Target The Right Audience
Like any form of law firm marketing, the key is to reach the right audience with your message and this is one area where Twitter ads can really shine. Your firm may use Twitter organically already. Perhaps your firm retweets relevant content or shares important news. Imagine being able to expand the reach of that good content exponentially.
Dial in your ads by focusing at the national, state, city, or even zip code level. Target users by age or by specific interest, such as Family & Parenting or Personal Finance. Plan on going after high net worth individuals? The Behaviors section enables you to target Corporate Executives. You can also focus your ads on specific keywords or to those following certain trends like hashtags.
Total Control Of Your Spend
A critical aspect of Twitter Ads is the ability to control your spend and budget. You can easily update your budget at any time and manage your campaign limits by the day or by total budget, which pauses the campaign when you reach a specified dollar amount. In addition to budget, you can target users on specific devices or in whatever language you choose.
The Bottom Line
When it comes down to the nitty gritty, Twitter Ads are a powerful extension of your organic efforts on the platform that allows you to dramatically expand your reach. It is best thought of as a tool to primarily build awareness and interest in your firm among targeted populations. Utilizing Twitter Ads properly can help you better establish your firm as a thought leader in your practice areas.
If used properly, it can also help improve your visibility with other attorneys who may become potential referral sources down the line. Like any other form of advertising, it’s best to start slowly with Twitter Ads and gradually ramp up the number of campaigns and your spend as you prove out discernible ROI over time.