Facebook, Twitter, LinkedIn, and other social media sites have exploded online in the last 15 years, driving billions of users worldwide to share details of their lives and stay connected with family and friends.
But social media also has been a boon for law firms and other businesses, who have tapped into the reach and power of Facebook and other social media to generate new business and potential clients. Many lawyers and law firms get car accident injury leads, workers compensation leads, and other personal injury leads from social media. But it’s not as easy as just putting up a few Facebook posts or tweets and waiting for the leads to pour in.
Using social media to generate more personal injury leads for your law practice will require a sound strategy, executing it, and following up with your social media followers to turn as many as you can into paying clients.
Joining the Online Conversation
A key aspect of using social media marketing to grow your business is being genuine and authentic online. That means blending in and being a valuable member of communities that exist online. Search Facebook or LinkedIn for discussion threads that you can bring value to and add a comment, a like, a follow, or some other action. Don’t always be pitching your products or services. Sometimes, it’s OK to just share a post you find interesting or post a comment on a particular discussion that is happening on Facebook, LinkedIn, Twitter or another social media platform.
The key is to be genuine in your participation. People won’t respond well to brands who are seen on social media as being fake, too self-promotional, or self-serving.
Social Media Posting
Using social media to post and share your content online is free. Posting regularly with content — meaning links, photos, videos, etc. — that your audience of followers will find interesting is a big part of any social media marketing strategy. There’s no hard and fast rule about how often you should post; some companies post 5-10 times a day and others post once a week. It depends on how your audience prefers to get their information and how often they want to hear from you in their social media feeds.
The key is to be consistent and regular with your postings. Posting something in January and then not posting again until July probably isn’t going to get it done.
Social Media Advertising
Facebook, LinkedIn, Twitter, Instagram, and other social media sites are free to use, so they make their money from selling ads on their platform. Social media advertising is a great way to take your social media campaign to the next level and reach a broader audience. All the major social media platforms sell ads, which allow you to target ads to show to users based on their location, age, gender, income, interest, and a wide range of other factors. You can pay to run your ads based on how many people click on the ad to visit your website (pay per click) or a smaller amount based on how many people actually see your ad, regardless of whether they click (cost per impression). The price for social media advertising depends widely, but in many cases, it’s pretty affordable and can help you reach more of an audience than just posting comments in online communities or on your own social media page.