In the competitive world of personal injury attorney marketing, the goal is to get the best leads in an efficient manner. This is easier said than done, especially if you are not following best practices. In 2021 and beyond, it is unquestionable that you should be using social media platforms for marketing a personal injury practice.
Social media is a very broad term at this point, though – it’s not just Facebook or bust for businesses these days. In this guide to digital marketing for personal injury lawyers, we’ll show you what you should and shouldn’t be doing to fill out your social media suite.
Personal Injury Law Firm Marketing
Building a well-developed marketing plan for your law firm takes time, experience, and expertise. In order to have a full-funnel lead generation system, you obviously can’t solely rely on social media. However, you also can’t reach the proper clients without it, so we recommend keeping up to date on the latest trends that can push you past your competitors.
We recommend having authoritative content on your websites, landing pages, and any other media. In conjunction with this, you need to be able to push that content out via social media, otherwise you will effectively be writing into an empty space. In the digital marketing age, your content is only as effective as your reach, and social media is one of the best ways to leverage your messaging.
Why Social Media is a Must for Personal Injury Law Firms
When creating a content plan for your marketing, it is extremely important to picture how your target demographic will be receiving information. As more people turn online for their source of information versus solely trusting news media, billboards, and tv/radio ads, the more important it is to have a digital presence. If you are a leader in social media spaces – where people spend tons of time, especially on mobile devices – you can start generating the best leads and outpace your competition.
While this may be a departure from traditional advertising or what has worked for years past, the digital marketing age moves quickly. Even if you have been employing social media successfully for years, your marketing plan needs to be consistently recalibrated to match the latest trends. Keeping track of your lead/conversion metrics via a CRM or analytics suite will help you make the right decisions.
Use the Right Social Media Platforms
As we alluded to earlier – just having a Facebook account as a directory will no longer suffice. With the advent of business channels for nearly all social media platforms, you need to be placing your time, energy, and money into appropriate outlets. For personal injury lead generation, we recommend a combination of the following social media platforms:
- Facebook: Just because it has gained some competition does not mean Facebook is still not extremely relevant. In fact, while alternate social media generally attracts a younger population, Facebook becomes more entrenched among adults and people with more disposable income as time goes by.
- LinkedIn: When we encounter businesses who are struggling to reach clients properly, LinkedIn is one of the first platforms we check in on. This is because LinkedIn is often viewed as a personal page for resume building, while in reality, it can be one of the most powerful social networks on the planet. Publishing authoritative content on LinkedIn will allow it to get shared within your industry at a prolific rate. Similarly, having your entire team professionally represented and interacting with your LinkedIn company page is a great sign to potential clients. Finally, LinkedIn can be an amazing resource for referrals within your industry or other professional connections.
- Instagram: Another Facebook-owned platform, Instagram has risen to the top of mobile scrolling apps. As such, it is well worth establishing a professional presence and highlighting your services, community, and success stories. At this point in time, well over 50 percent of all online traffic is generated from mobile devices, so it is imperative to reach that market as frequently as possible.
- Google My Business: Many people often think of Google as a static product, or a verb – simply the act of searching for something. In reality, Google has a tremendous suite of software and diverse products, and they interact amazingly well with the SEO/search portion that people are so familiar with. Google My Business is the social media platform that allows businesses to manage their online presence across all Google spaces, including maps and reviews. It is a great way to boost your SEO while providing the most current information to potential clients.
If you are able to create active accounts on these four platforms while combining this strategy with native and authoritative content, it is a winning recipe. The great part about social media is you can scale your resource commitment up or down quickly, making adjustments based on sound data provided by these platforms.
Social Media Checklist for Law Firms
If you are looking to develop or enhance your social media strategy for your law firm, you’re off to a great start. We’ve gone over why your personal injury lead generation will increase, as well as what platforms to do it on. Even better, we’re going to send you off with one final checklist to help you get started:
1. Start Small: It can be easy to get lost in the number of platforms, types of content, and ways you can pay to advertise to prospective clients. We recommend mastering these things incrementally – or paying a professional service to help you accelerate your learning curve.
2. Picture Your Target Audience Interactions: Because social media is so metrically driven, it is easy to assume that there is a magical formula that beats an algorithm and you immediately profit. In reality, it’s much simpler: would the average client that you are trying to acquire be interested in the content you are posting? If so, emphasize that and keep doing it.
3. Publish Relevant and Authoritative Content: The goal of social media is to provide reasons for potential clients to contact you. If you are posting off-topic, generic, or uninformative content, it will do nothing to boost your leads and conversions.
4. Track EVERYTHING: The easiest way to see if your efforts are being properly rewarded is by quantifying results. This means tracking times, post engagement, link clicks, leads, and every other pertinent metric you can create trends from.
5. Adjust, Adjust, Adjust: Your first efforts don’t have to be the standard for social media greatness. Similarly, the trends and effective practices change often across social media platforms. Make sure you follow the data and stay ahead of your competitors.
Step up your Law Firm Marketing with Law Tigers
At Law Tigers, we have spent decades building our brand and legal marketing strategies. It has allowed us to become authorities in our niche and help other members of our team succeed with our guidance.
If you are looking to kick start your marketing, learn more about our program. We’re ready to form a partnership for a brighter future.