A social media presence is a must for any business, your law firm included. More than 70% of Americans rely on various social media platforms for information, referrals, and shopping, in addition to its original purpose: connecting with friends and loved ones. That’s why it is an essential part of our Amplify solution.
If you’re ready to optimize your business or law firm’s Facebook page, there are some simple steps you can take to encourage engagement and conversions.
The ultimate checklist for your law firm Facebook page
Make sure your Facebook business page has all these essential elements.
You can use this checklist to populate your law firm Facebook page with the most essential information and features. However, to learn more about Facebook optimization keep reading.
Having a Facebook account is not enough. You also need to optimize it
Most law firms at least have social media accounts today. According to the ABA’s 2020 Profile of the Legal Profession survey, 80% of all participating law firms are on social media. However, while 90% of you are on LinkedIn, only 54% of law firms have Facebook accounts— and only 30% of firms embrace Facebook marketing (like boosted posts and ads). That’s a missed opportunity.
About 70% of people in the U.S. regularly turn to Facebook for information and entertainment, and more than one-third of them regularly get their news on the social media platform.
And when they need to hire a lawyer, a significant number of consumers head to Facebook and other social media sites. So, when they visit your profile, you need it to reflect your brand, demonstrate your expertise, and build up your audience’s trust.
A robust Facebook page is essential for law firms who want a successful social media presence
While some digital trends come and go, social media is here to stay. The number of Americans who use social media has remained stable over the last five years and is projected to remain steady.
The most popular platforms are YouTube and Facebook. In terms of growth, YouTube has steadily increased, while Facebook has remained level since 2019. However, it remains the platform with some of the highest engagement.
So, what do these statistics mean for law firms? A thoughtful, intentional social media strategy for your Facebook page is no longer optional. It’s essential.
Let’s break down the recommendations we made above.
Call-to-action button
Facebook business pages include a call-to-action button that prompts users to call your law firm, send you a message, or take some other action with a single click. These buttons are important because it makes getting in touch with your firm easy: something that should be a high priority if your goal is to get more leads online.
Hours of operation, contact information, including an email address and phone number
Many people are more comfortable navigating social media profiles than they are the web itself. You can add in your business information to the “About” side section on your Facebook page, making the most essential information about your law firm easy to access. According to the most recent consumer trends report from Martindale-Avvo, 37% of legal consumers choose an attorney based on the law firm’s location.
Links to your website, other social media, and your Google Business Profile
Your Facebook business page should have all the information someone might need to make a decision about hiring your law firm, using your law firm’s services, or getting in touch to learn more. In the “about” section of your Facebook page, be sure to include contact information, your website, phone number, and any other links to additional social media profiles. These links keep people engaged with your brand and connect them to additional information to help them make a decision about their legal representation.
The other advantage to driving people to your website from social media is data collection. If you have Google Analytics installed, or other tools to track users on your site, you can learn how users move, behave, or what services they’re most engaged with. This information, in turn, gives you the tools to use automation to show your ideal clients the most relevant information based on their history every time they visit your website.
Branded profile and cover images
The images you choose to represent your business or law firm matter; they should be cohesive and “match” the images you have on your website, promotional materials, and elsewhere on the internet. Ideally, you’d work with a graphic designer or your marketing partner to design images that include: your logo, a tagline, phone number, or website. If your business and brand rely on a single person or personality (as many law firms do) consider making your profile picture an image of your team or lead attorney so page visitors can put a face to a name.
Videos
Video is increasingly influential online. According to industry leader Hubspot, 96% of consumers say the amount of video they watch online since the pandemic has increased.
Video is also an effective way to reach people who want quick answers, don’t have the time or literacy to read long articles, or who are simply scrolling and looking for answers. Video can be used for client testimonials, to provide supplementary information about a blog topic, details about your law firm’s approach, and more.
Testimonials and reviews
Nine out 10 online consumers read testimonials and reviews before making a purchase decision; 45% of legal consumers consider reviews before hiring an attorney or law firm. These testimonials add credibility to your page and instill confidence in potential clients and customers—especially if your services are high-value (like legal representation).
Events
If your law firm hosts or sponsors events (like meetup, guest lectures, or other events) creating or sharing Facebook events is a great way to publicize and share your event. If the event is public, people you don’t know will be able to search for and find the event through the “Events” section in Facebook, even if they don’t already “like” or follow your law firm’s page.
Updates, sponsorships, and community involvement
Facebook is the place to share updates about your company, fun office news, sponsorships, community involvement, success stories, information about how to use your products—information that enriches your ideal clients’ lives and highlights your firm’s unique personality. Personality tends to influence consumers’ choices when they’re lawyer-shopping, according to the 2021 Martindale-Avvo trends report. Indeed, roughly one in three legal consumers take the personality of the attorney into consideration.
RELATED PODCAST: Making Sense of Social Media, with Ethan Wall
Now that your law firm’s Facebook page is set up, here’s what to do with it
Once you have all the components in place on your Facebook page, it’s time to use the platform to engage with your community. Don’t hesitate to post content and other information about your law firm. We always encourage our legal clients to engage with people on their page. Reply to comments, like posts, and share updates that demonstrate your values in action. If you’re on twitter, share your opinion on current issues.
If you’re involved with other groups or associations outside of your practice, it’s never a bad idea to post content about your passions and interests, too. Many legal professionals are hesitant to share that they’re involved in activities and organizations outside of the legal field. The hesitation makes sense; your sponsorship of a community theater group doesn’t affect your ability to litigate. However, these details matter to consumers.
The average legal consumer doesn’t necessarily know enough about the legal industry to understand the nuances of your job—that’s your responsibility to communicate. However, sharing what your law firm cares about helps build trust.
But we get it, managing your law firm’s social media profiles seems like a lot of work. If you’re not sure where to start—or are worried that posting will fall off your priority list—work with a skilled social media marketing partner. LaFleur’s legal marketing experts can help you build editorial calendars and craft social media messaging that resonates with your audience and boosts engagement.
RELATED: Social media for law firms 101
Consider running Facebook ads
What many law firms don’t realize is the breadth and depth of targeting options for paid ads within Facebook. In reality, Facebook gives you (and your marketing team) to create highly targeted audiences-based occupation, interest, location, age, gender, commute, and more. In fact, if you’re interested in paid media, but are hesitant about investing in PPC, LSAs, or programmatic ads, Facebook ads are a good place to start.
Additionally, boosted posts (organic posts that you share to your law firm Facebook pages and then pay to get more views from your target audience) increase visibility and traffic, which can raise brand awareness for law firms. We typically recommend most law firms boost one post per week. If you’re ready to learn more about what Facebook advertising options would work for your law firm and other details about best practices for law firms, LaFleur is ready to help.
LaFleur is ready to help you optimize your law firm’s Facebook page and reach your firm’s social media goals
If optimizing your law firm’s social media presence makes you feel overwhelmed, you don’t have time to take on this project, or you simply want to focus on what you do best, don’t hesitate to give LaFleur a call. Our team is data-driven, creative, and ready to craft a social media presence that reflects your firm’s brand and engages your target audience and ideal clients. To learn more how we can put our social media marketing efforts to work for you, give us a call at (888) 222-1512 or send us a message online.
References
ABA profile of the legal profession 2020. (2021) American Bar Association. Retrieved from https://www.americanbar.org/content/dam/aba/administrative/news/2020/07/potlp2020.pdf
Anderson, M., Auxier, B. (2021, April 7). Social Media Use in 2021. Pew Research Center. Retrieved from https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
Gramlich, J. (2021, June 1). 10 facts about Americans and Facebook. Pew Research Center. Retrieved from https://www.pewresearch.org/fact-tank/2021/06/01/facts-about-americans-and-facebook/
Hayes, A. (2021, April 9). What Video Marketers Should Know in 2021, According to Wyzowl Research. Hubspot. Retrieved from https://blog.hubspot.com/marketing/state-of-video-marketing-new-data
Martindale-Avvo. (2021). Understanding the Legal Consumer 2021. Retrieved from https://www.martindale-avvo.com/wp-content/uploads/Martindale-Avvo-Understanding-The-Legal-Consumer-2021.pdf
