In today’s world, if you don’t communicate, it’s as if you don’t exist. And if you don’t exist, no one will buy from you. This reality applies to all sectors, including law. Now, a lawyer’s work itself can be their business card, as good service drives word-of-mouth, one of the most effective forms of recommendation. However, in a saturated market dominated by immediacy and information overload, this traditional method is no longer enough.
In a context where social media are the new storefronts, law firms must adapt and redefine their communication. Each platform offers a unique audience, and with that, an opportunity to attract clients directly and explore innovative business models that, until recently, seemed impossible in this sector. However, not every law firm needs a presence on every social network; in fact, it would be an ineffective and costly strategy. The key is to identify which social media platform their target clients are on.
Strategy Based on Client Type and Platform
For example, a law firm specializing in civil law focusing on divorces and inheritances might find its clients on platforms like Instagram or even TikTok. These platforms allow for a direct and visual connection with the general public, making it easier for firms to reach people with clear and accessible language. However, a commercial law firm serving businesses and executives may find a more effective approach on LinkedIn, where valuable content and networking take priority, with support from YouTube for more extensive and educational material.
On the other hand, an effective communication strategy for a law firm must take into account that users are not constantly in “buyer” mode. Many won’t need legal assistance until they find themselves in a complex situation. Therefore, the goal should be to build loyalty among potential clients so that, when the time comes, the firm is the first option that comes to mind. How is this achieved? There are two ways:
- Value-driven content: Create posts and resources that provide knowledge, whether by educating or entertaining. The key is to capture the audience’s attention consistently, making them want to follow the firm not only when they need help but also because they find value in the content shared.
- Active loyalty through newsletters or communities: A more formal option to maintain attention is to invite users to sign up for a newsletter or join a community. In this space, the firm can share exclusive and valuable content regularly, positioning itself as a go-to reference in the client’s mind before the need for legal services arises.
However, it is a mistake to think that the public has a natural interest in the law simply because it is important. People tend to ignore legal information unless it is related to a situation that directly affects them. Therefore, a law firm’s content must have an entertaining touch to blend in with the dopamine-driven posts flooding social media.
Instead of overwhelming with technicalities and formalities, the firm can “lighten” the communication with creative approaches:
- Storytelling of real cases: Telling the story of a case using the language and narrative style of a Netflix series. This allows the audience to emotionally connect and understand the legal background in an entertaining and accessible way.
- Legal posts with viral ideas from other sectors: Adapt strategies that have worked in industries such as cosmetics, fashion, or sports. For example, a series of posts on “Basic legal tips for dealing with a personal crisis” could have a similar approach to quick wellness guides or popular “hacks” in other industries.
In 2024, a law firm’s communication can no longer be rigid or limited to its professional achievements. It must be a strategic mix of value, closeness, and entertainment, understanding that each platform has a specific client profile. In this sense, loyalty is built over time and should not solely depend on the client’s legal urgency but on a relationship of trust. Ultimately, the key for a law firm will be to differentiate itself through its ability to explain legal matters in everyday and engaging language, thus establishing a genuine connection that transforms its followers into potential clients.
