By Kevin Vermeulen and Talia Schwartz, Good2bSocial
COVID-19 has significantly influenced media consumption habits. With nearly all public gatherings cancelled, online and social media usage has exploded. People are driven to outlets like LinkedIn and Facebook for entertainment, connection and education.
This is the perfect time for legal marketers to amplify their social media marketing to build relationships with new and existing clients. But that doesn’t mean anything goes. Law firms need to continue to approach their social media marketing efforts with planning and intention.
Whether your firm is new to social media or simply trying to navigate this new world, consider the following adjustments to your strategy to maximize success.
Experiment With New Publishing Times
A key consideration in social media marketing is determining the ideal time to post. To increase engagement with your firm’s content, knowing when your followers check in online will ensure your content reaches the broadest audience. Recent studies have shown that sheltering in place has changed people’s daily routines, causing a significant shift in ideal post times. Therefore, it’s important to start testing out new publishing times. According to Sprout Social, the best times to post on Facebook right now are Monday, Wednesday and Friday from 10–11 a.m.
Only Post With a Purpose
This is not the time to post frivolously, even if your posts were planned out months ago in your firm’s editorial calendar. Instead, review and pause scheduled posts that don’t inform, educate or benefit your audience. Leaders in the industry will keep their audience informed of adjustments, adaptations and government programs in response to COVID-19. Tweak your content strategy to provide the most helpful and informative content for your readers.
To stand out and connect with your audience, try infusing a more authentic and human-like tone into your posts. People care and trust other people more than they trust organizations or law firms. This was true before the pandemic, and it’s especially true now. This is an ideal time to share honest stories and information.
Change Your Bios
If your law firm’s operations have been impacted in a meaningful way, your social media bios should reflect that reality. For example, if your hours have shifted or you’re leveraging Zoom or other remote tools, set that expectation. Make it easy for people to know how and when they can reach you. Another place to keep firm updates front and center are pinned posts on Twitter and Facebook, and highlights on Instagram.
Repurpose Your Winners
With recent shifts in day-to-day activities and strategies, time is a valuable commodity for law firm marketers. Although you want to be consistently active on social media, you might find yourself strapped for time. In this case, repurpose some of last month’s winning social media content. Look for the pieces that garnered the most engagement and deconstruct, repackage and republish them. However, only republish content if it remains relevant and valid.
Join and Participate in LinkedIn Groups
During this time of heightened social media usage and engagement, LinkedIn Groups can add even more value to your social strategy. A simple way to engage your law firm’s target audience and build relationships is to participate in industry-related LinkedIn Groups. Consistently comment on content, add to discussions, ask questions and connect with other people in the group. You could also create a group and facilitate relevant discussions. This is a great way to build credibility and establish useful industry relationships.
The Bottom Line
COVID-19 requires legal marketers to pivot in their marketing and social engagement efforts if they want their firm’s audience to stay engaged and their marketing efforts to remain relevant. Use these tips to make your firm’s pivot easier.
Kevin Vermeulen is Partner and Chief Operating Officer for Good2bSocial. He has over 30 years of marketing and advertising experience, including 22 years working in various senior management roles including Chief Revenue Officer and Chief Marketing Officer for ALM Media. During Kevin’s tenure at ALM, he worked with professional services companies in the financial, digital, real estate and legal industries.
Over the course of his career, Kevin has played a key role in the design and development of hundreds of websites, digital revenue streams, publishing products, events and conferences as well as strategic partnerships both in the U.S. and globally. Kevin is generally recognized as an expert and thought leader in marketing strategy and implementation in the legal industry and was honored by B2B Media Business as “Innovator Of The Year.”
Talia Schwartz is the Director of Marketing at Good2bSocial. She provides strategic vision and direction for the company's digital marketing campaigns. Talia also leads the company's social media efforts and develops brand content that is conversational, engaging and adds value to the firm’s audience and its clients.