Paid Social in Legal Marketing: Strategies for B2B and B2C Firms

Sponsored by: LMA Social & Digital Media SIG, LMA B2C SIG
Domains: Business Development, Communications
BoK Competencies: Sales Techniques, Advertising and Promotion, Digital Marketing, Measure Message Effectiveness, Social Media and Engagement, Graphic Design and Branding

Paid social media advertising is one of the most powerful - and most misunderstood - tools in the legal marketer’s toolkit. Whether you’re running Meta lead form ads for a consumer practice, boosting LinkedIn content for a B2B audience, or trying to figure out why your insurance-adjacent ads keep getting flagged, the landscape is full of platform-specific nuance and hard-won lessons. In this roundtable, practitioners from in-house and agency backgrounds will share what’s actually working, what isn’t, and how to measure success when the funnel runs all the way to intake.

Learning Outcomes:

• Compare platform strategies for paid social across Meta, Google, and LinkedIn for both B2C and B2B legal audiences, including lead form best practices, content boosting, and audience-building tactics
• Discuss how to evaluate lead quality and measure ROAS in legal advertising contexts, including the intake-to-attorney pipeline and creative performance considerations for in-house versus agency production
• Examine best practices for planning, executing, and optimizing paid social campaigns to support marketing and business development goals
  
  
  

Presenters:
Lisa Crandall, Co-Founder and Creative Director, BTD Brand
Hank Grezlak, Director of Communications, Kline & Specter, PC
Dawn V. Sheiker, Chief Client Strategy Officer, Morris James LLP
Sarah Steil, Co-Founder and Brand Strategist, BTD Brand
Victoria Stout, Paid Media Director, Angel Reyes & Associates

Price: 
Members: Complimentary
Prospective Members: $79