Instagram Advertising for Law Firms: Best Practices and Tips

If you are a law firm, the first thing that will come to your mind when you think about social media marketing is: LinkedIn and Facebook. Because let us face it, most of us in other niches let the fashion, food, and travel niche take over Instagram. We don’t think we belong on that platform, but it is a wrong notion. And the statistics stand by it as well, with 62% of law firms having a presence on Instagram. So, how do you start advertising yourself on this platform?

Let us do a deep dive to figure out exactly how you can establish your brand presence on Instagram!

Why Should Law Firms Be on Instagram?

Almost everyone around us has an Instagram account. With 2 billion active users across various age groups and demographics, people reach this platform daily to get their daily dose of social media. 

With such a huge online presence, neglecting this platform from your content strategy can be a fatal mistake. Apart from that, there are some other benefits of being on Instagram as a law firm:

• Build Brand awareness – You can establish your brand presence with Instagram easily.
• Visual approach – Instagram’s visually motivated platform does not clash with Facebook and LinkedIn’s text-dominant approach. Thus, by adding Instagram to your marketing strategy, you add another dimension to your content.
• Make your brand approachable – by showing behind-the-scenes content and introducing your team, you will be able to put a face to your business. This will further humanize your brand, making it more approachable for your audience.
• Cost-effective marketing – Social media platforms like Instagram and Facebook allow you to be able to target your audience without breaking the bank.

9 Tips And Best Practices for Law Firms on Instagram Advertising

When it comes to advertising on Instagram for law firms, some best practices need to be followed. Some of them are:

1. Understanding Your Audience

This may seem like a marketing 101 tip, but this applies to any law firm. Before you even begin framing your Instagram strategy, you need to figure out which group of audience you want to focus on. 

For example, if you are a personal injury lawyer, then you might be targeting people between 30 to 55, who are in the active workforce. But if you are an estate planning lawyer, then you might be leaning more towards the older demographic.

This is why having a customer persona sorted before advertising on Instagram is a major plus.

2. Focus on Your Profile Appearance

Your Instagram profile is where every lead ends up once they become familiar with your brand. So, having a visually striking and neat feed is non-negotiable.

To make your profile look clean and professional, here are some tips for you to follow:

• Avoid flashy designs and use a minimal approach to design
• Have a clean headshot of yourself if it is a personal account or the logo of your company in your profile picture.
• Create a guide in your highlights for people who are visiting your profile for the first time. Introduce yourself, tell them how to enquire for information, and show them your past client testimonials. Finish it all up with a nice CTA.
• Take every chance to show your client testimonials because those are how you establish trust and credibility.
• Keep your content and ads with less text and more visuals.

3. Choose between Different Ad Formats

Instagram offers a variety of options when it comes to choosing a format for your ads. Some of them are:

• Photo ads: Great for brand awareness, kind of ads where you can showcase your business offerings, staff, and USP (Unique Selling Point).
• Video ads: Quick law tips, solutions to a specific problem are some of the content types that can fit this format best.
• Carousel ads: Have a long process you need to explain in detail, or want to explain legal jargon, then carousel ads can work for you.
• Story ads: Running a time-sensitive offer, then story ads can help you get the word out.
• Reels ads: Can help you reach new people who are not aware of your practice, so a casual, easy-to-understand type of content works here.

Try your hand at all these different formats of ads because what works for one audience may not work for others. So, figure out which ones resonate with your audience so you can make the most of them.

4. Use Educational Content In Your Ads

If you are someone who thinks that educational content does not belong in ads, then you are wrong. Because hard-selling yourself through ads all the time is not going to work.

Think of the 80-20 rule, your self-promotion should not exceed more than 20% of your overall content so that it can be effective.

Similarly, for ads, you can use educational content to gently nudge your users through the sales funnel. 

For example, you can write an informative guide on a topic like “A guide on navigating accident insurance claims” and run a consideration or awareness stage ad. You can ask people to sign up for your newsletter or become a member of your community in exchange for the guide.

Now, by achieving conversions on these kinds of ads, you are not getting compensated monetarily, but you can generate leads. And by continuously nurturing the lead through your community or newsletter, you get a better chance of converting them in the future.

5. Take advantage of Geo-targeting

Many law firms take up cases within a specific geographic area, so targeting people outside of this region does not have any significance. But thankfully, Instagram’s advanced targeting features allow you to target people within a specific geographic region. So, make sure to use this feature to the maximum extent.

6. Start with Boosting

If you are new to Instagram and would like to start with an easier approach to advertising, then boosting posts is something you can consider. 

To boost a post, pick a well-performing post of yours and make it reach more people. The downside to boosting is that you do not have access to a lot of targeting options in this method, which can also make it a simpler approach than other ads.

7. Retarget leads

Many brands need at least 7 touchpoints before they think about acting on their call to action (CTA). 

This means targeting them once with your ads is not the right approach. You have to gauge their interest, and then hit them with a retargeting campaign every once in a while. This will help them improve brand recall.

Follow up with users and encourage them to interact with your Instagram page, click on an ad, or sign up for a newsletter. With small interactions such as this, you can gradually convert a cold lead to a warm one.

8. Track Performance

No ad campaign can work without analysing the performance and monitoring the metrics from time to time. When fixing the objective of your ad, you might have chosen some KPIs to check whether those targets are reached or not. Keep an eye on these numbers to see if they are working as expected.

But if you have no KPIs in mind, here are some basic metrics for you to track:

• Cost per click (CPC)
• Click Through Rate (CTR)
• Conversion rate
• Return on Ad Spend (ROAS)

If they are working perfectly, then you do not have to change a thing. But if you are not meeting your goals, this might be due to one of many reasons, such as:

• The message is not clear
• Your CTA is not convincing enough for the reader
• Maybe your ads are not pleasing enough for people to stay and read

In such cases, figuring out what is pulling your ad’s performance down is extremely important. And a good method to do that is to take one element, create 2 versions of it, and do an A/B test. This will allow you to find the best-performing version, which you can tune further to make your ad better.

9. Compliance issues

Legal advertising needs to follow ethical and legal compliance to make sure it stays within the legal limits. Some of the best practices you need to follow are:

• Misinterpretation of facts and exaggerating claims about a product or service is strictly forbidden.
• Place disclaimers wherever necessary.
• Posting misleading client testimonials should be avoided.
• You should not portray a legal right as your special offering.

Make sure to adhere to these rules to avoid facing disciplinary action.

Final Thoughts

The success of an ad campaign depends on the ad creative, visuals, and copy. When all these elements come together to make a comprehensive, compelling ad, it gives people a good impression of your brand and eventually converts.

But unfortunately, this requires a lot of technical prowess and design skills. But with Predis AI, you can make these designs without much effort.

With a single prompt, you can create everything from visuals to CTA and hashtags within the Predis AI platform. It will even analyze your previous posts’ performance and suggest improvements from posting time to design principles.

If this sounds interesting, then sign up today to get your free account and start creating stunning ads!

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