Most legal marketers would agree that Twitter is a great platform for building a following, creating rapport with your audience and generating leads. The only problem is that gaining momentum is often easier than done, and a traditional, organic approach where you build your following from the ground up can take several months or even years.
One way you can gain mass exposure quickly is by paying for Twitter Ads. When done correctly, this can bring in a fresh stream of qualified leads — many of which become actual clients. But are Twitter ads right for your firm? Let’s find out.
Some Stats You Should Know
Although directly paying for ads on huge social networks like Facebook and Twitter is a fairly new concepts, it’s one that has seen significant growth as of late. In fact, a post from HootSuite highlights the following:
- In 2015, analysts predicted a 33.5 percent global increase on spending for social media ads.
- Social media ad spending is likely to exceed $35 billion in 2017.
- Twitter advertising revenue totaled $513 million in Q3 of 2015, an increase of 60 percent year-over-year.
These three stats show us just how big this strategy has become. Twitter in particular was one of the first networks to capitalize on it by creating a paid advertising system.
- You can accelerate your progress exponentially. Rather than building a following from scratch, you can potentially be seen by millions of potential clients overnight.
- You can target your ads. Twitter allows you to specify who sees your ads based on factors like gender, interests, devices and behavior. This means that the people clicking on your ads are likely to convert.
- It can bring qualified leads to your landing page. Save yourself a lot of time by skipping the often arduous tasks involved with social media marketing, and get people directly to your landing page.
- You can choose how much money you want to invest into your campaign, and it’s often cheaper than a traditional pay-per-click campaign would be.
- It’s an added cost. While simply having a Twitter account and posting content is completely free, your costs can add up fairly quickly with paid ads.
- There’s a learning curve. In all likelihood, it’s going to take some trial and error before you get favorable results. In the meantime, this can drain your budget.
- Analytics are limited. Although it’s true that Twitter does offer analytics for tracking your progress, it’s by no means as comprehensive as Google Adwords. This can make it difficult to decipher patterns and trends.
- Your ads can get lost in the fray. Because of the massive volume of content that Twitter users are often exposed to in their feeds, it’s easy for your ads to be overlooked.
Like most social media marketing techniques, paid Twitter ads have their advantages and disadvantages. But by assessing the current needs of your law firm and considering the pros and cons, you can tell if Twitter ads is the right move for you. If it does work out, you can see solid results and a great ROI without a lot of effort.
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