It’s that time of year again — Hanukkah is here and Christmas is just around the corner! That means it's time to look at how you can leverage social media to better connect with your current and potential clients during the holiday season. No, holiday marketing isn’t just for the retail industry — it can benefit your law firm as well!
Twitter is a social media platform that is great for engaging with your target audience. As of September 30, 2015, Twitter had more than 320 million active users, with 80% of those active users being on mobile. With this type of activity, you won’t want to be left out of the Twittersphere. Let’s take a look at a few holiday tweeting tips that you can add to your law firm marketing strategy…
1. Create a New #HolidayHashtag
Get festive by including holiday hashtags. For example, you can use something like #HolidayLegalTips or #The12DaysofLegalTips for a special holiday Twitter campaign. In addition to adding some personality to your tweets, hashtags also make your tweets easier to find — particularly for users who are searching for specific topics. To get the best reach, you should combine your holiday hashtags with more common ones that relate to your legal practice. Here are a few examples of more common hashtags: #familylaw, #businesslaw, #lawyer, #attorney, and #lawfirm.
2. Know What Your Followers Care About During the Holidays
What’s on your followers’ minds during the holiday season? What tips would be especially helpful for them at this time of year? Take time to create tweets that address your followers’ specific interests and needs during the holiday season. For example, if you are a divorce lawyer, you may want to tweet tips on how to deal with co-parenting during the holidays. If you are a personal injury attorney, you may want to tweet a link to an article on how to stay safe in holiday traffic. The key is to know your audience and anticipate what type of information they’ll be looking for!
3. Lighten Things Up & Get into the Holiday Spirit
Yes, the legal business tends to be serious business, but that doesn’t mean you can’t add some fun to the mix! The holidays are a perfect time to show your followers that your law firm is made up of real people — a team they can connect with. Is your law firm hosting a holiday party? Share tasteful photos and updates from the event. Is your firm involved in a toy drive for underprivileged children or similar holiday charity event? Tweet an invitation for your followers to get involved, updates on your collection efforts, and even photos or videos that help tell the story.
4. Remember, It’s All About the Giving
Just like with the holidays, Twitter is about giving, not just receiving. Twitter isn’t just a place for you to post promotional material about your law firm — it’s a place for real-time conversation. That being said, make sure you actually respond to those who comment on your tweets, and respond in a timely fashion. Acknowledge feedback, answer questions, and keep the conversation going. This should help generate more interest in your tweets, and it can help show that you are a knowledgeable resource.
In addition to the holiday tips above, you should also make sure to tweet frequently, and also to track your Twitter engagement levels. Take a look at what types of tweets are getting the most traction, and also what days and times you get the most activity. You can use this information to better plan what to tweet in the future, and when the best posting times are.
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About the Author
Nicolas Gomez is Senior VP of Sales at Scorpion. He helps law firms generate more business and increase their revenue through customized online marketing strategies, including strategies that incorporate website development and search engine advertising. Nicolas has more than 15 years of marketing, technical, and industry experience. During his personal time, Nicolas enjoys exercising, playing golf, playing in poker tournaments, and traveling.