While traditional marketing channels still hold value, social media platforms like Instagram have emerged as powerful tools for reaching new clients and building trust with your target audience. Instagram, with its focus on visuals and engagement, provides a unique opportunity for law firms to showcase their expertise, humanize their brand, and connect with potential clients in ways that traditional advertising simply can’t. Before you start posting, it’s crucial to establish a professional foundation for your firm’s Instagram account.
This guide will walk you through the essential steps of setting up an Instagram account that reflects your firm’s professionalism, attracts new clients, and positions you for success in the ever-evolving legal landscape.
Choosing the Right Username
Your username should be recognizable and closely related to your law firm’s name. If the exact name is taken, consider a close variation that is still easily identifiable, such as “SmithLawFirm” instead of “SmithLaw.” Keeping it consistent with your other social media handles helps with brand recognition across platforms.
Understanding the Different Types of Professional Instagram Accounts
By taking advantage of a business account, you’ll gain access to valuable features like:
- Instagram Insights: Gain valuable data on your audience demographics, post performance, and engagement metrics.
- Contact Button: Display your contact information directly on your profile for easier client communication.
- Promotion Options: Boost the reach of your content by running targeted ads and promotions to attract new clients.
Instagram offers two types of professional accounts: Creator and Business.
Creator Account:
- Ideal for individuals such as artists, content creators, and influencers.
- Provides detailed follower insights and growth tools.
- Access to Instagram’s Creator Studio for content management.
Business Account:
- Best suited for companies, brands, and organizations.
- Access to Instagram Insights, contact buttons, and ad promotion options.
- Integration with Facebook’s business tools.
Step-by-Step Guide to Switching to a Business Account
If you don’t have an Instagram account, you should start by creating one. Then, take the following steps to convert it to a business account:
- Navigate to Your Settings: Open the Instagram app and access your profile by tapping your profile picture in the bottom right corner. Then tap the three horizontal lines in the top right corner to open the menu.
- Find For Professionals: Scroll down until you see “For professionals” in the settings. Under that, tap “Account type and tools.”
- Switch to Professional: From here, tap “Switch to a professional account” and go through the tips and info then click “Continue.”
- Select Your Category: Use the search bar to choose the most relevant category for your law firm, such as “Lawyer” or “Legal Services.” Once you choose your category, you will get a pop up confirming that you want to switch to a professional account.
- Choose Your Account Type: Remember when we discussed Creator vs. Business accounts earlier in this blog? Here’s where you choose.
- Review and Update Contact Information: Instagram will display your existing contact information. Update or add your phone number, email address, and physical address.
- Connect to Facebook (Optional): You can connect your Instagram account to a Facebook Page for your law firm for better management of both platforms, but it’s not mandatory.
- Complete the Setup: Once you’ve completed these steps, your account will be officially switched to a business profile.
Optimizing Your Profile
- Profile Picture: Use your firm’s logo to maintain brand consistency and ensure it’s easily recognizable at a small size.
- Bio: Your bio should succinctly convey who you are and what you do. The current limit is 150 characters, including spaces. Include things like a brief description of your services, a touch of personality, and a call to action (CTA), such as directing visitors to your website.
- Link to Your Website: Include a link to your law firm’s website in your bio. This is crucial for driving traffic to your site. Many law firms use a “link in bio” approach, which involves tools like Linktree or similar services that allow you to include multiple links under a single URL in your Instagram bio.
- Contact Information: Provide a way for potential clients to reach you. Include your phone number, email, and address if applicable.
Create a Content Strategy
Before posting, develop a content strategy. Outline the types of content you plan to share, such as:
- Legal Tips: Short, informative posts about common legal issues.
- Team Highlights: Introduce your team members and their expertise.
- Case Studies: Share success stories.
- Client Testimonials: Highlight positive feedback from clients.
Consistency is key on Instagram. Use a content calendar and scheduling tools to maintain a regular posting rhythm. This helps keep your audience engaged and your firm top-of-mind.
Additional Recommendations:
- Learn the Features: Familiarize yourself with various Instagram features such as Stories, Reels, and posts. Each serves a different purpose and can enhance your content strategy.
- Visual Consistency: Choose a consistent color scheme and style that reflects your brand.
- Hashtag Strategy: Use a mix of popular, niche, and branded hashtags to increase post visibility.
- Compliance: Ensure all content adheres to legal advertising rules in your state. Avoid making false claims or guarantees about your services.
- Engagement: Encourage interaction with your audience through questions, polls, and comments.
Get Help Elevating Your Law Firm’s Instagram Presence Today
Learning how to set up a professional Instagram account for your law firm is more than just a technical task; it’s about strategically crafting an online presence that conveys your firm’s brand, expertise, and values. A well-maintained account can significantly enhance your firm’s digital footprint and connect you with your target audience effectively.
Are you ready to take your law firm’s digital marketing to the next level? Thunderhead Marketing is here to help. Contact us today to learn how Instagram marketing for law firms can help you build a compelling and professional online presence that attracts new clients and strengthens your brand.
