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How to Market Your Law Firm on Social Media (2022)

Hey Lawyers, happy day to you. I bumped episode 3 on Google Maps to next week.

​​This is a teaching post. I hope you’re going to find a lot of value in this information about meeting brand new clients on social media for law firms in 2022.

I’ve been teaching law firms marketing (how to bring in hundreds of thousands of clients) on many platforms since 2008. I started as a legal secretary/office manager in the 90s.

This is my best at “boiling down” some bigger concepts to help you create a healthy vibrant practice.

Today I have tested positive for Covid so I’m not going to get on camera! Love to hear from you if you want to say hi. I’m a lil’ lonely in quarantine!

SAY HI: ​​ Mary@GoMediaMarketing.com

It makes me sad to see law firms struggling. The best time to start is before the struggle sets in. Start marketing while you’re busy.

I want you to meet ideal clients. Some of you think you can’t afford to work with someone who has experience. But hiring someone without a background in legal is worse. If you hire someone with experience, your marketing can be a highly profitable investment.

So this is my best way to bring you some bigger concepts to help you create a healthy vibrant practice. (Click to open these sections)

When teaching law firm marketing, it has helped me to put things in groups of twos.

​​This is to make it easy on the people who work for me, and when teaching your team to get your law firm new clients.

With my method, I’ve got you in 2 Practice Area Groups and using 2 Marketing Strategies.

Obviously marketing gets more complex than this, but this is a great jumping off place.

Today I’m talking about Facebook, Instagram and YouTube for meeting new clients.

The first thing I want you to understand is to meet new clients you need to pay for advertising on the platform.

Further, you are interrupting them with your paid message. This means that you need to be sure this message speaks to ideal clients.

I suggest you only think about paying to meet ideal clients, (and not for some of the outlier jobs that you can do but may not consider ideal).

Now I’m going to help you decide which Practice Area Group fits your law firm.

Next I have 2 strategies. Let’s see which fits you best:

Practice areas where they’re in an urgent frame of mind and know they need a lawyer, can be:

  • Social Security Disability; or
  • Divorce.

Practice Areas where they’re not sure and need more education, can be:

  • Personal Injury Law; or
  • Veteran Disability Benefits.

Some practice areas will fall into both categories.

Next I have 2 strategies. Let’s see which fits you best:

Your Marketing Strategy choice will depend on urgency, what you resonate with, and your life’s game plan.

The first is old-school marketing and the second brings clients in the door quicker. I’ve always leaned into the latter.

Now that you have picked your Practice Area Group and Marketing Strategy, see how to Market your Law firm on Social Media in 2022.

Find the section that pertains to your potential clients and marketing strategy for the next sections.

1:1 They’re in an urgent frame of mind and know they need a lawyer; and you want to get your name out there to build your brand.

HERE’S WHAT TO DO:

On Facebook, Instagram and Youtube you’re going to want to be on camera. This is interruption based advertising that allows potential clients to get to know you and the culture of your firm.

Your ads will need to be continuous and creative so that people will watch them.

But because they’re urgently needing a lawyer this isn’t as expensive as some other practices, and you should see clients reaching out quickly.

1:2 Here they’re in an urgent frame of mind and know they need a lawyer; and you want clients in the door quickly.

HERE’S WHAT TO DO:

This is where you keep them on Facebook, Instagram and YouTube. You don’t draw them to a landing page. You can literally create an eBook as a lead magnet, and lots of follow up on the app.

Your content should be strictly educational in tone. Don’t get creative, help them right away with your message.

This is also the least expensive approach out of the 4 I’ve outlined in this post, and your new clients will likely reach out to you after seeing your ad only a few times.

2:1 They’re not sure yet if they need a lawyer and need more education; additionally you want to build your brand.

HERE’S WHAT TO DO:

On Facebook, Instagram and YouTube you’re going to want to create a huge body of educational content that also depicts your brand’s messaging. You’ll want to be on camera. Remember you are interrupting them so content has to speak to them right away if you want clients too.

This is a long game so expect to stay in and pay the money to get those lifelong clients that will know you and refer you.

This is the most expensive combination of practice area and strategy because it’s the long game, the most creativity and the most content.

Expect to start hearing from clients after about six months of your messaging.

2:2 They’re not sure if they need a lawyer and need more education; and you need clients asap.

HERE’S WHAT TO DO:

On Facebook, Instagram and YouTube you’re also going to want to create a huge body of educational content, much more than if you had a practice area where they already know they need a lawyer and they’re ready to get help. Your content needs to educate them and help them off the fence.

Your brand is secondary, and so is creativity, so you are going to create generic content that keeps coming at them on the app pretty much non stop.

You should expect to hear from your potential clients around three months after you begin depending on how often they get your educational content.

No matter which Practice Area Group or Marketing Strategy, you’re going to closely monitor people reaching out and respond immediately. A high response rate is key to any strategy.

You have 2 Practice Area Groups, they are in an urgent frame of mind and ready to sign; or they need lots more educating and may not know they need a lawyer.

And you have 2 Marketing Strategies. The first is “old-school” let’s get your name out there, and the second is let’s get some clients fast.

Remember, there may be some overlapping too.

I hope this has been helpful. If you need help with your marketing let me know by emailing me Mary@GoMediaMarketing.com Or go to my contact page!

We have a small loving dedicated team that work on this for law firms every day who would love to meet you and hear your story.

I hope this has helped you understand how to market your law firm on Social Media in 2022.

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