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After the Bar

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How New Lawyers Can Build Their Brand on Social Media

Megan Hodgkiss

Summary

  • Your professional brand is an extension of your personality and value system.
  • In the legal industry, which relies heavily on credibility and thought leadership, content marketing can increase your visibility in a saturated market and build your reputation as the go-to attorney in your practice.
  • Social media is another easy and budget-friendly way to promote your brand—start with the accounts your ideal clients are already using and that are a good fit for your practice area.
How New Lawyers Can Build Their Brand on Social Media
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As a new attorney in the legal field, building your professional brand is essential to your success. A strong brand can differentiate you from your competitors and help tell potential employers and clients your story in an engaging and approachable manner. Here are some tips and best practices for developing your brand through content marketing and social media.

The Importance of a Professional Brand

Your professional brand is an extension of your personality and value system. It’s how you incorporate your purpose, philosophy, and goals into the operation of your business. As you consider what you want your professional brand to be, think about why you wanted to become a lawyer in the first place. What types of cases or matters did you want to work on? Who is your ideal client, and how do you want to interact with them? These answers will inform your professional brand.

Marketing Your Professional Brand

Once you decide on your professional brand, it’s time to get your name out there! Content marketing is one of the most effective ways to not only promote yourself and your firm, but also to establish a personal connection with your audience. Content marketing is the creation and publication of online materials such as social media posts, blog posts, or web items for a targeted audience. With content marketing, you are not directly pitching your legal services. Instead, you provide the recipient with knowledge and insight about you that can generate potential future leads and clients, making you more relatable and approachable.

In the legal industry, which relies heavily on credibility and thought leadership, content marketing can increase your visibility in a saturated market and build your reputation as the go-to attorney in your practice.

Developing a Social Media Presence

Social media is another easy and budget-friendly way to promote your brand. There are so many different social media platforms available right now but start with the accounts your ideal clients are already using and that are a good fit for your practice area. Facebook and Instagram are consistently popular among individual clients, while LinkedIn may be more popular with business or corporate clients.

With more than 200 million users in the United States alone, LinkedIn offers a unique opportunity to connect with potential clients and grow your professional network. LinkedIn’s publishing platform enables lawyers to share posts, articles, and legal updates that showcase their expertise and build credibility. LinkedIn also allows lawyers to build relationships with a vast network of legal professionals and potential referral sources.

Consider your ideal clients’ pain points and what solutions you can provide as you plan your content. Also, don’t forget about visuals! Posts with eye-catching and relevant visuals outperform text-heavy posts.

Creating a Content Calendar

Some lawyers believe that to be effective online, they must create daily posts with original content. But this is not accurate. It’s all about quality over quantity. Here are some tips for developing content and managing your professional social media accounts:

  • Don’t spread yourself too thin. Concentrate on two or three platforms only.\
  • Be consistent. Post at least one or two times a week.
  • Cross-posting between platforms is a good idea, but make sure the content is tailored to each platform.
  • Not sure when to post? Think about what time you’re most active on social media. Your potential clients are scrolling at that time, too.
  • Use the 80/20 rule when creating posts—80 percent should be valuable information to your clients, and 20 percent can be self-promotion.
  • Don’t forget to engage with your audience. If someone likes your post or leaves a comment, respond thoughtfully. Users are more likely to trust and hire a lawyer who takes the time to respond to them online.
  • Check your social media analytics. Do certain types of posts perform better than others? Is engagement higher at specific times of the day? Focus your time and energy on replicating what’s already doing well.
  • Quality interactions take time; be patient with your social media campaigns.

Telling Your Story in Your Own Voice

Some attorneys think marketing their brand is overwhelming and time-consuming, while others may be uncomfortable sharing their brand. But think about content marketing as telling your story or sharing your best advice in your own voice. By doing so, you can leverage your passions and philosophy to communicate legal information to those who need it. 

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