Law Firm Social Media Marketing:
Building the Case for Your Practice
As a law firm, you probably don’t consider social media essential to running your business. However, with more consumers finding service businesses they want to work with on social media platforms, it would be a mistake for lawyers to overlook this critical area.
Right now, there are over 5.2 billion social media users worldwide. For law firms, not having a social media presence means missing a chance to connect with entire generations that look for services differently than their parents did.
Using effective law firm social media marketing practices not only gives your brand an edge in client acquisition but will ensure your business stays in the minds of potential and existing clients, impacting trust, referrals, and retention.
One thing is for sure: many businesses consider social media a major hurdle and a hassle to implement. But it doesn’t have to be. An easy-to-use CRM tool that supports social media execution will take the burden off your law firm and help you build a social media presence that supports your growing practice.
Why Lawyers Should Promote Their Firms on Social Media
Why wouldn’t you want to tap into new audiences who may not yet be familiar with your firm? Social media gives prospective clients another way to find you and an opportunity to learn more about your professional credentials without needing to visit your website.
Your potential clients and competitors use social media, so if you want your firm to stay current with your audience while demonstrating its legitimacy, you must also get involved with these popular platforms.
The benefits of establishing a social media presence extend beyond attracting clients—it expands your industry authority, but more than that, it’ll help you turn leads into paying clients and boost your overall marketing impact.
Attract New Clients
Law firms who have been in business for some time know that awareness is key to growing a business. Law firm social media marketing is a useful tool for this as it provides exposure to a large audience. With a relatively small amount of manual effort and a few best strategies in place, your law firm can create a foundation online for bringing in new clients.
The direct interaction with audiences on social media also helps law firms stay top-of-mind. Answering the public’s questions and addressing their concerns also helps you build relationships with them before they ever enlist your services, showing your commitment to their well-being and willingness to put clients first.
Demonstrate Your Expertise and Authority
The legal industry is competitive, which makes it challenging for firms to stand out. But positioning yourself as a thought leader will be attractive to prospective clients and increase your brand awareness.
Social media presence can help with this effort since sharing content your audience cares about will make your firm a reliable source for legal advice and information.+
Meet the Needs of Your Clientele
Today’s clients increasingly use social media to research law firms, and social media users consider an online presence as proof of a business’s legitimacy.
Engaging with clients and trusted industry partners in a shared public space is the best advertising you could ask for. It shows your business is professional and committed to meeting clients where they are.
Drive Leads to Your Firm’s Website
You can use social media to drive traffic to your law firm’s website, where potential clients can learn more, sign up for your newsletter, or schedule a meeting. Your website is also the front line for your marketing and overall business communications. Busy lawyers often don’t have time to build and maintain a functional, professional website.
Luckily, solutions like CosmoLex Websites can help you streamline the process, providing all the elements to make your practice more trustworthy and successful: professional design, convincing content that’s regularly updated, and state-of-the-art client tools — all running on a safe, secure, spam-free tech platform.
It’s important to regularly review and have a deep understanding of your financial health to ensure that errors will be caught and performance can be analyzed. Always knowing the status of your business allows for adequate planning and, if necessary, a change of course before it is too late!
8 Strategies for Reaching Clients Online with Law Firm Social Media Marketing
Law firm social media marketing is a powerful tool to connect with prospects, build trust, and increase brand awareness. But to be successful, a strategic, intentional approach makes all the difference. Here are eight methods for using social media to attract clients and grow your practice.
1. Identify Your Audience
Before jumping into lawyer social media marketing, understand who you’re targeting. Are you focusing on individuals looking for personal injury representation, businesses needing corporate legal counsel, or families looking for estate planning services? Fine-tune your targeting by considering your clients’ demographics (age, gender, location, etc.) and pain points.
Understanding this helps you choose the right platforms and create content tailored to your audiences. For example, if your firm specializes in family law, your content might focus on the concerns of families navigating divorce or custody cases. Identifying your specific audiences will help you create a unique and niche content library that draws more views and interactions.
2. Create a Content Plan
A successful social media campaign depends on a good content strategy. With a structured plan, you’ll be consistent, stay on track to achieving your goals, and ensure you’re always delivering value.
Here are some law firm social media post ideas for diverse content that’ll keep your audience interested:
- Educational videos: Short, informative clips that answer common questions or explain complex legal ideas are a great way to engage and educate your online community. For example, a video explaining the process of creating a will can position your firm as an accessible resource for information.
- Attorney spotlights: Highlight your team members by featuring them in short video interviews or posts. This can help clients feel more connected to your team.
- Client testimonials and success stories: Share positive experiences from past clients (with permission). These stories provide social proof, which is one of the most effective ways to spread the word about your business.
3. Choose the Right Platforms
Different social media platforms serve different purposes, and not every platform will be a good fit for your firm. Your firm should choose the platforms that align with its goals and target audience.
LinkedIn, for example, allows you to create company pages and share news and content directly from your business profile. It’s great for building a professional network, sharing industry insights, and posting thought leadership content. If you’re open to experimenting with shorter, fun, and more creative content, TikTok can help you reach a younger audience.
Knowing your audience and what they’re looking for will help you choose the right social media platform for your goals and effectively tailor your content.
4. Create Valuable Content
Social media content should be helpful, informative, and engaging, not just promotional. The more value you provide to your audience, the more likely they’ll be to trust your firm and share your content.
Infographics, for example, are visual posts that break down complex legal topics and make them easy to understand. An infographic outlining the stages of a personal injury case, for instance, can make it easier for potential clients to understand the process.
Hosting live events like webinars allows potential clients to ask questions about legal concerns. These events let your firm interact with your community in real time and showcase your expertise. Promoting these events across your platforms also helps you increase attendance and engagement.
Sharing important industry news that impacts your audience proves your firm is committed to keeping pace with the times.
Pro tip: Don’t be afraid to experiment with different content types. Testing various videos, posts, and images will help you discover what resonates most with your audience.
5. Position Yourself as an Expert
Today’s social media users see right through fake and fluff content, and are actively seeking out authentic interactions. Law firm social media marketing puts a face to your business, making you more relatable in the eyes of potential clients.
Your firm can build credibility by showcasing your expertise through the content you post. However, this doesn’t mean you should fill your feed with self-promotional content. Instead, focus on educating your audience and having meaningful conversations. For example, sharing your knowledge about current trends, case law updates, or any relevant news that could help potential clients create a positive online reputation.
Pro tip: Above all, be authentic in your posts. The more genuine and transparent your interactions, the more trust you’ll build with your audience.
6. Post Consistently
If you’re thinking that occasional posts will be enough to keep your firm top of mind, think again. Consistency is necessary for building brand awareness. Sticking to a regular posting schedule will keep your business at the forefront of clients’ minds — not to mention that social media platforms use algorithms to display content, and they tend to reward brands that post consistently.
Another thing to keep in mind with law firm social media marketing workflows: Make sure your tone of voice, visuals, and messaging are consistent across platforms. When your audience can connect your content with your brand identity — rather than seeing a hodgepodge of inconsistent content that could be from any account — it demonstrates that you’re a professional who cares about how you show up for clients.
7. Understand Your Ethical and Legal Obligations
Legal professionals must adhere to ethical standards and regulations when engaging in law firm social media marketing. It’s crucial to familiarize yourself with the applicable bar rules and ensure compliance in every post you share.
Many states prohibit lawyers from claiming to be “experts” or “specialists” unless they have received official certification. Be mindful of the language you use when discussing your firm’s qualifications. Another concern for law firms is confidentiality. Never disclose client information on social media, even if it seems harmless. Protecting your clients’ privacy is not only a legal obligation, but it is essential for maintaining trust and compliance.
Also, avoid interacting with clients on social media who may have active cases with your firm, as well as judges or other parties involved in current legal proceedings.
Make sure your entire team is aware of these guidelines and follows them consistently.
8. Measure Your Progress
Monitoring your firm’s social media performance through analytics will help you determine which content is delivering a return on your efforts and prevent wasted time.
Use key performance indicators (KPIs) like these to adjust your approach, refine your strategy, and optimize your content for better results:
- Leads Generated: Focus on conversions, such as website visits, form fills, or inquiries submitted via social media channels.
- Engagement Rate: Look at how your audience interacts with your content through likes, comments, and shares. A higher engagement rate often indicates that your content is resonating with your audience.
- Website Traffic: Monitor how much traffic is coming from social media platforms. This can help you understand which platforms are driving the most potential clients to your website.
- Content Downloads: If you’re offering downloadable guides, check how often these resources are being accessed, which can indicate how valuable your audience finds your content.
Support Your Law Firm Social Media Marketing with a Legal CRM
With social media use so widespread, law firms would be remiss to not leverage these platforms as tools for communication, relationship building, and client growth.
Law firm social media marketing is key in building stronger client relationships. But the next step is managing those relationships and cultivating a strong, loyal client base. Having the right legal CRM built-in tools is critical to this effort. Standard practice management software is not designed with lead management or client acquisitions in mind—generic CRM tools are simply not built for the way the legal field works.
A robust legal CRM can also elevate your social media marketing by automating tasks, streamlining campaigns, tracking leads, and organizing client information. Automation tools like CosmoLex handle repetitive tasks and allow you to focus on more strategic and high-value work.
Adding CosmoLex’s CRM feature enhances your use of CosmoLex law practice management software and gives you the additional features you need to grow your firm and maintain strong communication with clients.
While your legal practice management software keeps the daily work of a law firm moving, legal CRM software makes it easier to bring in new clients, engage current clients, and increase your profits. But not all legal CRMs are created equal. Look for these six features when choosing a legal CRM—and put them to work for your law firm.
