The Top 30 Organic Social Media Marketing and Management Tips For Law Firms

If you are a small business, it’s time to take organic social media marketing seriously. Now more than ever, small businesses have the opportunity to reach potential customers on a global scale.

• Almost 60% of the world’s population is using social media
• 58% of internet users buy something online every week
• 38% of business-to-business (B2B) services and products are found through social media

Investing your small business’s time into digital marketing streams, like organic social media marketing, can help increase your brand awareness, facilitate lead nurturing, and push your target audience through your sales funnel.

So here are 30 tips to take your small business’s organic social media presence to the next level.

Write an organic social media marketing strategy to help guide your efforts. Your strategy will round up important information you need to inform your work. This will be a guiding document you can always come back to reference—one that will help you stay focused on your original objectives.

Before you can get to where you want to be, you need to know where you're going. 

• Is your goal to build brand awareness? 
• Is your goal to increase website traffic? 
• Or is it both? 

Whatever your goals are write them down. Having a defined set of goals will help guide your efforts and bring purpose to everything you do.

If you only take two things away from this article, let it be identifying your goals and your target audience. 

• Who is your customer? 
• What are their interests? 
• What are their pain points? 

Defined information about your target audience will help you find your niche and create content that fits their needs.

Pick a tone of voice that will land well with your audience. If you are selling products to Gen Z / Millennials you may use a more informal tone of voice. Whereas, if you’re selling services to other businesses (B2B), you may have a more professional, conversational tone of voice. 

Competitor analysis is a key component of digital marketing. Who are your competitors? What kind of promotional material are they distributing? With organic social media marketing, access to your competitors content is right at your fingertips. Use their profile to learn from and measure against.

What makes your product or business different from your competition? Is your service faster than your competitors? Is your product easier to use? Identifying your unique selling proposition will help guide your content and give your audience information they actually care about.

Each social media platform has different uses and audiences. If you're selling a product for a Gen Z / Millenial audience, TikTok and Instagram would be great fits. But if you're selling a product or service to another business (B2B), LinkedIn should receive the bulk of your efforts.

Setting up your account to facilitate your audience to take action is essential for lead nurturing. So map out your ideal customer journey. Step into your customers shoes. Do they have the correct information to take the next steps? Is the path to that next step clear and defined?

Small businesses, this one is crucial. Because you typically don’t have the same level of brand awareness as some of the big names. Your bio needs to detail who you are, what you do, and where they can find more information. Your bio should hook them in and send them to next step in their customer journey. For example: your website.

Your content pillars should be different types of content your target audience would be interested in. Pick 2-3 pillars that will guide all of your content. If you’re selling photography lessons to fellow amateur photographers, you may have one pillar focused on equipment, another on photography tips, and the third on photographs you took. Each pillar should tie back directly to your target audience and your goals. And each piece of content produced should fit within your pillars.

Once you’ve defined your strategy, set up a content plan. How many times a week are you going to post? Organizing your content in a plan or calendar will help you stay organized and on top of your posting schedule.

Branded visuals will enhance your brand awareness and lead nurturing. Social media users respond to visually appealing content. And if someone follows your account, that’s because they like your content. If you begin to change your content and visuals, you may confuse your followers and lose potential leads. A cohesive branded style will ensure your content is recognizable and enticing. If you’re looking for a free tool to help build your visuals, check out Canva.

Video content has become a top-performing form of content for digital marketing. And it doesn’t have to be expensive. Today, you can build short and engaging videos directly in social media apps. They can perform as well as or even better than high production videos. 

You may be thinking, “how will I have enough time to make new content every day?” Well, you don’t. That’s why batch-creating content is a technique used by most businesses and influencers. Using your content plan, dedicate a day to writing all of your posts, and maybe another day for obtaining visuals. Batch-creating content will save your small business time throughout the week. 

It’s no secret that most people access social media from their phones first. So, your marketing strategy should be optimized for a mobile audience. Some easy wins are ensuring your content is sized correctly. If you’re using text, ensure the font size is eligible for mobile.

Remember your social media goals? If your goal is to increase brand awareness, invite your audience to follow your page and stay up-to-date with your content. If your goal is to increase website traffic, drive your audience to take action by following a link to your website. Clear calls to action are what will make your audience take the next step in their customer journey.

Social media management tools are not just for big digital marketing agencies. A management tool like Hootsuite or Sprout Social caters to smaller businesses looking to save time with automation. A social media management tool will not only help you schedule content, but will also streamline audience engagement, analytics, and trend discovery. You can think of it as a one-stop-shop for all of your organic social media marketing needs. 

With the help of your content plan and your social media management tool, schedule your content to save you time throughout your day. Scheduling your content will enable you to post at optimal times while allowing you to focus on other parts of your small business.

It’s true. There are better times of the day and days of the week to post your content. Most social media management tools have algorithms that can pick the best time for you to post. If you are posting things yourself, check out what days and times are best to post according to your platform and industry.

As important as it is to create valuable content for your audience, so is building relationships with them. 

• Engage with other creators in your industry
• Engage with users who interact with their content
• Engage with other small businesses in your community

As you begin to interact with other users, they will begin to interact with you.

If someone comments on your post, reply to them—start a conversation! Treat your comment section as you would if someone walked into your business. To ensure you do not miss new comments or replies, use a social media management tool to streamline responses and ensure no comment goes unnoticed. You can automate messages or reply yourself all in the tool.

Hashtags are an easy way to increase your brand awareness. Hashtags help you reach your target audience and inform the social media algorithm what type of content you are posting. Mix general and niche hashtags that relate to your work. Or find hashtags from the discover pages and create reactive content that can entice prospective leads.

Participating in trends is a great way to supplement your organic social media marketing strategy. As a small business, you may not be able to get to every trend, but as time allows you, try to join in. This could be an easy way to increase brand awareness with potential leads.

Although organic social media marketing is rewarding for your small business, it can be a lot of work. Enlist the help of your team to engage with other users or schedule your upcoming content. Tackling things as a team can help you manage your time and efficiency.

Tracking your performance on social media will tell you if what you’re doing is working and what areas you can tweak for improvement. Based on your goals, choose some key performance indicators. For example, if your goal was to increase brand awareness, your follower and engagement metrics may be the most relevant metrics for your business to track. Whereas, if increased website traffic was your goal, link clicks will be a metric to watch out for.

As you implement your strategy and begin tracking your performance, you can tweak your strategy to ensure you are making the most of your efforts. You may realize that posting video content is a much better-performing content format to focus your efforts. Or maybe one of your content pillars was unsuccessful, so you ideate a new pillar. Tweaking your strategy is normal, but remember to give yourself enough time to receive informative metrics on your performance before changing it up.

As a small business, authenticity will be a key differentiator between you and a big-box name. So lean into it. Post videos of yourself. Share your experience as a small business owner. Social media users respond well to authentic content. 

Consistency is the key to brand awareness and leads to nurturing on social media. Be consistent in your posting schedule, content visuals, tone of voice, and engagement. Through consistency, your target audience will be able to recognize your content and be pushed through your sales funnel.

Once you have a well-formed plan, creating content and building relationships will get easier. But it still takes a bit of time to get into a comfortable and manageable rhythm on social media. Check in with yourself and your team. Is the content plan you’ve created realistic? Where can you find efficiencies? Over time, you’ll get more comfortable with your process, and you’ll be able to sustain a rhythm right for you and your small business.

Organic social media marketing doesn’t happen overnight.

• It takes time and effort to create brand awareness
• It takes consistency to have an effective lead nurturing
• It takes practice to nail down your social media management process

So don’t give up if you don’t see your desired results right away. Continue your strategy and tweak where necessary.

The best part of organic social media marketing is that it does not require big upfront costs like traditional advertising. Instead, you have to dedicate your time and energy to growing your social media presence organically. And to make your efforts worth your while, you need to put the work upfront to build a solid strategy, acquire a social media management tool, and develop a content plan. It will save your time, energy, and ultimately save you money.