8 Social Media Marketing Mistakes Law Firms Make

Social media is a necessary evil. You may not personally want to attract potential clients through social media. But you have to because your competition is doing it. Lucky for you, our legal lead generation experts at Client Clerk will help your firm book more consultations by executing and managing social media ads. This is something our team has been doing for two decades.

In addition to paid ads, law firms can increase their brand awareness and attract clients by publishing content on social media channels. Just make sure your firm doesn’t make these 7 common mistakes when doing so.

Not Defining a Target Audience

 

Let’s use a real-world example to illustrate this point. A general law firm that wants to scale up its family law services launches a social media campaign to a broad audience without considering its ideal clients’ specific demographics and interests. 

 

Posting generalized content to a broad audience instead of pushing family law-related content to divorced adults fails to resonate with potential clients, leading to low engagement and limited lead generation. Define a clear target audience. If you’re going for family law, target divorced parents or individuals seeking child custody advice. Tailor your content to a clearly defined niche of people. This will increase the likelihood of attracting clients.

Not Speaking To Potential Clients’ Pain Points

In addition to publishing content (hopefully original content) based on clients’ demographics and interests, make sure what your firm is posting addresses pain points. For example, if your firm has a new blog post about something relating to child custody, your post can address how your firm understands how emotionally fraught this time is and that your firm will be there through thick and thin.

 

Inconsistent Branding and Messaging

Another common pitfall is inconsistent branding and messaging across social media channels. Law firms must maintain a cohesive brand identity and message across all platforms to build trust and credibility with potential clients. Consistency in branding helps reinforce the firm’s values and expertise, making it more memorable to prospective clients. This tip ventures a bit into the psychology of advertising. However, it’s important to remain consistent.

For example, suppose a personal injury law firm shares informative articles and updates on its Facebook page but uses a different logo and color scheme than its website and other marketing materials. While it may not seem like a big deal, psychologically it is. The branding inconsistency confuses potential clients and can even undermine your firm’s credibility.

Overlooking Engagement and Interaction

 

Many law firms make the mistake of treating social media as a one-way communication channel, focusing solely on broadcasting promotional content. However, social media is inherently interactive, and firms that fail to engage with their audience risk missing out on valuable opportunities to build relationships and foster trust. Responding to comments, participating in discussions, and soliciting feedback are essential for nurturing relationships with potential clients.

 

A few ways to get potential clients to interact is by taking a poll, asking questions or sharing relevant content from other sources.

Make sure that someone in your firm diligently monitors communications on your social media platforms and responds to inquiries and questions as soon as possible. 

 

With Client Clerk, all your social media messages are streamlined into one communication pipeline dashboard. Client Clerk’s Conversation AI can even respond to social media messages, making it one of at least 10 reasons why Client Clerk is a must-have digital marketing platform for attorneys. 

Ignoring Analytics and Performance Metrics

 

Law firms often overlook the importance of tracking and analyzing social media performance metrics. Without insights into which content resonates with its audience and drives engagement, firms cannot optimize their social media marketing efforts effectively. Regularly monitoring analytics data allows firms to identify trends, adjust strategies, and maximize the impact of their social media campaigns.

 

However, what if a firm is so busy on the operational side that no human resources are available with the bandwidth to monitor performance metrics? 

 

Again, that’s where the legal marketing experts behind Client Clerk can help.  

Failing to Provide Value-Driven Content

 

Another mistake is focusing too heavily on self-promotional content at the expense of providing value to the audience. Law firms must prioritize creating content that addresses their audience’s needs, concerns, and interests to attract clients. Educational articles, informative videos, and case studies are examples of value-driven content that can position the firm as a trusted resource and attract potential clients.

 

For example, let’s say an immigration law firm focuses exclusively on promotional posts about its services on Facebook but doesn’t share informative content that addresses common immigration issues and concerns. As a result, potential clients perceive the firm’s social media presence as self-serving and may be less inclined to engage or seek assistance. By prioritizing value-driven content, such as how-to guides, FAQs, and success stories, the firm can establish itself as a trusted resource and get more clients seeking immigration assistance.

Neglecting Visual Content and Aesthetics

 

We are living in an increasingly visual-centric digital landscape. Law firms cannot afford to neglect the importance of high-quality visual content and aesthetics on social media. Hire talented graphic designers to design infographics for white papers, free reports and blog posts. If your content displays poorly designed graphics, low-resolution images, and inconsistent visual branding, it will consciously or subconsciously make viewers think your firm won’t go the extra mile in representing you. 

 

Lack of a Consistent Posting Schedule

 

Finally, inconsistency in posting frequency and timing is a common mistake that can undermine the effectiveness of social media marketing efforts. Law firms must establish a consistent posting schedule to maintain visibility and engagement with their audience. Whether posting daily or a few times a week, stick to a regular schedule. Eventually, this regularity will help your firm remain top-of-mind for potential clients. Many law firms outsource social media content creation. However, firms who want to do it in-house can use Client Clerk’s conversational AI to generate posts. 

 

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