The Legal Growth Column: growing your social media audiences

The Legal Growth Column: growing your social media audiences

I often state the obvious and say it’s pointless posting content on social media to an audience of zero so in this edition of my marketing column for Today’s Wills and Probate I’m sharing some simple tips for expanding your social media audiences.

Each platform has different methods and requires different strategies but here are some of our favourite ways to grow your social account audiences.

  • Put links on your website and on your email footers.

Make it easy for people to find your pages. This works for all social media accounts. Simply hyperlink your account to a social media icon in the footer of your website. If you need help with this, don’t hesitate to contact us. Most people put their social media links in their footer like this:

  • Actively ask for a “follow”.

This is VERY effective on LinkedIn and there is a tool that business page managers can use. When on your LinkedIn business page, using the admin tools, click “invite connections” and choose who to invite to like your page. Note that this also works when you’re building brand awareness and brand advocates but instead of using system tools, simply ask them politely to follow the page and possibly even share the content with their audiences


  • Incentivise follows. Host contests and do giveaways etc.

If you offer regular engagement campaigns like giveaways and let people know that you will be doing so regularly, you’re more likely to attract followers to your page. You might also consider using hashtags like #giveaway or #competition to attract the attention of competition hunters. A quick way to build your audiences is to ‘fish where the fish are’ and by this we mean share your page within groups where your target audience hang out.

  • Boost your pages (paid)…

One option is to boost your page to encourage new followers using boosting or advertising functionality of the individual social media platforms. It’s worth noting that more and more people are cottoning on to the sponsored page and conversions are becoming more expensive than they used to be. That’s why, here at Legal Growth, we are a fan of organic audience growth where possible. We don’t believe in spending money if you don’t have to.

  • Use visuals posts and utilise videos.

Social media platforms have their own algorithms which we’re told are forever changing and each one differs. What we do know is that you’re more likely to get engagement when you post videos or visuals. As such, build this into your strategy and if you’re creating good quality content, you’ll find it easier to increase your audiences. Remember though that audience growth does take time and unless you can get a piece of content to go viral you won’t see overnight success.

  • Use tags and encourage people to tag your business. 

Again, we want to take advantage of the algorithm and get engagement so getting people to interact and tag your business is important. This will help (platform depending) to expand the post reach to others.

On top of these tips there will be a few key considerations. You’ll want to post at the right times, you should focus on consistency when posting, if you can, team up with micro-influencers and have them promote your page, engage with your followers, and of course – analyse your competitors to see what others are doing.

If you would like more information on social media marketing, get in touch with us.

Stay tuned for another marketing column soon.

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Tom Stansfield

Tom is a legal marketer and founder of the marketing agency – Legal Growth. Tom has worked in the legal sector for 10 years and is a huge advocate for business and personal growth and branding. During his career, he has been on the board at the Society of Will Writers as well as being the Head of Growth for WillSuite (and the Love Legal Group) prior to launching the agency. He is also a regular on the speaking circuit presenting at all manner of conferences and sessions.