By now, you know that the marketing strategy of your law firm would be incomplete without social media. When considering your social media plan, many are focused on covering the basics (i.e. Facebook, Instagram and Twitter) and think these are the platforms that your clients use most. However, depending on your area of practice there are huge applications that are being missed (and are underutilized by your competition) and you guessed it, one of them is Snapchat.
Snapchat is now the most popular direct photo messaging app among millennials and Gen Z–but it’s not just for young people. Snapchats the largest growing user base is over 30! The best part about Snapchat is you can advertise on the platform for pennies on the dollar compared to other platforms and is a great place to market directly to all groups. Advertising on Snapchat is an obvious choice because up to 70% of Millennials and Gen Z young adults use Snapchat daily. If these are also your target groups, you simply can’t afford to sleep on Snapchat.
Why? Snapchat allows brands to express authenticity – which is so important to the young adult generation. Today, young adults identify with authenticity. They want to feel good about the services they consume. The more authentic a brand is, the more likely it will be to select that brand. Snapchat will allow your firm to stand out from the competition.
One of the most exciting aspects of Snapchat is the ability to advertise within a targeted region – this is perfect for firms that cater to a specific geographical area, allowing you to get the most bang for your buck. Without a dedicated social media team supporting you, it can be intimidating – and even challenging – to unlock the full potential with which Snapchat can elevate your law firm. At Third Eye Insights, we know social media, and we are with you every step of the way. Here are our top tips to help you conquer Snapchat to reach millennials and young entrepreneurs. If you are interested in Snapchat, below are the 10 key steps that will help you get started effectively:
1 . Create a business Snapchat account with your law firm name.
Your Snapchat name should be the firm’s official business name so that users can easily identify your firm.
2 . Post to your Snapchat story often.
Anything that you post on Snapchat stories has a shelf life of 24 hours. After that, it is lost. Posting content frequently will keep your brand fresh in clients’ minds. However, do not over-post – the key is to post with a frequency that allows you to stay relevant, without being annoying.
3 . Post relevant content.
Snapchat, when used appropriately, can be an educational tool to viewers. You can create educational content to advertise your law firm as well. For example, if you get frequently answered questions, you can post the answers to them on Snapchat. You can conduct “mini-interviews” with your staff, in which you can broadcast answers and also introduce the work that your team does. For aspiring lawyers and students, you can publish content to mentor them (eg. LSAT tips) – which would also help you attract articling students. You can also share upcoming events, such as webinars, with your audience, and after the events, you can publish “highlights” of them on Snapchat. All these ideas can help you market your law firm, making it super easy to use Snapchat as a tool to connect with your clients.
4 . Cross-promote your law firm on other platforms.
You can use content from Snapchat and share it on other platforms, including Instagram, Facebook, Twitter and TikTok – and vice versa. You should also promote your Snapchat account on your other social media platforms (and vice versa).
5 . Create a sponsored lens.
Geotagging is a feature that allows users to tag the location that they are in when sharing photos. Many brands are opting to purchase custom geotags which will allow users to use these geotags when they are in that region. By creating a custom geotag for your users, they will be able to alert their network when they visit your firm. Consider offering a promotion to clients if they use your geotag. Geotags are an awesome way to show your creativity – and when designed well, they look amazing.
6 . Provide exclusive access.
Here is where you can really demonstrate authenticity on Snapchat. Many millennials have never even seen the inside of a law firm! A unique marketing idea is to demonstrate a “tour” of the firm to your audience on Snapchat – show your audience where the staff works, what kind of work they do, and what the office culture is like. Conduct mini-interviews with staff where they talk about their work and their relationships with the team. Personalized touches like these will allow you to be able to build your reputation as a brand. With this, you will capture millennials’ attention – and perhaps, their business.
7 . Collaborate with social influencers.
Many brands collaborate with influencers to reach a certain target audience – and your law firm can use this too! One way to do this is to do a “takeover” in which a social media influencer “takes over” your account, publishing content for their followers (allowing you to tap into their follower base). Perhaps you can get an influencer to tour the firm or conduct interviews with the staff.
8 . Feature user-generated content.
Collect video testimonials from clients, or even text-based reviews that you can share on Snapchat and other social media. Millennials love sharing experiences with each other – that’s the whole premise of social media. It’s all about creating authenticity for your firm.
9 . Offer discounts and promotional codes.
Many users follow businesses on social media so that they can have access to discounts and promotional codes. You can offer exclusive discounts to your services on Snapchat. An example above was to offer a promotional discount to users who use your firm’s geotag.
10 . Respond to and engage with your followers.
Clients want to feel heard. One way to provide excellent customer service is to always respond promptly to social media inquiries. Snapchat should be no exception. With this, you will build a reputation for quality client service. You can build relationships with your clients and really connect with them, which will make them immediately turn to you when they need your legal services.
This concludes the Snapchat for Law firms 101! I hope you enjoyed reading. Feel free to reach out to me direct on Linked In or contact us at www.thirdeyeinsights.ca if you have any questions or want to learn more about Snapchat marketing and if it is right for you!