- Instructor: Attorney Bob Schaller
- Lectures: 6
Social Media Marketing: Facebook, LinkedIn, Google Ads, YouTube
This course explores social media as a vital part of marketing. Facebook’s business “Pages” and paid ads are explored with a virtual walk-through of the steps needed to create a Facebook Page for a bankruptcy lawyer and start a real-life paid search campaign. Facebook provides a lawyer with the power to reach a targeted audience via free posts and with targeted advertising messages. Facebook allows a lawyer to measure the results of each advertising campaign and tweak underperforming advertisements for enhanced performance. Facebook allows a lawyer to maintain control of the advertising budget. The beauty of Facebook is its ubiquity – millions of Americans use Facebook. A lawyer can micromanage the targeted audience by demographic data with surprising accuracy.
LinkedIn is studied as a form of free marketing and paid advertising. LinkedIn is a networking tool for professionals. A lawyer can seek connections with other professionals to facilitate cross referrals. A lawyer can even find strategic marketing partners through LinkedIn. LinkedIn also helps a lawyer to be found when prospective clients conduct a LinkedIn search by the lawyer’s name. Brand building is important to a lawyer new to bankruptcy and LinkedIn helps an attorney build a brand, so the lawyer stands out among the bankruptcy bar and demonstrates his/her marketability.
Google Ads (formerly Google Adwords) search campaigns are explored with a virtual walk-through of the steps needed to start a real-life search campaign. Google Ads provides a lawyer with the power to reach a targeted audience with relevant advertising messages. Google Ads allows a lawyer to measure the results of an advertising campaign and tweak underperforming advertisements for enhanced performance. Google Ads allows a lawyer to maintain control of the advertising budget. The beauty of Google Ads is the immediacy of the platform. A lawyer can cause a display ad to appear on a prospect’s search result when he/she is actively looking for bankruptcy information. This allows the lawyer’s display ad to be shown to prospects when they are most likely to be receptive to the lawyer’s marketing message.
YouTube is critiqued as a valuable source of free marketing and paid advertising. Creating a YouTube channel can dramatically expand a lawyer’s marketing reach. YouTube videos enhance a lawyer’s visibility within a highly targeted audience using limited resources. YouTube can also be used as a highly targeted, low-cost advertising platform that reaches prospects precisely when those prospects are searching for information about services the lawyer provides. Videos can attract prospects, share testimonials, showcase services, distinguish competitors, and offer tutorials.
Facebook Pages and Paid Ads
YouTube Paid Ads