Many law firms still see social media as a ‘nice to have’ because it’s good to have a presence on the platforms where your potential leads spend their time. However, by relegating social media to just a broadcast marketing channel, or a customer service touch point alone, is doing it a huge disservice. Social media activity can actually be a strong contributor and driver of conversions on your website, if it is used as part of a joined-up marketing strategy. We have brought together three ways in which law firms can use social media to help generate genuine leads and enquiries:
Utilising problem-solving social posts
By tailoring each social media post to a specific type of potential client, or persona, you can address some of their real life pain-points right there and then. By telling them you can solve a particular problem that they experience often with the blog post or website page that you’re linking them to, you’re showing that you understand them and have the answers.
Combine these posts with a strong call to action in your social media posts, and on the pages they drive people to, and you should see this social referral traffic start to convert at a higher rate.
Laser-targeting potential clients with social media promoted posts
With social media, one way in which to get your posts in front of more people, who aren’t already necessarily following your accounts, is to put a little paid promotion behind them. This doesn’t mean you need to spend a fortune; even £10 behind a post can mean that it reaches highly relevant people who wouldn’t see your content otherwise. The success of this falls on the way you target the social media users you want to reach. Basing this around your personas is a good place to start, but on Facebook, Twitter and LinkedIn, you can drill down to really tight targets to ensure only the most likely people to convert will see your promoted social posts.
Using social proof and endorsements to your advantage
Anyone who uses Facebook regularly will see things on their timeline which only appear because someone in their ‘friend’ network has interacted with it. This could be a video they share, a post they ‘like’ or something they comment on. On Twitter, if someone you follow Retweets something, you usually see it (consciously or otherwise) as an endorsement from them of whatever they have shared.
By encouraging happy clients to leave you a Facebook review, write a website testimonial, share your inspiring social posts and to take part in case studies, you’re also exposing their networks to your content too. By making sure that you include strong calls to action where these things appear on your website, you should start to see more conversions coming from this source.
For more insight into how your social media efforts can increase your website conversions, download our eBook and learn how to convert your firm’s website traffic, today!