The ubiquity of social media is well-established and widely recognized. According to recent surveys, the average person spends about 145 minutes on social media each day, with the typical American spending an average of just over two hours a day scrolling through social media feeds. It’s equally important to recognize that 99 percent of people access social media from a smartphone or tablet, which underscores the importance of building and incorporating a mobile-focused social media strategy to market your brand. Companies hoping to connect with potential customers can create profiles on social media platforms and generate content that attracts viewers and followers, which can build brand awareness and boost visibility with a bit of time and effort. Although creating a social media profile and posting regular updates is free, businesses have the option to invest in a paid social media campaign that turbocharges their reach and finds potential customers in a virtual space where they already are spending their time. Businesses looking to reach certain demographics can achieve this goal via social media, as social media companies already use highly specialized algorithms to profile users and present them with content that is the most likely to spark their interest and connect with their preferences and needs.
So, how can smaller and mid-sized law firms benefit from paid social media marketing campaigns? Essentially, designing and launching a targeted paid social media campaign for law firms can boost your law practice’s visibility, cultivate client trust in your firm’s ability to help others, and generate more leads that translate into meaningful client relationships. Let’s take a look at how paid social media marketing campaigns work and how your law firm can benefit from integrating this tool into your larger digital marketing strategy to grow your law practice and connect with a broader audience of potential clients.
Paid Social Media Marketing Basics
Paid social media marketing typically unfolds as you would expect it to. Essentially, paid social media campaigns are a proactive way to amplify your law firm’s reach, visibility, and engagement with a broader audience of potential clients. For example, you could launch a paid social media campaign on Facebook to reach older individuals who may be interested in working with an estate planning attorney. A firm practicing business law may also invest in a paid social media marketing campaign on LinkedIn to connect with professionals or startup companies that may need guidance on how to structure their new businesses. It’s helpful to think about paid social media campaigns as a streamlined form of communication between your law firm and a highly targeted audience, which ensures that your message reaches and resonates with those who are the most likely to need or seek out your services.
Different Types of Paid Social Media for Law Firms
You may be familiar with the Pay-Per-Click (PPC) model of paid social media advertising. A PPC campaign allows you to pay a fee every time someone clicks on your ad. Ultimately, this model offers a cost-effective way for your law firm to connect with more potential clients, as you will only pay for actual engagement with the content you display. Another form of paid social media is sponsored content, where posts appear organically in a user’s social media feed. Sponsored content is designed to blend in seamlessly with other social media posts, ensuring a natural user experience that coaxes potential clients to engage with your content in an inviting way. Display ads offer another way to boost brand awareness. These types of ads tend to be more traditional, as they appear on the side or in the middle of a website or social media feed. They are more easily identifiable as advertisements, but they still have the potential to capture user attention and drive traffic to your law firm’s website.
The Cost Varies Widely for Paid Social Media Marketing Campaigns
As a smaller to mid-sized law firm, cost is likely a prominent factor in your decision to invest in paid social media marketing. You want to know whether you’ll see a return on investment (ROI) that justifies this expense. Of course, several factors determine the cost of paid social media advertising, such as the platform you choose, your industry, and the duration of your campaign (to name a few). Many paid social media marketing campaigns require a daily minimum ad budget, so it’s helpful to enlist the guidance of a knowledgeable law firm content marketing professional to get a more accurate estimate. Moreover, collaborating with a trusted ` firm is the best way to tailor your digital marketing strategy to work within your budget and deliver you the results you’re looking for.
Making an Impactful Paid Social Media Marketing Campaign
Just as the needs and goals of law firms differ from one another, so do paid social media marketing strategies. Rather than attempting to force a one-size-fits-all approach to paid social media marketing, it’s best to adopt a strategic approach that creates customized and engaging content to reach more of the people you are hoping to serve. You can work with your legal marketing strategist to develop content that addresses the interests and challenges of your intended audience. For example, many people respond favorably to ads that integrate client testimonials or endorsements from satisfied customers. You can craft impactful social media advertising campaigns that highlight client successes and use favorable reviews to cultivate trust in your firm’s ability to serve your clients. No matter what path you choose, remember to use the analytics tools provided by the social media platforms to track the success of your campaign. These tools provide valuable insights into the effectiveness of your marketing campaigns, enabling you to adjust your strategy accordingly to maximize its reach and impact. If your law firm is ready to grow your practice and connect with more of the individuals and families you are hoping to serve, get in touch with a highly qualified digital marketing professional who specializes in helping law firms achieve their goals.
Your law firm deserves a customized digital marketing strategy that considers your unique needs and goals. If you’re ready to develop an effective content marketing strategy to grow your law practice, give LegalRev a call today at (800) 893-2590 to get started.
