Social Media Marketing for the Private Client Practitioner
With the rise of digital marketing, social media has become a new tool to help drive potential private client instructions, referrals, brand awareness and recruitment.
Google also likes to see that you have social media accounts that are linked to your site and that’s particularly helpful for your ‘SEO’ (Search Engine Optimisation). This is how your website ranks in Google search results.
Clients also like to see businesses on social media, as it shows that the company is transparent and is actively engaged in the digital world. You can post your opinions, thought leadership articles, discuss things happening in the media, post seasonal offers and new services as well as engaging with questions from potential clients and referrers.
The best social media platforms for private client practitioners are Twitter, Facebook and LinkedIn.
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Social media brings about many benefits for your business but in order to ensure a coordinated communications strategy, you need to set some clear objectives and goals.
There are a wide range of benefits to using social media and you can read a few of the highlights below.
Sharing regular content from your website over social media platforms helps with your organic SEO (Search Engine Optimisation). This will help boost your website in Google Search results.
Most law firms or fee earners are understandably fearful of saying or posting the wrong thing; however, the reality is that engaging with your followers is vital to your social media success.
Reaching out to individuals, groups, organisations, charities and businesses in your locality and engaging with them is what it’s all about. Often you can reach decision makers, who can help facilitate training, seminars or workshops so you can discuss your services.
Potential clients are lurking everywhere and so are potential referrers. Social media offers a window into your firm, so you can showcase what a great place it is to work, your charitable activities and expert opinion alongside any awards you may have won.
Social media is also great tool to engage with people as it also allows transparency by showcasing your customer service around how you deal and reply to enquiries and any complaints.
As mentioned above it also helps with recruitment, as people can get a feel for what it’s like to work at your company. You can do this by posting interviews with staff, as well as posts of any work outings and social activities.
Blogs & thought leadership
Social media is the perfect space to promote and share your latest blogs over different channels, which in turn further helps with SEO and drives potential clients to your website. It also showcases your skills and promotes you as a thought leader, driving enquiries and referrals.
Sharing your legal knowledge and making online content more accessible as well as explaining why clients should choose you over your competitors is a great way to boost your profile online.
Writing blogs that are essentially answering questions that your prospects might be searching for is a great way to engage with people. Some of the topics you could write about include:
- What happens to my cat after I pass away?
- How to avoid care home fees?
- How to get a deed of variation?
- Do I need to write a will if I start a company?
- How to gift money to avoid care home fees etc?
Just as you can advertise on Google with PPC (Pay-Per-Click), you can also promote your services over social media in a cost-effective way with paid advertising and sponsored posts.
Social media is a powerful tool if used correctly and has many benefits as discussed above. You can also utilise videos, by creating a YouTube channel and producing explainer videos, which can be posted across your social media platforms.
There is a multitude of social media platforms in the market, but there are certain ones that work well within the legal sector. LinkedIn is best for professional referrals and instructions. Twitter and Facebook are the best for getting enquiries from lay clients and If you are looking to actively engage with people, then LinkedIn and Twitter provide the best opportunities.
Time is always a consideration, but with a few goals and a set amount of time set aside, your can have a strategy that ticks all the boxes and brings you the many benefits discussed above.
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