How to Launch Your Law Firm’s First Social Media Marketing Campaign
More than ever before, law firms are taking advantage of the benefits of social media marketing. However, not every firm has the same level of success. Some seem to boost their brand overnight, while others hardly make a dent online.
The difference usually comes down to running effective social media campaigns. It isn’t enough to just sign up for Facebook or Twitter. You have to be intentional about reaching your target audience and accomplishing your goals.
So how should you go about planning and executing your first social media campaign? Here’s what you need to know.
Determine Your Primary Goal
A social media campaign is a coordinated effort to reach a specific goal. That goal could be:
- Finding clients
- Connecting with referral partners
- Expanding your professional network
- Becoming an authority in your niche
- Attracting subscribers for your newsletter, podcast, or blog
- Promoting a webinar or other event
- Driving traffic to your website
- Promoting engagement
Regardless, you should choose a concrete, measurable, and realistic goal. You’ll never hit the target if you don’t know what you’re aiming for.
Set Milestones
Once you have a final goal in mind, set milestones for getting there. For example, if your primary purpose is to get more followers for your profiles, set benchmarks for how much you want your follower count to grow every week or month throughout the campaign.
That way, you can gauge whether you’re on the right track or falling short of your goals. And if you aren’t hitting the milestones you set at the start, you may need to either adjust your approach or establish more reasonable expectations.
Create a Budget
Most social media platforms are free, and you may not need to spend anything to accomplish moderate goals. But to get the best results, you’ll probably have to invest in your social media campaign.
For example, you may need to hire content creators to support your campaign, such as:
- Photographers
- Copywriters
- Graphic designers
- Video producers
You may also need to invest in paid ads or boosted posts. Depending on how ambitious your plans are, your budget could range from a few thousand to hundreds of thousands of dollars.
Develop a Content Calendar
No matter what your goals are, every social media campaign ultimately runs on content. And to make the biggest impact, you’ll want to use a wide variety of content, including:
- Text posts
- Images
- Infographics
- Videos
- Blog posts
- Messaging sequences
But while variety is good in terms of content forms, you should always maintain a unified tone in terms of purpose and tone. Establish a strong brand voice and stay consistent across every post and channel.
Of course, producing content always takes time. To simplify things, it’s usually easiest to create posts in bulk, then schedule them to go out over the following weeks. Don’t be afraid to repurpose existing content if it’s relevant to your current campaign, either.
And no matter how you structure your content calendar, make sure everyone involved is on the same page about what’s needed and when. Nothing sabotages a marketing campaign like confusion and a lack of direction.
Track and Optimize
So you’ve launched your first social media campaign. Congratulations! However, this is only the beginning of your journey to social media success. Right from the start, you should be testing different methods, weighing the results, and fine-tuning your approach.
Over time, you can optimize your overall strategy and get a better return on your investments.
Are You Ready to Grow Your Practice Online?
Armed with these tips, you can launch your first social media campaign with confidence. However, even when you streamline the process, it can still take plenty of effort to see results. As a busy professional, you may not have the time.
If you’d rather let someone else handle the headaches of running a comprehensive social media campaign, we can help.
At Let America Know, we give attorneys across the U.S. the support they need to get the most out of their social media and email marketing strategies. Just contact us, and we’ll be happy to discuss the best solutions for your unique needs and preferences.
Click here to learn more about our done-for-you social media program for trial attorneys.