How To Make It Rain: Social Media Marketing For Lawyers On Balance Search Consultants


Leverage social media

Gone are the days of attending endless events every week. Nothing beats and will ever replace face-to-face networking. Social media spreads your message to your main prospects, amplifies the areas of specialization of the company, making the business development process more effective and efficient.

“If you want to make it rain, the best way is to optimize your social networks and use them properly” – Shari Davidson, president of On Balance Search.

You may have heard that in order to be ahead of your competition you have to be able to embrace change. In order to remain competitive, your law firm must accept that the ways of doing business change. Accept the change. Or get left behind.

Social media marketing is a very effective and profitable way to help your business make it rain. The vast reach and engagement you can generate with a well-designed social media campaign puts your law firm in front of the right people.

Fortunately, it’s not too late to start networking on social media yet. While it is entirely possible, don’t expect immediate success from nurturing relationships online. Let’s get started.


Start a blog. Making it rain starts with creating quality content. Start with solid research to clearly identify your target market in order to develop a solid content marketing plan. A well-thought-out strategic plan will shape your content so that you attract the right readers. Here are some tips you should know when writing blog posts.

  1. Talk to one person, not all people
    When writing your blog, develop a more narrative style of writing, like talking directly to the one person. Don’t make the reader feel like they’re part of the crowd, but the only person you’re talking to.

    Make it personal. Make it easy to read. Keep them engaged and want more! Blogging is perhaps the best way to speak directly to your audience, build credibility, build trust, and establish your firm as an authority in the field of law.

    Don’t dwell on what to write, check out what other law blogs are writing. Analyze how often they write, what they write about, whether the articles are long or short. Take the best parts you like from each blog, then come up with your own ideas.

  2. Link reputable sources
    One of the main goals of content marketing is to make your business an influencer in your legal field.

    When you link to other reputable sources for your material, not only readers start to trust your choice of resources, but so do search engines. Google favors your posts when you link to reliable sources.

  3. Know your audience
    Knowing who you are talking to will make writing your articles much easier. If the majority of your followers are women, write a few articles on empowering women or highlight a gender equality case that you think might stand out.

    Analyze your site’s analytics, identify which content gets the most visits or which age group, education level or gender is visiting your website the most.

    Cross your website analytics with your social media channels to start building your brand personality. This will determine who you target your posts to, as well as the tone and content of your stories.

  4. Optimize your content
    Familiarize yourself with the basics of SEO, search engine optimization. Optimizing your content will help your audience find your content more easily and help establish your firm as a leader in your area of ​​law. Basic metadata goes a long way in ranking your posts high on search engines.

One of the best CMS, content management systems is WordPress. This is because WordPress blogs embed metadata in the articles which helps to rank well among the top search engines. Well-designed headings (60 characters or less) as well as meta descriptions (around 160 characters maximum) will help you rank your articles on the first page of research on the topics you write about.

Keywords are buzzwords that people use when searching for news, products, or services. Your headers and body content should include the main keywords relevant to your article.

For example, if your article contains advice on New York State tax laws, include the keywords and in your header and be sure to use these keywords in the body of your article. Your article will be found more easily by tactically placing keywords in the header and body.

After each blog post, you should share your content on social networks such as Twitter and LinkedIn. A great tactic to use when engaging on social media is the 4-1-1 rule: for every selfish social sharing, you need to like / retweet a relevant post and, most importantly, share four pieces of relevant content written by others. others.

Share your posts 3-4 times a week for a month at different times each week on social media. Stay consistent. Don’t forget to make your shares engaging, add a great photo, and add related hashtags to get more engagement.

When planning posts, it’s important to include a call to action (CTA). Develop a turnkey CTA that’s easy for your subscribers to click through to your website or webpages. Get them to contact you, whether it’s a free consultation or a discount.

Making it rain might seem intimidating, but it is definitely doable. You must constantly create and speak with one voice. Create and stay true to your core values.


USE hashtags.
Hashtags will categorize your tweet under a certain subject. Sometimes these topics can be trending and will spark a conversation between people following the hashtag feed.

Pay attention to the time of day.
Most hearings are open during the day and on weekends. Tweeting during the day will generate 30% more interactions due to higher traffic. People also tend to be more active on weekends, with 17% more engagement on weekends.

FOLLOW key influencers in your field.
Retweeting or liking content from influencers will make people feel like you understand what’s going on in your field. Build a relationship with your influencers and followers. If someone retweets or follows you, thank them for engaging with you and have a quick chat if appropriate.

learn what your competition is doing and stay ahead of the game.
Track your competition. Find out what industries they are interested in and look for ways to expand your practice or customer base.

MAKE your part more attractive.

Try adding a link or image to make your followers stop and take a closer look at your tweet. Make sure the image speaks to your audience.

DO NOT tweet about sex, politics, or religion.
Remember that whatever you say on the internet stays there forever. As a wise man once said, don’t post anything online that you wouldn’t want to make headlines the next day.

DO NOT over-share.
Posting too much can be boring and can drive people away. Don’t overdo it, or they might end up following you. Find that happy balance.

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