If you follow our blog, you know we’re big believers in LinkedIn for lawyers. LinkedIn is a powerful tool for natural networking and lead generation, and is becoming more useful for paid advertising as well. Many of our clients want to set up LinkedIn campaigns, but aren’t necessarily sure what to do from there. That’s why we’ve compiled “LinkedIn Ads for Lawyers: A Checklist for Successful Campaigns”. Feel free to share or print this out, and take a look at it each week. Make time to follow the steps on each of these items to ensure your LinkedIn campaigns are working their hardest to meet your goals.
1. Review your objective
When you set up your law firm’s LinkedIn campaigns, you’ll choose an objective. There are a number of reasons you might need to change it. Reflect on what you’re hoping to accomplish and make sure your chosen objective aligns with that. For example, perhaps you originally had “website conversions” as an objective (with a conversion being downloading a form). If you notice that number is low and the page has low traffic, you might need to change your objective to “website visits”.
2. Ensure you have multiple pieces of creative out there
LinkedIn experts recommend constant testing. In fact, they say the most success comes from having no less than 4 creative elements going at once. Make sure you have different images, copy, and CTAs present in your campaigns. You should also consider using a video ad to grab your audience’s attention and convey your message. See: Why Your Law Firm Social Media Strategy Needs Video.
3. Turn off what’s not working
As you become more disciplined in testing and monitoring results, you’ll soon have plenty of data to help you understand what’s working and what isn’t. To maintain spend efficiency, make sure you swop out stale or underperforming creative that is not getting good results (>.3 CTR).
4. Reallocate resources (from the bottom to top performers)
When your law firm has multiple campaigns running on LinkedIn, it’s a smart practice to shuffle spend from the ones that aren’t performing well to the ones that are. This is also a good time to figure out why something is working in a particular campaign and see if you can replicate that across other campaigns.
5. Find the ad with the lowest performing engagement
From there, take out the current creative and try some fresh images, copy, or calls-to-action. Not only does this help with continuous testing and improvement, doing so will help improve your ad relevance score over time.
6. Review the data in Campaign Manager and adjust your target audience accordingly
Since LinkedIn is very data rich, it makes sense to dig into the information available and apply the learnings where you can. You should be able to get a feel for which audience segments are producing the best results, and then tweak your overall targeting from there.
7. Check ad rotation settings
We recommend setting your ads to optimize for performance so that LinkedIn automatically optimizes for your desired outcome.
8. Assess your law firm’s LinkedIn Ad content with fresh eyes
Though you don’t need to do this every week, it is important to look objectively at your ad content periodically. Remember the mindset of professionals browsing Linkedin. Are you able to capture their attention quickly and start forging a connection? If not, it might be time to assess your campaign or the content you’re using in it.
With the right approach, LinkedIn advertising offers true business development opportunities for lawyers. As we uncovered in last year’s Social Law Firm Index, 30% of Am Law firms are using LinkedIn ads as part of their overall marketing strategy. Hopefully this checklist for keeping your firm’s LinkedIn campaigns will help you achieve your goals and be successful on the platform.
If you need assistance with your LinkedIn strategy, contact us today. We have vast experience helping lawyers and law firms achieve success on social media.