How to Use Social Media Ads to Engage New Audiences

As part of any successful legal marketing strategy, your law firm’s social media channels are a reliable source for reaching and engaging with your audience. However, even with a consistent stream of new content that includes SEO and SEM practices, it can be difficult to expand your reach organically. This is where social media advertising, or paid social, comes into play as a means of quickly reaching a new, targeted audience. It’s one of the biggest social media trends and can be a valuable tool for your firm to generate new leads, but it’s important to understand all of your options before you start pouring money across your various networks. 

Social Media Ad Platforms

Much like a paid media plan gives you an opportunity to promote content and drive exposure, social media advertising allows your firm to put content directly in front of those who will most likely show interest with ads targeted to users based on location, spending habits or personal interests. By putting the control of who sees the ad in your hands, paid social is one of the most effective ways to convert leads. However, as any parent of a teenager can tell you, there’s plenty of social media platforms out there, so it’s important to choose those that are most likely to reach members of your target audience. 

  • Facebook – As the most popular social media platform and one of the most visited websites on the entire internet, Facebook is a worthy inclusion to any paid social media plan. Whether your firm has 1,000 attorneys or just one, Facebook ads allow organizations of any size to promote their products and services to specific audiences. 
  • Instagram – Designed to share photos and videos, Instagram can also be used by your firm to engage with a new audience. Ads on Instagram can be used in the form of stories, video or lead ads that also appear on Facebook news feeds. 
  • Twitter – With its fast-paced atmosphere and 280-character limit, Twitter has evolved into a popular form of news consumption among its more than 320 million active users each month but that doesn’t mean it can’t still be used to gain exposure for your firm. With promoted tweets, your firm can place content directly in front of members of your target audience, while promoted trends allow you to generate a conversation with hashtags. 
  • LinkedIn – With an emphasis on professional networking, LinkedIn is a logical selection for a paid social media campaign. It’s also one of the easiest to navigate with its Campaign Manager setup which allows your firm to create objective-based ads to increase website visits, engagement, video views, lead generation, brand awareness or website conversions. 
  • YouTube – If engaging and interactive video ads interest your firm, YouTube is the place to go. Since it’s owned by Google, YouTube works with Google Analytics to measure conversions and capture leads based on who is watching your content and then visiting your website. 
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Types of Social Media Campaigns

After you’ve gained a full understanding of the various channels and how to advertise on them, it’s time to plan a social media campaign for your firm. Selecting the type of campaign depends on what your firm is hoping to achieve with the ad. Whether you’re in the early stages of reaching out to members of a new audience or trying to convert leads into clients, the right campaign can put your firm on the right track to success. 

  • Prospecting – These campaigns are all about generating awareness about your firm and reaching people that have not previously interacted with your business. Utilizing the right keywords can greatly improve prospecting campaigns as it will allow you to specifically target the audience you are trying to reach. You can then engage them with relevant content that encourages them to learn more about your firm without delivering a sales pitch. Be sure to keep an eye out for any questions or comments. Ignoring them or responding late can end the interest before it even truly begins. 
  • Retargeting – While engaging a new audience is necessary to grow your firm’s client base, that doesn’t mean you should overlook those that you know. A retargeting campaign focuses on users that have shown interest in the past by visiting your website, following your social media channel or subscribed to your eNewsletter. The goal of a retargeting campaign is to circle back to that initial interest and engage on a deeper level that encourages them to take further action. 
  • Conversion – As the name suggests, a conversion social media campaign is all about turning interested members of your target audience into new clients for your firm by promoting specific actions. Feel free to break out that sales pitch if your efforts are focused solely on securing new business, but other possible actions include downloading content, completing a contact form or survey, making a call or subscribing to an eNewsletter.  

From blog posts and podcasts to videos and infographics, there’s no shortage of content options for your firm to choose from when developing your social media ads. Since those you are trying to reach are being bombarded with messages from their own network as well as other businesses, it’s important to ensure that the content you are sharing is relevant and informative to avoid it being overlooked or intentionally ignored.


If you need help fleshing out your social media advertising strategy or just want to bounce around some thoughts, let’s connect. 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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Request Your Guide to Ghidotti!

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position