SOCIAL MEDIA MARKETING can be one of the best tools for solo attorneys and small law firms on a budget. However, the most effective social media marketing strategies start with a content plan. Planning your content in advance ensures you are addressing the common concerns of your prospective clients. Here’s a simple, five-step process you can use to help you create your content.

Step 1: Create two vertical columns, numbering the first 1-25 and the second 26-50.

Step 2: For each of your practice areas, write 5, 10 or 15 of the top most asked client questions until you have 50 questions. (So, for example, if you are an estate planning attorney, a popular question may be: What is the difference between a will and a trust? If you are a divorce attorney, a popular question may be “Do I still have to pay child support even I don’t get to see my child as often as I would like?”)

Step 3: Once you have 50 of the most-asked questions, turn each question into a title. (Research some of the best methods for writing blog titles. There are insider secrets.)

Step 4: Decide whether you are going to write a blog, create pre-recorded videos, go live on Facebook or host a podcast. There are many ways you can share, re-share and repurpose your content.

Step 5: Start creating! You can create and publish or you can create several pieces of content at once and “bank” them so you can drip them out slowly over time. Regardless, be sure to schedule your content to be released on the same time and days each week so your viewers will know when they can expect to hear from you.

If you want to use automated tools to create your content plan, check out Trello, Loomly, Airtable or Asana. Of course, you also can use Google, Excel or even plain ol’ Microsoft Word. If you are an out-of-sight-out-of-mind person, then check out Writey Boards and just turn your whole wall into a white board content plan and calendar. There also are numerous auto-schedulers, though Facebook’s recent algorithm changes have made them less popular. Facebook has a built-in scheduler as well. The auto schedulers still may be good for other social media, though, like LinkedIn and Twitter.

The most important factor in creating effective content for marketing your practice is to remember you are writing for your audience, not yourself. Write to answer their most pressing questions, not to hear yourself gripe, stroke your own ego or impress other attorneys. After reading, viewing or listening to your content, you want your prospective clients to feel they can trust you enough to hire you to solve their legal problems and pay you top dollar for your expertise.


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