This Winter, Warm Up to Paid Social Promotion

I’ve written several posts now about the effectiveness of paid social media and how it should be a part of your marketing plan.

If you’re having just a little trouble embracing the idea, it’s understandable. Paid social media can seem self-promotional. That’s something many attorneys aren’t comfortable with.

Here are three things to remember when you’re contemplating paid social promotion as part of your law firm’s marketing plan:

No one’s going to do it for you.

My first piece of advice: No one cares about your career and success more than you do, so it’s up to you to make it happen. That’s true for all of marketing, which is why you sponsor events and place ads in local media. It’s now becoming equally true for social media. Sure, likes and shares can happen organically (that is to say, without you paying for them). However, organic reach on social media has been declining and while it’s still an important element of your marketing plan, it can’t be relied upon alone.

It’s more welcome than you think.

If paid social promotion feels a little in-your-face, consider this: Recently, FindLaw asked visitors to its legal directory how they felt about the statement “I am comfortable with law firms advertising to me on social media with legal services that I may require.” Forty-one percent of respondents said they strongly agreed, and 38 percent said they were neutral. Those who said they were not comfortable accounted for just 19 percent of the responses. Never forget you’re selling a valuable service that people need, even if they don’t realize it quite yet.

You need to get ahead.

Right now, law firms aren’t really embracing paid social media promotion. According to a 2016 FindLaw analysis of U.S. law firms, only 16 percent of those firms surveyed currently engage in paid social advertising and even fewer do so at a steady frequency. That means if you want to take advantage of Facebook’s impressive targeting and low cost, today is the day.

As I said earlier, it’s understandable if the idea of paid social isn’t one you immediately want to latch on to. The benefits of paid social promotion to your law firm’s marketing plan are so great, though, that it’s worth whatever mental investment it takes to warm up to the idea.

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