Conversion rate optimisation is an important marketing tactic for your legal firm. It’s often tied to increases in sales and revenue, but its principles can be applied to any desired action. So in this blog we look at four steps to help increase the CRO efforts of your social media.
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Your social media CRO goals maybe a number of different things, to grow in followers and build a community or to drive traffic to your legal firm’s website. If anything it’s probably for both of those reasons, so follow these five steps and start seeing results today.
It goes without saying that to be successful with social media you need to on the right platforms for your ideal claimants. Once on them you then need to optimise your profile: make sure your social handle matches that of your firm use branding imagery to produce both your profile and header images, produce a clear and concise bio for your practice and include a call-to-action and a link to your website.
Now your legal firm’s social profile is complete it’s time to look at the content you want to share. For each platform the style and tone will differ yet still need to tie into your overall brand. The likes of Facebook and Instagram want you to show more of the personal side of your firm, whereas LinkedIn content will want to be focused on a more business and formal tone. It’s also important that your social content is visual, so sharing things like inforgraphics is highly useful as they are three times more likely to be shared.
With your content ready to post you’ve now got to look at when the best time to post is to increase conversion rate. So here is a breakdown of some of the best times to post on three of the biggest platforms:
Facebook – Towards the end of the week and the weekend with posts released on a Saturday and Sunday receiving 32% higher engagement than any other day. 1pm posting is great for growing your posts impressions through shares, while posts released at 3pm see higher click through rate.
Twitter – Depending on the business nature of your legal firm depends when is best to post. B2B firms should aim to post during business hours seeing 16% better performance than any other time, while B2C practices should aim to post on weekends with a 17% higher engagement rate recorded. Wednesday is noted as a highly successful day to post for either with the hours of 12-1pm and 5-6pm performing best.
LinkedIn – Posts perform best when shared in the middle of the working week, Tuesday, Wednesday and Thursday, with Monday and Friday both seeing very low levels of engagement. The best times to post tend to be in the commuting hours of 7:30-8:30am and 5-6pm.
Finally a great way to increase conversion rate efforts of your social media is to encourage your legal firm’s leaders to be on social media, giving a face to the practice as well as allowing them to engage with potential claimants. With these being your firms thought leaders they are in a perfect place to give a more personal voice and establish trust in your firms.
All of these steps will help you increase the conversion rate of your social media efforts, but it’s important as in any CRO strategy that you test what works best for you, check out our blog about how to perform CRO testing for the legal sector.