDA but in my experience I’ve found that the more thorough and open the process is, the faster you can hit the ground running, and start generation positive ROI.

3. Do Your Own Research

As a client you need to be researching SEO companies before hiring them.

At the very least visit the potential agencies website to see if there are clients listed, biographies or addresses listed. The firm shouldn’t be hiding anything from you if it wants to have you as a customer. At the very least you’ll be able to tell what type of business they are i.e a small agency with a few people or a huge organization with a huge sales team. Working with either can have its pros and cons but know what you’re getting into.

4. Verify References

References help determine if a company has an impressive track record, and gives you insights on the types of clients they’ve worked with. Even if you don’t call the references there’s value in asking. Do they push back or are they glad to provide them?

Ask each digital marketing agency for at least three customers you can reach, and ask about the results generated from the SEO and digital marketing efforts.

Use the references to identify the pros & cons of each SEO firm. You’ll learn about quality of work, customer support and many other things you won’t get directly from the agency.

5. Credibility

Review sites are a great way to determine an agency’s credibility. Check Google My Business, Yelp and other industry listings for positive & negative reviews. Negative reviews may not be a deal breaker but check and see how the company responded to those reviews. Did they do it in a professional manner?

Check whether the company is listed on BBB. See if the agency’s employees are members of any groups or associations.

The agency should also have a nice website and a solid online presence. Visit the agency’s social media pages to see whether they feature quality content.

6. Request an Audit for Your Site

Any reputable online marketing agency will audit your website and be able to tell you where your short comings are, but it also takes a little homework on your end as well.

If they ask give the agency access to your analytics data and let them know what online resources you’ve used already. Having several candidates perform the audits helps you compare the results and choose the best company for you.

The SEO company should evaluate your website’s rankings in the search engines, and identify what issues may be preventing your website from ranking higher.

Website audits will help determine your businesses relevance on the web. The reports should suggest ways to make your content easier to find, and they should list SEO strategies that suit your budget and needs.

7. Involve Your Team When Making the Final Decision

SEO can help your site draw larger audiences, increase conversion rates and have positive ROI. An SEO company should offer you and your team strategies to make these goals achievable. Depending on what your goals are that will determine who in your company they’ll be working with.

If they’ll be working heavily with the sales team then you’ll want their opinion. Respect their suggestions and use them to guide your final decision.

The Right Digital Marketing

Our company targets businesses like yours looking to use digital marketing services to optimize their online presence. Our digital marketing portfolio includes web design, SEO, PPC and social media marketing.

Talk to us about how we can help you outsmart your competition with our Predictable Leads System.

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