As a legal marketing strategist experienced in web marketing, I get asked all the time about social media. The most common question is probably “which platform should I use to grow my firm?”
They ask about Facebook. They ask about YouTube. Is LinkedIn worth it? What about Instagram? They even ask about Snapchat and TikTok. So let’s look at how social media marketing could work for a law firm.
Do You Need Social Media at All?
At LaGrande Marketing, we use digital marketing strategies to help a wide variety of firms grow their practices. Over the past five years, we have worked with some clients who post on social media every day. They’re doing great. We work with other firms that are flourishing just as well despite the fact that they never post on social media.
It boils down to your law firm’s personality and perspective when it comes to investing in the content. You need to be prepared to invest significant time and energy to manage a social media platform.
Social media is like a big cocktail party. Whether you’re in the room or not, the party will go on. If you’re just planning to stop in to announce “Hey, I’m the best and I just won this award,” do you think the other guests will care? You will forge much better connections if you look around the room and engage in a casual conversation with a small group.
So, if you’re coming to the social media party just to toss in your announcements, you might as well skip it. You have to take the time to be social to succeed with social media.
Fish Where the Fish Are
If you are willing to make the commitment to develop a meaningful presence on social media, it becomes more important than ever to choose the right platform for your investment of time, effort, and possibly advertising funds. How do you choose? I like to say “fish where the fish are.”
It doesn’t do you any good to have a million followers on a platform populated by zero potential clients. If you practice estate planning, how many clients are you going to find on a site geared toward 13-year-olds? You would do far better to gain 50 followers on a site popular with adults in the same age range as your target clients. Your potential clients are the fish, so invest your efforts on the platform where you fish congregate.
The Landscape is Always Changing
The problem with the fishing advice, of course, is that schools of fish can move. They’re not always attracted to the same bait. Your marketing strategies need to adjust as the landscape (or seascape) changes.
At LaGrande Marketing, we know that social media marketing is a challenge, and we can help you take advantage of the best options for your firm. Give us a call to find out how we can develop a digital marketing plan that keeps up with the ever-changing legal marketplace.
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