A Power Tool for Building Your Book of Business
LinkedIn isn’t just another social media site. It has rich potential for connecting you to new clients. The team at Media Caffeine can show you how powerful LinkedIn Advertising is for lawyers building a book of business.
How LinkedIn Differs from Other Social Media Platforms
Although LinkedIn functions in several ways like a social media site, it is different in a very crucial way. Rather than a general audience of people (and pets), LinkedIn’s 690 million members are professionals representing dozens of industries. LinkedIn states that four out of five site members make business decisions in their organization.
Here’s how that breaks down:
- 63 Million are decision makers within their company
- 180 Million are senior-level influencers in their organization
- 10 Million are C-level executives
This means you have the potential to reach twice as many company influencers and decision-makers as you would if you are using other social media platforms.
Reach the Decision-Makers Who are Looking for You
If you’re in a specialized area of practice, LinkedIn Advertising is a very valuable tool to find prospective clients. Whether your specialty is Mergers and Acquisitions, Labor, Real Estate, or any other niche area, this powerful platform gives you the ability to target ads that reach decision-makers looking for an attorney with specific expertise.
Choose Your Own Ad-Venture
LinkedIn offers several advertising options to help you reach your target audience. You can also craft your campaign to meet a specific objective, such as awareness or lead generation.
Sponsored Content offers the most flexibility. You can combine your short description with one or more photos or include a video that introduces you and your service. You have the option to create a campaign that tests targeted ads to discrete audiences or add Lead Gen forms to gather leads.
Dynamic ads use member profile information to effectively target your ad, often resulting in increased conversion rates.
Text ads combine your logo or preferred image with a catchy headline and short description of your service. Since there isn’t a lot of space here, think of this as your Express Elevator Pitch.
Sponsored Messaging takes advantage of the reach of LinkedIn’s messaging platform to deliver your ad right to your prospect’s direct messages. This gives you a way to get super granular with your target audience. Choose who you want to receive your message, create your content with either an immediate call to action or an option to begin a conversation, and then hit ‘send’.
Leave Prospects to Their Own Device
Not only can you target your ads by user profiles, but LinkedIn Advertising also lets you customize ads for different devices. Whether your prospective client is on her desktop, phone, or tablet, LinkedIn serves your ads optimized for their specific device.
The Price is Always Right
Running an ad campaign on LinkedIn doesn’t have to blow your law practice marketing budget. In fact, you have total control over your ad spend. There are three options for controlling campaign costs:
- Set a total budget and let LinkedIn deliver your ads as quickly as possible within your spend limit.
- Set a daily budget that allows ads to be served indefinitely but not to exceed your daily spending limit.
- Bid on ads. Determine the maximum amount you want to pay for impressions, clicks, or delivered InMail messages. You may pay less, but you’ll never pay more than your maximum bid.
You Can Help Increase Your Reach for Free
We recommend taking advantage of LinkedIn Advertising’s massive reach, whether you’re a lawyer just starting out or you want to expand your firm’s client list. But don’t forget, there are ways of reaching potential clients that won’t cost you any money. Be an active LinkedIn user. Follow prospective client companies, react and comment on posts, and engage with users who comment on your posts. Write relevant articles and post them to your profile in order to establish yourself and your firm as thought leaders within your niche practice.
Ready to Bring in New Clients? We’ll Help You Get Started
Now that you know how useful LinkedIn Advertising for lawyers is let’s get you started on your first ad campaign. The Media Caffeine team has soup-to-nuts expertise when it comes to advertising on social media platforms, including LinkedIn. We’ll guide you through the process of setting up your campaigns, from objective and targeting to ad format and budgeting. Click to learn more or give us a call today.