When it comes to business to business advertising, there are very few platforms that can be effective as LinkedIn. Though social media has increased in popularity for online marketing, most of those channels attempt to reach consumers. LinkedIn is the platform to be on if you want to reach more clients and prospects for your law firm. There are more than 5 ways LinkedIn advertising is unique from other social platforms – but for simplicity’s sake we’ll stick to just 5 here. If you’re new to the world of social media marketing, keep reading to learn about a few things that set LinkedIn apart.
LinkedIn is a truly professional platform
With over 660 million active users, LinkedIn boasts a huge presence. On top of that, their users are professionals seeking to connect with peers, look for job opportunities, and solve business challenges. Though some social platforms might have a larger following, the targeting provided by LinkedIn allows legal marketers to reach top-of-funnel audiences more quickly.
LinkedIn helps you target decision-maker profiles
One great thing about LinkedIn is that it has a very active user base. Due to that, it’s easier to target by professional parameters like skill set, degree, industry, company size, job title and function, and much more. When using the paid advertising features, you can narrow down audiences based on this criteria and also make sure to exclude people based on certain factors so that you don’t waste money on irrelevant clicks. You can layer several criteria on top of one another. Did you happen to hear about a huge privacy breach within the IT department of a Fortune 100 company within the city where you practice? You can set up a campaign targeting IT individuals within that company. You can’t get much more targeted than that.
More competitive conversion rates
Due to the highly targeted practices we just mentioned, LinkedIn offers an impressive conversion rate on advertising. You probably know that low-cost lead generation efforts tend to cost more money and time in the long run. Properly investing in a highly customized LinkedIn campaign will likely generate fewer leads for your law firm – but much warmer ones.
Stronger ROI potential
As we just alluded to above, the investment for LinkedIn advertising might be a bit more than what you see on other platforms. Most marketers care about ROI – therefore even if you pay more for ad costs, generating more revenue through that campaign is still a success. The minimum daily budget required to run an advertising campaign on LinkedIn is $10, and most competitive markets can expect to spend upwards of $100 per day. However, consider the value of reaching multiple warm leads that are engaged and ready to interact with you. What are the fees for an average engagement at your firm? Chances are it only takes one deal to make the campaign well worth your investment.
A secret weapon: LinkedIn’s Matched Audiences
Available in every advertising format, this exciting targeting feature allows legal marketers to match their own business data with LinkedIn’s comprehensive user-generated content for truly impactful marketing outcomes. And, similar to some other platforms, you can also retarget website visitors for more engagement, and build custom audiences by uploading lists for campaigns. Then you can create lookalike audiences.
Your advertising will only be as successful as the audience it reaches, and committing to LinkedIn advertising is a relatively risk-free way to get exposure to your law firm’s targets. Though we’ve just explored 5 ways LinkedIn advertising is unique from other social platforms, remember that the key to any successful law firm marketing is simply getting the right message to the right people at the right time. We can help you do that on any platform! If you’re looking to level up your legal marketing efforts on LinkedIn or any other channel, contact us today for a consultation.