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Many people view LinkedIn as a platform primarily for job seekers to network and find new jobs. However, it can be an excellent way to advertise your law firm when seeking new clients, building your brand, and looking for new attorneys and staff to join your firm. There are many prominent digital platforms to choose from, but LinkedIn can be very helpful in the legal field. Considering LinkedIn has over 740 million users and a higher return on investment (ROI) than Google Ads or native ads, it can be a valuable tool in your marketing toolkit.
Your LinkedIn Goals
Before setting up a LinkedIn account for your law firm, determine what your LinkedIn goals are. Do you want to build brand awareness? Do you want to use targeted ads to attract potential clients? Do you want to hire a new attorney or staff member? Make sure your goals are specific and quantifiable. You will want to be able to track your progress to determine if your approach is working or if you need to try a different strategy.
Your LinkedIn Advertising Budget
After you have laid out what your goals are, you will want to determine what your LinkedIn budget will be. It is best to start with small ad campaigns until you figure out which campaigns will bring you the best results. Since you can target very specific groups of people with your LinkedIn ads, you may find that you don’t have to spend a lot of money to get the results you want.
Identify Your Audience
Take some time to think about who your audience will be for your LinkedIn ads. If you have multiple goals for your LinkedIn advertising campaign, then you may have multiple audiences. LinkedIn can target specific groups, so choose which group will receive which of your ads. For example, you may want to target health care workers who work with elderly patients. Or you may want to target financial advisors who can recommend potential clients to you.
You can target your audience based on certain criteria:
- Location: Save money by keeping your ads focused on a certain geographic area.
- Demographics: Select the gender and age range of your audience.
- Job experience and education: Target potential clients in certain industries, such as finance, health care, or business management. You can also target people working in your area of the legal field if you are looking to hire more people for your firm.
- Company: Focus your ads on where your audience works, the size of the company they work for, and the industry they work in.
- Interests and traits: Target your ads on specific topics and activities your audience members have in common
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Making Your LinkedIn Ad Work for You
Now that you have set your goals and budget and have identified your audience, it is time to create an effective LinkedIn advertisement. To make your ad stand out among all the other content on LinkedIn, you will want to use an eye-catching image or video. Use this attention-getting strategy to direct your viewer to a simple call to action (CTA). The CTA can lead the viewer to a page on your website where you have a relevant blog post or newsletter. You can also request their email address or offer a free consultation.
Help with LinkedIn Advertising
When advertising on social media platforms, you will need to check the requirements for the length of copy, image, and file sizes before getting started. Creating and managing an effective LinkedIn advertising campaign can be a time-consuming process. If you are short on time and resources, you can get help from a marketing agency, such as Law As a Business (LAB), which specializes in all aspects of marketing for law firms, including LinkedIn advertising campaigns. Contact LAB today to find out how they can help you market your law firm successfully.
Audit and improve your firm’s digital presence.
Digital marketing is essential to building trust with potential clients, current clients, and referral sources. Just like your own health, it’s important to check in on your law firm’s digital marketing presence regularly to ensure it’s running at its full potential. Watch this video to learn the elements of a healthy marketing strategy and how to assess your firm’s online presence.