Instagram is one of the top social media platforms, with half a billion daily users. With so many people scrolling Instagram daily, it would be a major oversight for any law firm not to have a presence on the site. Merely having a presence isn’t enough, though – not when Instagram can do much more for your firm.
Instagram’s most effective legal marketing strategy that is informative, interactive, targeted, and relatable.
The law firms that understand this platform use it to draw in potential clients, present themselves as experts who can help those clients with their specific legal needs, and stay engaged with their community by posting high-quality content regularly.
A skilled social media marketing company can help you use Instagram to create compelling images, videos, and educational content and effectively market yourself using carefully chosen hashtags to help you reach the specific clients you are looking for. An effective Instagram marketing campaign is essential to your firm’s overall digital marketing strategy.
What Can Instagram Do for My Law Firm?
You can use Instagram to build a recognizable and relatable brand for your law firm, to interact with potential clients in your local area, and, most importantly, to find new clients. When a person with a legal problem finds your content on Instagram, they’re already asking themselves several important questions, such as:
- Can this law firm help me solve my problem?
- Can I trust them to do what they say they’ll do?
- Will they get back to me quickly when I have a question?
If your Instagram content displays your skill and understanding of the law, your clients will know you can help them with whatever problem they may have. If your content is fresh and updated regularly, your clients will believe they can trust you to keep your promises and promptly respond to their questions.
When potential clients assess which law firm to contact, they will base their decision on anything that has given them an impression. Instagram is a great way to send a clear and consistent message about your law firm, encouraging potential clients to take that final step and give you a call.
Marketing on Instagram
Why is it so important for your law firm to use Instagram for marketing? Here are a few facts you should consider:
- According to the University of Maine, Instagram is among the top five social media platforms.
- There are over 120 million Instagram users in the United States, according to the Jacobs School of Medicine and Biomedical Sciences.
- According to the Jacobs School, 37% of all U.S. adults use Instagram.
- Six out of every ten adults have an Instagram account.
If you’re trying to reach potential clients in your community, you cannot afford to ignore this platform. That’s especially true if you’re hoping to reach younger clients. 72% of all teens use Instagram, and 73% of U.S. teens say Instagram is the best way for a company to reach out to them.
When marketing on Instagram, one of the goals is to increase visitor interactions with your posts. Instagram’s post interaction rates are higher than other social media platforms, according to Marketingcharts.com. Instagram makes it easy for you to track the performance of every piece of content you create by using Instagram Insights.
Sharing Images on Instagram
A carefully chosen image can send the right message to a potential client. If your firm handles Criminal Defense, an image of a police officer pulling someone over for a field sobriety test can bring back the memories of that stressful experience and immediately drive home the urgency of seeking expert legal advice.
If your firm handles Estate Planning, an image of a loving older couple can remind a potential client of the importance of planning for the future and caring for loved ones. Whatever your practice areas are, you can let clients know what you can do for them by sharing the right images on Instagram.
Sharing Videos on Instagram
You can post several different types of videos on Instagram, each of which is ideal for different types of content:
- Instagram Reels are short, entertaining videos in the vertical format made popular on TikTok. They can be up to three minutes long, and you can add text, audio, and filters. They’re great for showcasing your firm’s brand and building a connection with your clients through behind-the-scenes content.
- Instagram Stories are 15-60 seconds long and disappear after 24 hours. This format is great for sharing brief videos that build engagement with potential clients through polls and other interactive content.
- Instagram Videos are longer clips that allow you to tell potential clients about a topic of interest. They are a great way to offer educational content and position your firm as an expert on the topic.
You can also post live videos and carousel videos, depending on your needs. Talk to your digital marketing provider about which types of Instagram videos would be most useful for your firm.
Educational Legal Content
Sharing educational legal content is a great way to present your law firm as the expert on whatever topic your potential customers are searching for information on. You can use Instagram to share:
- Blog posts on legal topics such as Personal Injury, Criminal Defense, Estate Planning, or whatever practice areas your law firm handles. You can post blogs on general topics and highly specific, niche topics visitors typically struggle to find information on.
- Case studies showing how you helped a client and what you were able to accomplish for them. For instance, a Personal Injury law firm could post a case study about a large settlement or jury award they were able to obtain for a client.
- Infographics that present clients with useful and interesting information while contributing to the potential client’s sense that you are the go-to source for the legal information they need.
Hashtags Are a Great Way to Find New Clients
When a potential client is looking for a Criminal Defense lawyer in New York or an Estate Planning lawyer in Idaho, they’ll enter those words as search terms when browsing Instagram. If you have tagged a post with a hashtag like #CriminalDefenseNewYork or #EstatePlanningIdaho, the hashtag will lead that potential client to your Instagram feed. Strategic and thoughtful hashtag marketing can be a highly effective tool for finding new clients.
Show Your Followers Who You Are
People are more inclined to do business with a firm when they feel like they know and like the people who work there. You can use Instagram to give potential clients a window into your workplace with short videos that show your staff working, laughing together, and being likable, approachable people.
Whatever message you want to send about your law firm, you can send that message with a well-crafted Instagram post or video.
Tips for Using Instagram Effectively
How can you use Instagram to its full potential? Here are a few tips on how you can make your Instagram marketing more effective:
- Concentrate on creating high-quality content that people will want to engage with.
- Produce content consistently. If you stop posting for a long time, people will start to wonder whether your law firm is still active at all.
- Build engagement with your community in every way you can. Discuss legal issues, participate in community events, and do everything you can to let your community know that you are active and engaged.
- Monitor the results of your marketing strategy by checking your metrics or Key Performance Indicators, including Reach, Impressions, Engagement Rate, and Followers.
- Use A/B testing to determine which marketing activities are the most effective, and use this information to improve your marketing campaigns continuously.
A skilled marketing company like the team at Above the Bar Marketing can help you with every aspect of running a successful Instagram marketing campaign. We have the skill and expertise to create high-quality content, post it consistently, help you stay engaged with your community, monitor your results, and engage in continuous improvement.
Contact Above the Bar Marketing
Above the Bar Marketing is a digital marketing firm that focuses on helping law firms all over the U.S. We help law firms that care about achieving their long-term goals through effective online marketing. Our digital marketing strategy will address every aspect of legal marketing online, including:
- Your brand
- Your reputation in the community
- The growth of your firm
- Your relationship with your clients and potential clients
Our team is made up of top professionals who understand online marketing and care about building our long-term success through your long-term success, from Founder and CEO Lindsay Marty to our Directors, Project Managers, SEO experts, and content writers.
We will begin by offering you a comprehensive consultation to identify gaps and opportunities in your current marketing strategy. We will create a customized proposal, including a timeline, project plan, and cost analysis. The solutions we create for you will be executed by industry-leading experts. Contact Above the Bar Marketing today to learn how we can help you with your Instagram marketing strategy.
