There’s no denying how potent Instagram can be from a marketing standpoint. After all, 80 percent of users follow a business on Instagram. Not only that, “Over 120 million Instagrammers visited a website, got directions, called, emailed or direct messaged to learn about a business.“
But some lawyers are reluctant to get on board simply because they’re not sure how well they’ll fare given the formal nature of the legal industry. While it’s true that finding success can be a bit more difficult for lawyers than businesses in many other industries, it’s certainly possible when you follow the right approach.
Here’s how thinking local can be the key to thriving at Instagram legal marketing and some specific techniques you can use.
Repost Local Content
Unless you’re part of large practice with offices scattered throughout the country, you’ll likely want to focus your attention on a relatively small geographical region. Instagram is ideal for this because you can repost content from your community including content from local businesses, organizations or even local celebrities.
For example, you may want to repost photos from a local charity event, the opening of a new business or a sporting event. This is a subtle way for you to give a nod to others within your community and can help your law firm come across as approachable and friendly.
On top of that, it’s a great way to consistently populate your account with fresh content.
Use Geographical Hashtags
You’re probably aware of how hashtags can increase the visibility of your posts on Instagram as well as most other social media platforms. While hashtags in general are advantageous, they can be especially impactful when you use geographical ones.
If you were a personal injury attorney in Cleveland, you might want to include hashtags like:
This is a simple yet effective way to help potential clients in your area find your law firm on Instagram. For help coming up with hashtag ideas, try using a free tool called Hashtagify.
Capitalize on Seasonal Trends
Maybe it’s a holiday event or a community-specific holiday. Whatever the case, seasonal trends are perfect for helping you generate local-centric content for your Instagram legal marketing. That’s why you’ll want to pay close attention to what’s happening in the news and always keep an eye out for what’s going on in your community.
You can simplify this process and let the news come to you by following other businesses, community leaders and local news publications in your area. Then simply base your content on whatever trend happens to be popular at the moment. This is a great way to improve your law firm’s standing within your community and keep your followers more engaged.
If you’ve been interested in Instagram but weren’t exactly sure how to make it work for you, taking a localized approach is a great way to go. It kills two birds with one stone because it not only allows your law firm to gain more exposure, but you can also increase your level of trust and credibility as well.
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