It’s no secret that social media is an important marketing tool, but you may be wondering if Instagram is the right platform for lawyers. In short, the answer is a resounding yes. An estimated 71% of U.S. businesses are on Instagram. While it may seem unlikely to use Instagram for law firms, it’s a great way to reach new clients and show them who you are, especially for lawyers in certain specialties.
Why should I be on Instagram?
Instagram is arguably one of the most influential social media platforms, especially for a brand or business. More than 200 million Instagram users visit a business profile at least once a day.
Consumers want to interact with you before calling on your services, hence the name, “social” media. They’re looking to put a face to your name and resume. They want to see what you’re really like, where you work, and what services you have to offer.
The time input for Instagram is limited, too. Post a few times a week to keep your profile current. Because many lawyers aren’t on Instagram, it’s easy to stand out in your area. And, with many people using hashtags, it’s easier for potential new clients to discover you.
Finally, if your clients tend to skew younger, it’s even more important to be on this social network as 71% of Instagram users are under the age of 35. At the end of the day, you want to be where your clients are, and they’re most likely on Instagram.
How to get started on Instagram
Interested in creating an account, but not sure where to start? Take these tips into consideration.
1. Stake your space
First impressions are everything. The look and feel of your Instagram page should immediately draw in your clients and followers.
You’ll need a professional profile photo, whether it’s your logo or a business headshot. Plus, you should complete every aspect of your profile. This includes a short, but interesting biography, as well as a link to your website.
Develop a cohesive brand strategy, especially if other people will be contributing content to your account. There should be a set of guidelines for all employees with access to the page. Be sure to develop a guide that outlines directions for stock photos, filters, and overall writing style.
2. Get on a schedule
As a lawyer, you’re probably strapped for time. That’s why scheduling Instagram posts can save you hours and boost productivity.
The easiest way to do this is by converting your Instagram profile to a business account. This will not only allow you to schedule posts, but you’ll also be able to view insights and important data to measure how your posts are performing.
If you prefer to simply use a regular Instagram account, platforms like Hootsuite and Later can help you schedule posts.
Lastly, consider building out an editorial calendar weeks or months in advance. Sit down and brainstorm ideas for evergreen posts, either alone or with your team. By creating a clear vision of what you want to share, you’ll save time and produce thoughtful content.
3. Scope out your content
The best content will be insightful and interesting, which is why it’s important to avoid consistent self-promotion. Articles and legislative news about topics relevant to your clients will keep them coming back to your page. You can also share community trends, safety advice for holidays, and more.
Likewise, don’t be afraid to brag once in awhile! Share awards or recognitions you’ve received, as well as information about the services you offer. If your team is involved in community service or charity work, share photos from these types of events.
4. Figure out hashtags
Learning how to use hashtags is essential because they enable you to be visible in relevant conversations.
Think of a hashtag as a keyword search. For instance, #DallasLawyer or #DivorceAttorney. While you don’t want to go overboard, a few hashtags at the end of each post can increase your chances of attracting new followers. People on Instagram use hashtags—moreso than on most other social media networks.
5. Embrace Instagram Live and Stories
Instagram is more than just a feed of photos. The introduction of Stories and Live video have opened up endless possibilities.
Use the question feature on your stories to do a Q&A for general legal advice. Answer the questions on video to demonstrate your knowledge and allow your followers to become more familiar with you.
You can also interact with people using live video. Give your followers a behind-the-scenes look at your office or introduce a new team member.
6. Check out 10 of the best law firm Instagram accounts
There are endless ways to use Instagram to your advantage. Get inspired by other attorneys before you launch your profile.
With an emphasis on uniformity, MCG Legal creates posts with visually appealing photos and graphics.
The May Firm is a personal injury law firm that leans towards inspirational posts that showcase their empathy and relatability.
This divorce mediator takes a supportive approach to content. This type of authenticity can help when dealing with sensitive legal topics like divorce.
DLA Piper is a global law firm operating through separate entities. With a heavy focus on introducing followers to their attorneys, it allows potential clients to get to know the team before they ever give them a call.
Kinny Legal is a boutique virtual law firm with a specific focus. The content provided on this account introduces followers to the work they do in the aged-care and retirement industry.
O’Melveny uses “spotlight” posts to feature associates and partners. They excel in making these feel personal and interesting.
This injury law firm in Florida posts client reviews in a way that feels authentic through short, but meaningful quotes.
Norton Rose Fulbright features beautiful photos taken by attorneys around the world. Using the hashtag #lawaroundtheworld, this emphasizes their global reach.
Greenberg Traurig has more than 2,000 lawyers in 39 cities. With that in mind, they use their Instagram page to showcase the many community events their attorneys are involved in.
As an author and divorce attorney, Juliet Laycoe provides bits of wisdom paired with the right hashtags to boost visibility.
For more help with Instagram marketing for your law firm, contact NIVAN Content. We can help you implement a plan that will be effective, yet manageable. Get in touch today!
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