While the legal industry is undergoing radical change, attorneys are facing many challenges nowadays as well. From technological innovations to global competition, this industrial transformation has narrowed the path of success for attorneys.
Consider that attorneys—particularly plaintiff’s lawyers, whose billboards you can see on every block in a large metropolitan area—are striving for ways to stand out from their competitors. If you’re one of them, you probably have come across the idea of leveraging new digital marketing strategies to strengthen your position in the marketplace. When it comes to online marketing, it’s no secret that social media is one of the biggest tools to promote your services in an effective manner.
Specifically talking about social media, the increasing competition has made it difficult for attorneys to boost organic reach on their social media profiles, such as Facebook, Twitter, and LinkedIn. Organic reach has declined over the past couple of years, and users are constantly looking for reasons and ways to overcome it.
To help you find out effective methods, we have researched the reasons and come across the below-mentioned techniques. They will not only help you optimize your social media profiles but could also help bring more traffic.
1. Focus on your efforts
If you are working as a plaintiff’s attorney in the present, you’re likely to assume that your presence should be strong on every social media platform, from Facebook and Twitter to LinkedIn and Pinterest. However, it shouldn’t be done that way; it’s not necessary that you have a presence on every social media platform.
Working on selected social media networks will make your work easier and save you plenty of time as well. For that, you first need to determine what social media platforms your audience is using. You can do that by conducting a survey or analyzing the number of shares using share buttons mentioned on your blog (if you have any).
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You can also analyze it by taking a look at your rivals; you should know which platforms they are using.
2. Understand the Algorithm
One of the most surefire strategies to overcome the decline and increase your organic reach is to know the algorithms of each online network that you’ve profiles on. To help you understand better, remember that algorithms are always based on three principles—recency, relevancy, and engagement:
- By “recency,” we mean how long ago you published your content;
- Relevancy means how relevant your posts are to your target clients;
- By engagement, we mean the reaction and feedback of your audience on your published posts.
So, the next time you post content on any social media platform, keep these principles in mind. Also, don’t forget that each platform has its own nuances. Make sure to share content accordingly.
3. Optimize your Profiles
In addition to the principles of algorithms, you will need to optimize your social media profiles using methods similar to SEO tactics. Every social media profile you have can be leveraged for increased traffic and better visibility.
Make sure to keep your username simple so that viewers can easily remember it. Brands and companies are now heading to social media to decide their business name, so their social profiles match the brand name.
Try adding your own logo or any other image that particularly represents your brand or services. Incorporate keyword-rich descriptions, and don’t forget to add a trackable link of your social media profiles to your website or blog.
4. Create Unique Content
Often times, you may repost the same content on all your different profiles. But, each social media platform has its own nuances; you should create distinct content for each platform to get the best results.
In addition, your social media posts usually have a varied lifespan, you must always create engaging content. Along with focusing on the trends, make sure to add some ‘’evergreen” content, such as common and relevant issues your clients may face. For instance, you can add some basic regulations that your clients need to be aware of.
5. Be Sure to Work Smarter, Not Harder
Did you know that on average, around 150 million Facebook users view Facebook stories on a daily basis? However, you will be surprised to know that the Newsfeed only shows about 300 stories (the most relevant ones) to the user.
This clearly indicates that posting more won’t help you increase your organic reach; therefore, you need to focus on quality and relevance. In simple words, keep in mind that when it comes to social media posts, keep the quality above the quantity.
Posting less content with higher quality will surely boost your organic reach, instead of spamming your profile.
6. Use Targeting Techniques
While this strategy varies from platform to platform, targeting the specific members of your audience by tweaking the post settings will give you more organic reach. For instance, you can set your target audience while posting on Facebook based on demography and geography, including gender, age, location, language, and interests. For Twitter and Instagram, you can use hashtags to categorize the potential viewers of your posts.
7. Post your Content Tactically
While searching for techniques that help you leverage social media posts, you may have come across the idea that you must post your content when everyone is online. However, that’s not a smart way to go! By doing so, you will be publishing your content when there will be a bulk of content that people are already seeing. Wait for non-peak hours to post your content:
- Facebook- Thursdays and Fridays between 1 pm to 3 pm
- Twitter- All weekdays between 12 pm and 6 pm
- LinkedIn- Tuesday, Wednesday and Thursday between 7 am and 8 am or 5 pm and 6 pm
The Main Takeaway
To put it in a nutshell, it is all about user experience, high-quality content, and optimization.