Does Your Law Firm Need a Social Media Rebrand?
The importance of branding in digital marketing can’t be overstated. However, finding the right brand identity for your law firm can be a challenge. Often, it involves a little trial and error—and a willingness to adjust your approach for better results.
Is your social media brand representing your law firm well, or should you consider a new direction? Here are eight signs that it may be time for a social media rebrand.
1. Your Firm Is Shifting Its Focus
Not every law firm stays on the path they started on. For example, maybe your personal injury firm started out with a focus on auto accident cases, but now you’re hoping to transition to medical malpractice. That kind of shift will virtually always call for a change in your firm’s branding and messaging on your website and social media profiles.
2. You’re Targeting a New Audience
Finding your target audience can take time. You might think you know who your ideal prospect is, only to discover that you’ve overlooked a key demographic.
Maybe you specialize in DUI and assumed your client pool would mostly consist of college students. But now that you review the data, you see that stressed professionals in their thirties receive DUIs at a high rate, too—and you haven’t been factoring that into your digital marketing strategy.
No matter your niche, once you decide to modify or broaden your target audience, the next step is tweaking your social media brand voice to reach them.
3. You’re Struggling to Stand Out in Your Niche
According to an Attorney at Work survey, 95% of law firms in the U.S. use social media. With that kind of competition, it can be tough to stand out from the crowd. Fortunately, developing a strong brand can help with this.
If you’re having trouble making yourself heard on social media, weak branding may be the culprit, and a new approach is probably the solution.
4. Your Leads Aren’t Converting
For most law firms, the focus of digital marketing is attracting more leads. That’s an important goal, but if those leads don’t convert to clients and referrers, they won’t bring any real value to your firm.
This is usually a clear indication that you aren’t targeting the right audience. Once again, the answer to your problem may be to reevaluate your brand and adjust it to reach more promising prospects.
5. Your Value Proposition Isn’t Clear
One of the most important aspects of branding is making your value proposition clear. Prospects need to know exactly what you do and how you can help them. If your firm specializes in divorce and family law, that should be front and center in all your messaging.
When your services are unclear, you can expect to miss out on opportunities. (You’ll probably also end up wasting time turning away confused prospects who misunderstood what you offer.)
6. Your Engagement Is Falling Off
Running a successful social media campaign is all about engaging and interacting with other users. (It’s called social media for a reason.) If your posts and profiles aren’t attracting enough engagement, then something is wrong.
Rebranding may be the first step to boosting your engagement rates and strengthening your social media presence.
7. You Need to Keep Up with Changing Trends
Trends come and go. Nowhere is that fact more obvious than in the world of digital marketing. Your logo, image standards, and brand voice may have been spot on ten years ago, but that doesn’t mean they haven’t become outdated since then.
To keep up with the changing times, you will need to occasionally revisit the choices you made when building your brand. Then, if there’s room for improvement, it may be time for a social media rebrand.
8. Your Marketing Budget Has Grown
Plenty of law firms start their digital marketing efforts on a shoestring budget. Many don’t have the option of allotting more money early in their career, and others simply don’t see it as a worthwhile investment.
Regardless, as your firm grows, you’ll probably want to increase your marketing budget. This will open the door to improving your social media strategy, polishing up your profiles, and—you guessed it—rebranding. That way, you can create new opportunities and fuel further growth.
Build a Social Media Brand Your Firm Can Be Proud Of
Establishing a strong brand identity on social media will help you get the most out of your law firm’s digital marketing strategies. By recognizing the need for a rebrand, you can capture new opportunities and keep your law firm on the path to sustainable growth.
However, building a brand takes time, energy, and plenty of patience. Instead of stressing over the details, why not pass the project off to a team of experts?
At Let America Know, we give trial attorneys the support they need to take their digital marketing campaigns to the next level. Just contact us, and we’ll help you strengthen your brand identity through social media strategies custom-made to suit your needs.
Click here to learn more about our done-for-you social media program designed for plaintiff attorneys like you.