A recent social media advertising campaign by a Sydney legal firm, targeting drug using music festival goers has turned some heads. While it may be unusual, social media is a growing part of all companies marketing efforts. Social media can help enhance your relationship with existing clients, as well as helping new clients to find you.
As a professional services firm your focus is usually less on generating a large volume of 'likes' or 'share' and more on generating engagement with your clients in a way that is meaningful to them.
Here is how to use social media to grow your market.
Choose the forum
Choose a select few social media sites to have a presence on, based on your clientele. All social media platforms have different demographic niches and it's most effective to match your social presence to your client's favoured platforms.
Ensure that your posts still keep to the flavour of your firm's image, while people may stumble on your posts on social media they are still looking for lawyers who are competent and professional. This isn't the time to start showing your emoticon expertise.
Share useful information
Share a range of links from legal publications, news articles and cases as well as producing unique content to become known as a source of useful information. If clients know that you always have interesting links and information, they'll check into your social media channels more.
Make sure to regularly check back with your analytics function to see how your information is being shared and used, and use this to refine the sorts of information you are sharing. If your clients and followers seem to be interested in news articles on recent cases rather than legal paper publications, for example, you may start tweaking your links to become more relevant.
Have a sense of humour
Remember that the legal services marketplace is crowded and cutting through takes an investment of time in building up your following and engaging with them on topics of interest. A delicate sense of humour can help you reach you clients and reinforce your area of expertise. The Australian Census twitter stream is a great example of how delicate humour on a relatively dry topic (statistical analysis of demography) has been used to broaden the interest and appeal of the government body, the Australian Bureau of Statistics.
Keep the risqué humour to a minimum through, as you still want to maintain a professional image (and do not want to offend any conservative clients).
For more information, check out companies such as CLP Legal.