According to a study published in the Harvard Business Review, U.S. companies are expected to spend more than $37 billion on social media promotion annually each year by 2020, representing 24% of the economy’s total digital advertising spend.
Even more surprising, the vast majority of social media managers responsible for acquiring customers and promoting engagement “operate with little strategy beyond what we call ‘spray and pray,’ an approach that litters social media with firm generated content in the hopes that one or more of those posts draw in customers.”
The study showed that the sleep-wake cycle and working memory of a person influences when and what kind of social media content they engage with. So then, what is the best social media marketing schedule for elder law and estate planning firms?
1. Post engaging content in the morning
When waking up in the morning, a person is more likely to engage with content than later in the day.
It is because the working memory, that which seeks information to make decisions, is optimum in the morning.
Therefore, posts, videos, and articles where you want your potential client to interact are best published in the morning.
2. Click-through rates
The result of studying 5,706 posts confirmed what most social media managers suspected.
The click-through rate is the highest in the mornings.
Therefore, call to actions that motivate a lead, to subscribe to your newsletter or call for a consultation, will have a better response in the morning.
3. Fine tune the best time to post on social
The Facebook insights section reveals a lot of information about your clients and potential clients’ activities.
In addition to showing you what people like on your Facebook page and what posts they engage with, it also tells you when they are online.
Use this information to fine-tune the best time to reach your potential clients.
4. Consider the anger and worry reactions
The study also showed that the click-through rate for posts that anger people or have them worried are higher in the morning.
People who are searching for a lawyer are usually concerned about a situation or a loved one.
Consider publishing Facebook posts in the morning with a call to action that could alleviate their concern.
At Bambiz, we only work with elder law and estate planning firms and have extensive experience in developing social media marketing strategies unique to your firm, location, and potential client base.
To learn more about how we can help grow your business using online marketing, schedule a free 15-minute call with us.