Too often, when we think of social media, we still think of teens taking selfies or posting funny pet videos. But that isn’t the case at all. Building a robust and informative online presence can absolutely elevate your brand in your market. However, having a large social media following isn’t enough – you also need an engaged community. What does that mean? It means that your audience is reacting to your posts by liking, commenting, or sharing those posts. They’re thinking about you, they’re learning about you, and most importantly… they’re talking about you. Your online content and actions are laying a foundation of trust; an investment in your firm that can’t be matched by any amount of money.

Professionals in the legal industry need to be in the loop of the latest legal marketing trends to optimize their advertising efforts and gain new clients. In a survey by HubSpot – which reached out to 1,283 social media marketers from around the globe – 90% of respondents say building an active online community is critical to success in 2023.

For example: Nine out of ten consumers read ratings, comments, and reviews (also called engagements) before deciding to contact and do business with a company. What’s being said about you and your firm online is enlightening on two fronts. Not only do these talking points teach your audience something about your firm (Does this law firm really care about me? Do they win? Do they have a good reputation? Do people recommend them?), but they can also teach your firm about your audience (Are there areas we can improve? Are there problems we aren’t aware of? How’s our reputation? Are people recommending us?).

Bloomberg Law recently spearheaded a study which shows that hosting events and community involvement are still an effective way to create new business.

Community engagement can maximize your efforts in getting your community to know you, trust you and like you. As part of your efforts to keep your law firm relevant, make sure that your marketing strategy includes in-person events. Find authentic ways to engage in what really matters to your community, such as sponsoring and supporting charity events and organizations, or perhaps start holding your own local events such as bike helmet giveaways or school supply drives. But be real about it. By investing in a variety of marketing strategies, including social media & outreach, your audience will be watching you. Let them know who you are and what your firm stands for, so that someday, when they DO need a lawyer, they already feel like they know and trust you. Remember… Communication = Community, and your community is your future.