When talking about buying online ad space, many attorneys and law offices have on Google AdWords blinders. Other than advertising on Google, they don’t see the point—or the opportunities. The truth is that while Google ads can be a great way to get web traffic and new clients, it is far from the only way to purchase ad space online. In fact, advertising on social media platforms, including Facebook and Twitter, is becoming more and more effective with each passing day, quickly replacing the banner ad, which is quickly losing relevance.
How can your law office create the best and most effective social media ads? Let’s learn how.
Step 1: Choose Your Platforms
The first and most important decision to make when wading into social media advertising is choosing the right platforms for your needs. Currently, more and more social media platforms are offering advertising options, including but not limited to:
Choosing the correct sites to focus on depends on a number of different factors. Before choosing one or two social media outlets to purchase ad space on (and we recommend that you start with just one or two), ask yourself the following questions:
- Which social media platforms do my ideal clients use?
- Which social media platforms intersect with my clients’ interests?
- Which social media platforms offer the best targeted marketing opportunities?
- Which social media platforms offer the best tracking and testing options?
For most lawyers and law firms, Facebook and Twitter likely offer your best opportunities for advertising: they have the largest base of engaged users and the best results. Still, some types of attorneys, such as those advertising to other businesses, may find luck on other platforms, such as LinkedIn.
Step 2: Create A Target Audience
The beauty of advertising on social media is that you are only advertising to a targeted audience. Everyone using Facebook, for example, has given the platform their demographic information and a list of their interests. When creating ads, you can target very specific groups, including people who live in specific towns, people who are of a certain age, or people who like certain things. On sites like Facebook, you can also target uploaded email lists, current clients, or other very specific groups.
Before you begin advertising on social media (or anywhere, really!) be sure that you know your ideal client. Here are a few questions to ask:
- Where do they live?
- How old are they?
- What are their interests?
- What information are they looking for?
- What are their most frequent questions?
- What are their needs?
You should consider creating client personas to help you understand who you are looking for – but that is for a different post.
Step 3: Promote Something Special
Attorneys can’t advertise on social media like many other businesses, who might be selling products or simple services. Because hiring a lawyer is such a big decision (and often a big-ticket item), it’s often a good idea to offer something smaller to potential clients before selling them your actual legal services. Ideas might include an informative ebook, a special discount, a free consultation, or a contest.
Step 4: Create Landing Pages
One rookie mistake regarding social media ads is to simply direct people who click on your ad to your homepage or to a practice area page. This is simply not effective when looking to convert users. Instead, create specific landing pages to pair with your ads. These landing pages should exclusively refer to your ad and offer something immediate and specific. The best overall strategy for social media ads is to pair a special offer (Step 3) with a specific landing page (Step 4).
Step 5: Track and Test, Test and Track
In order to optimize the effectiveness of your ads, it is vital to track your results and regularly test new ads. Try using different wording, different headlines, and different images to go along with your ads – and then analyze what the click through rate (CTR) is for each permutation. Not only will tracking and testing boost the effectiveness of your ads, it will also teach you how to be a better online advertiser as you learn more about what works and what doesn’t for your client base.
Step 6: Don’t Forget The Rest Of Your Social Media Presence!
While it is important to spend time honing your social media ads, it’s still just as important to continue keeping up your general social media presence. You can do this in a large number of ways:
- Making regular status updates.
- Responding to client inquiries and comments.
- Posting about news and upcoming events.
- Posting about charity and community involvement.
- Posting useful tips and advice.
- Posting links to new blog posts, videos, and other new content.
Your social media followers should think of you as a regular presence in their online life – a friend who they like receiving updates from. When a friend or relative asks them for a lawyer referral, you will likely be the person who springs to their mind.
Facebook & Social Media Advertising With Black Fin
Do you have a unified online marketing plan, or are you just taking shots in the dark during your spare time? At Black Fin, we are here to organize and improve your efforts, from designing a perfect mobile-friendly website to setting up the perfect social media ad campaign. Talk to our team and learn more today by filling out our online contact form.