August 6, 2020
How to Use Paid Media to Generate Leads and Drive Conversions
Legal Marketing Lead Generation Funnel

While many instinctively think of social media as a way to connect with friends and family, share photos or engage in heated political debates, it’s also a powerful tool for lead generation. From sharing your latest content to engaging with followers, your law firm’s social media channels provide an easy and effective means for guiding leads through the sales funnel. The goal is to have prospective clients find your content, follow you on social media, sign up for your email list and pay attention to what others say about you. While it’s possible to succeed with an organic approach, social media advertising takes it to the next level by allowing your firm to reach new and relevant audiences, making it a worthy inclusion to any paid media plan along with SEO and SEM practices. Rather than attracting everyone, you want to reach prospects who have a genuine need or desire for your firm’s services. Here are some tips on how to use paid media to generate leads and drive conversions. 

Offer Valuable and Unique Content

Spending money on social media ads will be a fruitless practice for your firm if you aren’t providing content that attracts your audience. With countless others fighting for the attention of your target audience, you must create ads that are worth clicking on. It starts with relevant copy and design. An appealing photo or video will pull users in, while ad copy that is conversational and engaging encourages them to click. 

If someone clicks on your firm’s ad, you’re off to a good start but there is still work to be done to separate casual visitors from potential leads. This is where gated content comes into play as a means of exchanging valuable content from your firm for contact information from users. While some people will decline, those who take that next step will have demonstrated a real interest in learning more about your firm and the services you provide, while also providing an email address or phone number to follow up. 

Use Lead Magnets

Gated content is an example of a lead magnet, one of the most effective tools you can use to generate leads and drive conversions for your firm. Since people are often hesitant to give out their email address, you must give them a reason with compelling content in the form of a downloadable eBook, case study or video. You know your target audience and the questions they are asking, so provide content that serves those needs and showcases the expertise of your firm. 

From an eBook that explains the latest in tax law to a case study about one of your firm’s recent wins, there’s no shortage of content possibilities for lead magnets. Even a video of a previous speaking engagement or a teaser of a webinar you hosted can be a lead magnet. However, try to steer clear of anything that is too long or difficult to follow. It’s important that you maintain their attention to keep that lead and improve your chances of converting them into a client down the road. 

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Develop an Email Campaign

There’s a reason many department stores ask for your email address before you buy new clothes, shoes or accessories. They’re adding you to their subscriber list because email marketing works, and it can work for your firm. When you start by establishing a clear strategy, an email campaign can generate new leads and even retain past clients. The most effective strategy is one that provides relevant content without bombarding your audience. A weekly email is a great place to start because it’s consistent enough to keep your firm top-of-mind without spamming your subscribers’ inboxes. 

Your strategy will also outline the type of content that you will be sharing through your newsletter. People will grow tired of the same things each week, the goal is to not only establish yourself as a thought leader but also as a resource, so try to mix it up by including a good balance of blog posts, news articles, podcasts and other various mediums. Analytics such as open rates and click-through rates will help you determine the success of a campaign. Rather than guessing about any changes that could improve those rates, utilize A/B campaigns with different versions of copy to see which one generates more engagement. After you have established and refined your strategy, create social media ads to promote the campaign and start collecting emails. 

Automate What You Can

Turning someone from a cold lead into a new client for your firm is a process. Even with the right paid media and content marketing plans, you will likely still need to spend time on the phone or in-person with someone before earning their business. Luckily, social media posts, ads and email campaigns can all be automated, leaving you ample time to focus on engagement. 

Platforms like Sprout Social or Hootsuite are management tools that allow you to schedule social posts days or even weeks in advance, while Facebook Ads Manager makes it easy to create and manage your advertisements. Consider reserving time on Monday mornings to schedule that week’s social posts, ads and eNewsletter content. That will provide flexibility to your schedule if a question or request from a prospective client presents itself. However, that doesn’t mean that you can just set it and forget it. Keep track of any ongoing campaigns to learn what works, what doesn’t and how to improve over time.  

The most important thing to remember is that generating leads and driving conversions with paid media is a marathon, not a race. You probably won’t get a wave of new business immediately after rolling out your social media ads, email campaign and lead magnets, but over time, those tools will work hand-in-hand to drive prospects to your firm. If you’re interested in learning more about the power of paid media, let’s chat. We’d love to start a conversation with you about how we can create results for your firm.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

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