social media marketing tips for law firms
Best Practices

Practical Guide to Social Media Marketing for Law Firms

14 January, 2022
4 min read
Ellie Scott

At first glance, it might seem like there aren’t many similarities between social media and law, but the two industries really do go hand in hand.

In fact, over 95% of law firms admitted to using social media in a recent survey. So, if your or your client’s firm isn't present online, you can guarantee you’re being judged (wink).

Why? Because a strong social media presence can be key for attracting new clients, and for a field that's over-saturated with complicated jargon, it's essential for building trust!

If you aren’t sure about where to start with your law firm’s social media presence, we’ve got plenty of tips, examples, and actionable advice to help get you on your way.

Why should law firms invest resources in social media marketing?

There are so many benefits to law firms having a consistent presence on social media. So, why should your firm be posting regularly?

1. To build brand awareness

There are a variety of social media goals that can be used to measure the ROI of your firm’s social media efforts. These include:

  • Increasing brand awareness 
  • Increasing sales and conversions
  • Increasing engagement 

However, brand awareness is most commonly used as a barometer for social media success.

As a social media goal, increasing awareness is all about getting your firm’s name out there and making potential leads aware of who your firm is and what you stand for through your posts and engagements.

If you decide to use brand awareness as your law firm’s social media goal, make sure to track:

  • Post shares
  • Brand mentions 
  • Reach and impressions 

These are all great indicators of success.

Morgan and Morgan law firm has started a Tiktok profile where they regularly post videos. Just maintaining a presence on a platform like TikTok can be so valuable for businesses - as can be seen by this firm’s large following!

Morgan & Morgan TikTok profile @forthepeopleimage source: @forthepeople TikTok channel

2. To attract potential clients

It’s pretty obvious that most businesses are present on social media to attract new clients. After all, there’s no better place to advertise your offering for free.

After reaching for Google, Facebook, LinkedIn, and Instagram are often the first places that those looking for a product or service will go. It’s also worth remembering that at least 54% of social media users use social media to research a product or service before trying it out.

3. To establish your firm as a thought leader

Thought leadership is a form of brand storytelling, which is a highly valued skill in both the legal and social media industries.

If your firm wants to show credibility amongst prospective clients, sharing wisdom with a uniform and consistent social media presence is key. For law firms looking to make an impact on social media, platforms like Twitter and Instagram are just the ticket.

great tweet example by John Morganimage source: Morgan & Morgan's Twitter profile

4. To gain trust

The legal profession can be intimidating to outsiders looking in. Since most potential clients are likely only seeking out legal advice under stressful or negative circumstances, it’s important that your social media profiles show your firm as an authentic, trustworthy operation. After all, these are real people who are trusting you to help them. 

5. To communicate your firm’s unique values

Social media profiles act as billboards for your firm. They create a space that allows to showcase the ethics, values, and beliefs of your business.

A strong social media presence helps to create trust in the quality of services that you provide.

The content, copy and imagery your firm uses on social media should convey your unique selling point, as well as how you can help clients better than anyone else. Hutchens Law Firm demonstrate this really well with their Twitter profile:

good Twitter profile example by Hutchens Law Firmimage source: Hutchens Law Firm Twitter profile

6 Quick social media tips for law firms

Social media is a great place for law practitioners to be hanging out. But what should they be posting in order to attract new prospects and convert them into clients?

Here are some actionable pieces of advice to make your or your client firm's social media presence the best it can be:

#1 Get on the right channels

Knowing which social media channels are best for your firm to be present on isn’t always obvious. It’s all about knowing your audience, demographic and understanding where they hang out.

Remember that social media management is resource-intensive - especially if you’re a one-person team. So, start slow and only post to a couple of channels, rather than trying to be everywhere all at once.

Also consider if you have the resources to monitor, engage with, and respond to comments and messages on multiple channels, too, since good customer service is vital to creating strong early relationships and converting those prospects into clients.

#2 Share customer wins

Sharing the wins and successes that your firm has had in the past helps to bolster credibility and reassure potential clients that you’ll also do a great job representing them. Any awards should be shouted about!

Be loud and proud about the great work you do, just like Mike Morse Law Firm is. Make graphics big, bold and obvious - you want potential clients to see how great your firm is at what it does!

Mike Morse Law Form's Facebook post highlighting teamworkimage source: Mike Morse Law Firm's Facebook Page

#3 Simplify processes where you can

Social media management takes time to get right. So, don’t waste precious hours manually scheduling content. Instead, use a scheduling tool like Sendible to automate your workflow.

Once you have your scheduling tool set up, you could maximise efficiency by creating and scheduling content in batches to save more time and increase your output.

#4 Share knowledge and helpful resources

Businesses being helpful on social media is nothing new, but it’s a solid tactic when you’re in a less accessible field like law. Remember, just because your business might be perceived as part of a ‘boring sector’, doesn’t mean that you have to put out boring content.

You could share tips and guides to common legal issues so that your audience can better understand their rights - just like Wilshire Law Firm does. You could also do your part to demystify the scary legal jargon that exists, by posting explainer videos on Instagram Reels or Stories.

great example of de-mystifying legal jargon by Wiltshire Law Firm on Instagramimage source: Wiltshire Law Firm's Instagram profile

#5 Share content from your legal team

Showing real people making a positive impact in the world makes for powerful and engaging social media content. So, why not inject that human factor into your firm’s social media presence and share plenty of team-based content.

Gurstel Law Firm is on the right track by introducing its team members on LinkedIn. Their post below ticks all the boxes: the image is clear and inviting, the post is concise but shares the lawyer's personality while also mentioning their professional experience!

Connecting with your audience in a human way is important for creating conversions, so don't shy away to share their stories.

linkedin post featuring a new team member joining by Gurstel Law Firmimage source: Gurstel Law Firm's LinkedIn Company Page

#6 Share customer testimonials

Social proof helps to strengthen the case that your law firm is the best out there. Real recommendations from real customers are incredibly powerful.

Anything to humanise the accessibility of the legal profession is the way to go - just as Blake Morgan have:

example of sharing news on Twitter by Blake Morgan LLPimage source: Blake Morgan's Twitter profile

Wrapping up

Social media is an effective marketing channel for law firms to explore when looking to promote their services and find new clients.

Remember to make your firm accessible on social media by introducing team members, sharing knowledge and sharing wins with your followers.

Let us know how you get on!

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