Instagram Marketing: Is It Right For Your Law Firm?

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Instagram Marketing

Instagram Marketing: Is It Right For Your Law Firm?

Can A Successful Instagram Marketing Campaign Help You Cut Through The Competition And Make You #1 On The Internet?

instagram marketingIs An Instagram Marketing Campaign Right For My Law Firm?

I get asked this all the time. Lawyers want to know if an Instagram marketing actually works. I tell people it depends on several factors.

The first factor is the the type of law you are practicing. If you are practicing Elder Law or doing Wills and Trusts, then Instagram isn’t the right platform for you. Most baby boomers and older GenXers are on Facebook and other platforms.

Instagram is made up of millennial and centennial users. Therefore, Instagram would be good for a lawyer who’s practice aimed at criminal defense, traffic tickets and personal injury. 

Second, do you have time to dedicate to a social media or internet marketing campaign? Social media platforms like Instagram like search engines also rewards fresh content. 

Things To Keep In Mind About Instagram Marketing 

Instagram Businessinstagram marketing says its platform has over 1 billion users who are active each month. 80% of Instagram users follow a business. Pew Research found that Instagram is the third most popular social network behind YouTube and Facebook amongst US adults and that 63% of its users visit the site at least once per day.

App users also love Instagram. Google Play lists it as one of the top five free apps with a 4.4-star rating. Google also says the app has over 87 million users. The Apple App Store lists it as number one in photo and video sharing. Instagram has a 4.8-star rating with over 13 million users.

However, Instagram users are mostly millennials and centennials who fled Facebook when mom and grandma started using it. So, if your firm specializes in estate planning or wills and trusts. Instagram is not the right platform for your firm.

You can use Instagram just like you can with any other social media platform. The goal is also to build brand awareness for your law firm within your local community. Instagram posts, Stories, and IGTV allows you to put your law firm’s name in the mind of potential clients. 

Instagram also offers paid advertising like Facebook and Twitter. Facebook also owns Instagram. So you also have the option of doing cross advertising. 

There is a lot to know and understand if you are going to embark on an Instagram marketing campaign. So, below are two of the basics you need to know before you get started. 

How to Get Started on Instagram

social media marketingYou have taken the first step by creating an Instagram account and added a few posts. Now you are ready to start building your Instagram audience.

Prior to setting up your law firm on Instagram, you may want to download the Instagram app from the App StoreGoogle Play, or Microsoft Store on your mobile device and create an account for yourself. Get to know Instagram on a personal level and use it like your potential clients would. But more importantly, get a feel for how different types of entities market themselves on Instagram.

Take some time to follow Instagram accounts for the people that inspire you or other law firms with a lot of followers. Follow the top lawyers and law firms that offer similar services from other states. Follow hashtags for your community.

Once you’ve followed some accounts, take some time each day to look at the posts from the accounts you are following in your newsfeed. Watch the Stories at the top. Visit the Search and Explore tab and watch some IGTV.

This will give you a good feel for what you like and what you don’t like about Instagram. Also notice posts from the layers and law firms you follow mix into the content from everyone else you follow. This will give you a sense of what to create for your law firm’s content and how it will flow into your follower’s Instagram experience.

How to Build Your Target Audience Using Instagram Marketing

targeted audienceYou have taken the first step by creating an Instagram account and added a few posts. Now you are ready to start building your Instagram audience.

The east ways to attract engaged Instagram users to your profile is by adding your Instagram account to your other social media profiles and your website.

You can add it to you website by adding the Instagram icon (download the official one here) to the header or footer on your firm’s website. This ensures that website visitors can follow you on Instagram.

How to Create Custom Audiences

If you want to target new audiences that meet a specific demographic, you can begin advertising to them immediately. However, to target certain groups of people engage with your Instagram account or visit your website, you will need to create custom audiences and wait for Facebook Ads Manager to collect data prior to launching an ad campaign.

For those who want to target custom audiences, you will need to create your custom audiences in advance and through Facebook. Visit the Audiences section of your Facebook Ads Manager and click on the Create a Custom Audience button. 

Are confused by all of this or feeling too overwhelmed by this?

Call 800.516.1365 today or contact us here to learn how Top 10 Law Firm Websites can help you!

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