This is a guest post written by Kaley Hart, a San Diego based digital strategist who writes a Jumper Media Instagram Marketing column. Kaley loves working with small businesses, and telling their stories through social media. You can connect with her on Twitter @kaleyhearts
Instagram offers law firms an opportunity to get in touch with the industry’s leaders and influencers while also getting involved with prospects and clients. Law firms typically use LinkedIn, Facebook, and Twitter to expand their networks and enhance their lead generation attempts, but many overlook Instagram as an efficient tool to support their business goals. This is often the case because Instagram, along with other photo-based platforms, is usually seen as irrelevant or unimportant to the legal industry.
Many people believe such platforms are only popular among young people. However, this misconception may be causing law firms to miss out on useful opportunities for business development and growth.
Why Instagram?
Online users respond well to visual images, resulting in a higher click-through and conversion rate in comparison with text-only content. Instagram is a platform for image sharing that allows users to share their life experiences and connect with others with the help of direct messaging, hashtags, and other similar features. An increasing number of law firms realize the importance of utilizing this platform for marketing their services. With over 500 million active users, Instagram is a precious tool for firms interested in developing their brand and engaging with online users.
Instagram Lead Generation Tips For Law Firms
Advertisers use Instagram to reach out to engaged users who are highly responsive and brand-conscious. With the help of videos and images, you can get as creative as you like with your marketing messages. A lot of law firms use Instagram to make it easy for potential clients to reach out and connect with their attorneys. There are numerous ways to achieve this via Instagram, but you will have to keep the following tips in mind to achieve best results:
- Focus on Informing, Rather Than Promoting - When it comes to using Instagram for lead generation, you will need to create high-quality visual content. Go for content that informs your potential clients of ‘how’ you do what you do instead of just ‘what’ you do. You can show behind the scenes images of your firm in action, and thus enable your audience to get a better understanding of your workings.
- Post Regularly - Use Instagram regularly if you want potential onlookers to be thoroughly involved in your Instagram presence. Studies indicate that brand accounts with the most followers are the ones that post a minimum of 2 to 3 posts a day, on average. Being a law firm, you may not have an abundant amount of content to post more than once a day, so make sure you try to post at least seven times in a week. A good tip is to create calendar updates in your favorite app or Google to remind you to post content on a regular basis.
- Socialize through Your Posts - Like all social media sites, Instagram is also meant to be ‘social.' Just because you're a law firm doesn't mean you need to be reserved when it comes to engaging with your audience. If someone comments on your post, take time to comment back and start a conversation. If someone posts their concern or messages you with a question, make sure to reply them as soon as possible. Once you have established your Instagram presence, you should start looking around for your partners' referrers, potential alliances, and colleagues with the help of hashtags and start chatting with them. When commenting or answering questions, be certain you are complying with The Code of Professional Responsibility. Don't give legal advice. Don't hold yourself out as the attorney of someone who comments. Don't violate the attorney-client priviledge.
Uncover Optimal Hashtags
If you are going to use Instagram as a lead generation tool, you need to use optimal hashtags. Instagram allows a minimum of 30 hashtags per post, so make sure you get the most out of this ability. Uncovering the right hashtags to use for your post can be a little challenging, but not so much with the following tips:
- Search for hashtags on posts that are similar to yours by adding a few obvious and relevant hashtags, such as #law, #legalservices, #lawfirms, etc. Then click those hashtags and scroll through other hashtags that were added by different users. Now go back to your original Instagram post and edit it with all the additional relevant hashtags that you found from your search.
- Be Authentic. As a law firm, you especially don’t want to get in trouble for not being authentic as it can greatly impact the overall reputation of the services you provide. Avoid photoshopping images (except to add your branding), using controversial language in your captions and posting content that is similar to that of your competitors. Your Instagram account is a great opportunity to show off your personality and your firm's corporate culture, and that you can only do by staying original and genuine.
- Stay Local. Getting contacted by clients who live in different states may be disappointing especially if you cannot serve them. For that reason, it is best to state in your Instagram profile which state(s) or area(s) your company offers its services so only relevant clients contact you. Also, make sure to put the complete contact info in your Instagram bio so it is easier for people to reach you.
Use Instagram to promote your law firm. But do it in accordance with The Code of Professional Responsibility and you'll see revenues grow.
