In many ways, social media has revolutionized the way in which attorneys are able to reach their clients. It provides a framework to establish a one-on-one type of connection that was nearly impossible in the past.
And the selection of networks you now have access to is also astonishing. Whether it’s Facebook, Twitter, Instagram or LinkedIn, you have the potential to connect with thousands or even millions of prospects.
But in some ways, the large volume of networks is a double-edged sword and can diminish the results of your social media strategy. Allow me to explain.
Spreading Yourself Too Thin
It’s common for legal marketers to be active on four, five, six or even more social networks. After all, this allows you to cast the widest net and reach more potential clients right?
Well, yes and no. While it’s true that it does increase the user base in which you can reach, spreading yourself too thin like this can actually negate your efforts. That’s because you’re probably not devoting an adequate amount of time to any single network to extract its full potential.
Try This Social Media Strategy on for Size
A recent post on Kissmetrics discusses eight social media tactics that can increase conversion rates. Their number one strategy was to “double down on one (or two) channels that work for you – and share videos.”
The logic here is that you’re usually better off focusing your efforts on one or two platforms that you know for certain are getting results rather than trying to be everywhere. And by primarily sharing video, you’re able to capitalize on many people’s insatiable thirst for this type of content.
Here are just a few statistics from Wordstream that show just how big video is at the moment and the benefits it can have for your marketing campaign:
- 51 percent of marketing professionals worldwide name video as the type of content with the best ROI.
- Marketers who use video grow revenue 49 percent faster than non-video users.
- 64 percent of consumers make a purchase after watching branded social videos.
- Social video generates 1200 percent more shares than text and images combined.
It’s hard to argue with data like this, and it proves that you’re missing out if you still haven’t adopted video yet.
Identifying Your Top Channel(s)
Google Analytics will quickly tell you which social networks you’re having the most success with.
From your dashboard, click on Acquisition > Social > Network Referrals. You’ll then see a breakdown of your top social networks including sessions, pageviews, average session duration and pages per session.
Simply find your top channel(s) and start focusing the bulk of your attention there. Most importantly, be sure to publish a steady stream of videos on these channels.
A great social media strategy doesn’t have to be complicated to work. Often it’s the simplest approaches that yield the biggest results.
Kissmetrics was even able to use this technique to increase their average daily registrations by a whopping 71 percent. So if you’re less than enthusiastic about your current success with social media marketing, give this strategy a shot.