How Law Firms Can Increase Their Organic Social Media Traffic

How Law Firms Can Increase Their Organic Social Media Traffic



As the lines between organic search, social media and content marketing traffic continue to blur, it has never been more critical to find strategic ways to increase your organic social media traffic. This ensures that you’re not only generating traffic but traffic that leads to results.

Why is it important that your social traffic generates results?

If you want to make your social traffic generate results – whether it’s new clients, followers, etc., – you need to integrate your content marketing, SEO and social media practices so they feed off one another.

Traffic is not the be-all and end-all of social media marketing. Traffic has to turn into a sale, subscription or some other kind of conversion.

Below are strategies you can use to combine search, content and social to amplify your social reach and traffic.

Identify high-value keywords that drive traffic

One way to streamline your social media marketing efforts is to identify high-value keywords that drive traffic to your site. That means digging into your Google Analytics to do some keyword research.

Remember, keywords aren’t just random words and phrases – they’re the search queries people use to look for information about your products, services and industry. That being said, you want to cover your bases by looking at broad and specific keywords – for example, “NYC Attorney” versus “Manhattan aviation accident lawyer open 24/7.”

Once you’ve identified these keywords, you can weave them into your social posts. This is a great way to leverage how your audience is looking for you and then amplifying your firm through optimized social posts and content.

By now there’s a good chance you’re already creating content your audience found, read/consumed and shared thanks to your search engine optimization (SEO) efforts. The next step is to identify content assets that are driving organic traffic to your site. This will allow you to understand how and where you’re answering your audience’s questions and needs without paying for ads.

Look at each top-performing asset and determine what words and phrases people are using to land on your content – these are the search queries they’re using to find answers to their questions. Because a search engine like Google has found these keywords and your content to be a suitable match, you can replicate its effects in a more efficient way on social.

Here are some ideas you can try:

  • Use your most popular content topics to optimize your target audience, narrowing them down by interest.
  • Weave keywords into social media posts to improve their searchability. Remember that social networks also have built-in search engines.
  • Use top-performing keywords as hashtags to efficiently capture audience attention.

Conduct a competitor content and keyword analysis

Aside from evaluating the keywords and content generating results for you, it’s a good idea to conduct a competitor content and keyword analysis to identify how your competition is drawing in organic traffic. By looking at what they’re doing right in SEO and content marketing, you can understand how they’re answering their audience’s questions, which you can then replicate in your social media marketing campaign to boost engagement.

If you’re already monitoring your competitors on social media, integrating your insights from their search and content marketing campaigns is a great way to turn these topics and keywords into relevant discussions on your social channels.

Either way, continually keeping track of any brand you share the same audience with is something you should be doing anyway, so it shouldn’t be too hard to plug in these insights into your analysis.

Use different content types across your social channels

For many marketers, it makes sense to use different content types depending on the social channel in question. Infographics go to Pinterest, 1:1 (aspect ratio) photos go to Instagram, videos on YouTube, and text snippets go on Twitter. But these are by no means hard and fast rules, as there are many ways to integrate different content types into your social channels beyond accepted norms.

For starters, you can monitor trending topics relevant to your brand, creating content assets based on the same keywords but in different formats on different channels.

For example, while LinkedIn has traditionally been the best channel for white papers, there’s no reason why you can’t share a link to your Twitter account. Likewise, infographics can still generate engagement on channels other than Pinterest, like Instagram.

Bottom line? Don’t be afraid to offer your followers different ways of consuming content on your social media channels.

Final thoughts

If you’ve yet to integrate your search and content insights into your social media marketing campaign, now is the time to start. Consider working with a social media strategist to apply the tips in this guide and watch as your social media activities get enhanced engagement and amplified reach.

The need for integration highlights the importance of sharing insights between content marketing, SEO and social media. Putting your marketing team members on the same page allows your firm to benefit from an organic marketing environment fully.

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