If you own a small law firm, or if you are a solo lawyer, you definitely know how important it is to reach potential clients. After all, if you are not able to reach people successfully, chances are, you will not be getting much work.
Last year taught many law firm owners the importance of establishing an online marketing strategy, including advertising. There are two commonly used methods, social media advertising and Pay-Per-Click (PPC), when it comes to law firm marketing advertising.
PPC is an advertising method where you pay for the ad every time that it is clicked on. Although social media advertising may cost more, it can effectively reach more potential clients than the other method. Both strategies have their pros and cons, but in many ways social media advertising comes out on top. Here is why.
There are a few different social media platforms law firms should consider when it comes to social media advertising, but the two most common and effective are Facebook and LinkedIn. Both platforms are great, but for different reasons.
Both Facebook and LinkedIn have great audience targeting systems that allow you to narrow your target by many metrics including, job title, level of education, and income level. With both platforms you would be able to strategically target an audience.
Facebook ads will always target potential leads in a friendly personal way, so the target audience would be the average person who needs legal representation. The exact type of person your law firm should be targeting is based on the services you normally offer, but basing your ads around people, not business, is where you will get the most success.
LinkedIn is a social media platform designed for professionals and businesses, so basing your ads around other businesses' needs will increase potential leads on the platform. With a professional-based platform, you will want professional-based ads.
Creating a budget for your advertising can be a hard process, and if you are trying social media advertising for the first time, it can be hard to know how much to spend. Each company's budget is going to be different, but make sure that you do set a budget; otherwise it is easy to not spend enough to ensure a large ROI. The best way to figure out a budget is to set a goal of how much you want to earn from the ad campaign, and then see how much it would cost to generate that many customers.
If you are trying to grow your small law firm, establish yourself as a solo lawyer, or a firm looking to improve your online marketing strategy, social media marketing is a great way to grow your business and generate more leads.
Besides, your competitors are already doing it.