EMC’s marketers use a variety of terms when they discuss your law firm’s marketing strategy, including the effectiveness of a marketing approach. It can help to be familiar with the words used during those discussions. Today, let’s talk about two common tears we use when discussing marketing campaigns for law firms — reach vs. impressions.
Reach vs. Impressions for Social Media Campaigns
A law firm’s social media strategy needs to be effective in terms of reach and impression. Social media can be a powerful marketing tool when it is used correctly. Balancing reach and impression can be tricky without the help of an experienced marketing and advertising team.
So, what do we mean when we discuss the reach and impressions of your social marketing campaign? Reach is simply the total number of “unique” individuals who see the posts by your law firm. It is not the total number of times your content is viewed. The goal of a social media marketing campaign is to increase reach as much as possible. We want as many unique individuals to view your posts and content.
On the other hand, impressions are the total number of times that your post or content is displayed on social media, regardless of whether a user clicked on the content. Impressions are the number of times your post was delivered to someone’s feed. A single piece of content can have multiple impressions. For example, a user may see the original post in their news feed, but may see it again if someone shares the post or comments on the post.
Making Sense of Reach and Impressions
The goal of any social media campaign is engagement. We use reach and impressions as important metrics to ensure your social media posts are maximizing your advertising dollars by reaching as many potential clients as possible. If you want to learn more about using social media advertising to attract new clients, contact EMC Advertising.