Twitter is another awesome source of traffic great for acquiring new clients. As of 2014, Alexa ranked it as the 8th most popular website in the world. Google is also indexing Tweets in real time1. Lawyers who can leverage Twitter and learn its intricacies can benefit greatly. Below are some of Twitter marketing tips attorneys can use to promote their firms.
One way to acquire more Twitter followers is to use keywords in your profile description. Determine what the best keywords are to describe your practice area and use those in your Twitter profile. Use as much of the character limit as the interface will allow.
When you do this, your profile is more likely to appear in search (both on Twitter and on the web) for relevant searches.
In the same way that you use keywords for your profile description, also use keywords for your tweets. Keywords and hash-tags (described below) make your content more searchable. By using hashtags, you can also tie your tweets in with other trending topics.
— Chris Dreyer (@AttorneyRanking) February 7, 2015
Hashtags help categorize tweets so they are more available in Twitter search. Examples of hashtags an attorney may use are: #attorney #lawyer #law #legal #lawsuit #criminaldefense #divorcelaw #duilawyer, etc. You can also be a part of trending conversations2 that have some type of legal angle. For example if there is a case getting national attention, you can use Twitter to push your opinion out about it and potentially get noticed. Remember to use your common sense though. Do not use trending conversations in bad taste.
It is important to share links to blog entries you write on your law firm website. Each time you write a blog post, be sure and share a link to it on Twitter. There are even some programs like Hootsuite that will automatically take your WordPress blog posts and push them out to Twitter (and other networks) for you. Keep in mind the 80/20 rule. That is, 80% of the content you share should be non-promotional and 20% can be promotional. Approach it with this attitude – no one cares about your law firm or about you. They do care about whatever they care to look at online and if you can consistently share content like that, you will get the brand recognition and eventually the business.
Follow Twitter users in your target market and potential partners who may help expand your message. These include:
Often Twitter users you follow will reciprocate and follow you in return. This is another thing you should not overdo. An account that is following thousands of other accounts but only has a couple hundred of its own followers does not look like a very good account to follow.
Sync your account with LinkedIn and other social media platforms (Facebook also has native functionality for linking). By syncing your Twitter account with LinkedIn and other social media accounts you can share content on each network. It will be easier to spread your message and acquire more followers. If you already use some kind of distribution tool like Hootsuite3, you can probably skip this but if you don’t, linking the accounts is a good way to syndicate your content.
A great way to get legal industry specific followers is to add yourself to legal Twitter directories like the following:
Twitter only allows tweets up to 140 characters in length. It can be a challenge to get any content into your status if your URL is too long so shrinking your URL is an option. Bitly7 is a free site that shrinks URLs and also provides some cool tracking functionality so you can see where they’ve been shared and how many people have clicked on them.
When you get a lot of followers it is very difficult to keep your followers organized. Twitter lists allow you to keep tabs on particular accounts. For example you may create a private Twitter list for competitors or partners. You can then see what they are tweeting about and it makes contacting them easier. Twitter users are also notified when they’ve been added to a list.
Promoted tweets can magnify your social reach to a much larger Twitter community than you may already have. Lawyers can get instant exposure on the platform with a reasonable investment.
Add a simple call to action to the bottom of your email signature, and add it to your website and business cards. Then you can connect with others on Twitter with whom you have a relationship already off of the platform.
The idea behind social media is that people are being…social. That is the main goal of creating a social following on Twitter. Lawyers should be generating a conversation with their audience. In order to form a relationship you will need to communicate by replying and re-tweeting popular posts, private messages and messaging members directly using @username. Use all the available features of Twitter to actually communicate with the people you follow.
Keep track your follower base, re-tweets and traffic on Google Analytics. See which Tweets get the most attention and replicate your successes. Note that you’ll be looking for t.co or referrals from Twitter.com. The t.co is a shortened URL used by Twitter.
If you have specific campaigns running on Twitter, make sure you are tagging URLs that lead to your site form those campaigns (for example a paid ad). After you get good at tracking what came to your site, you can also see where that traffic went after it got there.
Just like any other platform, there are a lot of things you should not do even though it may be tempting.
Do not buy followers – Often these followers are not targeted and may trigger a spam filter.
Do not follow too many people at once – Your account may trigger a spam filter and it could get disabled.
Do not self-promote too often — This is a sure-fire way to alienate anyone that followed you or to make it hard to even grow your following.
Do not use legal jargon – Remember not all of your followers are attorneys. Make your tweets readable to everyone.
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