“Building a following on social media allows small businesses to directly market themselves to their target market for free. It also gives them the opportunity to gain local and global exposure, and to drive traffic to their website,” according to LawAdvisor’s digital marketing specialist Vanessa Tran and business and relationships manager Lilian Dikmans.
The Australian cloud-based online platform connects legal practitioners to people who’ve submitted a legal query. The platform also serves as a social network of sorts, allowing lawyers to communicate with each other.
To increase the online reach of your company, it’s important to include social media in your overall business strategy, and the LawAdvisor team recommends the following lessons for maximising your using social media use:
1. Remember, each social platform is different
The best platform for you will depend on the nature of your business and the content you wish to share. For LawAdvisor, Facebook and Twitter are useful platforms for building brand awareness because they allow for links to other websites and coverage of related material by third parties.
Twitter works best for retweeting articles in the press and responding directly to followers to boost engagement through micro-conversations. It’s also good when it comes to sharing real-time news and connecting with influencers.
Facebook helps with building an online community that engages with positive, fun content that is relevant to customers. Information is usually text, image, video and link-based, in order to drive engagement through likes, shares and clicks to the Facebook page or website.
Instagram works best for building visually appealing content, such as images and short videos, but doesn’t allow for links (with the exception of one hyperlink in your page’s profile). That’s why it’s important to make the most of key influencers in the industry to promote your product or brand.
2. Build buzz with quality content
By providing valuable content you can increase social media engagement via likes, shares, tags, retweets or replies. Also, targeting the right people based on their interests, location and demographic at the right time means you’re providing relevant messaging to the right people.
Similarly, use hashtags that are relevant to the content of your post to gain exposure. On Instagram, if you want to use more than two or three hashtags add them as separate comments (rather than in the caption) so they don’t distract from your message.
Try to secure accounts on all social media platforms using your business name as the handle, and keep these as consistent as possible.
3. Keep your status updates and tweets flowing
Schedule your posts at times when your target audience is likely to be browsing social platforms (for example, between 8-9am as people commute to work, 1-2pm during lunch hour and 6-10pm after work).
Keep the text of your posts short and to the point and include a visual element (such as an image) relevant to the post where possible. The more you invest in your community the more you become a trusted resource.