You should build a strong content plan that will have engaging material which will keep the audience interested. This content is not just about the product, but it should also be about how to deliver quality to the audience. It should be appropriate for the social media channels you are using. Also, you should plan to have a constant media presence. This means the availability of new content regularly.
Social Media Strategies
Many law firms today use social media strategies to sell their brand. Did you know that social media marketing has a 100% higher lead to close rate than outbound marketing? With more than half of the world’s population connected to the internet in one way or another, you can market your firm’s brand far and wide. No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and your wallet.
A social media strategy plan is a compilation of everything that you intend to do and achieve for your law firm using social media. These plans should cover where your law firm is currently both financially and physically, the future goals and how to achieve those goals. Social media is one of the most powerful tools that can be used to market any product. If used correctly, it can create a strong connection with potential clients. Unfortunately, most law firm marketers make the grave mistake of getting into social media without a clear plan. This leads to not only wasting time and resources, but it can lead to bad PR. To fully benefit from social media you need to build a strategy that clearly illustrates what you want to achieve, how you want to achieve it, who the target market is and also who the competitors are. The steps of building a working strategy are explained.
1. Understand your goals and objectives
The first step of any social media strategy is to establish the goals and objectives you are hoping to achieve. What is the purpose of your social media marketing efforts? Do you want to create or raise awareness of your brand? Are you looking to increase sales, or website traffic, or both? Is your goal to build client loyalty and increase retention? As you write your goals, keep your audience and clients in mind. For instance, keep in mind how every goal will help you reach the audience. As you set the goals, ensure that they are smart, measurable, relevant, attainable and time-bound (SMART). A good example of a well written goal might be like this, ‘”We will share 4 photos that communicate our company’s objective 3 times a week. The target for each photo is at least 20 likes and 10 comments.”
2. Conduct a social media audit
Different social media channels work differently. You need to assess your current social media and how it’s working before creating your social media marketing plan. This involves figuring out who you are currently connected. It’s also important to find out which social media sites your target market is using. For example, if your target market is law firm people, then Linked-In is the best site. Bloggers are also a good channel who you can use to reach the target market. Make sure you identify the right ones who are trusted by their readers to sell out your brand.
3. Client Characterization
Understanding the target market is also very important. This will help you to target the right people with the right information. Different age groups have different needs. So you need to ask questions such as, how old are they? Do they have children? What is their income? These specifics enable you to create an informed marketing plan.
4. Competition analysis
Competitors target the same clients you are trying to reach. Therefore by researching them, you can easily know what works and what does not work. It is good to engage them since you can learn from their successes and mistakes. To analyze them, you can start by picking two of the best. Find out the social media they are active in and how they market their products. How do they present their content? Where is their main focus? This will help you decide which strategies work and which do not.
5. Message
At this point, you have identified the potential clients and completion. You need to create your message. How your ideas will be portrayed to the audience. It shouldn’t be complicated; rather it should be the key messages that you believe will resonate with the clients. In addition to simplicity, ensure that the message is original. It should be unique and stand out and as creative as possible.
6. Strong content plan
In conclusion, you should build a strong content plan that will have engaging material which will keep the audience interested. This content is not just about the product, but it should also be about how to deliver quality to the audience. It should be appropriate for the social media channels you are using. Also, you should plan to have a constant media presence. This means the availability of new content regularly.
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