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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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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • 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. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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

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  5. Summer Fridays

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  6. Volunteer Time Off (VTO)

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Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.