Social Media Success for Legal Services
Let’s face it, at some point in everybody’s life they will require legal services. It’s not something you wake up and think “I need a will, I’m going to get in contact with company X”. The demand for legal services is very much a time of life requirement. Quite often once someone has selected a company they stay with that business to manage all of their legal affairs.
Traditionally, Companies offering legal services have relied upon traditional forms of marketing. The back of a bus, the local newspaper, and the local radio station spring to mind. All of these options are a scatter gun approach to marketing and provide no opportunity to target an individual by the time of life.
Legal companies who have turned their attention to social media marketing have been able to benefit from targeting people who are passing through big milestones. These range from new parents looking to set up wills, to people moving home for the 1st, 2nd, or 3rd time. Detailed information on people’s relationship statuses even allow for the targeting of content towards people who are potentially about to go through a divorce. Whilst not only benefiting from unparalleled brand awareness opportunities, social media allows legal service providers to target people specifically by service offering.
How to be Successful on Social
Your Demographic is Extremely Varied
People demand legal services at very different stages of their life. Analysing user demographics of onto our client’s websites shows that legal services consumption starts at 25 through to 65+. People need legal services at very different times in their life. Generally speaking, once they have selected a solicitor, for example, they tend to stay with that practise for all of the legal requirements. To have a successful social media strategy your content must reflect this demographic. You can’t have one size fits all. For example, someone needing a solicitor to assist in their first house acquisition will react very differently to content than someone who is going to be going through a divorce.
Source 1000’s of images from royalty-free libraries
Regularly publish simple advice content
Target content styles by age and gender demographics
Focus on creating brand awareness
Be clear and direct with your messaging
Paid for adverts utilising look-a-like audiences is essential
Remarket ads back to your engaged audience
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website.
What Does Success Look like?
For most legal service providers there marketing efforts are all about enquiries, growing market share, and increasing brand awareness. When you compare the marketing alternatives Social media offers the greatest bang for the buck, when it comes to marketing spend.
Gather Social work with a growing number of legal service providers. What we are most struck by is how few are actually doing any social media marketing. More importantly, just how few of their competitors are doing social media marketing. This provides our clients and you with a huge opportunity. The opportunity to move first with your marketing in a space unsaturated by your competition.
Below are our headline stats from one of our clients. These results were achieved by being consistent in our message. Focusing on creating content for use organically and via paid adverts which focused on the consumer demographic, with particular attention paid to age and gender. More importantly, these results weren’t achieved with a huge budget.