It used to be that, when it came to the use of social media in the professional services sector, the question was largely about whether firms should have a presence at all. But as social media platforms have integrated themselves into our personal and professional lives, it is obvious that professional services firms must have some social media footprint if they want to remain as visible as their competitors. Now the question isn’t a matter of “if,” but a matter of “how,” as in how should professional services firms use social media to market and brand themselves to their target audiences.

There are a number of ways that professional services firms can use social media to further their marketing initiatives. At the most-basic level, firms can create profiles and company pages on sites like LinkedIn, Facebook, Twitter and Instagram. Taking it a step further, firms can distribute content through these networks by posting to their feeds or interacting with others by commenting or direct messaging.

Yet there is another social strategy that professional services firms can tap but that many over look: social media advertising.

Social media advertising, also known as paid social, allows professional services firms to gain visibility and increase brand awareness in a targeted audience segment. Examples of paid social include social media ads, sponsored posts and influencer marketing. The greatest benefit of paid social over other forms of advertising is its segmentation. Social media networks are aggregators of huge volumes of personal data. These data allow advertisers to segment their audiences narrowly, and well beyond the usual parameters of geography or age.

Firms also can integrate their social strategy with other digital assets to create multiple touch points with prospective clients. For example, by inserting a Facebook pixel onto a firm website, professional services firms can serve ads to these same visitors on Facebook. Retargeting website visitors with follow-up content on their social media platforms creates additional touch points and reinforces brand awareness. And when visitors further engage through their social platforms, firms gain important prospect data that they can use to help usher leads through the sales funnel.

How Can Jaffe Help You with Paid Social?

Are you new to paid social, and uncertain about where to start? Or perhaps you have a strategy in place but need some additional guidance? Jaffe’s digital strategists stay on top of the ever-changing trends in social media marketing and advertising. They can work with your firm to assess your current social strategy and recommend improvements to help drive you toward your business goals. If you are interested in starting or expanding a paid social strategy, they can educate you and your team about the variety of paid social opportunities and counsel you about which will provide the greatest benefit for your unique needs.

If you’re interested in learning more about how Jaffe can help you with your firm’s paid social strategy, contact Melanie Trudeau, Director of Digital Strategies, at