In today’s digital age, social media is not only a powerful tool to connect with people but also a keystone for building trust for your firm. Nowadays, the average consumer checks reviews and likes on Linkedin, Facebook, Twitter, etc., before hiring a service or purchasing a product. So, you can be sure potential clients will be searching social media for lawyers before they decide to hire you or your firm.
Prospects want to know who will be representing them legally, and social media offers a unique opportunity to convince them that, as an attorney, you will provide quality service that meets their needs. So if you want to stay ahead of your competition, you need to understand how social media can effectively build trust and position yourself as a thought leader in your industry.
In this article, we are highlighting 14 ways lawyers can build client trust via social media:
1. Quality Content on Social Media Platforms
To ensure that clients see your profile and stay long enough to engage or connect with you, you’ll need engaging content on your social media pages. In order to do so, you’ll first have to:
- Identify your potential clients. Who are they? What do they want? Why do they want it? Try creating an ideal client profile with this easy guide.
- Identify your competitor law firms. Scrutinize their content and see what they are offering as well as where their services lack.
With this information, you can strategize and prepare quality content for your social media platforms. The content should cover the needs of your potential clients and fill the gaps in the services your competition is listing.
2. Know Where Your Prospective Clients Are
Even though LinkedIn is popular, your single LinkedIn profile is not enough to influence new clients. You have to understand the outreach potential of each social media platform to get to prospective clients. For example, if you are advertising for corporate law, LinkedIn is the best platform because of its authoritative and B2B nature. However, if you are advertising for family law, you should definitely have a presence on Facebook and Instagram, as they are consumer-focused platforms.
3. Write in the First Person or Second
Writing in the third person is great in professional contexts, but social media is the time to get personal. Write in the first person when referencing your own thoughts, and use “you’ or the second person if you’re trying to engage users to picture themselves in a scenario.
4. Establish Thought Leadership
As a lawyer, you can showcase your expertise to prospective clients through social media platforms. But to establish your brand as a thought leader, you must understand the subtle balance between giving information and selling your service. Simply follow the 80/20 rule. 80% of your content and responses to clients must be informative and resourceful to showcase your expertise, while 20% should promote your law firm’s brand and quality services.
5. Tell Your Brand Story
Your clients need to connect with your brand so that they can trust your services as a lawyer. Use social media to tell your brand story and ensure you humanize it. This facilitates an emotional connection with your potential clients, which ultimately helps win their trust and loyalty.
6. Monitor Conversations Around Your Firm
Lawyers should engage in brand listening with these social listening tools. Use branded keyword searches on social media, and know what everyone is saying about your firm. Tactful use of this tool can allow you to showcase your expertise and prepare your firm for controversies and negative PR.
7. Ask Your Clients to Review Your Firm
Reviews help in building trust. Clients read reviews on social media platforms to form an opinion about your law firm. So asking existing clients to review your firm’s services is an excellent way of leveraging social media for lawyers. For tips on securing reviews for your firm, check out our past blog: The Importance of Client Testimonials for Law Firms.
8. Create Informative Videos
Your clients may need help understanding many legal concepts and terminologies. Adding an informative video to your blog post or social media post is a great way to educate your audience on relevant topics or discuss current legal trends. Videos have a huge appeal and can attract new potential clients. Make sure the facts and content on the video are authentic as you showcase your expertise on social media.
9. Keep Sharing Regular Blog Posts and News Updates
Regular blogging with valuable information and sharing the latest legal updates can make you appear socially engaging and help you stand apart from your competitors. Nothing is worse than discovering a social account only to realize they rarely post. Try posting a few times every week at first, then move on to posting every day.
10. Use the ‘Skill and Endorsement’ Section of LinkedIn Wisely to Advocate for Your Firm
Don’t forget, your clients do check your LinkedIn profile. The ‘Skill and Endorsement’ section plays a vital role in establishing your firm’s brand image. So it is important to ensure that you are endorsed only for the skills you actually have. Anything untrue can be detrimental to you and your law firm’s image.
11. Continue the Conversation
Your social media posts should intrigue others. They should be structured in the same way one would if they were looking to start a conversation. Ask interesting questions or share interesting insights in your social media posts. But the most important part is what happens next. As others share your posts or comments, make sure to give them a like and respond promptly. This shows you care about actually having a conversation with your followers.
12. Host Live Q&A’s
Live sessions are an excellent opportunity to answer others’ questions in a personal way. Many social media platforms offer live video options, including LinkedIn, Instagram, and Facebook.
13. Fill Out Your Bio Fully
Your bio should be more than just contact info. Use your bio as an opportunity to tell your story, define your practice area, and showcase your personality. Include reasoning as to why you went into law, fun extracurriculars you do, and personal information.
14. Only Use Trustworthy Links
It’s great to share links to articles relevant to your audience but not your own. Doing so demonstrates that your focus is on education, not self-promotion. However, be wary of the links you share. If a site is untrustworthy or seems unprofessional, it can hurt your credibility and trustworthiness.
By now, you understand how vital social media is if you want to get more clients. It offers a huge opportunity to market your skills and build trust for yourself or your law firm. Make sure to be consistent in your blog posting, and it’s imperative to find a balance – don’t under or overdo it. You must understand the basics of social media and then present your ideology to your prospective clients.
Remember, social media is for building connections and networking. Engage with potential clients as much as possible and quickly respond to their queries or comments.