How to Create the Perfect Law Firm Social Media Marketing Plan

How to Create the Perfect Law Firm Social Media PlanAre you new to law firm social media techniques? We can help you get started.

In this post, we will review the basics of creating content on LinkedIn, Facebook and Twitter.

You’ll learn how to set the tone for your messaging and how often to post on these channels.

B2B vs. B2C Strategies

Marketing efforts for attorneys can focus on building business relationships. Attorneys may also target individual consumers.

When the target audience differs, your law firm social media tactics will differ as well.

Business to business (B2B) efforts focus on fostering relationships. Business to consumer (B2C) efforts focus on quick conversions.

Consumer sales tend to have a faster turn around. Business grooming and sales involve relationships that take more time to nurture.

Consumer marketing targets a large audience. Business marketing often focuses on a smaller group.

Marketing for B2B firms has different methods and goals than B2C marketing. As such, the social media channels will also differ.

Business-focused efforts need to focus on LinkedIn. Consumer-driven efforts should instead focus on Facebook.

Let’s first discuss the challenges and best practices for creating LinkedIn campaigns. Then let’s discuss strategies for creating captivating Facebook ads.


LinkedIn is the most important platform on which to implement your law firm social media strategy.

There are two main ways to build your reputation on LinkedIn. The first is by publishing original content. The second is by sharing content that others value.

Content Marketing

Writing and publishing online informative articles can help you in developing business relationships. As far as law firm social media outlets go, LinkedIn is your best choice.

Posting content that potential clients find valuable gives you an advantage for a number of reasons.

First, it can establish you as an expert in the field. Answering general legal questions is a way to show your expertise. It lets you demonstrate the knowledge and experience you’ve gained over the years.

Second, it provides value to potential customers. If you write content that resolves their pain points, they will appreciate you. If you consistently offer great content, they will keep coming back for more.

Third, once they recognise your expertise and the value you provide, they will trust you more than a stranger.

Once you’ve gained their trust, they know they can confide in you for more specific legal advice. They are more likely to seek out your help rather than someone they don’t know much about.

LinkedIn provides a channel for you to write and promote content that builds brand loyalty.

Sharing Posts

Sharing posts that other people have written is another way to provide value to potential customers. It’s an inexpensive and easy way to establish brand loyalty.

It can be as simple as re-posting a thought-provoking article you read or sharing a relevant news bulletin.

When you’re deciding on what content to share, keep your target audience in mind.

Think about the demographic you want to engage. As a law firm, social media content must appeal to other law firms or individuals with legal struggles.

It’s time to create your customer avatar and peer profile.

What are their wants and needs? What concerns do they have? What problems are they trying to solve?

The more you know about your target clientele, the easier it will be to tailor your posts to their specific needs.


60 percent of the UK population uses Facebook.

This makes the site a great law firm social media marketing tool.

Using Facebook as a sales medium starts with creating a page for your business. This only takes a little time to set up.

You can enter basic information about your services, letting potential clients know how to reach you. You’ll want to add a cover image and photo of yourself or logo.

You can post reviews, videos and other content to your page.

Paid Ads

Paid advertising on Facebook can help you reach more people. You can create an ad for awareness, consideration or conversions. As a law firm, social media ads can engage consumers at the decisive moment or beforehand.

Awareness ads promote general interest in your services. They help you raise awareness of your brand or reach a target audience.

Consideration ads help to get people thinking about your services. This method can drive traffic to your website. It is also used for generating leads that may need your services.

Conversion ads convert potential customers into paid customers. This is used most often for purchases from online or nearby stores.

You can define the criteria for who sees your ad so it reaches the right people. Demographic information helps you target the most likely candidates for your services.

Facebook helps you create an ad tailored to your target audience.


Another law firm social media tool in your belt is Twitter. Lawyers can use Twitter for both B2B and B2C strategies.

Twitter helps you connect with peers and engage potential clients.

It can help you build new relationships and connect with existing contacts.

Twitter can be used to:

  • Post news items in your field of law.
  • Publicise your new blog posts.
  • Promote events.
  • Share something new you learned at a conference.
  • Have conversations with important people.

Law Firm Social Media Pointers

Once you have all your social media ducks in a row, there’s one thing you don’t want to forget. Your social posts are driving traffic to your website.

That means that you have 7 seconds to make a good impression with your website.

For a list of tips to make a great impression and avoid common pitfalls, check out this blog post.

Be Mobile-Friendly

While law firm social media channels are usually mobile-friendly, your website may not be.

According to Statista, about 44.9 million people in the UK own a smartphone. Not having a mobile-friendly website can hurt your potential revenue.

Keep in mind that fumbling around on a non-mobile website is a frustrating experience for most people.

Trying to fill out a non-responsive form is like trying to train your cat to do somersaults. It may work on occasion, but it usually doesn’t.

You can find more tips on how to make your website mobile friendly on this blog post.

Say It with Style

As you explore the law firm social media scene, pay particular attention to your tone.

If you’re new to posting content on social media, the best way to learn is by imitation.

Read everything you can find that is posted within your field. Scour your partners’ and competitors’ posts.

That will help you get a feel for the right style of writing. This is key because potential clients will judge your credibility not only on what you say, but on how you say it.

A well-educated attorney may have superior writing and thinking skills. They may have more knowledge and expertise than anyone else.

But if the client can’t understand the post, the client may give up. They will likely find another firm that they can better connect with.

Avoiding jargon is necessary, and communication is key. Often attorneys make the mistake of using technical lingo rather than plain language. Remember that you’re writing to the general public, so use everyday words.

For social media, readability is key. You’ll want to write at a standard, 8th-grade reading level. That means you should use short sentences and paragraphs.

Lawyers often do a great job of simplifying legal concepts for their clients. They break down complex scenarios into easily digested bites.

When you’re writing content for the web, use simple examples to clarify your point. Don’t be afraid of explaining too much. You’re just making sure everyone is on the same page.

Different social media channels can have different norms.

For example, Twitter post need to be very concise and instantly understood. LinkedIn articles, on the other hand can have lengthy explanations and greater complexity of thought.

Facebook ads play with the user’s emotions, while LinkedIn articles appeal more to the reader’s intellect. Facebook ads are more casual. LinkedIn articles are more professional.

Stay on Top of Your Stats

Once your campaigns have run for a week or so, start analysing the data and comparing stats.

Find out which posts are the most successful and why.

You can learn a lot about your customers and their preferences through data analysis. There are many tools online you can use. You can also mine the data yourself by hand, if you have the time and desire to do so.

This process of discovery will help you excel with social media.

Set It and Forget It

Another nice feature of social media is automation. You can design your post ahead of time and schedule it to be sent at a time and date in the future.

This is helpful when you’re busy. You don’t want to be tied to Facebook every day at a certain time. This tool allows you to put the work in ahead of time and let the system do the rest.

How Often Should I Post?

How often should you post on social media outlets? If you post too often, people may get tired of seeing your posts. If you don’t post often enough, you may not build your brand as well as you could.

The answer depends on what channel you’re working with.

For LinkedIn, posting once every weekday is usually a good idea. It keeps your business in people’s minds, but it doesn’t bombard them.

For Facebook, you should post 5 to 10 times a week. This keeps clients’ news feed current and keeps you in their mind.

For Twitter, on the other hand, tweeting 5 times a day is excellent.

Closing Thoughts on Law Firm Social Media

If you’re thinking to yourself, man, this sounds like a lot of work, take heart. A lot of people don’t have time to keep up with social media.

If you want someone to take it off your hands, we would love to partner with you. Contact us today to find out how we can help you achieve your goals.

For more great advice on SEO for law firms, visit our blog.

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