A study by AttorneyatWork showed that 25 percent of attorneys use Instagram for routine marketing.
Hundreds of law firms and attorneys have active Instagram accounts with at least 1,000 followers and over half of the top 20 law firms in the U.S. use the platform. So, should you include Instagram in your marketing strategy?
Read on and decide for yourself.
Does Your Law Firm Need an Instagram Marketing Strategy?
There has been an uptick in law firm use of Instagram over the past several years.
There are several reasons you might want to consider it for yours:
- Easily communicate with your target audience. Twitter is good for adding newsy tidbits. LinkedIn is great for professional networking. Facebook is good at helping you build a brand story.
- Instagram really shines by allowing your firm to communicate with its target audience. You can share videos, information, or images that set you apart from your competition and keep your practice top of mind.
- Showcase your practice areas. Build your brand and remind past and present clients of your firm’s services.
- Build a social media presence. When your firm has a consistent social media presence, you increase the chances that any potential clients will find you. If your content is interesting enough, they are likely to visit your website for additional information.
How can my law firm get started with Instagram?
Like starting any other marketing strategy, getting started with Instagram will require a little bit of planning.
The first step is establishing an Instagram Business Account. This will allow you to gain insights about your followers. You will also be able to add your business address, phone number, hours, and more.
Now that you have an account, you will need to start posting content. You will also be able to follow other accounts and learn from their Instagram feed.
How can I make my Instagram posts most interesting?
Create Your Firm Profile – You will probably want your profile to be your logo. If you’re a solo practitioner, use a personal photo. Keep your name and branding consistent with your other social media profiles.
Instagram Photos – Most of your content will be photos with captions. Captions can be up to 2,200 characters and may include 30 hashtags.
Images to use may include action photos, staff photos, and industry-specific photos.
Instagram Videos – Videos help create brand awareness for your business, educate your audience, and highlight your practice areas.
You can create regular video posts up to one minute that will stay on your feed. Or you can post your video to Instagram Stories, where it will vanish after 24 hours.
Use Hashtags – Hashtags bring more internet users to your page, especially if they aren’t aware of your firm.
When a potential client searches for a lawyer, they don’t search for a specific firm name. Instead, they will search for things like “will,” “attorney,” or “estate planning attorney.” If your posts have similar hashtags, they are more likely to find you.
This is a basic guide to understanding how to market your Elder Law or Estate Planning law firm on Instagram.
Of course, there are more advanced tactics and engagement strategies you can use to grow your audience, but if you are just getting started, start with the basics. Begin with a vision and end with a coherent, consistent message you can integrate smoothly across all your social media channels.
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