How Attorneys Can Use Social Proof to Build Trust on Social Media
A key aspect of social media success is earning trust. Because of the negative stereotypes that can exist (think lawyer jokes and “ambulance chasing”), this can be a tough hurdle for law firms to jump. One way to overcome this challenge is by using social proof in your firm’s social media marketing strategy.
In this post, we’re going to look at a few types of social proof you use to build trust for your firm on social media.
1. Testimonials and Reviews
Reviews are one of the most important parts of any law firm’s online presence. Not much will reassure prospects more than a steady stream of glowing reviews. (And not much will drive them away faster than negative reviews.)
The numbers back this up, too. According to the 2020 Local Consumer Review Survey from BrightLocal:
- 87% of consumers read online reviews when assessing a local business
- 79% trust online reviews as much as personal recommendations from family and friends
By showing off your happy clients and colleagues, you can help your firm stand out from the crowd.
2. Case Studies
Case studies are another great way to demonstrate your firm’s abilities. People respond to a proven record of success. If you can point to the ways your firm has helped clients in the past, they’ll be more likely to trust you with their own legal questions. And of course, everyone loves a good story.
Plus, if you have a testimonial from a client, you can include it in their case study for added social proof.
3. Numbers
When it comes to connecting with prospects, numbers can be even more effective than words. Using hard numbers helps put your firm’s successes in perspective. For example, you could cite:
- Percentage of cases you’ve won
- Dollar amounts of settlements and jury awards
- Cumulative years of experience shared among your firm’s partners
- Total hours your attorneys have spent in the courtroom
These numbers help root your abilities in indisputable fact. Which is more effective: “We’re a team of skilled lawyers,” or “We’ve won 90% of the cases we’ve taken on?” How about “We can get you the compensation you deserve,” versus “We’ve won more than $50 million for our clients in settlements and verdicts?”
When possible, let the numbers speak for themselves.
4. Certifications and Awards
Any type of certification or award can help you establish credibility for your firm. For example, if any of your attorneys have earned Super Lawyers status, proudly displaying that badge on your social media profiles can do wonders for your online image.
5. University Credentials
Speaking of certifications, even something as simple as a degree from a renowned school can help demonstrate an attorney’s understanding of the law. This is especially effective when included in a “meet our team” post introducing your staff to the world. Don’t underestimate the power of a worthy education.
6. Speaking Events
If anyone at your firm has been featured as a speaker at an event—whether in person or over the internet—this can also add social proof. Sharing photos or videos from these events will show that the attorney has become an authority in their niche with an audience eager to learn from them.
Are You Ready to Take Your Practice to the Next Level?
IArmed with these tips, you can incorporate social proof into your law firm’s digital marketing strategy. However, as with any aspect of digital marketing, building social proof takes time, effort, and plenty of patience.
If you’d rather let someone else handle the headaches, we can help.
At Let America Know, we give trial attorneys the support they need to get the most out of their social media and email marketing campaigns. Just contact us, and we will design a custom marketing strategy that suits the unique needs and goals of your firm. Then, we’ll manage the entire process ourselves—from the big picture down to the littlest details.
Click here to learn more about our done-for-you social media program for trial attorneys like you.