A picture is worth a thousand words, but will they get you results when it comes to social media marketing for lawyers? That’s the key. While there’s no one-size-ﬁts-all approach to creating a photo content strategy for your law firm, there’s a few keys to incorporate:
1. Commission high-quality photographs of your attorneys. Before executing your law firm social media marketing campaign, commission professional; photo of you and your colleagues in various settings, such as headshots, at your desk, reviewing documents and speaking with other colleagues. These photographs can be used in a variety of ways on social media to highlight you, your achievements, or as a video asset to accompany a blog or article.
2. Match your law firm’s branding and style. Photography should be commissioned in the same style of your ﬁrm’s branding, personality and marketing initiatives so that your social media content is consistent with your website and existing brand. To the extent possible, photographs should be captured from at your networking events, community initiatives, and interesting personal activities so that they can be featured as part of your law firm marketing social media campaign. When it comes to photography, the rule is the more creative, the better so that your law ﬁrm can stand out from the crowd on social media.
3. Capture new photos every quarter. The same photos get stale fast, so it is essential to have a large number of photographs that you can pull for the creation of social media content and Facebook ads. You should commission new photos every quarter to always have fresh content to access. Otherwise, your content will receive less engagement because your followers will see the same photos over and over again. Commissioning more photography will always produce excellent returns.
4. Avoid stock photography. People simply aren’t interested in stock photos of people in suits who are not members of your ﬁrm. And for goodness sake, please don’t post generic photos of ofﬁces buildings, city skylines, and someone in a suit holding a briefcase walking up the courtroom steps – we all know that you practice law in a building within a city and you know where the courthouse is located.
To keep your law firm social media marketing content organized, create a destination on your computer or law ﬁrm’s server where all of your professional photos will be located. Create sub-folders for each attorney, event or category so that you can easily access photos when it’s time to create social media content and execute your online marketing campaign.
For example, I create folders for individual attorneys where I place their headshots and “action” shots where they are featured. I’ll create separate folders for small group shots so that when two attorneys co-author a blog or achieve a positive client result, I can easily pull a photo of them for use on social media. By creating this infrastructure now, save precious time later.
Do you need a social media content strategy that is tailored to your law firm? Contact me today and I’ll point you in the right direction.