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Social Media vs. Search Marketing

Search marketing and social media marketing are two powerful strategies that are necessary for any marketing campaign for lawyers. They each have their own advantages that lawyers need to take advantage of. But instead of focusing on just one or the other, the most effective approach is to combine them into a unified approach. Here’s how you can get the most from each method individually, and together.

Search or Social?

Whether you choose search or social media for your marketing will depend on what your overall goal is. For instance, if your goal is lead generation, then search marketing will be able to get more eyes on your message for a lower cost for both B2C and B2B marketing.

If you want to build brand awareness, then you’ll need a different approach that prioritizes boosting your firm’s exposure and conveying a unified message across multiple channels. In this case, social media is the clear winner.

As an attorney, one of your main priorities will be attracting local clients. Consumers are twice as likely to use search engines than social media to find local businesses and services. So search should be a priority to get local clients for your law firm.

When the goal is to interact with your audience, social media is more effective than search. Social media allows you to have two way communication with your audience, and establish a connection that you can’t create with just search marketing.

As marketing continues to evolve, the lines dividing search marketing and social media are becoming more and more blurred. Search engines are integrating social media, and social media has search features. In order to reach the widest audience and get the most out of your online marketing, you need to combine both methods.

The infographic below illustrates the advantages of using both social media and search marketing together.

social marketing vs search marketing

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