How Social Media Fits in Your Legal Marketing Strategy
Developing a legal marketing strategy as early as possible helps keep the marketing team on course. Legal marketing strategy encompasses many different areas, usually including: content creation, paid advertising, tradeshows, and webinars. An equally important part of any successful legal marketing strategy is social media.
Why is social media important within marketing strategy?
Creating social media as an integral part of an overall marketing strategy ensures that both potential and current clients see your content. While some may not directly visit your site, the chances of seeing content and in turn sharing, commenting increase when social media is used.
Social media provides a unique opportunity for your law firm to foster and engage a community of thought and growth. By producing content, asking and answering questions, and truly engaging with your consumers, brand awareness and company credibility rise.
As with larger marketing goals, marketing teams should seek to set specific and actionable steps to reach goals directly related to social media. Tracking followers, posts, and overall engagement is ideal, but equally important is tracking the impact social media has. Did any of your social posts lead someone to the website? Did that person eventually use the law firm for a service?
An effective social media strategy allows you to further relationships and ensure that clients return. Both loyalty and retention improve with a solid social media strategy. The proper social media channels also allow you to control the conversations, taking negative conversations online while truly engaging your customers and encouraging later visits.
Tracking the outcome from Point A to Point B helps you both set adequate goals and learn more about the best ways to communicate with customers. Social media provides the perfect opportunity to engage your customers regardless of location.
Attorney advertising as part of an overall social media strategy provides a place for both engagement and resources. By using advertising in ways that furthers your brand and truly engages customers with relevant, knowledgeable content, customers are more likely to both share and promote your content and turn to your company as a thought leader.
Social media fits into an overall marketing strategy because it encompasses numerous areas. Social media provides an ideal channel to showcase content creation, through both paid advertising and organic posts. By posting content and continually reviewing what does well, overall social media strategy can both adapt and improve to better provide your consumers with useful and shareable content.
Exceptional social media provides law firms the perfect opportunity to both learn and improve, while continuing to provide both questions and answers for additional engagement. User-generated content is another area that typically leads to overall growth. By writing about what your audience finds interesting, relevant, and useful, you essentially guarantee that the content will be both read and shared.
Social media should also incorporate customer service. In addition to answering questions, social media should address consumer’s concerns and provide responses to both reviews and negative and positive feedback.
It’s essential to include a large social media plan within an overall legal marketing plan. Incorporating social media into overall marketing plans ensures that potential clients have numerous channels to learn more about your business, industry, and what truly sets your company apart.