Are Promoted Tweets Worth It for Your Law Firm?

Using Twitter is as a marketing tool is incredibly easy. If you want more visibility, you can pay to promote your tweets to more users. Simple as that.

What's not so easy is determining the ROI for promoted tweets. There are many reasons to be skeptical about Twitter's value for marketing efforts, but there are also some good reasons why your legal practice might benefit from it.

Reasons to Be Skeptical of Promoted Tweets

• The difficulty of reaching the right audience. As a lawyer, you have a very specific target audience because you offer a very specific service. It takes a bit of wishful thinking to believe that promoting tweets will land you new clients with any sort of regularity.
• Fake Twitter accounts. It's old news that Twitter is overloaded with fake accounts. If a large portion of the accounts that view your posts aren't actually people, then what good are they? Not much good at all.
• Low click rates. High visibility of tweets doesn't necessarily transfer into high traffic (let alone converting traffic).

Reasons Promoted Tweets Might Work for You

• It's cheap marketing! Compared to other forms of marketing, promoting your tweets is not very expensive.
• Increase visibility to build your brand. Increasing the visibility of your firm has intrinsic value. In addition to growing the client side of your practice, visibility on social media can increase your status as a thought leader in your field. For example, if you love blogging about your insider knowledge of how to deal with a wet reckless charge in California, then tweeting is a perfect way to grow your audience among your peers.
• Humanize your business. Social media activity puts a human face on your online presence.

Tips for Increasing the RIO of Promoted Tweets

If you want promoted tweets to be worth your time and money, you need to develop a Twitter strategy. The first step is to determine a clear and realistic goal. If you want a new client every day from promoted tweets, you're probably destined to fail. So develop a goal that is actually attainable.

Here are few realistic reasons to promote your tweets:

1. Increase traffic to your website (be sure to measure the results and experiment by tweaking the content or tone of your tweets)
2. Announce a new service or a special offer
3. Engage with your community

Good luck. If you have other ideas on promoted tweets, just, you know, tweet us @FindLawLP.

Related Resources:

• 50 Twitter Accounts Lawyers Should Follow Religiously (Part I) (FindLaw's Technologist Blog)
• Branding 101: How to Build a Brand Image for Your Law Practice (FindLaw's Strategist Blog)
• Maniacal Marketing: The Best and Worst Law Firm Ads (FindLaw's Strategist Blog)