How to Reach Your Law Firm’s Target Audience on Social Media

2. Consider Who Else Needs Your Services

Just because there are some trends in your past client demographics doesn’t mean that those are your only target audience. The previous exercise will tell you who you’re already reaching, but not necessarily who else you need to reach.

So take some time to figure out what other demographics might be worth targeting. Maybe you specialize in workers’ compensation law, and most of your clients have been construction workers. But plenty of other different types of workers get injured on the job, too.

Maybe you could start marketing yourself to tree trimmers, farmhands, or lineworkers. Even delivery drivers and garbage collectors are frequently put in danger because of their work.

Make a note of all the kinds of people most likely to need your services and hang on to that data for later.

3. Do Some Research

Once you have an idea of who your clients are—and who else they could be—it’s time to do a little research. Your goal is to understand your target audience better so you can connect with them.

First off, you’ll need to know which social media platforms they use. If your law firm caters to an older crowd, for example, you’d be better off focusing your efforts on Facebook than Instagram or Twitter. If your target audience skews younger, however, then don’t discount platforms like Snapchat or even TikTok.

Then, try to get a feel for what appeals to them, how they communicate, and what might potentially offend or irritate them. (You’ll want to avoid that third one, of course.)

4. Put Your Research to Work

Now that you have a better grasp of who you’re trying to reach, you can craft your social media approach to target them directly. Create profiles on the social media platforms they use, and develop a brand voice that speaks to them.

Now, keep in mind that you may not be targeting potential clients directly. In some cases, you might be aiming for referral sources instead.

For example, if you practice personal injury law, you might want to connect with lawyers in other practice areas or people who interact with injured people on a regular basis. (When targeting fellow professionals, LinkedIn is often a great place to start.)

Regardless, do everything you can to go to where your prospects are, get their attention, and keep yourself top-of-mind. 

5. Segment (If Necessary)

No matter what area of law you specialize in, there’s a good chance you’ll be targeting multiple demographics. Or, maybe you just don’t know exactly who your ideal client is. In either case, don’t be afraid to segment.

Try a few different approaches and see which works best. Over time, you may find that one target audience is responding better than the rest, and you can shift your focus to them. But until then, there’s nothing wrong with casting a wider net.

This doesn’t mean you should throw the concept of a target audience out the window completely. It just means you don’t have to pick just one. You can always sign up for Twitter to humanize your practice in the eyes of potential clients while using LinkedIn to engage with referral partners.

In that case, you have two target audiences, and both could provide meaningful value in the long run.

Optimize Your Social Media Strategy by Finding Your Target Audience

Choosing the right demographics is the first step to taking your online marketing campaigns to the next level. The whole process may seem daunting, but if you stay the course, the results will be well worth the trouble.

How about passing the hassle on to someone else, though?

At Let America Know, we help trial attorneys automate their social media strategies so they can grow their networks and promote their brands—all without the usual headaches.

Just contact us, and we’ll be happy to manage your social media accounts for you so you can focus on serving your clients.

Click here to learn more about our done-for-you social media program for trial attorneys.