Do you have a social media strategy? Do you have a social media editorial calendar? Do you plan out your posts in advance?
Most importantly, do you know WHY you’re posting something to social media?
I feel like so many of us go through the motions of posting a piece of content to social media, setting up accounts on all of the channels we think we should be using, incorporating hashtags and images. Maybe some are sprinkling in some interactive content such as videos or podcasts. In some ways, it’s become formulaic and tactical. And if you’re not seeing your engagement levels rise or business leads come from your social media efforts, you might be in a social media marketing rut.
Before you share your next post, try answering a few questions first:
- Who – who specifically does it help?
- What – what problem does it solve?
- When – do you know the right time to post it on social for maximum reach?
- Where – are you posting it on the right channels where your clients, prospects and other key audiences are?
- Why – why should your audience care about it?
- How – how will it improve their life or business?
Then post it.
I promise that if you take these steps – even if you are pressed for time or you’re being pressured to post something to social, your posts will get more engagement, be more succinct and achieve your goals. Many people post content to social just for the sake of posting content and that’s never a good idea.
Make sure you are focusing on your firm’s practice and industry strengths in your posts, and most importantly the issues and topics your clients care about the most right now. Especially during COVID-19. What is tantamount in all of your content is to put your clients first. Yes you can sprinkle in victories about the firm and its lawyers, but the law firms that will truly succeed at social media will be the ones that take a client-centric first approach.
Also I can’t stress enough the importance of having a social media editorial calendar to map out your posts. I create these for my clients on an individual and firmwide basis. It helps track the mix of the posts and enables us to also reuse and repurpose content effectively.
Since you are selling knowledge and expertise, take the time to build compelling online content that provides valuable information on how to solve their most pressing problems possibly caused by the crisis, and then make that content available across online channels and throughout the digital ecosystem. This is your chance to build your brand, strengthen relationships, create trust and grow demand for your services.
Happy (strategic) posting. Reach out to me with any questions or thoughts!