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How to promote your law firm on social media

Phone Screen Showing Social Media Facebook Homepage

Photo by William Iven on Unsplash

Now more than ever, it’s undeniable that there are clear benefits to having a social media presence, and this is true for most types of businesses.  With potential clients spending more of their time online, it’s essential to know how to promote your law firm on social media.

Research suggests that 2.95 billion people are using social media worldwide, and this is projected to increase to almost 3.43 billion by the year 2023. If you are still not connecting to your market through social media by now, it’s about time to plan your digital marketing campaign.

Social media marketing for law firms

Your social media profile allows you to build relationships with your potential clients.  This is just one of the benefits of social media marketing for business as it lets you connect you to your audience in a more personal way.

With an account in any of the social media platforms, the law firm assumes a certain persona. People know that they can easily reach you. And they can easily relate to the content you share.

Consider these points when promoting your law firm on social media.

1. Define your social media marketing plan

Social Success Cycle by DigitalMarketer

Before diving into the world of social media, it’s important you know why you’re doing so.

It’s a given that you’re trying to create awareness for your law firm and attract potential clients. You may also be establishing your thought leadership, or working to improve your search engine rankings through SEO.

With a defined social media marketing plan, you’re able to make sure that your efforts are strategic, and that each post, comment or tweet is in accordance with the plan.

A crucial part of this is knowing your target market. Who are they? What tone should you adopt when communicating with them? What social media channels would they be most active in? And lastly, what kind of content would they enjoy?

When developing your digital marketing plan, it’s also vital to know your competitors. A thorough competitor analysis will give you insights on their best practices as well as opportunities for your own social media campaign.

2. Choose your social media platform/s

If you are just starting out in social media marketing, it’s best to start with one or two social media channels.

To ensure that you are delivering the right content on the right platform, get acquainted first with how each social media platform works.

Different platforms could require different kinds of content, and even different file or image sizes. Your 2-minute Facebook video may be too long to be posted on your Instagram feeds, and you may need to repurpose the video instead for Instagram stories.

It also takes some time to familiarize yourself with the nuances of each platform. Posting on Facebook is different for your personal account versus on your law firm’s profile.  With the latter, you would have to consider things like developing a strong and consistent brand voice and visual identity, as well as adopting a consistent posting schedule.

You would also have to ensure that you respond appropriately to comments on your posts. Answer questions that people raise on your profile, and acknowledge comments using the appropriate voice of your brand personality.

3. Plan your social media content

After you’ve selected your social media channels, it’s time to plan your social media content. A social media calendar will help you visualize the content you will be posting over a given period of time.

The type of content should be dependent on what your potential clients would consume. Nevertheless, it’s still important to be knowledgeable of market trends, like the preference for video content for example. Studies show that 85% of all internet users in the United States watched online video content monthly on any of their devices.

Social media marketing for law firms is largely about providing information,  and you can effectively do so through videos and blog posts. These allow you the proper length to explain concepts and enumerate various requirements.

However, there are other formats you can explore to share condensed data that your users may find useful. Like a tweet or an Instagram post.

To help you plan your campaign, a social media scheduling app may come in handy, and we recommend that you choose one that works for you.

4. Build goodwill

Photo by Kat Yukawa on Unsplash

In his blog, Neil Patel discusses the importance of building goodwill on your social media platforms.  You do this by creating useful and high-quality content for your target market.

Share something practical that your readers will appreciate knowing. These can be tips on filling out legal forms and beating deadlines, useful law facts, or a guide to decoding legal jargon.

Good content is a  demonstration of your expertise and your willingness to reach out. This builds trust on their part, and this can be strengthened with interactions with those who engage with you in your social media accounts.

5. Tell your brand story

Social media marketing for law firms should also be about introducing your company to your clients. Because social media is more personalised, you can take this opportunity to present your law firm in a more friendly and endearing light.

Telling your brand story humanizes your firm, allowing you to form a bond with your audience. Knowing more about your background creates more opportunities for engagement from your potential clients.

Post stories about your law firm’s humble beginnings,  charity events, or everyday anecdotes in the life of an attorney. Opening up and sharing more of the brand’s personality will help gain the trust of your audience.


Clearly, there are multiple benefits of social media marketing for business. Social media marketing for law firms allows you to build your presence, establish awareness and eventually gain conversion.

Nevertheless, to promote your law firm on social media is still about adhering to your SEO and marketing plan. By carefully curating your content, you can achieve more engagement from your potential clients. And with every conversation, like, or retweet comes possibilities of new clients for your law firm.

As an experienced social media marketing agency, we at The Optimizr can help you design your social media campaign. Get in touch with us so we can discuss further.

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