iAs many Twitter users know, platform owner Elon Musk rebranded Twitter as “X” in July 2023. The social media platform now sports the new “X” logo and has made changes to its website and associated accounts.
But most business owners and creators still refer to the platform as “Twitter” – and search for marketing strategies associated with the original brand name. In pursuit of “Twitter marketing tips”, you’re likely to find guides that use the name interchangeably.
In this guide, we will be covering Twitter for law firms – i.e. how to use the now-rebranded platform to showcase your business and how to leverage its capabilities to attract more clients!
Benefits of Twitter Marketing for Law Firms
Twitter (a.k.a. “X”) is a social media platform that allows individual users, creators, business owners, and thought leaders to share content (posts, images, videos, and more) to their followers and the wider Twitter community. This makes Twitter a valuable marketing tool for law firms that want to expand their reach to potential clients online.
In fact, there are many potential benefits to Twitter marketing for law firms. Here are just a few of the many ways Twitter can benefit your legal business:
- Increase Brand Awareness: Twitter allows you to share valuable, insightful content with users, which can increase your brand awareness and help your law firm stand out in your niche.
- Drive Audience Engagement: Twitter allows you to engage directly with your audience, including potential clients and other legal professionals. This can help you build relationships and earn trust from your followers.
- Demonstrate Thought Leadership: Twitter gives you a platform to share your expertise, advice, case studies, and insights, which can help build your online authority and get you recognized as a thought leader in your industry.
- Attract New Clients: Twitter can be used for new client acquisition as well. By sharing your expertise, success stories, client testimonials, etc., you can attract people who are looking for services like yours.
- Better PR & Crisis Management: In the event of a PR issue, Twitter can allow you to quickly address and manage the situation. This demonstrates transparency and integrity.
- Conduct Competitor Analysis: Twitter allows you to keep a close eye on the competition, keeping you attuned to their strategies and what you can do to stay ahead.
- Educate the Public: Your law firm can use Twitter to educate the public on legal issues, news stories, rights, and the like, which provides benefits to the community overall and can enhance your online reputation.
Twitter Marketing Strategies for Law Firms
Whether you’re already active on Twitter or you are just getting started, there are steps you can take now to ensure you are maximizing your visibility on the platform.
Below, we outline some simple strategies you can use to expand your reach on Twitter and, more importantly, attract more clients.
1. Optimize Your Twitter Profile
Your Twitter profile is an important piece of digital real estate when it comes to telling users what your business does and who it serves. Therefore, it’s important that you optimize your profile so it’s descriptive and professional.
There are a few areas of your Twitter profile that you’ll want to pay attention to:
- Profile Picture: This is the main image on your profile. Be sure to use a high-quality and recognizable profile picture. For law firms, this could be your logo or a professional headshot of a lead attorney.
- Cover Photo: This area is customizable to your brand identity. Use it to convey your law firm’s tagline, showcase events, or prompt users to contact you.
- Username: Choose a Twitter username (handle) that’s easy to remember and represents your business. It's often your brand name without spaces, such as @YourBrand.
- Bio: Write a concise, engaging, and informative bio. Include essential details about your law firm, such as what you do, where you're located, and a link to your website.
- Location and Contact Information: Fill out the location and contact information fields on your profile. This helps users find (and contact) your law firm.
- Website Link: Include a link to your law firm’s website. This can help drive traffic to your site.
- Theme and Branding: Use consistent branding, colors, and fonts in your profile and cover photos. This reinforces your brand's identity, leading to better brand awareness.
- Verified Account: If your business is eligible for verification (the blue checkmark), consider going through the verification process.
- Privacy Settings: Set your account to Public so that your tweets can be seen by a broader audience.
2. Create a Twitter Content Strategy
In order to drum up engagement, follows, and profile clicks on Twitter, you will need to implement a content posting strategy. This involves planning your content in advance to determine what type of content to post, what the subject matter should be, and when to post it.
It can be helpful to use social media planning tools like Hootsuite to organize your content topics. Or, you could use something as simple as a spreadsheet to organize your content ideas and dates.
Your goal should be to create content that appeals to your audience and positions your firm as an authority in your niche. This might include:
- Legal tips and advice
- Legal news updates
- Law firm updates
- Case studies
- Client testimonials
- Educational posts
- Q&A sessions
- Promotions and events
- Interviews
- Community involvement updates
- Videos
- Legal humor/jokes
- Legal trends and commentary
- Images
- GIFs
- Webinars
- Ebooks or downloadables
- Behind the scenes content
Use a mix of text, images, videos, and links to keep your content engaging.
3. Engage with Other Users and Followers
One of the most common mistakes law firms make with their Twitter marketing is just posting content without actually engaging with their followers or other accounts. Engaging with others will help you build relationships, earn trust, and attract more eyes to your profile.
Be sure to respond to comments and messages from your followers so they know you are active (and open for business). Encourage further discussion, answer legal questions, and/or provide additional resources, if appropriate.
Also, comment on posts from other legal professionals. This can help you grow your network and can get you noticed by potential clients.
4. Use Strategic Hashtags
Hashtags are used to “tag” your content so other users can find it by category or via ranking in the Twitter search results. Law firms should use relevant legal and industry-specific hashtags in order to generate more visibility.
However, try to avoid overloading your tweets with hashtags. Using just a few well-chosen ones is most effective.
Here are a few examples of legal hashtags that law firms can use on Twitter:
- #Legal
- #Law
- #LawFirm
- #LegalNews
- #LegalAdvice
- #LegalTips
- #LegalTech
- #Attorney
- #Lawyer
- #Justice
- #LegalEducation
- #LegalUpdates
5. Keep It Consistent
Keeping up with a regular posting schedule helps to keep your audience engaged and gets them accustomed to seeing your content on a regular basis. Try to post content at least a few times per week, if not every day, to show followers that you are active online. Some sources even recommend posting several times per day if you’re ambitious about earning more followers.
Social media management tools can be used to plan and schedule your posts in advance, making it easy to keep up with a consistent schedule. You can “batch” your content (create several posts ahead of time) so you don’t have to struggle to create new content every day.
6. Share Success Stories and Social Proof
“Social proof” includes things like case studies, client testimonials, reviews, and the like that proves that you have provided great results for clients. Sharing this type of content can help build trust with prospective clients, making it more likely that they will want to work with you.
If you have case studies on your website, share them on Twitter with your commentary. If you have raving reviews on your Google Business Profile, post the screenshots on your account. Use client-created content like this to showcase your expertise and prove that you’re awesome at what you do!
7. Form Partnerships with Other Legal Professionals
Remember how we said to engage with other accounts? We didn’t just mean prospective clients. Connect with other industry leaders and legal professionals to grow your network and form partnerships that can benefit your business.
You can follow similar accounts, participate in Twitter chats, start legal discussions, and comment on posts to form relationships with other lawyers. As the relationship grows, you might even establish a source for more referrals.
For example, say you connect with a probate attorney and you have a family law office. You might have some existing family law clients who need help with their estate planning; the probate attorney may have clients who need family law advice. This can be a mutually beneficial partnership that generates clients for both of you – all from a Twitter connection!
8. Track and Analyze Your Performance
Posting on Twitter can be creative and fun. But how do you know if all your posting is paying off? This is where Twitter analytics comes in.
Twitter has its own proprietary analytics tools to help you monitor the performance of your tweets. This can include comments, re-tweets, saves, profile clicks, and more. With this data, you can analyze what content resonates most with your audience. You’ll also learn what isn’t working so you can adjust your strategy accordingly.
Try to recreate content that’s performing well so you generate more followers, clicks, and retweets. Check out what competitors and other accounts are doing if you are running out of content ideas. Over time, you will see your Twitter marketing efforts start to pay off!
What Type of Content Should You Post on Twitter?
There is no limit on how creative you can get with your law firm content (assuming you adhere to legal marketing guidelines, of course). There are many different content types available and you can post about nearly any topic related to your law firm, practice area, client needs, and industry.
Some examples include legal tips, news updates, case studies, client success stories, testimonials, legal advice, jokes, GIFs, videos, images, infographics, ebooks, interviews, blog posts, articles, trivia, Q&A sessions, graphics, or regular text posts.
Don’t be afraid to try different content types and then review your analytics to see what works best for your audience.
Mistakes to Avoid with Twitter Law Firm Marketing
With all the creative ways you can use Twitter to market your law firm, it’s important to know what not to do as well.
Make sure to avoid these commons mistakes when using Twitter to grow your law firm business:
- Don’t violate ethical rules. Make sure your tweets and content adhere to the ethical guidelines and rules set by your jurisdiction's legal authority. Avoid sharing sensitive client information or making misleading claims.
- Don’t self-promote (too much). Don't bombard your followers with self-promotional content. Try to balance promotional posts with informative, educational, and engaging content.
- Don’t forget to engage with your followers. Forgetting to respond to comments, questions, and messages from your followers can make your firm appear unresponsive.
- Don’t ignore your analytics. Remember to check the performance of your tweets and campaigns. This can help you make data-driven improvements to your strategy.
- Don’t be too formal. While professionalism is important, adopting an overly formal tone in all your tweets can make your firm seem stuffy. Balance professionalism with approachability.
- Don’t use confusing jargon. Using excessive legal jargon in your tweets can confuse your audience. Communicate in clear, client-friendly language when possible.
- Don’t just ignore negative feedback. If someone leaves a negative comment, ignoring it can make your firm appear unaccountable. Try to respond professionally and address their concerns to appear trustworthy to your audience.
- Don’t get too political. Sharing polarizing political or controversial content that is unrelated to your legal practice can alienate potential clients. If it’s not relevant to your business – or is more likely to start an argument than anything – don’t post it.
How Lawyers Are Using Twitter to Market Their Business
There are many unique ways that law firms are using Twitter to reach their audience and attract new clients. We asked these lawyers how they are using Twitter to market their business.
“DiBella Law Offices uses Twitter on a daily basis to regularly share content about firms results, news about employees, charitable endeavors, community involvement and to educate and engage with potential clients about our practice areas. We are also able to see what our competitors are doing and stay informed about industry trends and identify opportunities for differentiation.” – Chris DiBella, DiBella Law Office
“We use Twitter as well as other Social Media [platforms] to help define our brand and create a professional profile. I believe the most important thing is to remain authentic to our brand’s ideology while consistently trying to share something of value to our audience.” – Tom Anelli, Tom Anelli & Associates, PC
“In our digital age, harnessing Twitter as a strategic tool, we provide timely legal insights, share success stories, and engage in meaningful conversations with our audience, fostering a stronger, informed, and connected community." – Bob Goldwater, a Cerebral Palsy Lawyer, from Birth Injury Lawyers Group
