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By: Primerus

Digital marketing has becoming increasingly more important over the years, but amidst the pandemic, it is paramount.  Social media is a major component of digital marketing that we will focus on today.  In my opinion, social media can be summed up in one word: overwhelming.   It is ever-changing, involves knowledge of technology, requires organization and is a time commitment.  This article is designed to give you a starting point for your dive into the social media world.

Target Audience:

The most important thing to define is your target audience.  You wouldn’t sit down to write a letter without knowing who the letter was going to, so you shouldn’t write content to be posted on your social media platforms without thinking about who will be reading it.  Make sure you are doing more than making broad generalizations such as “clients” or “someone who needs a lawyer”.  This allows you to design content that will engage your target audience.

Content:

After you have specifically designed your article, generating content is the next step.  Give your audience information that they want or need.  I would strongly recommend creating a content plan and calendar.  While this requires time and research, it will give you an easy-to-follow outline that tells you what you are posting and when you will be posting it.  Be sure to look at market research for tips and tricks.  For example, statistically, Tuesday is the most productive day for office workers.  Use this opportunity to have a more content-heavy post instead of a fun, personal post that may be a distraction.

Content generation is important but remember that your bio or about section may be the “content” that is read the most on your page by newcomers.  Be sure to spend the time and energy on making that engaging, interesting and informative.

Different Platforms:

There are many different social media platforms that each serve a different purpose.

Facebook: This platform is no longer geared toward teenagers and college students.  The average age of Facebook users is 40 ½ years old.  This is a great place to post video and behind the scenes information about your firm.

LinkedIn: LinkedIn is the professional social network where you can connect with your clients without the fear of your college friends tagging you in something embarrassing.  This is the place to post webinars, events, blog posts, professional accomplishments, and other company news.  This applies to both your personal and company LinkedIn pages.

Twitter: Use this platform to post news and information.  Twitter’s feed is fast paced so do what you can to be the first in your network to post news and do whatever you can to stand out.

Instagram: Quality photos are a must for Instagram. This is also a great spot to post quotes and stories.  Let your followers get to know you and your firm on a more personal level. 

Multiple social media platforms are a lot to take on all at once.  If you have no social media accounts, start by creating a LinkedIn page for yourself and your law firm.  Be sure to read our best practices for how to post your content on LinkedIn.

How to Use Primerus:

Creating social media accounts is an overwhelming process, but it gives you a platform to showcase yourself and your firm in front of potential and existing clients.  Primerus can be used in an active or passive way to help bolster your social media presence.  If you are stuck and don’t know where to begin, reach out to the Primerus staff to set up a call to talk about how to get started, creating social media profiles, or producing a content calendar.  If your social media presence has already been defined but you are looking for more exposure, tag Primerus in your posts.  This gives us the opportunity to share your post and further promote your content. Our goal for Primerus social media accounts is to provide quality content, updates in the law, and to shamelessly promote our membership.