Category: Business

Every firm no matter what it does needs to develop a certain marketing strategy, and more importantly, continuously work on enhancing it, because that’s the only way you’ll be able to grow your business.

The same rule applies to law firms. If you want to take it to the next level, you first must implement some methods that will help you attract new clients. So how can you accomplish that?

First and foremost, you must concentrate on having a first-class marketing strategy because that’s something that will help you achieve all your business-related goals. So what are the most effective strategies? Below, you’ll get the answer.

Top Law Marketing Firm Tactics To Grow Your Law Firm

Start By Identifying Your SMART Goals

You’ve read that right. We are not talking about just any goals, but the SMART ones. What does this abbreviation mean? It represents specific, measurable, achievable, relevant, and time-bound goals that can aid in expanding your law firm.

This for sure must be your first step on this journey. It’s of huge importance to identify your (achievable) goals in advance so that you know exactly what’s working and what isn’t. In these types of situations, you have to be very precise and crystal clear with your goals.

For example, you should start by saying that you want to boost the number of leads generated each month from your newsletter from ten to twenty per month. This is something that can be accomplished in several months. Now, when creating a particular goal, you must think about these things:

• How many brand-new leads (clients) do you want to attract each month?
• What quantity (in a few months) would you consider to be a success?
• How many leads would you consider to be a failure?

These are the questions that must be asked if you want to be sure you are crystal clear with yourself in terms of achieving your goals.

Contact A Law Firm SEO Agency

Keep in mind, that SEO is key for business growth and the same goes for any ambitious law firm. Now, even though you may seem to know the basics when it comes to SEO, the truth is, it would be so much better if you hired someone who is way more familiar with it.

Additionally, SEO is a process that’s definitely worth outsourcing to the expertise of SEO agencies. Namely, these professionals will work on creating effective Legal SEO strategies that will help your firm in many ways. Bear in mind, that these experts have spent years and years honing their craft so they can offer high-quality SEO services to law firms like yours. 

More Beneficial Advice Coming Your Way

Properly Develop Your Law Firm Brand

Of course, everyone knows that you have a law firm, but the question is, do people know what is your practice? What is your brand and what type of brand experience do you want your future clients to have?

When it comes to lawyers and their law firms, their brand must convey some things, such as trust, value, and effort that you make to enhance the lives of your clients. Besides these elements, you also have to think about the style, image, and voice you wish to convey.

The whole point of branding is immediate recognition and positive sensation when it is noticed. So ensure your brand reflects you, your personality, goals, aspirations, and of course, your practice area. 

Your Website Should Be Mobile-Friendly

You have probably figured out by now that a vast majority of people are addicted to smartphones, meaning that in most cases, they rely on these devices whenever they are browsing the web.

This just goes to show that it’s of huge importance for every firm to have a website that is mobile-friendly, otherwise, your company will be perceived as unprofessional and unwilling to offer their users a high-quality mobile experience.

So if you want to avoid this, then be sure your website is optimized for a mobile experience. Besides, if you want your law firm to be competitive and have excellent page rankings, then you should definitely focus on this aspect of your site.

Now, if you want to ensure your website is fast and efficient on every device, then it would be wise to install a tool called Google PageSpeed Insights and it will help you monitor and enhance its speed of it.

Create Engaging Blog Posts

Whether you believe it or not, there are still people out there who are interested in reading read blogs. But of course, in order to encourage someone to read them, you must create something that’s interesting and engaging. Now, what are the main benefits of blogs?

• They establish expertise and authority
• Receive a lot of (positive) attention from Google. How come? Well, it’s all thanks to keywords and brand-new content. Namely, it informs Google that your site is very active and is constantly working on publishing top-notch content.

Now, if you’ve never written any blog before, yet you want to give it a shot, then check out these tips below that will give you some guidelines:

1. Determine a release schedule and make sure to stick to it. It doesn’t have to be something that you’ll be doing on a daily basis, but once a week would be nice. Even if you decide to do it once a month, just be sure to stay consistent.
2. It would be advisable for your site to have a built-in blogging platform. Why does it matter so much? Well, don’t forget that each post should abide by the same design standards because design consistency is essential too. 
3. Now, if you do not think that you are capable of being consistent, then you have two options at your disposal: you can either hire an agency that will do these things for you or simply delete the date/time from your posts.

As an attorney, you are probably extremely busy, but it still doesn’t mean that you shouldn’t take some time to focus on developing a solid strategy that will help your company thrive. If you’re willing to do so, then just utilize some of the tips that we added here.

Introduction

Instagram like any other social media platform, is becoming competitive by the day. Thousands of ad campaigns exist on Instagram, vying for users’ attention. Amidst all this, how to ensure that your ad campaigns increase or improve the conversion rate? 

This following write-up focuses just the same. Read on to know more!

What is ads Campaigns’ Conversion rate?

On Instagram, the conversion rate is calculated by dividing the new followers by the users visiting your profile during a particular time period.

Instagram produces one of the highest engagements and conversions. Instagram ads is an incredible social media platform. Once you get a hang of increasing the conversion rate, you will capture the users’ attention.

Some Stats

Numerically speaking, there are over 500 million users on Instagram. Over 25 million businesses have their ad profile here. Statistics also reveal that over 200 million users visit a minimum of one instagram business profile a day. Plus, over 75% of users visit the concerned website after looking at the brand’s Insta post.

These numbers reveal that users are highly engaged on Instagram. This proves that ad campaigns have a huge opportunity at hand provided they do it right.

13 Ways to Improve Instagram Ads Campaigns Conversion Rate

Instagram has one of the highest users in the world of social media. More users mean more user engagement. How do we use this to our advantage? The following strategies will help you-

1. Appealing ads

Make more appealing ads to the extent that you touch the nerve of the audience. There are tons of products and services similar to yours. So, you appeal in a way that the user is compelled to visit the concerned website. For example, your ad campaign is about installing an energy monitor. Instead of saying, “Install an energy monitor in your house.” You say, “Reduce your energy bill by installing an energy monitor.” Convert by convincing that as a user, they must have these items.

2.Capture the users’ interest

how will you do that? The content of your ad should be such that you identify with the users’ interests. For example, you sell a beauty product and need maximum user conversion. Create a unique ad that showcases your interest same as the audience. 

3.Subdivide the audience

depending on the product or service, divide your audience and create different ad campaigns. One bill fits all policy won’t lead to better conversion. For example, if you run a law firm, create separate ads to target different sections of the audience. Do ensure that you touch the nerve of the target audience effectively.

4.Storytelling

this art never gets outdated. Create and tell a story through the ad. Most people connect; emotionally when they see common people going through similar issues. For example, if you have a hair loss product, create a campaign telling the story in a structured manner. Tell the problem, the solution, and success visually. This strategy guarantees higher conversions.

5.Use friendly CTAs

all social media ad campaigns have a CTA button. What makes the difference is how you design this in your ad. A ‘Learn More’ CTA sounds more friendly and appealing to the audience. A curious user will hit the button to learn more about the brand, thereby improving the conversion rate.

6.Visual appeal

anything that the eye sees remains longer in the memory. Use more videos in the ads and add captions too. By adding captions, you not only target the audiences suffering from hearing disabilities but also the ones who wish to keep the volume at a minimum or on mute. The sound option in the ads is by default set on mute. So, the visuals do all the trick in your ad.

7.Share user-generated content

when your followers directly or indirectly post about your brand they are endorsing it for you. In a way, they vouch for you. It is like an ad campaign. You can leverage this to your advantage and improve the conversion rate. 

8.Experiment around

there are different ad formats on Instagram. Carousel ads stand out and are best to sell a product because you can incorporate both images and videos. Story ads help build a brand and create brand awareness. Landscape and portrait image formats help create such ads that catch the attention of a user. Experiment a bit and see which format works best for you.

9.Instagram Carousel

why we are discussing this Instagram feature separately is because it has the power to unleash amazing content for you. With this feature, you can share relevant photos without bombarding the feed with promotional content. Plus, you can attach several videos in one post. It’s an awesome way to promote your brand and, in turn, increase the conversion rate.

10.Respond to comments immediately

some users might have a few questions before they hit the CTA button. They may prefer to leave a comment to get more details. You need to respond to their query asap. This is where a social media management company can help you. They can respond on your behalf and satisfy the query of a potential customer.

11.Highlight your customers

a great strategy to improve ad campaign conversion rate is to showcase your healthy relationship with existing customers. Use the potential of your customers to forge new relationships. People feel reassured when they see common people connected with a brand. Don’t forget to highlight this in your ad campaign.

12.Using Hashtags and keywords

make use of correct keywords and hashtags. This will allow you to connect with people who aren’t your followers. Searching through a keyword allows a user to land at your brand post and connect.

13.Measure your success correctly

a basic indicator of measuring the success of ad campaigns is the increase in the number of followers and the likes you get. But this doesn’t divulge the full picture. A clear indicator of success is when you receive genuine comments from interested users on the brand post. Plus, you have new followers willingly showing interest in your brand or service.

Mistakes to avoid

While Instagram is a great platform to showcase your brand, there are certain errors you need to avoid. Firstly, do not create an ad that looks like spam. People tend to stay clear of it. Secondly, show the product being used in your ad. This way, a consumer feels more connected. Lastly, don’t just ask your viewers to buy your product. Ensure you mention why they need your product. This tactic goes a long way in improving the conversion rate.

Concluding words

Don’t feel intimidated by the list above. Instagram is a user-friendly social media platform that allows any business to run a successful ad campaign. By following the strategies mentioned above, one can improve their Instagram ads campaign conversion rate. If, however, you feel that you aren’t able to get around it or lack the required resources it’s best to employ the services of a third-party social media management company.

Editorial note: This article is contributed by Dean Braiden

At Seek Social Dean Braiden is one of our two directors, and the leader of our marketing team. Dean can provide all the digital marketing insight your business will need, and if you choose to take advantage of data science support from Seek Social Dean and his expertise will again have a big role to play.

To measure ad performance, you need to keep track of important metrics relevant to your business. Since data varies among companies, there is no one-size-fits-all tool to monitor ad performances on social media, particularly on Facebook.

For those who are more familiar with using Excel or Spreadsheet in creating reports, it is almost similar to when using Facebook Ads Reporting. But it looks more organized since it has included the essential elements to record and track your business’s Facebook ads data.

If you are working on better monitoring your social media ads, using a Facebook ad reporting template, or creating custom metrics, you should learn more.

Steps to Create Custom Metrics in Facebook Ads Reporting

It is easy to create custom metrics on Facebook for ad reporting since the necessary information you may need for your business is already available there.

Step 1: Open Facebook Ads Manager. You can select it on the navigation menu on your Business Manager.

Step 2: Look for the “Columns Performance” drop-down button on the right side of the page and click it.

Step 3: From the drop-down menu, look for the “Customize Columns” and click it. You will then see a window open.

Step 4: From the new window, click the “Create Custom Metric” located on the right side of the search bar. Then, a new window will prompt.

Step 5: You will now see where you can create custom metrics on your screen. All the essential elements for the metrics are there. Think of a descriptive name for the new metric you want to make.

Step 6: Choose a metrics format depending on the type of metric you want to create. For example, you can choose currency if the average order value is the custom metric you want to add.

Step 7: There is also an optional box there where you can add a description to the custom metric. Feel free to type it down if you want. If you cannot think of a good idea to describe the metric, you can skip it and move forward to the next step.

Step 8: On the next row, there are elements where you can specify how you can calculate the custom metric you want to create. Later on, you will get to know the formula you can use on the specific custom metric.

Step 9: You can also set who can see the custom metrics. You can set it to “Only You” or anyone else you want to share access to in your Facebook Business Manager.

Step 10: After putting all the relevant information when creating a custom metric, check each of them first before clicking the “Create Metric” button. In this way, you can ensure that it provides the correct data.

Step 11: Now that you have created the custom metric in the Facebook ads reporting, it will be available at the top of the window. If you want to add more custom metrics, follow the above steps again and incorporate them with the right formula. You can also edit the one you already created by hovering over to the FB Custom Metric and clicking on the edit button.

Custom Metrics to Create in Facebook Ads Reporting

Now that you have the right tool to use and the steps on how to create custom metrics on Facebook ads reporting, you might still be unsure of the custom metrics you can add to your data. Here are the most common custom metrics and how you can create them on Facebook Ads Reporting.

Average Order Value (AOV)

The AOV is the metric for tracking the average amount of conversion the company gets.  Divide the revenue by the number of modifications made to know its value. For a quick note, the formula used is AOV = Purchase value / Purchase.

Knowing the AOV helps you better understand specific factors that drive Return On Ad Spend (ROAS). Creating AOV in your custom metrics lets you see how it changes between funnels you use and their specific prospects. From there, you can provide valuable insights on each of the funnel stages and improve the performance of the Facebook ads campaigns as well as AOV.

Conversion Rate (CR)

CR is also a valuable metric to keep track of in ad reporting. You can easily find the CR by using the formula CR = Purchases / Link clicks. In this way, you can identify which of your funnels, links, and audiences are performing well to increase CR. You will also know which areas you should improve, so they can also deliver you a better CR in the future.

Efficiency Ratio

The efficiency ratio or inverse ROI is also an essential custom metric you can monitor. To compute it, you need to divide the calculated spending amount by the purchase value.

If you encounter a low-efficiency ratio, you are using fewer means to gain more income on the ads you are producing.

Return on Ad Spend (ROAS)

ROAS for lead ads, and other conversions aside from purchases, is an indicating factor to know if the ads run by the company are successful or not. It also determines if the profits gained by the ad campaign are relative to its production cost.

To calculate ROAS, you can divide the lead value by the total amount spent.

Thumb Stop Ratio

Thumb stop ratio, a term invented by many paid media buyers, is a metric to help you better understand how your target customers’ video or GIF ads are performing well. The data it provides gives you more ideas on how to improve creating and optimizing ads.

Conclusion

With the use of Facebook ads reporting templates to create custom metrics, you can customize and perform analyses on the relevant performance indicators of your business. You can also measure and track them easily to know which areas you need to improve.

Aside from that, custom metrics in Facebook ads reporting also provide better productivity and workflow by an easier way to export data from the platform. And lastly, it also offers you flexibility with its automation system.

Editorial note. This content is contributed by Sidhant Mehandru

Siddhant is a data analytics professional and runs a consulting agency name Eaglytics that specializes in providing end-to-end data services under one roof. His firm primarily works with digital marketing agencies and provides marketing analytics and insights services. Before this, he worked at JPMorgan Chase as a business analyst and graduated from the one of the top engineering colleges in India. Outside of work, he’s a hardcore audiophile, loves playing golf and is a licensed scuba diver

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