This article has been written by our BD and social media consultants Akshit Prajapati and Anam Khan.
In the digital age, law firms and legal practitioners are increasingly recognising the crucial role social media plays in engaging with their audience. Crafting relatable content tailored specifically for social platforms has become not just an option, but a necessity for firms looking to establish a meaningful online presence.
The 2022 State of Content Marketing Global Report by Semrush highlights that “law firm content marketing” is a leading topic, garnering 18,100 searches. As the legal landscape evolves, so do the expectations of clients and followers. Today’s audience seeks content that not only informs but also resonates with their everyday experiences and challenges. By understanding the power of relatability, law firms can forge deeper connections with their audience, humanising their brand and fostering trust and loyalty.
Whether you’re a solo practitioner or part of a large firm, mastering the art of creating relatable legal content for social media is essential for staying relevant and competitive in today’s digital landscape. By embracing this approach, you can not only enhance your firm’s online presence but also establish yourself as a trusted resource and thought leader in your field.
Here are 5 Tips to creating relatable legal content for social media.
1. Establish marketing goals for yourself or your law firm:
Establishing marketing goals for yourself or your law firm requires a strategic approach that aligns with the firm’s overall objectives and values.
It begins with understanding the firm’s broader goals, whether it’s expanding into new practice areas, increasing revenue, or enhancing thought leadership. By clarifying these objectives, the firm can effectively tailor its marketing efforts to support its overarching business strategy. A crucial aspect of determining marketing goals is identifying the firm’s target audience. Law firms serve diverse clients with varying needs, from individuals seeking legal advice to corporations requiring specialized legal services. Conducting thorough market research helps the firm understand its competitors, industry trends, and potential opportunities. This insight informs the development of targeted marketing strategies that resonate with the intended audience.
Once the target audience is defined, the firm can establish specific, measurable goals that align with its values and expertise. These goals should be SMART—specific, measurable, achievable, relevant, and time-bound. For example, rather than aiming to “increase brand awareness,” the firm might set a goal to “increase website traffic by 20% within six months through content marketing efforts.” Measuring the effectiveness of marketing strategies is crucial for evaluating their impact and making informed decisions. Tracking metrics such as website traffic, leads generated, conversion rates, client feedback, and ROI provides valuable insights into the success of marketing efforts. Regular analysis allows the firm to refine its strategies and allocate resources effectively.
Simultaneously it is essential to plan the use of diverse marketing channels to reach a broader audience and maximise exposure. Law firms should explore a mix of online and offline channels, including website optimisation, social media platforms like LinkedIn, legal directories, email marketing, seminars, and networking events. By staying agile, receptive to feedback, and open to experimentation, law firms can refine their marketing strategies to stay competitive and achieve sustainable growth in the dynamic legal landscape.
2. Post the type of content that can boost your brand’s authority:
With the advent of social media platforms like LinkedIn, law firms have a unique opportunity to showcase their expertise and build credibility through long-form content. Law firms can leverage various content formats on LinkedIn to enhance their authority in the industry.
Document Posts: Law firms can utilise document posts to highlight key legal concepts, case studies, or procedural guides. For instance, a document post could outline the steps involved in estate planning or provide an overview of recent changes in intellectual property laws. By presenting complex legal information in a digestible format, firms can position themselves as go-to resources for industry insights.
Articles: Publishing articles directly on LinkedIn and the firm’s website allows law firms to share thought leadership content with a wide audience. These articles can explore emerging legal trends, analyse landmark court decisions, or offer strategic advice for businesses.
Newsletters: Newsletters offer law firms an opportunity to engage with their audience on a regular basis. Firms can curate content from various sources, including articles, podcasts, and live events, to provide subscribers with valuable insights and updates on legal developments in their niche area.
Video Content: Video has emerged as a powerful tool for engaging audiences on LinkedIn. Law firms can leverage video content to provide quick tips, explain complex legal concepts, or showcase firm culture. Whether through pre-recorded videos or LinkedIn Live sessions, firms can humanise their brand and foster meaningful connections with viewers.
Creatives: Visual content such as infographics can further enhance a law firm’s presence on LinkedIn. Infographics can simplify complex legal concepts, making them easier for audiences to understand and share.
3. Find the right topics for content marketing
Crafting topics for content marketing for law firms demands a multifaceted approach that harnesses the distinctive characteristics of your practice area, the queries of prospective clients, and the dynamics of online search behaviour. Firstly, delve deeply into your firm’s speciality to pinpoint the core issues, procedures, and concerns that define your practice. For instance, a criminal defence firm might focus on topics such as comprehending legal rights during police encounters or navigating the trial process. By intimately grasping your practice area, you can tailor your content to address the specific needs and concerns of potential clients, positioning your firm as a trusted authority in the field.
Secondly, analyse the enquiries and questions you receive from prospective clients to uncover recurring themes and concerns. These enquiries serve as valuable insights into the informational needs of your target audience. For example, a bankruptcy law firm might notice frequent queries about debt relief options or the consequences of filing for bankruptcy. By addressing these common questions in your content, you not only provide valuable guidance to potential clients but also demonstrate your expertise and understanding of their challenges, fostering trust and credibility.
4. Ensure authenticity in your content
Law firms ought to establish a robust research framework. This entails identifying reliable sources of information such as legal databases, authoritative publications, and official government websites. By utilising these resources, law firms can access accurate and up-to-date legal information essential for crafting well-informed content regularly.
In addition to sourcing information, it’s imperative for law firms to validate the accuracy of facts and figures before incorporating them into content. This involves cross-referencing multiple sources to ensure consistency and mitigate the risk of misinformation. By double-checking facts from a broader point of view, based on the research topic, law firms can demonstrate their commitment to precision and build trust with their audience.
5. Understand why an audience visits your site or social media platform
Understanding why an audience visits a law firm’s website or social media platform is paramount for effective communication and engagement. It goes beyond just acknowledging their interest in legal matters; it requires a nuanced comprehension of their specific needs and intentions. While some visitors might be seeking detailed insights into complex legal issues, many are simply looking for concise, persuasive information that nudges them towards seeking professional legal assistance.
To cater to these diverse needs, law firms can employ a strategy of “drip-feeding” content, offering bite-sized pieces of information that resonate with different segments of their audience. This approach recognises that not all visitors are at the same stage of their legal journey or possess the same level of legal literacy. By providing easily digestible content that addresses common concerns or questions, firms can capture the attention of a wider audience and guide them towards taking the desired action, whether it’s scheduling a consultation or exploring specific legal services.
Moreover, promising further clarification or personalised advice during consultation incentivises visitors to take the next step in their legal pursuit. This strategy acknowledges the limitations of generic online content in fully addressing individual circumstances and emphasises the value of one-on-one interaction with a legal expert. For example, a personal injury law firm might offer introductory articles on common types of accidents or injuries, accompanied by a call-to-action encouraging readers to schedule a consultation for a thorough evaluation of the content that is posted.
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