The power of social media for small business marketing is undeniable. In this article, we provide social media marketing efficiency tips so you can maintain a powerful presence without avoiding your lawyerly duties.
- Use a social media management platform such as Hootesuite of Buffer
- Build a content strategy and publishing schedule
- Post quality over quantity to maximize engagement rate
- Use analytics to see what works and what doesn’t
- Hire a designer or social media manager
Social media marketing is growing, evolving and changing how consumers shop. Social platforms influence 74% of purchasing decisions made by everyday consumers. For B2B purchasing, 84% of decision-makers say social media helps them decide on the products and services they buy.
Building your presence on social networks is incredibly important, but when only 29% of the average lawyer’s day is spent on billable hours, adding social media to the task list seems impossible—unless you manage your presence efficiently.
#1 — Use a social media management platform
To conduct your social strategies in the most efficient way possible, sign up for a free social media management platform. Popular platforms such as Buffer, HooteSuite and Sprout Social integrate your social accounts so you can schedule posts across all platforms from a central location.
Hootesuite offers a free account that comes with three social media platform integrations and up to 30 scheduled posts at any given time. Their cheapest paid tier costs $19.99 per month, and allows several more account integrations and added functionality. If you got the free route, we recommend you focus your efforts on Facebook, Twitter and LinkedIn—here’s why:
- A 2015 study conducted by The Drum found that Facebook influenced 52% of online and offline consumer purchases, growing from 36% in 2014.
- Link-following accounts for 92% of all user-interaction on Twitter, according to HubSpot. If you’re trying to get clients to visit your website, landing page and/or blog (and you are), then tweeting links to each with relevant messages and images can help bring high-quality traffic.
- LinkedIn Sales Blog reported that 92% of B2B buyers engage with sales professionals who are known as industry thought-leaders. Sharing your thoughts on hot legal topics will put you on the path to becoming an influencer within your field.
The scheduling capabilities that these platforms offer allow you to build your content ahead of time. When you are not fingers-to-the-bone-busy being a lawyer, set up a few posts to alleviate the stress on your future, busy self.
#2 — Define your strategy and plan your posting schedule
Of the thousands of law firms we follow and engage with on social media, there are only a select few that seem to have a content strategy. Taking time to build a content and posting strategy can help you save time and see greater results in the long-run.
Before posting, consider which social media platforms your target audience frequents and what kind of content they consume. Intimately understanding your client persona will help you determine what they find valuable and build your strategy around that.
One of the simplest content strategies is repurposing your testimonials into attractive social media posts. Consumers love to read reviews: 84% of people trust online reviews just as much as they do personal recommendations. Why wait for legal consumers to find your reviews when you can put your reviews directly into their news feeds? This is a great way to build awareness, trust and credibility. Before publishing, reach out the reviewer to get permission to use their review for marketing.
ATL Law does a great job with their social posts.
#3 — Post quality over quantity
More posting, more potential—right? Wrong. Posting more on social media is not directly proportional to traffic growth. The optimal posting schedule ultimately depends on the platform, as users do not use Facebook the same way that they use LinkedIn or Twitter.
A study conducted by HubSpot blog found that posting twice per day or more on Facebook for pages that have under 1,000 followers leads to a 50% reduction in click rate—audiences tend to become over-stimulated. If you post up to only five times per month, on the other hand, your click rate per post will double. Only with Facebook pages that have over 10,000 followers benefit more with more frequent posting.
For Twitter, three tweets per day is optimal to maximize your engagement per post—once you pass three, you run the risk over over-saturating your audience.
Posting on LinkedIn once per week day will help you reach about 60% of your LinedIn following.
#4 — Analytics & measuring ROI
Some 60% of marketing professionals say “measuring ROI” is one of their top 3 social media marketing challenges.
To better track the business you bring in through social means, you can use an analytics platform such as Google Analytics. Google Analytics configured with UTM (Urchin Tracking Module) parameters allows you to track the engagement of your posts on your various social media platforms.
Links with UTM parameters provide data to help you understand what posts are outperforming the rest, so you can gain insight as to which social media platforms are doing the most for your lead-generation efforts. Use Google’s Campaign URL Builder to easily create links with tracking capabilities.
Looking at the more granular data, like what posting times and types lead to the most engagement gives you insight to help you determine refine your schedule and content-creation formats.
What about a scenario where you get a client that has seen and engaged with several digital ads and posts but you cannot pinpoint the exact source that initially brought in that lead? This makes it very hard to get usable data to optimize your marketing strategies, unless you can untangle the path that each lead took on their way to conversion.
Wicked Reports gives you the functionality to determine your top-performing marketing avenues through their intelligent multi-channel attribution reports. Google Analytics offers a similar tool with Attribution Modeling. Essentially, each platform determines what marketing avenues are at least partly responsible for your conversions.
#5 — Hire a legal marketer or digital designer
Hire a freelance designer to use your branding elements (e.g. logo, color scheme, website aesthetics, typeface styling, etc.) to post design templates for testimonials, helpful statistics, new blog notifications, firm news, local events, etc. This makes it easy to put your content out with a professional and branded look.
If you are simply too busy lawyering to keep an active presence on social media, hire a freelance social media manager to set up your posts and track analytics. Social media managers are easily found on Upwork and Fiverr. It’s important to look at the past work of candidates and discuss their strategies for your firm before committing. Legal marketing is like no other industry, so your marketing manager must build a unique strategy that targets and appeals to your client personas.
If you decide to hire a freelance social media manager, we still recommend plugging into the networks periodically to respond to comments and likes on your posts. It shows that you are dedicated to building relationships with your audience—plus, 73% of consumers are likely to hire a brand who responds to them via social media.
Brent Barnhart, How to build your social media marketing strategy, Sprout Social, May 23, 2019
Kaleigh Moore, 25 Stats that Prove You Need a B2B Social Media Management Company, Directive, May 8, 2016
Brenda Sapino Jeffreys, What Do Lawyers Really Do With Their Time?, law.com, September 26, 2017
John McCarthy, Facebook influences over half of shoppers says DigitasLBi’s Connected Commerce report, The Drum, April 4, 2015
Neil Patel, 14 Ways to Increase Your Clickthrough Rate on Twitter, Hubspot, 2019
Alex Hisaka, 6 of the Most Powerful LinkedIn Stats for Sales Professionals, LinkedIn Sales Blog, March 17, 2016
Craig Bloem, 84 Percent of People Trust Online Reviews As Much As Friends. Here’s How to Manage What They See, Inc., 2019
Lindsay Kolowich, How Often Should You Post on Facebook? [New Benchmark Data], HubSpot, 2019
Tweeting too Much? Find Out the Ideal Tweet Frequency for Brands, Social Bakers, 2019
Nathan Ellering, How Often To Post On Social Media? [Proven Research From 14 Studies], CoSchedule Blog, Oct. 18, 2017
Jenn Chen, 7 social media trends to watch in 2019, Sprout Social, 2019
Kiera Stein, 10 Stats That Prove Your Work Has a Social Media ROI, SocialMediaToday, February 23, 2015
Tom Pick, 47 Superb Social Media Marketing Stats and Facts, Business2Community, January 19, 2016