For many, especially lawyers, social media might not seem like the natural strategy for inbound marketing. After all, social media can have decidedly casual undertones, and if you are trying to position yourself as a serious and capable law firm, then social media might not be a good fit in terms of that strategy.
This, however, is incorrect. The truth is, social media is one of the most versatile digital marketing tools available and can be molded to fit any strategy. With the right messaging, tone, and content, social media marketing has the ability to boost visibility for your law firm while positioning you as an industry leader in one fell swoop for inbound marketing. Here are a few tips to help make that happen:
1) Position yourself as a thought leader
The first, and most important step? Think about your content and what you would like to accomplish with that. Your content should be valuable, insightful, and most importantly, position you as a thought leader within the industry.
Some ideas for content might include an analysis on key cases in your field, commentary on industry best practices or even just helpful tips and tricks for others. In all of these cases, this content must convey why someone should trust you with their case at the end of the day.
Using your expertise and experience, create a content strategy that will really showcase your abilities while still providing an insight into your working style, past results and other crucial information. Having a strategy set out will be helpful in terms of timelines for developing and posting content, so that needs to be a top priority for 2018.
2) Analyze your audience
You might have a strategy in place, but if it does not create as much user engagement as you would like, do not let it stagnate. Social media is tricky, and not every piece of content will resonate the way you would like, which can definitely be frustrating.
However, the other good thing about social media is that it provides a level of insight into your audience like nothing else will. Traditional forms of media cannot compete with the level of analytics and data that social media connects, so use it to your advantage!
Analyze your key audience, what their likes and dislikes are, and what content they are engaging with the most. Are there certain articles that get more clicks than others? And if so, what is the commonality among those articles that you can use in your strategy going forward?
The most successful social media strategies are the ones that have a deep understanding of their audience and what they need. Using that to drive content strategy will definitely yield the right results and ensure that your audience is seeing you as a credible and trustworthy resource.
3) Don't be a passive user
The other tempting thing about social media is that it is often easy to just post your content...and then do nothing about it. Unfortunately, though, social media does not reward for passivity. Engagement is absolutely crucial, not only on your own page but with others.
If users are posting questions and comments on your content, go ahead and answer! Start a conversation and build trust with your audience right from the start. Also, ensure that you are following other relevant thought leaders in your practice area and industries and engaging with their content as well.
Think of your social media page as a home base for valuable information and cultivate that reputation. Whether it is your own content, or sharing other content, think about what kind of information your users are seeking and how you can provide that for them through your social media pages.
In conclusion, social media should be used with any good marketing strategy to promote your content, and engage with users. Though it might not seem like the right strategy for a law firm, social media marketing has the potential to boost visibility for your law firm while positioning you as an industry leader. If we can help you with your social media marketing, please contact us today.
Link360: Link360 is an Inbound Marketing Agency Located in Greenville, SC. We specialize in generating leads for our clients through attracting visitors to their website, converting them into leads and closing them as customers. If you have any questions, or would like your own free Inbound Marketing Analysis, please contact us now.