Barristers Chambers needs to utilise sophisticated marketing techniques to be as visible as possible to potential clients.
Twitter, in particular, is a very valuable tool as it provides a platform for individuals to engage with businesses. Therefore, those who can engage a Twitter audience will be tapping into a huge source of potential leads (there are currently estimated to be almost 14 million Twitter users in the UK alone, with about 310 million worldwide).
Barrister Chambers and legal professionals who have worked out how to use Twitter effectively are likely to win more clients.
Many people use Twitter to seek out reviews or information about companies they may consider using. Through the interconnectedness of the platform, organisations that “tweet” more prolifically and share more interesting content are likely to be easier to discover.
Take a look below to discover ways in which your Chambers may successfully tap into their Twitter audience.
What Are Your Business’s Goals?
While deciding how to use Twitter effectively, there are two goals you should be aiming for that will, in turn, inform a greater overall outcome:
- Growing and retaining your base of Twitter followers to build a sense of trust in your practice
- Attracting viewers to your website to see the services you provide, so you can go on to convert those visitors into leads
The main outcome of both should be an increased number of visitors to both your Twitter page and website who then become paying clients.
How to Build Your Twitter Strategy
So – how to use Twitter to get traffic?
Here are some of the chief approaches that sets of Chambers should consider:
- Sharing success stories and articles about your practice or your Chambers
- Commenting on major current affairs connected to your sector
- Engaging in online conversation and offering advice to members of the general public
- Sharing updates regarding your activities
- Posting tweets detailing a particular service
You can find other helpful techniques via this useful article from Social Media Examiner.
The use of these approaches will influence more and more interested parties to follow you. As a bonus, Twitter users tend to consider businesses with the most followers to be more trustworthy.
Your Chambers’ Twitter page should be very active to engage with its audience as effectively as possible.
How to Use Twitter to Effectively Reach a Wide Audience
It’s important to communicate your services, your area of operation and your contact information (address, phone, website and email) as clearly as possible within your Chambers’ profile.
There is also the opportunity to add a “pinned tweet” to your account with further information. This will stay in place at the very top of your Twitter feed while your other updates may be scrolled past.
There are many different answers to the question of how to engage your audience on Twitter as a Barristers chamber.
Firstly, you can follow relevant users.
When you do, they will be notified – showing them that you are interested in their activities while at the same time adding their updates to the stream of information you can see on your own Twitter homepage.
For your tweets and updates to reach the right individuals, you can type @ at the start of someone’s username so they will be notified that you intend a particular tweet to be seen by them.
If someone then searches for that individual or company, your tweet will be visible in the results.
You can also use hashtags (#) in front of particular topics or keywords.
If a user then searches for that information – say, for example, they type in “criminal law barristers” – and you have used the hashtag #criminallawbarristers on one of your tweets, that tweet will appear in their results.
Remember not to use spaces, commas or apostrophes in hashtags, for the full phrase to be searchable.
“Liking” and “retweeting” tweets are simple techniques available to help you interact with other Twitter users.
Liking shows your support for information another person has shared and may help you to connect with users by showing them that you exist and are interested in what they have to say.
Retweeting posts can be useful in two ways – firstly in that it allows you to interact with other users in the same way as “liking”, but also because that individual’s content will then become visible on your own Twitter feed for other users to see and engage with.
Quoting another users’ tweet can also be particularly helpful. It allows you to interact with someone regarding a news article or other piece of information they have just shared, commenting on it and adding your thoughts.
This is a great way to start a conversation with a potential client or to showcase your expertise in a particular subject.
Your comment, alongside the original post, will then appear on your own Twitter stream.
Replying to a tweet is similar, but doing so will not share the original tweet to your own Twitter stream – the comment will simply appear below the original update on the other user’s stream.
Remember – it’s important to only like, share, retweet, quote or reply to content on your Twitter feed that is relevant to your practice.
It’s tempting to use the platform to voice unrelated personal opinions, but this will dilute the message you wish to send.
To this end, be sure to be selective of the users you decide to follow.
Choose people or companies with whom a connection is likely to be valuable – whether they are potential clients or other service providers whose own followers may require your specialist services.
It’s important to decide on a consistent tone of voice for all of your tweets. Of course, you can’t change the feel of articles or other content that you retweet, but your own Twitter page needs to have a distinct personality.
As a barrister, using clear, concise and formal language will always work in your favour.
Should You Pay for Social Media Promotion
It is possible to pay for Twitter to promote specific updates for you, making them visible to a wider audience with a variety of aims. You can choose to be charged per user who engages with your website through your Twitter page, per follower than a campaign adds to your base, per like/retweet/quote etc., per engagement with a business app through Twitter or per view of an online video. You must decide which, if any, is relevant to you. There are different tiers of the campaign which are priced accordingly. Strike Social features a good list of the types of Twitter promotion and their respective costs.
If you are achieving good results through the use of the free platform alone, you may find that you need to spend little to no money on Twitter promotion.
Developing a Wider Digital Marketing Strategy
Now you are a little more aware of how to engage your Twitter audience as a Chambers, it’s important to realise that it doesn’t stop here.
As the author of this handy article explains, sharing the workload amongst colleagues and clerks is a good approach. Together, you need to implement a strategy that incorporates numerous interconnected platforms – potentially including Facebook, LinkedIn and possibly YouTube and Instagram.
To conclude, when harnessing Twitter to attract clients, it’s vital to:
- Create a clear strategy
- Stay active on all of your channels
- Be consistent in both tone of voice and quality of content
- Choose your engagements carefully
- Always display your contact information and add clear links to drive traffic to your site