The personal injury law firm traditionally opted for billboards and TV ads to get their message to their target audience. The problem is these advertising strategies have become steadily less effective over time. Now the best ROI is on social media.
Think about it. The numbers say that 70% of North American users now access social media at least once per day. How many people are likely to drive past a billboard on the highway per day?
The issue is your average personal injury attorney in Tampa has little to no idea how they’re going to market themselves on social media.
We’re going to show you how to do it.
- Choose the Correct Social Media Platforms
The first step is to choose the right social media platforms for your company. Social media advertising spend is expected to double by 2023, but a lot of this won’t be being put to good use.
One personal injury attorney in Tampa, known as the Hunter Law Group, decides to use LinkedIn to target a professional audience.
You need to look at it from the position of your ideal customer. Where are they likely to operate the most?
- Avoid Direct Marketing
The biggest mistake made by law firms everywhere is attempting to sell directly on social media. Nobody wants to read this garbage, and they won’t. Today, 45% of Americans use ad blockers. No, it’s not going to stop your social media posts, but it’s a sign of the times.
People want useful content they can read.
We recommend using the 80/20 rule with social media. 80% of your content posted should be designed to educate, inform, and add value to the lives of your clients.
Only occasionally should you directly promote yourself.
- Use Social Media Channels How they Were Designed to be Used
Another mistake made by personal injury law firms is not using social media channels in the way they were designed. If we go back to our personal injury attorney in Tampa, we can see that they use social media channels in specific ways.
For example, they use LinkedIn for networking, rather than marketing to prospective clients. It’s there to help build strong relationships with other professionals and companies.
So how should you use the most common channels?
Twitter – This is designed for conversations. With link sharing and the system of hashtags, you can use this to really engage your clients. It’s less about making sales and more about building relationships.
Facebook – Facebook has changed over the years. It’s more image-friendly than ever. Marketers agree Facebook is about creating a brand identity. It’s also the best social media network for paid advertising.
Instagram – Use this social media network for image-based marketing. Again, it’s about cultivating a brand identity. Due to Facebook’s acquisition of Instagram, these social media networks can be used extremely closely.
- How to Use Image-Based Social Media as a Law Firm
Look at Instagram, Pinterest, and Facebook and most guides will tell you to use images to get noticed. They’re not wrong. The problem is that most personal injury law firms don’t have anything interesting enough to share.
Nobody wants to see some picture of a boring legal contract. Nor do they want to see your official staff photo. You need to get creative in this industry.
So you should consider about showing some behind the scenes stuff. Try to be funny and light-hearted. Lawyers don’t always have to be stoic and boring.
You want to show your professionalism, but you also need to appeal to a mass market.
- Follow Your Social Media Reputation
Look up your own company and see what others are posting about you. Luckily, just your name will bring up anything to do with you.
Every so often you should monitor your social media reputation on each channel. Find out what others think about you.
But what if you notice something negative?
Understand the occasional piece of negative press isn’t going to have any impact. The average social media has little to no reach, but unless it’s outright slander you might want to think about what you can do better.
One of the big benefits of social media is you can quickly find out what mistakes you’re making. Did you post something inappropriate? Are you ignoring your audience on social media? Is your audience responding in the right way?
These are all questions you need to ask.
Last Word – Be Patient with Your Marketing
Understand it can take months to build up an effective social media marketing campaign from nothing. You need to put in the effort to make your company’s social media presence valuable.
If you give up after a month, you’re not reaping the full potential of what the world of social media has to offer.
Are you using social media in the right way?