Why doesn’t your social media content generate clients?

May 21, 2018

Someone liked your post. Congratulations!!! Many lawyers believe that a large number of likes, comments, and shares on their content means they’ve executed a successful social media strategy. I’m sorry to burst your bubble, but that’s simply not the case.

While likes, comments, or shares on our posts are terrific, they aren’t necessarily accomplishing our social media marketing goals. What we really want people to do is perform some specific action in response to our content – such as visiting our website, opting into our email updates, or contacting us for a consultation. That’s how we develop new business. And that’s why developing a conversion strategy is so important.

 

How will You Convert Followers into Clients?

There are many lead generation strategies that can be executed on social media. The key is to identify which strategies are most useful to draw in your ideal clients. Once you’ve identified the right strategies, you’ll be in a better position to implement various tactics and execute your plans.

If your law firm is new to social media, or hasn’t been active in a while, you’ll want to first create awareness for your law firm so that prospective clients can learn about your firm and how you can help them. You can begin executing this strategy by demonstrating a steady stream of new content that is designed to engage your target audience and educate them on how your firm can solve problems they are facing. You can then execute a social media advertising campaign designed to get your content in front of your target clients so that they are more likely to interact and engage with your content. This will help create awareness for your firm and build trust with your target clients so that your law firm will be seen as an authority in your field.

Your next step is to engage your target audience with helpful information so that you can build a deeper relationship. You can execute this strategy by drafting a series of blog posts that resonates with your target audience and link them to your social media content so you can attract them back to your website. Once back on your website, you can present your prospective clients with an opt-in that invites them to download a helpful resource in exchange for providing their email address. Alternatively, you can run a lead generation campaign directly on social media where prospective clients can download your resource by supplying their email address. In this way, you can use social media as the magnet to attract new leads to your website or guide, and then engage with your leads directly through email marketing rather than competing for their attention on social media. By engaging your audience with helpful information and inviting them to subscribe to your email updates, you have turned your followers into leads that will be more likely to hire your law firm when the need arises.

Now that you’ve build trust with your target clients, your strategy should be to convert leads into clients.  You can execute this strategy by running a social media advertising campaign that invites your followers to contact you for a consultation. You can accomplish this through a lead generation ads that invite your followers to message you directly on social media or visit a specific landing page on your website where they can easily submit a contact form to request a consultation. For those people who are interested in your services but have not yet retained your firm, you can execute a re-targeting campaigns that invites anyone who has seen your content, engaged with your posts, or visited your website to contact you for a free consultation. Since these prospective clients are now aware of your firm and have engaged with your content, you’ve significantly improved your chances of converting them from a lead to a client.

A successful social media campaign likely includes a combination of these strategies. The key is to determine which strategies are best suited to your law firm and the types of clients you want to attract. In other words, you need to decide which strategies will turn those likes that you were so proud of into likely-clients.

 

Start Attracting New Clients for Your Law Firm

Over the years, I’ve helped thousands of lawyers grow their practice through social media and digital marketing. I wrote my latest book to provide you with the same techniques that I use to help my clients grow their firms. Click the book below to find out more:

 


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