Social media has become an essential part of an inbound marketing strategy. It doesn’t just give your law firm access to the largest collective audience on the planet, it gives you an unprecedented ability to research and target your desired prospects.
While it is possible to make great gains without spending a dime on social media, it may be worth it to take advantage of paid advertising, too. The various social platforms all have their own way of getting eyes on your ads. What they have in common is the ability to let you segment and target your audience with an accuracy that more traditional forms of advertising can’t even begin to approach.
Here’s why social media advertising for lawyers is so effective for exposure and lead generation via social media:
Pin Point Targeting
Social networking sites can deliver your ads to targeted audiences based on very specific information that simply isn’t available elsewhere. Social media users happily share everything from their geographic location and job description to their favorite foods and nightly TV habits.
With all these tidbits of information available, you can tailor your campaign to just about any combination of characteristics you can think of. Looking for retirees who used to work in the retail industry and have shown interest in remedies for chronic pain? No problem. How about young entrepreneurs with a college-level education who’ve been looking into international trade regulations? You simply can’t get this kind of precision from TV commercials or magazine ads.
Do Your Own Market Research
For a lot less than it might cost to hire an outside company to do market research for your law firm, you can test everything from different types of ads to a selection of targeted landing pages. Simply set up your test material and plug in the demographics and the characteristics you’d like to test.
You’ll start gathering results immediately, and you’ll be able to make adjustments on the fly to see what works best.
Cut Out the Competition to Be Seen
Social media can put your law firm’s message in front of a lot of potential clients for free, but you also have to fight your way through the competition to be seen. When you pony up and pay for social media advertising on your favorite platform, you cut out all of that competition and reach far more than just your firm’s organic followers.
Especially if you’ve had a lot of success with one or more conventional blog posts, it can pay off big to give that content a boost and push it out to a larger audience through paid options.
Build On Proven Success
Your law firm most certainly has a database filled with information about current and past clients. You can use the information you already have about those clients to target your advertising to new clients.
Most of the social media platforms allow you to upload lists of existing clients, newsletter subscribers or current followers. Since so many people have accounts on the major platforms, the sites can take your information and use it to find users’ accounts, link common demographics from people with whom you’ve already had success, and then target your ads to more people who fit those same profiles.
You’re essentially profiling the people that you know your firm attracts and converts, then super targeting your advertising to similar people that you haven’t met yet. This type of targeting can boost your conversion rate to a level you’ve never seen before.
Start Slow and Experiment
Overall, one of the biggest benefits of social media advertising is the ability to start out slow, so you can learn what will work best for your law firm without breaking the bank. You don’t have to go all in and hope for the best as you might have to do with a TV ad.
You can get a campaign started on many sites for as little as fifty dollars. On some sites, it’s even less. It might take a little time to sort through and understand all of the options of social media advertising at first, but the returns are well worth it. Don’t be afraid to jump in and experiment, especially if your firm has had success with the free side of social media marketing.