4 Keys to Paid Social Media Success

In last week’s post, I talked about the importance of building an authentic social presence organically. Now, I’ll share more about how to incorporate paid social advertising into your law firm’s marketing strategy.

So why is social advertising beneficial for law firms? There are two primary reasons.

First, it’s incredibly cost effective. Advertising on Facebook has the lowest “cost per impression” in history. If you were to take out an ad in a newspaper, you would put your brand in front of about 32 people for every dollar you spent. Compare that to Facebook where your law firm’s brand is seen by 4,000 people for every dollar you spend.

The second reason to use paid social advertising is that social media sites know everything about their users – things like their gender and age to their professions and hobbies. And they allow you to tap into that information to target your advertising dollars to the people you really want to reach.

For most law firms, Facebook is the social media site mostly likely to deliver a strong return for investment, so in the tips below I focus primarily on that site. However, the same principles can be applied to paid advertising on Twitter and LinkedIn as well.

  1. “Boost” your posts. Although you can create a paid social ad with just a picture and a link to your website, Facebook users are more likely to click on a link if they have some information about its destination. This is why Facebook’s “Boost” option is so effective. You’re taking a typical post that links to your website and giving it a major increase in visibility.
  1. Target Your Audience. When you select your audience features, Facebook displays a meter that ranges from too specific to too broad. If the needle on this meter is near the center, you know you’ve hit the sweet spot. You will target people who are interested in your post, but not so narrowly that you will be paying to show the post to the same few people over and over.
  1. Don’t use the defaulted age selection. Consider this for a moment. Would an 18 year old need to hire an attorney who specializes in tax law? Is a 65 year old looking for a family law practice focused on parents of young children? As you select the ages for your target audience, think about your ideal client and limit the ad accordingly.
  1. Do identify interests and behaviors for your audience. The interests and behaviors are the key to unlocking the potential of paid social advertising. For example, a personal injury law firm boosting a post about motorcycle accidents can target Facebook users who have demonstrated an interest in motorcycles. Bankruptcy law firms can target “spending methods” to display their ad to active credit card users.

When it comes to paid social advertising, remember that knowing your audience is key. If you keep your ideal clients in mind as you write your posts and select your ad targeting, you’ll see a significant return on your investment.

These recommendations will get you started on the path to successful paid social advertising. And remember, FindLaw can help you make the most of your marketing budget. Contact your law firm marketing consultant to learn more about how we put paid social media ads to work for our clients.

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