If one of your goals is to become more proficient at social media marketing, then you need to follow the advice of Yogi Berra, who said, “If you don’t know where you are going, you’ll end up someplace else.”
Translation: you need a plan.
Here are the six steps you need to take to create a social media marketing plan for your law firm:
Step 1: Choose your social media networks. Frankly, you don’t want or need to participate on every social media network out there. Where you need to be is where your clients and prospects are. For B2B attorneys, that is LinkedIn. For B2C attorneys, it’s Facebook and Twitter. Check out these demographic profiles for the major social media networks from the Pew Research Internet Project to help you figure out where your prospects are likely hanging out online.
Step 2: Complete your profiles. Once you have selected your social media networks, you need to complete your profile on each network. Include both visuals and text and make your profiles consistent across all the platforms. Be sure to include your address for local SEO and to let people find you easily. Include your main keywords. Keep the content fresh by updating.
Step 3: Find your voice. Spend some time on each social network you have chosen to participate on to discover the right tone and voice for your posts. Since social media networking is much like offline networking, be yourself. Learn what is appropriate — and not — to share.
Step 4: Schedule your posts. Participating on social networks means just that — participating! Research shows that you should be posting on Facebook 5-10x/week, Twitter at least 5x/day, and LinkedIn once every weekday. For the best times to post, check out this recent timing research from HubSpot. Try to include an image with all posts — research also shows posts with photos get shared up to 35% more.
Step 5: Analyze, test and repeat. Check your stats on your social media networks to see what posts are getting the most traction online — you can use a reporting tool like Buffer Analytics to create a dashboard for all your networks so you can review stats at a glance. Then repeat your successes.
Step 6: Automate and engage. There are several online tools you can use to automate the scheduling of your posts that will save you a lot of time and enable you to keep things running smoothly when you’re too busy or away. However, there does need to be a person responsible for monitoring your social media networks so comments or questions are answered promptly.
If you’d like a little more help with your social media marketing, call us at 888-588-5891 or click here to sign up for a free one-on-one Strategy Session with a Rainmaker Advisor who will listen to your specific marketing challenges. The Rainmaker Advisors are hand-picked and trained to identify marketing strategies that you can implement to grow your practice.