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Facebook may garner thoughts of photos of birthday parties 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 most absolute advantage, Facebook marketing for lawyers can be its own stream of revenue, but getting there can take time and money. Keep reading for insights on the Facebook marketing strategies you might consider.
The Process of Facebook Marketing for Lawyers
Once you have decided to advertise your law firm and legal services on Facebook, you need to know where to start. You also need to understand what will help you grow a following and how to make the most of every penny you put toward paid ads.
As mentioned, organic and paid options are for growing your following and attracting potential clients. Organic posts are those you share on your business page – likely a blog from your website, a relevant news article, or downloadable content like whitepapers. Organic posts are meant to be interacted with, shared, and clicked. With paid posts, you can target specific demographics and locations to increase the chances of potential clients seeing your ad and visiting your website. Before that, however, you need to start with ensuring 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 to post engaging content, like a topical 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 you know is compelling to your target audience. Consider your practice areas, the types of cases you want to take, and what questions you can answer for potential clients that will convince them to contact you for more information.
Creating a Facebook Page People Want to Visit
Once you have your all-star blog post, it’s time to get ready to share it on your Facebook page. If you already have a profile, reviewing Facebook’s best practices is essential to ensure your page is performing as well as possible.
If you are signing up for the first time, you need to consider several elements, including graphics, business information, and content posting.
- Graphics. One of the most crucial aspects of your Facebook profile is the visuals you use. Your profile picture and cover photo are the first things visitors will see. If you use low-quality, grainy images, it is more likely visitors will leave to find a page that seems more professional. Choose a profile photo that makes sense. For law firms, this often means a logo. You have a bit more creative freedom with your cover photo, but remember to keep the image on brand with your firm and its values and services.
- Business information. In terms of business information, make sure all information about your firm and website is updated. This includes your phone number, physical address, web address, operating hours, and a list of your services.
- Posting. Once your photos are in place, and your business information is accurate, it is time to start posting. No matter what content you share, the process is not as simple as copying and pasting a link. Remember to give the users something they want to learn more about.
Facebook’s Paid Ads
After you have found an organic posting strategy and schedule that works for you, you might consider implementing Facebook ads. The process can seem overwhelming initially, but Facebook’s interface is relatively user-friendly.
When you initially interact with Facebook’s ad builder, you will be directed to choose a campaign type. While there are a number of campaigns to choose from, law firms will typically benefit from two types:
- Traffic campaigns can drive Facebook users to your website.
- Conversion campaigns can encourage Facebook users to complete a specific action on your website.
Once you’ve chosen your campaign type, it is time to narrow your audience. There’s no use in targeting the entire Facebook population. Consider factors like where your firm is located, what areas you serve, and the types of clients you are looking for. With that information in mind, you can narrow down demographics to improve the chances of potential clients seeing your ads.
Following the demographics selection, you need to determine your budget and schedule. Facebook provides two types of budgets:
- Lifetime budgets allow you to select a start date and an end date. This is best if you have a strict budget and know exactly what you are spending from the beginning to the end of a campaign.
- Daily budgets allow you to run ad campaigns continuously until the funding runs out in 24 hours.
No matter which you choose, remember that you spend money every time a user clicks on your ad.
After handling the technical aspects of the ad, it is 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 might benefit from advertising an organic post that already has significant traction.
Once the ad is designed, it’s time to post and pay. Over time, you may find that particular budgets or schedules work better for your goals.
Tracking Ad Performance
Once you have created a Facebook ad, it is crucial to track its performance. Give the ad a day or two to run before heading to Facebook’s Ads Manager to view analytics on ad factors like clicks, cost per click, and what you have spent.
If you find a particular ad performs exceedingly well, you might consider running it longer. If an ad performs poorly, it is unlikely you will want to use that post or strategy again. As budget and time allow, experiment to learn what works for your law firm.
Digital Marketing: Next Steps
It is no secret that online advertising is a necessity for law firms. Potential clients are more likely to find attorneys via Google and social media than through other methods. 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 firm and how you can help.
Annette Choti, Esq. graduated from law school 20 years ago, and is the Founder of Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com.
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