There seems to be a common misconception about what mediums to use to market your firm. I will tell you this: over the years, I’ve seen that at the end of the day, everything works.
When you’re marketing your firm, the goal should be to reach your ideal client where they spend their time, wherever it is you’re able to get their attention.
A firm somewhere may say, “Billboards don’t work,” but on the other hand, there’s a firm on the other side of the country that’s crushing it on billboards. Some people swear email marketing doesn’t work, while others are doing great using emails.
Here’s what I’ll say on the matter — and it may be biased considering we are a company that produces digital content — what we’ve seen to be universally true over the years is that in terms of consumption, everybody’s on social media.
Going further, a large majority of your ideal audience spends their time on Facebook.
Another big advantage of using social media to advertise is the cost — specifically the cost to reach 1,000 people, otherwise known as CPM (cost per mille).
If you compare the CPMs of TV versus radio versus social media, you’ll see that social media is an incredible bargain. There’s going to be less competition from the standpoint of saturation, meaning that a solo small firm can be much more competitive on a platform like Facebook than competing with large advertisers for TV and billboard attention.
If you look at the numbers, there is little argument against marketing on social media, particularly for objectives like brand awareness, getting known, being able to reach an effective frequency, and remain top-of-mind for your ideal clients.
Remember, if you’re top-of-mind, they’re going to remember you — and if you’re the first firm they think of when they have a legal need, they’re going to reach out to you first.
It can’t be denied that in this day and age, social media is more powerful than traditional mediums like TV, radio, and billboards.
Social media should be a part of every single law firm’s toolkit in getting your messaging out there and getting your brand out there, without a doubt. It’s just more cost-effective, and the barrier to entry is much lower.
For example, when you look at what’s happening in politics with elections, or how people are consuming news, you’ll see that a massive amount of people are getting their news from Facebook.
At the end of the day though, just consider this: where’s the attention and what does it cost to reach my ideal client?
You’ll see that social media comes up strong every single time.
If you agree or disagree with anything Michael said here, he wants to know about it. Text him at 404-531-7691 to share your thoughts.