You have selected the best social platforms for your brand (yes, your law firm is a brand), developed a plan and devoted time for client development, sharing your legal knowledge and building loyalty. How do you determine if your social media marketing plan is successfully working for your law firm?
In the early stages of establishing your brand online, the goal is to build connections and relationships. Of course, the leading social platforms (such as Facebook, Twitter, Linkedin, or Google+) all have their analytical tools to show that you are progressing on your social marketing plans. However, there are other benchmarks that indicate you are bearing the fruits of your online marketing efforts.
Aside from metrics, number of likes, followers and people in your circles, here’s some ways you can tell that your law firm’s social media marketing is on its way to success:
- You are gaining website traffic. If one of your main goals involves getting your followers to a separate website, your company’s site, or your blog then using social media effectively is a great tool to bring visitors to your other sites. Bait the interest by always making sure there are working links to get to the intended websites.
- Followers are interacting with you. A high count of followers or page likes doesn’t necessarily make it a success if no one acknowledges your posts. A more accurate sign that your chosen network is effective is
whether you gain responses or interactions. Even better is potential clients asking you questions. You’re headed towards a winning path if followers are engaged with you.
- You don’t need to advertise. Most social networks offer advertising options that can be helpful for companies especially the ones that are starting out. This can also be helpful for established businesses but if you’re accomplishing your social media goals, you don’t necessarily need additional advertising in the same channels.
- You create brand advocates. Law firms that successfully maintain relationships on social media, whether it’s a prospect or existing client, have most likely created some brand advocates. This is a target audience who continually shares your links and recommends your company to friends and their associated network. If you have noticed an increase in this activity, then you are closer towards social media success.
- You are accomplishing your goals. Because social media is not a one-way communication street, it is important that the plan you have set, whether it’s gaining website traffic, increasing brand awareness, or tapping into industry and customer insights, are realistic goals and you have the necessary resources in place to continue the engagement. Social media is an emotional relationship whereas your network or followers see you as a person not as a company.
Obviously there are many different levels of social media success but if you achieved at least some of the items listed above, you are on your way to a road map of wins.
For more information or guidance on how to create an ethical and effective legal marketing campaign for your law firm, contact the attorneys and digital media marketing experts at WebPresence, Esq. today.
