Law firms need to embrace the dark side of social in 2019
Lawyers and law firms do not advertise well on social media.
They tend to interrupt rather than compliment the users experience.
They miss some of the most important components to communicating on social media.
Firms should always be asking how their content educates or entertains your potential clients.
Social Media for Lawyers
When it comes to advertising on social media, your social channels need a different approach to older traditional methods. You need to get away from the one size fits all mindset towards your messaging.
Tailor your message to your different audiences. You can segment your audience any number of ways. Then, test out what messaging and angles work with your different audiences.
One step towards using this medium the right way is to start implementing “dark ads” on social media.
What are dark ads?
They are targeted ads on social media. Only specific people will see them and they won’t show up on your company’s home page (unlike organic posts).
How can they be used?
Create different ads based on the demographics and psychographics of your audiences. This may involve changing up the angle of every message. For example, your creative (picture) and copy (what you say).
Where can they be used?
Facebook, Instagram, LinkedIn and Twitter.
What should you do next?
Target different audiences with different ads depending on how they have interacted with your firm. One example could be creating ads for certain visitors to a specific page on your website.
Create ads that help them solve a problem. Create ads that understands their current situation and shows how your content and offer can get them closer to what they want.