Social networking platforms aren’t just for catching up with friends anymore. They are also the perfect venue for advertising your law firm and bringing in more cases! Social advertising has gained significant traction on sites such as Facebook, LinkedIn, and Twitter, and for good reason. These are the places where potential clients are already spending a good portion of their time. According to the Pew Research Center, 65% of U.S. adults were using social media sites in 2015, up from a mere 7% in 2005.
A major benefit to social advertising is that you can target the exact audience that fits your law firm. You can even use retargeting strategies to show ads to users who have already visited your website, or similar audiences. You should keep your target audience in mind when creating the design and content of your social media ads. The more personalized your ads are, the more likely they will be to result in clicks and conversions. Ultimately, you’ll want to create social media ads that your audience finds interesting enough to engage with and share.
Setting Goals & Creating the Right Strategy
Before you get started with your first social advertising campaign, you need to develop a clear strategy. Figure out what your goals are for your ads, what type of audience you are trying to reach, which social media platforms are best for your law firm, and what types of content your potential clients are most likely to engage with.
To give you a better picture of what goal planning looks like, here are a few goals you can select for a social media ad campaign:
- Generate more website traffic
- Retarget your ads to users who have visited your website in the past (or to similar types of users)
- Target ads to users in a specific email address list, or to similar types of users
- Boost general awareness of your law firm to social media users in your local area
- Get more page or profile likes / followers
- Get more users to claim an offer on social media
- Get more people to attend an event
- Increase video views
You should also consider whether you want a more obvious ad that shows up in the sidebar, or one that appears right in users’ news feeds. Social media ads are often designed to take on the look and feel of users’ regular posts.
Track the Effectiveness of Your Ads
After you begin running your social media ads, make sure to pay attention to how they perform. To gauge your success, you should track the conversions that are most relevant to your specific goals, such as new likes/followers, new video views, new visits to your website, new calls or cases, and so on. Once you have all the right data, you can then determine which types of social media ad campaigns are worth the investment.
When done correctly, social advertising can be an incredibly helpful tool for marketing your legal practice and attracting new clients. Call Scorpion so we can help you create the most effective strategy for advertising your law firm on social media. We provide results-driven marketing campaigns that help law firms get not just any leads, but the right types of leads!
For additional legal marketing tips, download our free online reviews guide.
About the Author
Nicolas Gomez is Senior VP of Sales at Scorpion. He helps law firms generate more business and increase their revenue through customized online marketing strategies, including strategies that incorporate website development and search engine advertising. Nicolas has more than 15 years of marketing, technical, and industry experience. During his personal time, Nicolas enjoys exercising, playing golf, playing in poker tournaments, and traveling.