Facebook can collect thoughts on birthday party photos and meals, political posts and viral videos. However, Facebook is a powerful tool for any business — including law firms. Facebook marketing allows you to promote your law firm and build your brand with an active online presence. Depending on your budget goals, free and paid marketing options can be considered. When used to its absolute advantage, Facebook marketing can be a revenue stream of its own for lawyers, but getting there can take time and money. Read on for insights into the Facebook marketing strategies you might consider.
The process of Facebook marketing for lawyers
If you’ve decided to promote your law firm and legal services on Facebook, you need to know where to start. You also need to understand what helps you build a following and how to make the most of every penny you put into paid ads.
As mentioned earlier, organic and paid options serve to grow your following and attract potential customers. Organic posts are posts you share on your Company Page — likely a blog from your website, a relevant news article, or downloadable content like a white paper. Organic posts are meant to be interacted with, shared and clicked on. Paid posts allow you to target specific demographics and locations to increase the likelihood that potential customers will see your ad and visit your website. But before that, you must first make sure you have a healthy social media presence.
The power of a single blog post
One of the easiest ways to generate followers on social media is by posting engaging content, such as: B. a current or evergreen blog. Depending on your current content marketing plan, you may have the perfect post to share. If not, you need to carefully choose a topic that you know will resonate with your target audience. Consider your areas of practice, the types of cases you would like to take on, and what questions you can answer potential clients to persuade them to contact you for more information.
Creating a Facebook Page that people will want to visit
Once you’ve created your all-star blog post, it’s time to share it on your Facebook page. If you already have a profile, it’s important to review Facebook’s best practices to ensure your page is performing as well as possible.
When signing up for the first time, there are several elements to consider, including graphics, business information, and content publishing.
- graphic. One of the most important aspects of your Facebook profile is the graphics you use. Your profile photo and cover photo are the first things visitors see. If you use low-quality, grainy images, visitors are more likely to leave the site to find a page that looks more professional. Choose a meaningful profile photo. For law firms, this often means a logo. You have a little more creative freedom with your cover photo, but remember to keep your company’s image and its values and services on-brand.
- business information. When it comes to business information, make sure all information about your company and website is up to date. This includes your phone number, physical address, web address, business hours and a list of your services.
- booking. Once your photos are in place and your business information is correct, it’s time to start posting. No matter what content you share, the process isn’t as simple as copying and pasting a link. Remember to give users something they want to learn more about.
Paid advertising from Facebook
After you find an organic posting strategy and schedule that works for you, you can consider implementing Facebook ads. The process can seem overwhelming at first, but Facebook’s interface is relatively user-friendly.
When you interact with Facebook’s ad builder for the first time, you’ll be prompted to choose a campaign type. Although there are a number of campaigns to choose from, law firms typically benefit from two types:
- traffic campaigns can direct Facebook users to your website.
- Conversion Campaigns can encourage Facebook users to take a specific action on your website.
Once you’ve chosen your campaign type, it’s time to narrow down your audience. There’s no point in targeting the entire Facebook population. Consider factors like where your business is located, the areas you serve, and the types of customers you’re looking for. You can use this information to narrow down demographics to increase the likelihood that potential customers will see your ads.
After demographic selection, you need to set your budget and schedule. Facebook offers two types of budgets:
- Lifetime Budgets you can select a start date and an end date. This is best if you’re on a tight budget and know exactly what you’re spending from start to finish of a campaign.
- daily budgets allow you to run advertising campaigns continuously until funding is depleted in 24 hours.
No matter what you choose, remember that you’re spending money every time a user clicks on your ad.
Now that you’ve taken care of the technical aspects of the ad, it’s time to get creative. You can use an existing post on your page or create an ad from scratch. Depending on your following and activity, you may benefit from promoting an organic post that already has significant traction.
Once the ad is designed, it’s time to publish and pay. Over time, you may find that certain budgets or schedules are better suited to your goals.
Track ad performance
Once you’ve created a Facebook ad, it’s important to track its performance. Give the ad a day or two before heading to Facebook’s Ads Manager to view analytics on ad factors like clicks, cost per click, and your spend.
If you find that a particular ad is performing exceptionally well, consider running it longer. If an ad performs poorly, it’s unlikely you’ll want to use that post or strategy again. If budget and time allow, experiment to see what works for your law firm.
Digital Marketing: Next Steps
It’s no secret that online advertising is a necessity for law firms. Potential clients are more likely to find lawyers through Google and social media than any other method. Facebook Marketing for Lawyers is a great way to share your services, expand your brand awareness, and encourage potential clients to learn more about your law firm and how you can help.
Annette Choti, Esq. graduated from law school 20 years ago and is the founder of Law Quill, a digital marketing legal agency focused on small and sole proprietorships. Annette is the author of the bestselling Click Magnet: The Ultimate Digital Marketing Guide For Law Firms and hosts the podcast Legal Marketing Lounge. She is a featured Keynote and CLE speaker in the United States and Canada. Annette used to do theater and professional comedy, which isn’t that different from the legal field, if we’re all being honest. You can find Annette on LinkedIn or at Annett@lawquill.com.