In January 2018, Facebook announced that it was changing its algorithm to prioritize posts from friends and family over business posts. By August 2018, the News Feed algorithm change had resulted in a drop in engagement for business pages — by as much as 50% for some categories.
Although there are a few reports of a rebound, being able to count on organic reach via social media alone to reach your potential clients is pretty much over.
This means it is imperative for lawyers to change what you’re doing — not only because the world has changed, but also because what consumers used to read on social media they now want to watch, primarily on their phones. Here are 3 of the best tactics you should be deploying for social media marketing:
Social networks not only allow you to post a produced video, but you can live stream as well. All this is happening because of demand. People want video. According to Hubspot, 55% of Internet users view video online every day and 78% view it every week — and 85% view video on Facebook.
So if you are lagging behind on video content, it’s time to catch up. Video is a key element in getting attention for your law firm on social media. Talk about the things that are plaguing your target audience on video and post them. Share videos of interest to your prospects that someone else has produced (obviously not a competitor). Get in the game, either by doing it yourself or finding someone who can help.
According to comScore, 80% of social media usage is from mobile devices. Most people prefer using a mobile device for content consumption, as long as the experience is a good one. Some people only use mobile, having abandoned their laptops and desktops long ago.
Facebook recognized the shift to mobile marketing with Lead Ads, which is perfect for your free ebook, newsletter or webinar signup offers. With Lead Ads, users are taken to a form that is automatically populated with their contact information after they click on your ad’s call-to-action. Lead Ads can greatly increase your mobile campaign conversion rate.
Social media advertising is no longer a want, it’s a need. You need to use paid media to support your organic social media marketing campaigns. People no longer want to be pushed off their Facebook or LinkedIn page to your website. They want to engage with you on their platform of choice.
Luckily, social media advertising is fairly cheap so you don’t need a big budget to be successful. You can scale your buy up or down, depending on your conversion rate. Driven by a need to monetize their platforms, social media networks have made advertising extremely affordable with some exciting solutions that allow you to really zero in on your target market.
Today’s social media is yesterday’s Yellow Pages — it’s where your prospects are going to find you. Be there — on mobile, on video, with ads that forge a direct connection with your clients and prospects.