Social media marketing serves multiple purposes. It allows you to boost your law firm’s brand exposure, demonstrate your expertise, build trust, and so on. But at the end of the day, your primary goal is to do one thing — bring social media traffic to your legal site.
Once they’re on your site, you can move them through your sales funnel and ultimately convert them into clients. But none of that is possible if you don’t first get social media users to your site.
For this post, I’m going to discuss some ways to accomplish this in order to maximize the impact of your social media campaign.
Build Robust Profiles
When landing on one of your social media profiles — whether it be Facebook, LinkedIn, Twitter or any other network — users want to learn as much about your law firm as possible.
So filling out your profiles in their entirety and providing users with pertinent details at a glance is essential. Doing so should help them feel more comfortable with you and encourage them to click over to your site.
Here’s some specific information to include:
- Your law firm’s name
- A professional headshot
- A professional cover photo
- Your URL
- Contact information
- A link to your site
When given the choice between interacting with an impersonal, faceless brand and a person, the majority of social media users will opt for the latter. This is especially true when someone is in a difficult legal situation and wants to know who they’re dealing with before letting an attorney handle their case.
They want to know they’re in good hands and have a feel for what you’re really like. So you want to do everything possible to be personable and build genuine rapport with users. While you obviously want to remain professional, you also want to avoid coming across as being rigid, stuffy or corporate.
One of the best ways to be more personable is to post video content so users can see and hear you and learn a bit about your personality.
Perfect Your CTAs
A big part of being successful on social media is consistently posting valuable content. That’s how you get on the radar of users and get them to take notice of your law firm.
But a critical second part of this process is using compelling calls-to-action (CTAs) that motivate users to click on a link and check out your website. Nail this part, and you can send a steady stream of social media traffic your way. So what goes into a great CTA?
Here are some tips:
- Optimize CTAs for each social media platform
- Make them simple and clear
- Use urgency (“get your free legal consultation today” rather than “get your free legal consultation”)
- Send users to relevant landing pages
For more advice, check out this guide from Hootsuite.
Driving More Social Media Traffic to Your Site
Following these tips should help get more users from your social networks to your legal site. As a result, you can bring in a higher volume of quality leads and build your client base.