Twitter can be one of the hardest social media networks for businesses to gain traction on. Users are often deterred by the platform’s 140 character limit, and frustrated by how long it can take for their account to build up a sizable following.
We’re here to tell you not to give up on Twitter just yet.
Law offices have the ability to reach a ton of people by posting on Twitter (328 million a month to be exact), and are given the chance to make real connections with others in the law community. While other social networks like Facebook and Instagram are more cluttered with personal posts, Twitter is generally used by people to find out what is happening in the world, learn something, or be entertained. All of those are things a good blog post can accomplish, which is why Twitter is the best place to show off your legal marketing blog.
Use The 140 Character Limit To Your Advantage
How can a law office possibly get a promotional message across in just 140 characters? Instead of thinking of Twitter’s character limit as a restriction, think of it as a helpful tool. When promoting a blog post on social media, you are essentially sending out an elevator pitch for why online users should take the time to read your story. If your pitch is too long or fails to immediately grab people’s interest, it will not garner many blog visits. What makes Twitter such an effective promotional tool, is that it forces you to condense what you say and get straight to the point. It compels you to get good at teasing stories.
Mastering the art of the teaser can be challenging. Below are a few helpful tips on how to develop quality teasers, along with some real teaser examples from the @AnsweringLegal twitter feed:
Asking the audience a question or promising them a reward for reading your piece is a proven method for generating link clicks.
Ex: Want to learn the secrets to being a great content marketing writer? Read this blog post: ow.ly/gwDZ30gZXbT
Including interesting, alarming, or unusual facts from your blog post in your promotional tweet is also a great way to grab people’s attention.
Ex: Fact: 72% of people do not leave voicemails when calling a business. Click here to keep clients from slipping away: ow.ly/7ERA30gZXkU
Make people feel like they need to click on your link, or their day will be worse off for not doing so.
Ex: If you want to save your law firm some serious cash, you should read this blog post: ow.ly/JO8V30gZXoK9
A Twitter news feed is a crowded place, and it can be easy for your thoughts to get lost in the shuffle. Developing quality teasers is one of the best ways to make sure your online voice is consistently heard and your blog posts are frequently read.
Interact As Much As Possible
Improving the quality of your tweets is only half the battle when it comes to having promotional success on Twitter. Even if you have the most provocative teaser and the most exciting piece of content to share, it will not matter one bit if your story isn’t seen. Unfortunately, nobody out there is actively searching for your content on Twitter, so it is up to you to engage your audience. Here are some the best ways you can do so.
Retweet and share:
Sharing posts from other accounts is a great way to spark new relationships within in the online law community. Retweeting interesting content will not only add credibility to your account, but will possibly open the door to other accounts wanting to share your blog posts.
If your new blog post discusses a particular person, group, or product in a positive way, why not let them know. Find their account and @ it in your tweet promoting the blog post. In many cases, the person running the account you tag will appreciate the shout-out, once again opening the door for a possible online relationship to begin.
Once you begin tweeting enough, you may start getting feedback about the posts you have shared. This could come in the form of a simple reply tweet or them sharing the link to your blog on their account. Whatever the case is, be sure to respond and thank them if what they have to say is complimentary.
Hashtags are words or phrases preceded by the pound sign that people utilize to search for tweets relating to a certain subject or event. If you come across a hashtag that naturally fits into your tweet, do not be afraid to include it. Using the right hashtags increases the likelihood that people interested in what your are blogging about will be brought to your content.
There are a lot of things you can do to help promote your firm’s blog posts on Twitter. However, even if you are among the most active of Twitter users, it will still take some time before your tweets begin going viral. While you are in the process of growing your list of followers, you will likely experience varying levels of attention for each post. The key is to not get discouraged and continue on posting. Over time you will see an increase in your twitter engagement rates.
Keep in mind that each post you share provides people with a new path to find and start interacting with your firm. Everyone of the people who make it to your website is a potential lead. By consistently tweeting about your blog content on Twitter, you get chance after chance to peak the interest of a new person and possibly turn them into paying clients. Putting all of this work in on Twitter will eventually pay off major dividends for your law office. Just don’t give up!