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Social Media Marketing for Attorneys: 10 Tips for Writing Engaging Social Media to Promote Your Content

[author: Noreen Fishman]

Social media is geared toward people who scroll. How can you turn scrollers into readers? It’s important to ensure your social media content previews entice users to view the full-length content. Your goal is to provide enough information to make readers want to learn more by clicking on your content. Creating strong social media content can foster a sense of community and encourage more people to engage with your content. Here are ten tips to help with social media marketing for attorneys. 

1. Take Advantage of Content’s Popularity

People want social proof that others found your content interesting. If you have some pieces that tend to be more successful, it’s okay to promote them using that fact. Mention specific achievements, such as the number of shares, likes, or downloads it received. Things like “Our top post from last year” or “the most downloaded white paper” can pique the interest of readers. Celebrate content milestones, such as reaching a certain number of views or downloads. For example, you can say, “Our recent blog post reached 10,000 views in just one week!” However, it’s important to be honest – don’t claim content has been popular if it hasn’t. Exaggerating or making false claims about your content’s success can damage your credibility and reputation. Stick to verifiable facts and data.

2. Mention a Bonus Within the Content

Help people see the added value in your content right away. If you have things like free templates, checklists, or other educational elements included with downloadable content, mention that. In your social media post or content promotion, provide a brief teaser about the bonus. Share a bit about the piece, and end the post with something like “The best part? We’ll give you a checklist  to make the process even easier.” Encourage readers to take action by clearly stating how they can access the bonus. Use a compelling call to action (CTA) like “Download now,” “Get your free checklist,” or “Claim your template.”

3. Add a Humorous (but relevant) Image

If possible, find or create legal-themed humor that relates to the content you’re promoting. Appealing to people’s humor can help them to pay more attention to otherwise complex information. Complement your content with attractive visuals, and don’t be afraid to have fun. If there’s not a good way to incorporate humor, use an alternative image that is equally as attention-getting. Try a bright illustration that will stand out in users’ feeds, or consider using a brightly dressed model to spruce up images related to content. While humor is important, it’s crucial that the image remains relevant to the topic at hand. Ensure that the humor doesn’t distract from the main message of your content. Remember that humor is subjective, and what one person finds funny, another may not. It’s important to know your audience and use humor judiciously. When done right, adding humor and eye-catching visuals can make your legal content more memorable and shareable.

4. Preview the Table of Contents

One effective method of social media marketing for attorneys is to write a short description of the article, and then share the table of contents. Begin your post with an attention-grabbing hook or question related to your legal content. This can pique the curiosity of your audience and make them more likely to continue reading. After the description, present a bulleted list that outlines the main sections or topics covered in your content. Format your table of contents in a way that’s easy to read. Use clear headings, concise descriptions, and a clean layout. Consider using bold text or numbering to make each section stand out. This lets users see the detail they can expect if they click on your content. If they spot something that’s relevant and useful, they will be more likely to read it. Bonus points for making a short bulleted list that’s especially easy to read. 

5. Write Like You Speak

Of course, you want to convey professionalism and credibility, but you also don’t want to be too formal or impersonal. Remember, people are scrolling to find something that sparks their interest. Try writing posts in the same tone as you would talk to your friends. Be careful of professional jargon, and avoid long sentences or overly complicated phrases as this can confuse the reader. Incorporate contractions like “you’re,” “it’s,” and “can’t” to make your text more informal and conversational. Think about what you would say if you were describing the content to a friend, and use that messaging as the basis for your post. Use the second person (e.g., “you,” “your”) to address your audience directly. This creates a personal connection and makes your content more engaging.

Remember that the key is to strike a balance between professionalism and approachability. By writing as you speak and addressing your audience in a relatable manner, you can make your legal content more accessible and engaging, ultimately increasing its impact on social media.

For more information on how to write for each platform, check out this free eBook: Advanced Social Media Strategies for Law Firms.

6. Include a Citation from the Content

Many marketers find this tactic really effective. Try posting a preview of the content with a quote or statistic from the source. Choose a quote or statistic from your content that is especially compelling, relevant, or thought-provoking. This should be something that immediately captures the essence of your message. It can be particularly impactful to lead with a quote and then provide a sentence or two of context before adding the link. Make it clear that readers can access the complete information by clicking the link.

7. Be Clear About Why People Should Care

Remember that as people scroll, they are subconsciously asking themselves “What does this mean for me?” As you write the post, consider why a person should invest their valuable time reading your content. Is the author particularly well-known in your field? Are you offering a step-by-step “how-to”? Or perhaps you broke down a cumbersome topic into an infographic. Let the user know what’s in it for them. Start your social media post with a clear and compelling hook that addresses the audience’s “What’s in it for me?” question. This could be a benefit, a solution, or an intriguing statement related to the content. Then, mention the most significant takeaways or benefits that readers will gain from your content. This can be done in a concise bullet point or list format.

8. Tag Sources That Are Well-known

If the author or other people who contributed to the content are well-known or have a lot of followers, tag them in your post. In the text portion of your post, mention the well-known sources or individuals by name. Explain how they are connected to the content or why their expertise adds value. Include the official social media handles or usernames of the individuals or sources you’re tagging. This ensures they receive a notification about your post and they will possibly share it with their followers as well. This indicates the content is authoritative and is more likely to grab attention. Remember that while tagging well-known sources can significantly expand the reach of your content and lend credibility, it should be done with respect and a genuine connection to the content. Overuse of tagging or tagging unrelated individuals can be seen as spam and may have a negative impact on your social media presence.

9. Create a “Wow” Effect

You only have a moment to grab people’s attention. Begin your post with a surprising statistic or a compelling insight related to your legal content. This should immediately pique your audience’s interest. You can experiment with a few unique ways to do this, including starting the post with a weird word or funny expression, an extraordinary insight, or exclusive facts. Many people have success with posting a shocking statistic or a key insight from internal research and studies. Numbers are great for capturing people’s attention. Use the next sentence to reiterate what is in the content and why people should care. Make readers curious about the solution or knowledge that your content offers. 

10. Speak Directly to your Client Personas

Hopefully, you have some client personas flushed out. If you haven’t already, create detailed client personas based on research or your experience with your best clients. You can spend some time researching who your best clients are – their demographics, biggest challenges, and common goals. Then, create posts that speak to those people. You’re trying to create a reaction where someone stops scrolling and says “That sounds like me!”. Don’t be afraid to describe specific scenarios or issues and then briefly share how your content addresses it. Emphasize the value and benefits they can gain from engaging with your content.

Takeaway: 

As our last tip on social media marketing for attorneys, we suggest writing multiple options for every post that promotes your content. This list is a great place to start. Try creating one or two preview posts using some of the different tactics, and then review and optimize from there. This will ensure you’re not using the same formula over and over – which makes you more likely to really grab users’ attention.