How To Succeed With Social Media Marketing
The age of social media is upon us. For small law or accounting firms, creating and growing your online presence can play an extremely important role in your firm’s future success.
Fortunately, it is not difficult to improve your social marketing, even if you are starting from scratch. It simply requires a little time and effort to create a basic social media strategy that will help elevate your practice as an authority in your industry while simultaneously increasing brand exposure to potential clients.
By simply creating accounts across multiple networks, posting on a regular basis, and sharing unique content, you are well on your way to becoming a social media pro.
However, there are certain things you should keep in mind as you delve into the world of social media marketing that will help you succeed.
Organic growth can be slow (but hang in there)
Creating a Facebook or Twitter account and seeing no fans / followers can be disheartening, and growth over the next several weeks and months is likely to feel painstakingly slow. However, there are steps you can take to speed up the process.
First, you should utilize your firm, family, and friends to build a base following. Most social networks allow you to invite contacts during the setup phase, and then also include an invite option via email or friends of your personal account later.
Encourage everyone to share your posts, and you should see an increase to your organic growth as you reach a much larger audience.
Another option is paid promotion of your account and your posts. You can narrow your targeting to specific parameters, including age, location, gender, marital status, and even interests to reach your intended demographic. While this option does cost money, boosting posts is an effective way to place your content in front of more people.
Facebook, in particular, has made changes to encourage spending money on promotions for business pages, so it is advantageous if you are able to allocate a small portion of your marketing budget to boost your best pieces of content.
Tailor content to your target demographic
While your natural reaction after creating social media accounts for your practice will likely be to start advertising your firm’s services and strengths, you need to resist that urge – the last thing that will attract followers is blatant advertising.
Instead, focus on posting unique and creative content that provides value to the demographic you are trying to reach.
If your accounting firm provides financial services for small businesses, then post simple tips that can help entrepreneurs save money. If you work for a law firm that specializes in family law, explain how property division works in your state.
While you can occasionally sprinkle in posts that explain how your firm can benefit clients, the idea is to primarily offer valuable information – particularly when you are trying to build your following.
Additionally, it cannot be stressed enough how important it is to post on a consistent basis. Followers can easily spot when the timestamp for your last post was three years ago, and that ends up doing you more harm than good.
You need to strike a balance where you are getting your firm’s name out there regularly, but also not coming across as spam.
A good rule of thumb to follow is one post per day on LinkedIn, twice per day on Facebook, and at least three times per day on Twitter.
Social media marketing can be an effective way to increase brand awareness and reach prospective clients. However, it takes dedication to maintain a regular posting schedule, creativity to produce interesting content, and resilience to avoid getting discouraged while you grow your following.
So long as you are ready to take improving your social media presence seriously, you can ensure it becomes an effective piece of your digital marketing strategy.