Lawyers and law firms seem to have gotten the message about social media marketing. Indeed, according to 2020 American Bar Association Legal Technology Survey Report, four out of five lawyers say their firm is present on social media. One in four said a client retained their legal services as a result of social media marketing.
It’s more apparent than ever that an active social media presence is essential for any law firm looking to pursue its business development goals in today’s digital age. But you won’t accomplish much simply by flooding your platforms with more and more content. When it comes to social media marketing, quality – content that offers visitors something of value is always – should always trump quantity.
What makes content valuable?
Whether they’re looking for information or entertainment, people want to see content on social media that’s relevant to them. As a legal marketer, you need to focus on customer-centric content that addresses the issues and pain points that bring visitors to your pages.
Your social media posts contribute to your online reputation. When you reliably deliver the content people need, they’re more likely to follow you. Over time, you will build up a community of followers, some of whom are prospects and likely to become future customers. On the other hand, when you post a lot of content without caring about their needs, you risk annoying your audience. Eventually, your follower count will dwindle, and those potential customers will look elsewhere for the information they need.
Quality content has the best chance of going viral
The fact that social media algorithms have become so adept at picking up certain social signals means that quality content is more important than ever. Algorithms see virality as a signal that a particular post is useful, valuable, or entertaining and likely to be something others would enjoy seeing in their feed. As the post continues to reach a wider audience, search engines will also start to consider your growing likes, shares, and retweets as credible backlinks, which will ultimately help improve your SEO rankings.
Quality posts increase engagement
Keep in mind that most people are busy and will only spend a few minutes scrolling through social media. Which messages are most likely to pique their interest? Those that generate engagement or those that attract little attention? The thing is, content that has already been shared multiple times usually generates more engagement. Creating high-quality posts that your audience will enjoy drives engagement, which leads to more exposure on the platform and ultimately a wider audience.
Quality Content = Quality Leads
Bombarding social media with lots of worthless content can boost your audience in the short term. But who will make up this audience? If you don’t consider the needs of potential customers and strive to deliver the quality content they want, any audience you attract likely won’t include the high-quality leads your business needs to thrive and thrive. to succeed.
Tips for balancing quantity and quality on social media
If you’re struggling to maintain the perfect balance of quantity and quality on your law firm’s social media pages, keep these tips in mind to help sort things out:
1. Start with a plan
Determine your target audience and consider their needs. What kinds of information can your business provide that it will find helpful and helpful? Develop a strategy around these needs and maintain a content calendar to ensure regular and consistent posting.
2. Follow the 80-20 rule
Promotional content and firm news have their place on social media, but as a law firm, most of your content should be client-centric. Try to stick to an 80-20 rule, with around 80% of your content focused on meeting your customers’ needs and 20% dedicated to promotional content and company news.
3. Chat with your audience
By focusing on quality and engaging content, you’ll get your audience to comment and engage with your posts. And don’t forget to keep the conversation going by occasionally responding with a personal question or comment.
4. Focus on shareable content
Interactive, informative, and customer-centric content is more likely to attract the shares, likes, and retweets you’re looking for. Consider posting occasional behind-the-scenes videos showcasing your company and its culture, infographics that showcase your practice areas and service offerings, and even a customer survey.
5. Don’t stray too far
You don’t need to leverage every social media platform out there. To determine which ones your potential customers are most likely to favor, conduct an analysis to see where competitors are directing their marketing efforts. According to the Law Society’s survey, the most popular social media platforms for law firms are LinkedIn (88%), Facebook (39%), Twitter (23%) and Instagram (13%).
For more information on how to leverage each platform uniquely, check out this eBook: Advanced Social Media Strategies for Law Firms.
To take away:
Social media is a powerful marketing tool for law firms. But your content needs to be directed to the right audience – potential customers – and their needs. Avoid content bombardment and only post when you have something to share. Most importantly, develop a plan for reliable and consistent publishing. Once you’ve built an audience, they come to rely on you for valuable new information – don’t let them down.
Delivering relevant, quality content isn’t always easy, especially for busy attorneys and legal marketers.
This post has been edited and reposted from December 17, 2018.