With over 800 million users, Instagram is the second-most engaged social network. This is a great opportunity for every business to grow their social presence on the platform.
However, this remains an untapped channel for lawyers and law firms. It may seem unlikely for legal firms to use Instagram to boost their online presence.
Nonetheless, 16% of AmLaw 100 firms are utilizing the platform. And you would be surprised to know that the majority of law firms use Instagram as a recruitment vehicle.
Using some business tools, you can better manage and grow your Instagram page.
but, how can you develop a strategy and leverage Instagram for your law firm? Keep on reading to know:
Tips to Market your Law Firm on Instagram
Create Your Marketing Strategy
Although it may appear unlikely for a law firm to be on Instagram, that does not mean that you should not be on the platform. However, just in any marketing platform and social network, this means that you need to create an IG marketing strategy.
To do that, you need to ask yourself the following:
- Which target audience demographic can I find on this platform?
- What would be the purpose of our Instagram page?
- What am I hoping to accomplish on Instagram?
- What brand image do I want my law firm to project?
- Who in the firm can help manage our Instagram page?
If you are thinking of outsourcing your Instagram growth to a reliable company, make sure to test the VIP Managed Service offered by AiGrow. They have a team of Instagram experts who will help you come up with a good strategy and grow quickly and organically. The service comes with a free week trial, so you can test it form free from here.
Also, you can seek the help of Instagram advertising agencies when creating and implementing your marketing strategy for your law firm. Nonetheless, answering the questions above can be a good start.
Use Your Account Bio
Once you have your Instagram marketing strategy all laid out, make sure that you sign up for a business account. And then fill out your law firm’s account bio.
First off, use your law firm’s logo as your profile photo.
Next, make sure to add a link to your website on your bio. That’s because 75% of Instagram users take action after seeing an IG ad. This includes visiting a website.
Keep in mind that Instagram allows to add only one clickable link in your bio, but using a free tool like AiGrow, you can manage and add multiple links in your Instagram bio.
Third, write a brief bio about your law firm. It can be a short description of what your firm does, such as “Personal injury lawyers based in NYC.” You can also use this section to add a tagline or hashtags that are relevant to your law firm.
Lastly, make it easy for your Instagram followers to contact you by adding a call button or email button. Doing so will make it easy for them to decide whether to contact you for consultation or not.
Develop Your Brand Image
When it comes to marketing, whether it is online or offline, keep in mind that the first impression lasts. Thus, it is important that your law firm has a cohesive branding strategy.
Meaning, your website, Instagram page, and other social media channels must have a consistent look, tone, and voice. That way, it will be easier for an IG follower to associate your content with your law firm.
When developing your law firm’s brand image for Instagram, keep the following objectives in mind:
- To create a captivating creative direction
- To help you stand out from the rest of the competition
- To enhance your follower’s content consumption experience
- To clarify and reiterate the value that you can provide to your followers
Post Engaging Content
As mentioned earlier, Instagram has 1 billion monthly active users. This means that your content can either be seen by millions of people or be lost in the chaos.
That said, it is important that you create and share content that is engaging, relevant, and compelling. Here are some tips:
- Join Engagement PODs: engagement PODs are groups of Instagram users who help each other grow engagement on Instagram. AiGrow has some engagement PODs with over 3K users in each. This means thousands of likes and comments each time you post on Instagram. Growing your engagement rate, you may get the chance to appear on the explore page, and that’s where the traffic will flow to your page.
- Give what your followers are searching for. For instance, you are a personal injury lawyer and your followers DM you for advice. What you can do is create an IG TV series that regularly publishes content that answers these frequently asked questions. That way, you do not just get to advise one person but a lot of them.
- Make them feel closer to you. Instagram is not just about showcasing your expertise. You can also utilize it to show your law firm’s company culture. Take global law firm DLA Piper for example. The majority of their IG posts are employee-centric and show employee events like pasta making sessions or winning the local Battle of the Bands.
- Connect with current events. Is there a local event happening in your area? Can you make it relevant to your law firm? If yes, consider posting something that connects your law firm to that event in the most genuine way possible. For example, your law firm can commemorate Women’s International Month by making a day-in-the-life post of your female lawyers.
A good example of this in action would be Shaked Law on Instagram. They focus on engaging with their audience, commending their employees for great work, bringing attention to positive testimonials, and increasing their brand exposure.
Use Instagram Schedulers
to be able to keep consistent with your posting and post at the best time, you may need an Instagram scheduler to schedule your posts and stories days, weeks or even months ahead of time and never worry about missing a day. if you hope to give them a try, click here to sign-up a free account on the best scheduler tool available.
Use Relevant Hashtags
Another way to make your IG posts easy to discover is by utilizing hashtags. Think of it as the platform’s way of sorting content from billions of users. That way it will be easy for them to find which content appeals to them.
So, if you are a law firm that specializes in personal injury, you can use #PersonalInjury, #Lawyers, and #LawFirm.
You can even combine these with trending or popular hashtags like #PhotoOfTheDay or #OOTD to increase visibility. Just remember to keep it natural.
After all, you are one of the #LawyersOfInstagram.
Read our comprehensive guide on ‘13 Ways to Win with Instagram Hashtags in 2019’
Work with Instagram Advertising Agencies
Here’s the thing: It takes a while before your law firm can build a solid following on Instagram. Hence, you can opt to run a targeted advertising campaign on the platform to attract your audience.
It can be as simple as choosing your most engaging organic posts and then promoting it based on the demographics of your target audience. Another thing that you need to ensure is where you will bring the people who would click on your ads.
A more cost-effective way to grow your followers’ base is a VIP service offered by AiGrow. Hire an Instagram manager at a fraction of the cost. (create a free account from here)
Depending on your goal, it can be your Instagram business account or your law firm’s website. Regardless, running targeted ad campaigns on Instagram allows you to introduce your legal services to people who you may not have otherwise been introduced to.
Best Law Firm Instagram Accounts
The May Firm is a personal injury law firm that tends to motivational posts that shows their understanding and empathy.
This firm is one of the largest law firms. So it must not surprise you that DLA Piper has the greatest number of followers on Instagram.
Each post gets 80 likes on average, which is an excellent level of engagement as a law firm’s Instagram account.
3.Norton Rose FULBRIGHT
View this post on Instagram
Inside Law I / A special feature today showcasing our new office space in Toronto. Bright. Transformative. Dynamic. Our Toronto office has new headquarters designed for collaboration. #insidelaw #lawaroundtheworld #nortonrosefulbright #canada #toronto #instagood #architecture #design #officedesign #collaboration #bright #officespace
Norton Rose Fulbright’s account uses the hashtag #lawaroundtheworld perfectly to prompt this law firm.
Another key factor that can not be undermined is incredible photography. We can claim that Instagram is conceivably the most visual social media and Norton Rose Fulbright’s account represents this.
4.Greenberg Trauring (gt_law)
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GT’s Mexico City office received the Pro Bono Program of the Year Award at the Chambers Diversity & Inclusion Awards: Latin America 2019, held Dec. 5 in Buenos Aires, Argentina. The award celebrates the firm’s dedication to offering legal assistance to the local or global community. Congratulations! #ProBono #MexicoCity #ChambersDIAwards2019 #legalawards . . . . . Pictured here is Marc M. Rossell, co-chair of the firm’s Latin America Practice, Associate Elba B. Gutiérrez, Chambers Latin America Editor Rhodri Holtham, Chambers Head of Diversity & Inclusion Dee Sekar, and other attorneys recognized at the event.
Greenberg Traurig’s Instagram is a law firm that focuses on their lawyers and summer partners.
Divorced One Differently
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Married this man quite a few years ago now. Despite life getting in the way and him forgetting our wedding anniversary this morning (and mumbling a few expletives when he realised he forgot), he has held me together when it all seemed to be falling apart, our 3 girls simply adore him and he has a truly good soul. Happy wedding anniversary Charlie ?. #divorcedonedifferently #weddinganniversary #family #life #mylove
This law firm’s Instagram account has a supportive approach to the content of divorce. This sympathetic approach makes your audience not to feel that bad after divorce.
Instagram Post Ideas for Law Firms
Lawyers might have difficulty filling their Instagram accounts with proper content relating to the law. This article will give you some ideas. Mix them with yours and keep your profile interesting.
Your content does not about to sell something necessarily, but it makes your Instagram account looks dynamic. It causes that they’ll be reminded of you when they need law services.
Advice & Tips:
You grab the opportunity to give followers advice. As a lawyer, you are more familiar with the potential problems that clients may face. Safety advise for instance, which brings followers back to your Instagram account.
If your firm cooperates with a charity, it is okay to publish it on your Instagram accounts. People tend to trust those who do charity works and trust of clients is what your firm needs.
News about the Law:
View this post on Instagram
#ICYMI @dailyjournalparkhills covered all the Marler Law Partner news from last week. You can read all about Scott Schrum’s swearing in and to our firm rebrand. Link in bio. . . . #localnews #pressrelease #dailyjournalonline #farmingtonmo #firmrebrand #monews #missouri #lawfirmnews #lawyersofinstagram
Since the law is dynamic and it might change with time, depending upon the law you practice at your sector, you may keep your audience updated with the newest changes.
Brag about awards you have been granted as a lawyer. It is good for the reputation of both you and the firm you are working in.
What services your firm has to offer? Let the potential clients-who are Instagram followers at the moment-know.
Law-Related Meetings with Your Team:
Do you attend a meeting regarding the law with your crew? Take a photo and share it on Instagram.
Don’t forget that consistency matters. Try to post once a week at the very least. We understand that as an attorney, time matters a lot to you. This is why you need an Instagram Scheduler.
Instagram Story Ideas for Law Firms
Story feature has opened endless possibilities for Instagram users. We gathered some ideas for those who try to sell their law services on Instagram:
Use Question Feature Regarding Law on Instagram
You can ask law relevant questions to understand the awareness level of your followers. In this way, you can give a bit of indirect advice to your followers too.
Ask Me a Question
This story feature is a very powerful tool to convert your followers into your client if you just know how to respond.
Followers are curious to know what is going on behind the scene. This is a glimpse of what your firm does and it helps followers get to know you on another level. At the end of the day, we tend to refer to those who we know, right?
Instagram Bio Ideas for Law Firms
The first impression is everything. Your bio must be so professional especially when it comes to law firms. Because it is a matter of trust and those who refer to you to receive law services need to make sure that your firm gets their jobs done. You can use a tool like AiGrow to design a customized and eye-catching Instagram bio and add multiple URLs in one link.
By looking at already existing law firms’ Instagram accounts, we came up with a pattern which you are about to face. Have a look and get inspired.
- Upload a professional photo. It’d better be the logo of the firm.
- Short yet interesting biography. It ought to be sympathetic. Don’t forget to include appropriate hashtags.
- Website of your firm. This one matters a lot. If you don’t have any, make one.
There has not been a better time for law firms to get active on Instagram. All the tools and facilities you need are ready. What about you?