12 Social Media Tips to Grow Your Personal Injury Practice

As a personal injury practice, your marketing strategy should always include social media. According to a survey by Attorney at Work, 96% of the respondents said they use social media as a part of their overall marketing strategy.

However, not many people in the industry know how to present themselves as industry leaders or build their community. Here are 12 social media tips to grow your personal injury practice:

  • Identify Your Goals

With any marketing or business strategy, you need to have a clear goal in mind. Figure out what you want your law firm’s goal to be. Be specific! Simply saying you want to get more clients isn’t clear enough. Some good examples of a goal would be:

  • To generate 300 personal injury leads by the end of Q1
  • To grow our YouTube subscribers by 100 in 4 weeks
  • To add 250 new subscribers to our email list in 2 months

These goals have clear, measurable items which also provide a timeline. Set goals that are realistic for your personal injury practice.

  • Research Your Target Audience

Before you start putting any content on your social media accounts, do your research. Learn more about who your target audience is. From there, you can decipher which social media platforms you’ll want to be spending your time on – posting, engaging, and building a community to grow your personal injury practice.

  • Be Compliant on Social Media

Each platform has its own set of rules and regulations. As an attorney, it’s crucial to understand the legalities behind the world of social media as well. You have to be compliant when it comes to content and any form of advertising you may pursue.

  • Build Out a Calendar

Once you’ve deciphered your audience and channels, you can start planning out a content calendar. Blogs on your website, emails you’re sending out to your subscribers, or videos you’re releasing on YouTube should all coincide with one another. Build out an effective strategy that will tie into your overall goals.

  • Share Educational, Informative, and Entertaining Content

Consider the content you want to create. You can divide them into five main categories.

  1. Educational
  2. Benefits
  3. Entertainment
  4. Behind the Scenes/Personal
  5. Promotional

Promotional content should be the smallest amount of content you share. Remember, people are coming to your platforms because they need something. You, as the industry leader, can provide them with just that.

  • Create Your Content Ahead of Time

A common misconception when it comes to managing social media channels for your firm is that it takes up too much of their time. This is only true if you’re not being smart about it. Spend a day or two creating the content you’ve planned on your calendar.

Then, through the use of automation platforms such as Hootsuite, Buffer, Panoply, or even directly through the social media channel, you can schedule your content ahead of time. You can allocate an hour each day to check in on your messages, respond to comments, and engage with other platforms.

12 Social Media Strategies
  • Have a Clear Call-To-Action

If you want to start turning followers into leads, you have to give them something to do. Having an effective call-to-action (CTA) on each of your posts will help you reach your overall goal. It’s best to mix up the types of CTAs you push. Some examples could be:

  • Asking questions at the end of posts to build engagement through comments or sharing
  • Sharing polls on your social media stories
  • Providing exclusive content they can only see by subscribing to your email list
  • Offer a free consultation when they sign up through a link provided in your content
  • Have a Consistent Brand Aesthetic

Consistency is key when it comes to client retention and brand recognition. When a new visitor comes to your social media profile, you’re setting the first impression for your business.

Keep your branding consistent throughout your social media channels just as you would on your website, business cards, and other marketing collateral. It provides a level of dependability and professionalism prospective clients can trust.

  • Use Your Analytics

As you begin to post, you’ll want to measure the results. Using analytics provided by the social platforms will allow you to see what’s working and what isn’t. That way, you aren’t spending time creating content that isn’t effective towards your goal. Return on investment isn’t just about money. It’s about your time, too.

  • Lead Generation Forms through Advertisements

A part of your marketing budget should include social media advertisement. To start seeing personal injury leads, you might have to segment your audience through paid advertising. Lead generation forms are a simple way to get in front of the eyes of your target audience and start seeing real conversions.

  • Build Your Community

Social media has taken a substantial turn over the last several years to be less about sharing what’s happening in your personal life and more about building a community. As a personal injury practice, you want to brainstorm what your community looks like.

This could be joining groups on LinkedIn to engage with other industry leaders or commenting on other people’s social media posts you discover through relevant hashtags.

  • Respond to Comments and Reviews

Social media algorithms rely heavily on engagement. When someone posts a comment on one of your videos or photos you shared, respond to them. The more engagement you have on your social posts, the higher the chance for your posts to be shown in other people’s newsfeeds. This will bring more awareness to your firm and, in turn, grow your personal injury practice.


Developing a strategic and effective marketing plan for personal injury firms isn’t a one-step process. It takes planning and analyzing for it to succeed. The good news is that you don’t have to do it alone.

Law Pro Nation can help you generate more leads so you can spend less time online and more time working directly with clients. Learn more about Law Pro Nation and apply to see if you qualify today.


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