• December 1, 2023
 Top 5 Social Media Tips for an Estate Planning Company

Top 5 Social Media Tips for an Estate Planning Company

In today’s digital age, social media has become an essential tool for businesses to connect with their target audience and enhance their brand awareness. For estate planning companies, using social media platforms effectively can help them reach a wider audience, establish thought leadership, and drive client engagement. We are going to share with you, what we think are the top five social media tips specifically tailored for companies in the estate planning industry, to maximise their online presence and achieve their marketing gaols. 

  1. Identify and Understand Your Target Audience:

Understand your target audience before you start writing content for social media. Define the demographics, interests, and pain points of your ideal customers. A fun way to do this is by creating a few personas of each of your different clients, this can really help you understand these key points. By gaining a clear understanding of your audience, you can tailor your social media content to meet their needs effectively. Conduct thorough research, analyse your competitors’ social media strategies, and utilise analytics and insights tools, provided by platforms, to gather valuable data about your audience. For example, what type of content do they engage with the most, is it images? Videos? Questions? – whatever it may be, use this as your starting point.  

  1. Choose the Right Social Media Platforms:

It is essential that you select the social media platforms that are best for your target audience. For estate planning companies, LinkedIn is particularly effective due to it’s professional nature. LinkedIn allows you to showcase your expertise, engage with industry professionals, and establish thought leadership through articles and posts. This doesn’t mean you should completely rule out other platforms, such as Instagram and TikTok, you just have to think about what content is suitable for each platform and plan your content accordingly. For example, TikTok may not bring you many sales, but it will likely be the platform where you receive the highest engagement levels. Use it for brand awareness and to give your company a personality. According to the Digital Marketing Institute, social media is going back to its routes and becoming more about brand awareness and less about lead generation. If you want ideas on what to post, you can view our TikTok here: https://www.tiktok.com/@arken.legal  

Rawnet said “stop underestimating the power of TikTok”…so that’s what we did! 

Facebook is also an effective tool for estate planning companies as it is another way for them to connect with their target audience. By creating a business page, sharing informative content, and using targeted advertising, they can reach a large number of potential clients. Engaging with users through comments, direct messages, and joining groups or communities of like-minded businesses or clients, can all be techniques adopted to build credibility and generate leads. Facebook offers a powerful platform for estate planning companies to expand their reach and strengthen their brand. 

  1. Create Engaging and Educational Content:

In the estate planning industry, you must provide value to your audience through informative and educational content. Share industry news, insights, best practices, and thought-provoking articles to position your company as a trusted authority in the field. Include visual elements such as infographics, videos, and images to make your content more engaging and shareable. The Digital Marketing Institute recently found that videos are the most popular form of content, which is probably by TikTok is so prevalent! Additionally, consider leveraging user-generated content and case studies to highlight the credibility of your business. As a general rule of thumb, we try to adopt the following strategy when coming up with our social media content: 

25% – Industry insight – sharing content from reliable sources etc 

25% – Business news – updates from us e.g. new product offerings, system enhancements, blogs etc 

25% – Personal insight – (e.g. barken legal, team insights) – this helps give you a personality and makes you more approachable as a business 

25% – Sales based content – information on our products, links through to our website/book a demo and so on. 

  1. Engage and Interact with Your Audience:

Social media is not just a one-way communication channel; it’s an opportunity to engage and interact with your audience. Creating a community online with your followers is what they are craving. Respond promptly to comments and messages to show that you value your followers’ opinions and feedback. Actively participate in relevant industry discussions, join professional groups and communities, and contribute your expertise to establish a strong presence. Encourage conversations, ask questions, and run polls or surveys to generate meaningful interactions and gather valuable insights from your audience. Use the information you gather to create content that you can use to steer further conversations and content. For example, you could create an infographic with results from a poll.  

  1. Monitor, Measure, and Adapt:

Regularly monitor and analyse the performance of your social media efforts, this can be done internally in most platforms, but there are also a whole host of platforms out there that can give you this data. Keep track of key metrics like reach, engagement, click-through rates, and conversions to evaluate the effectiveness of your campaigns. Use these insights to refine your social media strategy, identify what works best for your audience, and make data-driven decisions. Experiment with different content formats, posting schedules, and promotional strategies to optimise your social media presence continuously. Analytics tools can show you what time of day your audience is most engaged, for example, which can really help you get the most out of your content. 

In the digital landscape, social media plays a vital role in helping estate planning companies expand their reach, engage with their target audience, and establish their brand identity. By implementing the top five social media tips discussed, you can begin to realise the power of social media and how it can drive success for your company. Stay consistent, remain adaptable, and never underestimate the potential of social media in growing your business.

This article was submitted to be published by Arken.legal as part of their advertising agreement with Today’s Wills and Probate. The views expressed in this article are those of the submitter and not those of Today’s Wills and Probate.



  Transforming the global estate planning industry through advanced technology Arken.legal provides expert digital solutions for the private client and estate planning industry. Its solutions deliver business efficiencies and consistency across a practice, while enabling client acquisition through an improved customer experience. Built by private client solicitors, Arken.legal products are used by more than 500 firms including Legal practices, Accountancy practices, Will writers and Legal services businesses in the UK, as well as Trust companies in South Africa, Australia and New Zealand. With 29 years' experience and more than 6 million Wills having been created using its products, today Arken.legal is a software as a service business offering secure, cloud-based solutions. The Arken Product Suite Businesses are turning to technology to enable change, increase efficiency and futureproof their incomes to suit upcoming generations and demand. The Arken product suite is designed for just this – to maximise productivity, provide interactivity and lead generation, and manage risk. It can suit any business process – whether instructions are taken virtually, in an office, remotely or via telephone. For increased efficiency, reduced re-keying and a delighted client, book a demonstration today to find out how we can help your practice. Key Services Arken Professional: A comprehensive, up-to-date and secure document generation solution built specifically for the Private Client Sector. Built by lawyers, its industry-leading software has produced over 6 million Wills. Arken Professional is the only software solution specialising in Wills that is accredited by the Institute of Chartered Accountants in England & Wales (ICAEW). All the products on this scheme have satisfied a robust technical evaluation and are from companies that are financially sound and offer strong customer support, giving you that extra peace of mind. Arken Intestacy: The new way to increase leads and grow your business remotely.  A handy customisable tool for your website that demonstrates the circumstances if your prospective client were to die without a Will – they can then fill in their details and ask for you to help protect their estate. Arken Online Wills: A secure, online Will service. Will packs – which include a client’s Will, a Will commentary, and signing instructions – can be sent to the client immediately or reviewed before delivery. Arken Acquire: A digital fact find and lead generation tool. A tool that captures data from your clients, which is then used in the drafting of key estate planning documents. Simply email a link to your client and they can input key information that seamlessly flows into Arken Professional for drafting. Arken Lifetime: Create Inter Vivos Trusts in a fraction of the time. Trust Referencer: Get the latest on tax treatments and specific Trusts. Access the most up-to-date information to generate a personalised report for your clients, outlining the tax treatment that are relevant to both Testamentary and Inter Vivos Trusts. Arken Anywhere: The power of Arken on-the-move. Access an offline version of Arken Professional that will synchronise with your account once you’re back online. Arken API: A seamless transfer of data and reduction of re-keying. Details shared between your case management solution and Arken Professional.       Dave Newick, Chief Executive Officer of Arken.legal, said:
“We work in partnership with our clients to understand their key processes and provide the most efficient digital solutions for their Private Client business. The industry has begun its digitisation journey – it’s time to consider the best route within it for your business. Can you use technology to be more adaptable, more engaged, to provide a better customer experience? Can you use technology to automate low-level tasks, enabling you to focus on what really matters? It’s time to take the digital leap and benefit from the efficiencies it provides.”

          Testimonials Sophie Yates, Director, Fodens Solicitors Limited
“Arken is an absolutely fantastic tool. It is extremely easy to use and has helped our practices in Will drafting to a huge extent. I could not be without it now. I would recommend to any legal specialist looking to invest in Will writing software. Very cost effective too.”
Gemma Garen, Director of Quality and Compliance, Ellisons Solicitors
“We did a careful review of available solutions and chose Arken, as it has a very user-friendly and intuitive user experience, helped us with an improvement in our working practices, introduced time efficiencies and facilitated our ability to standardise our processes and mitigate our risks. The support team at Arken are excellent – very responsive and invested time to understand our needs. We had extensive support before and after going live. Arken is very easy to use, the templates are consistent and we have reliable support.”
Craig Webb, Head of Legal Operations, Brethertons LLP
“…Our staff have found Will drafting in Arken very easy to use and enjoy the questionnaire format which guides them through the process from beginning to end. It is very reassuring to know that our lawyers are all following the same process, producing Wills with a good level of consistency and that all clauses used are up to date. Preparing ‘mirror’ Wills is now particularly easy using Arken, and the systems’ intelligence to amend third person singular pronouns (he, she, his, hers), has eradicated these type of typographical mistakes. We have recently added Arken Acquire to our subscription and are looking forward to the further streamlining of our processes that this service can offer.”
Matthew Field, Director, SMR Solicitors
“We have found Arken to be a valuable tool for our private client team in terms of efficiency and consistency and we would highly recommend it to law firms looking for a professional solution.”
Eric Britt, Executive Consultant, Integrity Wills & Legal Services
"I have been using Arken Will writing software for a number of years, and have found it excellent, and easy to use. The support from the office has been exceptional whenever I have needed it, with a quick response and great patience at times. I would certainly recommend the software and also the company without any hesitation."
Contact Details
Address: Arken.legal (UK) Limited General Wolfe House 83 High Street Westerham Kent TN16 1PG
Tel: +44 (0)1732 867792 Website: www.arken.legal
LinkedIn: arken-legal
Key Contact
Name: Bethany Crease
Tel: (0)1732 867792
Email: bethany.crease@arken.legal
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