As a lawyer, jumping on the social media bandwagon might seem ineffective — especially since it seems to be overrun by millennials.
However, according to Attorney at Work, 70% of attorneys and law firms leverage social media as a marketing strategy.
And many of them are getting a flow of leads from it.
According to a report by Oberlo, there are more than 3.5 billion active social media users globally.
Lawyers are undoubtedly excellent communicators who can win legal cases and walk away with huge compensations.
But do those skills transfer to social media?
In this guide, you’ll learn everything there is to know about social media for lawyers in 2021.
Because, believe it or not, social media is a must-use for any lawyer looking to go to the next level.
- Why Lawyers Should Use Social Media
- Social Media Trends for Lawyers
- Game-Changing Social Media Statistics for Lawyers
Why Use Social Media for Lawyers?
Let’s talk about the 5 main reasons that having a strong social media presence can support you and your firm.
- Reason #1: Social Media Increases Brand Awareness
- Reason #2: Social Media Helps You Generate Leads
- Reason #3: Social Media Lets You Establish Industry Thought Leadership
- Reason #4: You Build a Network of Like-Minded Professionals
- Reason #5: You Can Connect with Your Target Clients
Reason #1: Social Media Increases Brand Awareness
Social media is the perfect place to engage your target audience with your brand.
Whether they’re a prospective lead or a current client you’re trying to bring back on board, this is an opportunity to engage with them.
You can do this through many different social media features: ads, retargeting, or simply through high-quality content.
If you can create actionable and valuable content for your target audience, you can attract more clients and generate more awareness around your law firm’s brand.
To do that, you’ll need to find a good balance between creating conversational and value-packed content..
Conversational content aims at getting your prospective clients talking. This type of content could be in the form of questions, encouraging your followers to engage.
Value-packed content will mainly focus on providing your followers with insights into the industry. For example, if you were a property lawyer, you can share tips on how to do a land transfer legally.
That said, here are some tips for increasing brand awareness on social media.
Images are indeed worth more than a thousand words, and this is why people will stop scrolling to look at your content.
It starts with having a professional-looking logo that your clients can remember.
Use appealing colors that attract your prospective client’s attention. After all, you can’t begin creating brand awareness before you cement your brand identity.
After making your profile as visually pleasing as possible, think about the content you’ll share with your target audience.
Visuals tend to convert better, so you’ll want to create more of those. You can share visuals in the form of videos, images, and gifs.
There’s no perfect visual content type, so try each of them to see what works best for you. Experiment to see what your followers respond to, then refine your strategy.
For example, if your target audience loves live videos, then stick to it.
This insurance lawyer has a very detailed aesthetic and visually appealing Instagram profile.
Once you have your brand identity and have created a social media content plan, you need to ensure you’re consistent with whatever strategy you’re using.
However, consistency goes beyond posting on a schedule.
You need to ensure that the content you create reflects your brand identity. Being a generalist, and not having a niche market, is a red flag to most prospective clients.
Your customers should know who you are and what your law firm stands for. Do that by keeping the same brand message across all of your social media.
Don’t confuse your customers and make them feel that you’re two different companies.
Lexington Law Firm is an excellent example of consistent brand messaging on Instagram,
as demonstrated by their color theme.
Start Automating Your Processes
As your firm begins to grow, there will be more you’ll need to handle (like sourcing leads, doing any clerical work, and representing clients in court).
With all that going on, it makes sense to automate your social media marketing activities so that you have time to handle your firm’s other processes or activities.
However, depending on the social platform, you’ll want to be more careful with what you automate.
You’ll want to make sure what you create works for multiple sources. For example, a lengthy Facebook post won’t transfer well to Twitter or Instagram the same way it would to LinkedIn.
In a nutshell, make sure you create content for the various social media platforms where you’re most active. This will help create some consistency in how you send out your content.
Reason #2: Social Media Helps You Generate Leads
Your primary goal for joining social media is probably to gain new clients.
Social media’s advantage is that you can reach your target audience at a minimal cost, usually less than PPC ad campaigns.
One of the most proven social media marketing strategies is social media listening.
Social media listening refers to monitoring your brand’s social accounts to see any client feedback or mentions by other brands or customers. This marketing technique helps foster relationships between existing customers and prospective clients.
Now, let’s dive into a few tips for generating leads with social media:
Host Live Streams
Over the past ten years, live streaming has emerged as the next big thing and probably the best thing since sliced bread in the social media marketing industry.
Before, brands didn’t have an opportunity to connect or interact with their customers in real-time. Now, thanks to this technological advancement, businesses and customers can now interact and engage through live video.
According to OptinMonster, 39% of B2B professionals confirm that social selling reduces their workload, researching and finding new leads.
Social selling refers to the process of finding, defining, and nurturing your leads using various social media platforms. And this is where the power of live video streams comes in.
Through live streams, you can create a personalized interaction with your audience. It gives your potential customers the ability to learn about your business by asking you questions.
Live streams can also come in handy if you want to give free insights on a specific topic. For example, you can decide to educate your customers on how to file a personal injury claim.
Create Clickable Content
It’s extremely hard — if not impossible — to attract leads with low-quality, regurgitated content
If you’re creating videos or images, you need to ensure that your content is appealing and clickable for your audience.
Your copy must be sharper but should not be too gimmicky. Being too sales-oriented could send your leads to another firm who, they feel, isn’t.
The key here?
Take your time crafting headlines that’ll make your prospective clients stop scrolling.
And write clear CTAs that will make your audience take action.
Lawyer Britt posts mostly videos with clickable, high-quality visuals.
Create a Facebook Group
Every social media platform can market your law firm business. However, there’s something special about Facebook, and even more specifically, Facebook Groups.
Facebook groups are forums that allow like-minded individuals to share their experiences and ideas.
According to SmashBalloon, over 1.4 billion people use Facebook groups, which can help you find leads for your law firm business.
Creating a Facebook group is a quick 5-minute task. Once you have set up the group, you can share the group link for those interested in joining on your other social media accounts. You can also set group rules, which will lower the risk for spam or inappropriate activity.
In the group, you can share brand updates and insights that your target audience needs. You can start conversations, ask questions, and genuinely engage with potential clients.
People love active Facebook groups, and they often invite their friends to join. This is an advantage to you because more people joining your Facebook group means more high-quality leads.
Reason #3: Social Media Lets You Establish Industry Thought Leadership
One of the reasons why social media has been a goldmine for many lawyers is that it allows you to showcase your industry expertise.
You can use social media to share insights about your industry that will build your credibility, making your prospective clients trust you.
You have probably come across the term “thought leadership” a couple of times. While most people think that this term refers to gaining some authority in a specific subject, it goes deeper.
To become a thought leader, you must position yourself as an expert in your industry. People should come to you for solutions because they believe you are among the best.
But how do you establish yourself as a thought leader in the legal field?
You need to continuously create actionable and valuable content for your target audience.
Offer solutions, personalize interactions, and let prospective clients know that you care.
Here are a few tips to get you started.
Understand Your Audience
You need to understand that thought leadership is about your target audience and not you. You must know what turns them on, their pain points, the type of content they consume, and the social media platforms they use.
To know all these, you’ll need to spend some time researching your audience. Once you have that data, use it to create content on the social media platform they’re spending most of their time on.
Have a Professional Profile
As a thought leader, you’ll need to be professional, and this starts with your profile.
If you’re positioning yourself as a lawyer rather than a law firm brand, make sure you have a professional profile picture.
And for a law firm, you need to have a professional-looking logo.
Depending on the social media platforms you sign up for, ensure that you have a well-crafted bio text that explains what services you offer. Because social media is also a search engine. So it’d be a good idea to research and find keywords lawyers are using.
Sprinkle these keywords within your profile to help it rank on top of the search results whenever someone runs a search for lawyers.
Regularly Post Quality Content
Thought leaders are consistent, so you need to be consistent with your social media content creation. Posting only once a week or month will do you more harm than good.
You need to post regularly (2-3 times per week) to increase your brand awareness and build the authority you need.
If you’re busy, try building a content calendar to plan your social media activities.
Reason #4: You Build a Network of Like-Minded Professionals
Networking is when like-minded individuals come together to form business relationships.
It’s great for developing your social skills, enhancing your communication, and building connections.
With social media networking, you can get yourself out there — connecting with new people without ever leaving your office.
Here are a few tips for building a promising and mutually beneficial network.
Use Instagram and Twitter to Find Fellow Lawyers
Social media is the place to find like-minded individuals — from doctors and freelancers to lawyers.
By searching relevant hashtags in your industry, you can find people looking for professionals like you to connect with.
Because Instagram is a visual sharing platform, you can post visuals on it that appeal to your target audience regularly.
And to get noticed by peers on Twitter, you can retweet valuable content from your fellow lawyers to show support for the fantastic work they’re doing.
Join Facebook Groups
If Twitter and Instagram aren’t your favorite social media platforms, you can join law Facebook groups and connect with like-minded individuals there.
Most people joining Facebook groups are either joining to connect with people within their industry or to find a platform to ask questions and find answers.
Leverage Professional Networks Like LinkedIn
LinkedIn is considered the best social media platform for professionals. In fact, instead of a “follow” button, they have a “connect” button.
It’s a social media specifically made for businesses of every industry — and lawyers are no exception.
Use your industry keywords to search for other lawyers and network with them.
Quick tip: It’s better to write a personalized connection request than just using the “connect” button. Nobody likes spam and everybody loves feeling special.
Consider Legal Conferencing
Legal conferences are great if you’re looking to connect with fellow lawyers globally.
While attending these conferences requires some time and money, they can be worth it.
Legal conferences help you hold discussions with experienced lawyers, which is a perfect opportunity to exchange ideas and build new relationships.
Reason #5: You Can Connect with Your Target Clients
Engaging with your audience is key to standing out in the competitive social media space.
91% of B2B marketers use social media to market their businesses.
Nurturing existing clients and building relationships with your audience can help create awareness about your brand.
But how do you get started?
Speak to Them Directly
One of the best ways to connect with your target audience is to speak to them directly. .
Don’t be the law firm that speaks to the masses. Be the law firm or lawyer who speaks to one person but appeals to many.
You’ve probably helped clients win cases or have helped them solve legal problems.
The chances are many of these clients have probably left feedback regarding why they chose you and how you helped.
While you write your social media content, think about their input and see how you can address your target audience’s pain points.
Share Unique, Valuable and Actionable Insights
Having a unique selling point will make many people trust and buy from you.
You need to make this choice simple. As you market your services on social media, you need to offer prospects something they can’t find elsewhere.
Instead of repeatedly regurgitating the same old content, create fresh and unique content that offers your target audience solutions to their pain.
Make Them Think By Asking the Right Questions
One way to engage your audience on social media is to ask them questions.
Questions are excellent for getting more engagement on your posts and learning your lead’s needs.
If you don’t know what questions to ask your target audience, ask them about their experiences.
You can always get social media content ideas through the questions and answers from your followers.
If many prospects ask questions about a specific topic, it’s a sign that your audience probably wants to hear more about it.
6 Social Media Trends Lawyers Need to Know
Now that you understand the benefits and how to use social media for lawyers, let’s look into the trends that can set you on the path toward rapid growth.
- 1. Video Content is in High Demand
- 2. More Law Firms are Using Live Video
- 3. Memes are Still Popular
- 4. Users Value Quality Content Over Quantities of Content
- 5. Users Prefer Valuable Content to Well-Produced Content
- 6. User-Generated Content (USG) Is More Effective than Ever
1. Video Content is in High Demand
Videos weren’t always popular in the digital marketing industry, but they are now. So how does this help you as a law firm business?
Visual content attracts people to your website and makes them stay on a page for longer, increasing engagement.
But that’s not all. Take a look at these statistics from Insivia that speak to video’s power even more:
- 55% of consumers watch videos daily
- You can increase your conversion rate by 80 percent if you include a video in your content
- Customers who watch demo videos are 1.81 times more likely to purchase a service or product than those who don’t
- 75% of consumers prefer videos below 60 seconds
- People spend 2.6 times more time on video content than any other content
In other words, just creating a high-quality video gives more advantages than your competition (who are not using video).
But how does creating high-quality videos impact your law firm business? According to Cisco, 82% of all traffic will be resulting from video content.
Additionally, Aberdeen reports that websites with video content will convert at the rate of 4.8% against 2.9% for websites without it.
Video content is the trend to watch out for.
You need to prioritize video content creation more than anything else. You can do so via Facebook Live, Instagram stories, and more.
2. More Law Firms are Using Live Video
Over the years, it has become more difficult to reach your target audience organically.
Instead, there’s a rise of ad content competing for limited feed space.
And that’s why social media platforms, such as Facebook, make showing relevant content their priority.
And live streaming is the easiest way to have the most relevant content.
On top of that, Facebook live videos have been proven to create more engagement than normal videos. Facebook Live videos produce 6X the interactions than regular videos.
Keep in mind, you always want to be creating content that humanizes you. So don’t be a robot — be professional — but be yourself.
One popular content idea for live streaming is to do a Q&A with live viewers.
The best part? Facebook live is still a new tool, and the chances are that your competition hasn’t started leveraging it yet.
3. Memes are Still Popular
Memes are becoming the hottest trend right now, and nearly everyone wants in. They’re fun and help people remember your brand.
In fact, 55% of millennials are now sending out memes at least once a week. If you’re serious about social media marketing, don’t ignore this trend.
Memes are purposely created to be shared across social media, so they have the potential to reach a broader audience in a short time.
Secondly, memes aren’t time-consuming because you can use content already created by others.
In other words, you don’t have to create original content every time. And as a busy law firm, this can save you time to focus on other tasks.
Fair warning: Before you start creating and posting your law firm’s memes, you need to understand that law firm speech is commercialized. Using copyrighted images could land you in serious trouble. So please do your own due diligence on reusing others’ content.
Also, don’t get carried away by memes. Even as you create your law firm memes, you must never go far from what your brand represents because doing so could build a bad reputation. You need to ensure that your law firm’s vision and mission remain the same throughout.
Before you let your law firm meme out there, double-check it and confirm that it won’t be offensive to anyone. As a law firm, you advocate for justice, and you should never go contrary to what you advocate for.
This Instagram page is dedicated to posting lawyer memes.
4. Users Value Quality Content Over Quantities of Content
Content quality vs. quantity is a debate that may never end. But we need to get the basics right.
How much content is enough? And what makes quality content?
Average content covers just enough, but not too much. High-quality content, on the other hand, is content that addresses the pain points of your readers.
Every other business — including law firms — struggle with this comparison. Consumers prefer quality content over quantity.
Instead of producing more content, produce high-quality, value-packed content that your target audience will be happy to consume.
Take your time to produce the best content without focusing on quantity.
It’s better to create one high-quality post every week than to create several below-par ones every day in an attempt to keep your audience engaged.
Overwhelming your target audience can make them unfollow or unsubscribe from you.
Coming up with a social media content creation plan can help you produce high-quality content instead of too much content.
5. Users Prefer Valuable Content to Well-Produced Content
Valuable content is words packed with information and knowledge.
With a good content marketing plan, you can build trust and attract more leads.
However, creating valuable content needs time and commitment. Below is what you can do to ensure you’re producing valuable content for your target audience.
Let’s cover how to create that valuable content.
Be Informative and Comprehensive
Valuable content needs to be informative and comprehensive. If you already have this in mind, you’re one step ahead of your competition.
Below are a few tips that might help you create informative and comprehensive social media content for your law firm:
- Find questions your audience is asking and answer them in your content. You can find what your target audience is asking through Google, social media groups, forums, etc.
- Specialize and focus on one area with your content. Don’t be a generalist who focuses on nearly everything legal. If you target homeowners, create content specifically engineered to be consumed by people looking for legal advice on homeownership.
- Ensure that you have a goal you want to achieve with the content you produce. Once you have a goal in mind, begin drafting a content structure or plan that will help you create content for your target audience in line with your goals.
Outside of creating your posts, you can also share comprehensive and informative content from like-minded individuals. This is usually a way of appreciating other people on social media and building beneficial relationships after that.
Have a Point of View
Valuable content needs to have a point of view. In other words, valuable content shouldn’t look like any other content you’d find on social media. It has to be unique and offer value to your followers and target clients.
Your target clients are way more intelligent today, and they can smell poor regurgitated content from miles far. Offer something new in every post you create.
For example, you can give unique answers instead of what everyone else is putting out there.
In a nutshell, be unique and give your audience something they haven’t seen anywhere before. Having a differentiation factor can help you with:
- Giving a fresh perspective to a tired topic that nearly everyone else has approached the same.
- Having a new angle to tackle the pain points of your target audience.
- Introducing your personality as a lawyer, or instilling what your brand advocates for.
You can do this through video content or text-based content.
6. User-Generated Content (USG) Is More Effective than Ever
User-generated content refers to content produced by people unrelated to your business or brand. They’re in the form of feedback (not directly to you) from customers who have purchased a product or service and choose to share their experience.
Let’s look at an example: Julianne is an employee in one of Texas’s most reputable food processing companies. She gets an injury in carrying out her company duties, and the company won’t compensate her.
So Julianne decides to contact your law firm to file a lawsuit against the company. Because of the excellent legal services you offered Julianne, she’s satisfied and can’t hide her happiness. She creates content on her social media accounts expressing her joy and the excellent services you provided.
Your firm can then ask permission from Julianne, and then post her testimonial on social media to build more trust with your followers.
While most legal firms haven’t made use of user-generated content, it’s becoming an extremely popular practice among other companies like Starbucks and Netflix.
User-generated content can attract high-quality leads, convert more clients, and keep existing clients loyal. After all, who doesn’t want to stick to a brand that’ll help them achieve their goals?
According to Access, 53% of baby boomers and 64% of millennials now need more options to express their satisfaction about a product or a service they purchased.
The best part? 50%of people trust user-generated content, which means it could be a massive boost for your legal firm.
To make finding user-generated content easier, social media tools allow you to track your brand mentions. Any time someone mentions or tags your account in a post or story, you’ll be notified.
Starbucks shares photos that other Instagram users take of their products.
5 Social Media Statistics Lawyers Need to Know
Here’s a list of my top-five important social media statistics that lawyers attempting to market themselves should know.
Read through to see included tips on how to capitalize on this information.
- 1. 93% of Lawyers Now Use LinkedIn
- 2. 70% of Independent Attorneys and Law Firms Use Social Media as a Marketing Strategy
- 3. 35% of Lawyers Who Use Social Media Gain New Clients from It
- 4. Facebook Is the Second-Most Popular Platform for Lawyers
- 5. Larger Law Firms are More Likely to Have Twitter
1. 93% of Lawyers Now Use LinkedIn
LinkedIn is the most popular social media channel among lawyers, perhaps because it’s considered a professional platform.
According to a report by the American Bar Association, 93% of lawyers are now on LinkedIn marketing their legal firms and connecting with others in the industry.
Your competition is already on LinkedIn, so you need to get with the times and leverage this opportunity.
Ensure that your LinkedIn profile is well-written and optimized with your location and industry’s popular keywords, as this will help your profile appear on LinkedIn searches.
2. 70% of Independent Attorneys and Law Firms Use Social Media as a Marketing Strategy
A report by Attorney at Work states that 96%of independent lawyers use social media for marketing their business.
Furthermore, 70% of lawyers have admitted that social media is critical to their overall marketing strategy.
3. 35% of Lawyers Who Use Social Media Gain New Clients from It
Social media for lawyers is critical and shouldn’t be ignored, especially in this era where nearly everyone is online looking for new products and services.
According to an American Bar report, 35% of lawyers have acquired new leads through maximizing the opportunities social media has to offer.
Another report by Buffer confirms that 73% of marketers are confident that their social media marketing efforts are effective.
4. Facebook is the Second-Most Popular Platform for Lawyers
Facebook is the second most popular social media platform for lawyers, according to My Case.
Many law firms now have Facebook pages to market their legal services to a targeted audience.
To cover all your bases, using Facebook as part of your strategy is a must. Plus, Facebook has the most users out of all social media platforms, making it easier to target multiple demographics.
5. Larger Law Firms are More Likely to Have Twitter
More established law firms tend to have more of a Twitter presence than smaller ones or individual lawyers.
According to a survey conducted by American Bar Association, 36%t of those who took part in the survey state that firms with 100 or more lawyers like to maintain a Twitter presence.
Because of this, Twitter is a relatively untapped market for individual attorneys and smaller law firms. Take advantage of this and make Twitter part of your strategy!
Social Media Is Crucial for Lawyers in 2021
Social media for lawyers is critical for any legal firm wanting to close more leads.
- Many of your target clients are already looking for your services on social media, so you need to have an online presence.
- Create a social media content marketing strategy and have a calendar to guide you. Have a schedule that details when you post content and who you’re aiming to appeal to.
- Streamlining your process makes social media effortless.
- Using social media is a surefire way to grow your business and build quality connections.
Test out a variety of strategies, and then refine your plan to incorporate what works best for you. The best part about social media marketing is that it’s easy to experiment with, and you can get direct feedback from the people you want to engage.
With a bit of consistency and a commitment to sharing quality content, social media can become a lawyer’s secret weapon to more success.