Facebook for Lawyers: 6 Tips for Getting Clients
Considering in testing Facebook for your law firm? In 2017, Facebook is expected to capture nearly 40% of the online display advertising market. Translation: Facebook can be a powerful marketing channel for lawyers..
Online advertising is becoming more of a necessity than an option for businesses—but it’s only worth the investment when done right. As a busy lawyer, you need to know how to get started on the right foot quickly, so that you can bring in new clients without breaking the bank or investing a lot of time.
Here are six tips that can help you drive more traffic to your website via Facebook, and ultimately get more clients for your law firm.
1. Pay for Facebook
Facebook advertising isn’t free. In the past, having a page for your law firm meant that your posts would organically reach at least anyone who liked your page, and potentially more Facebook users too. But as of a few years ago, organic posts from Facebook pages only reach about 2.6% of their fans.
If you decide to start a Facebook page for your law firm, don’t just post updates and hope for new leads to roll in. Pay to boost your posts so that potential customers actually see them.
2. Choose your target audience wisely
With Facebook advertising, you’ll have plenty of options to target the type of people who’ll be most interested in your services, so take advantage when setting up your campaigns. For example, if you’re a wills and estates lawyer, and you’re posting a link to a blog post entitled “Just Married? 3 Ways to Structure Your Will to Protect Your Loved Ones,” you could target:
- Engaged couples
- Newly engaged couples
- Newlywed couples
You can choose who to target with your ads based on any number of life events that people might post about on Facebook, and you can set geographic targets based on where you practice—targeting a newly engaged couple in New York when you practice in Texas won’t help your business. Take time to do this right, and your ads will be more effective.
Note: Facebook advertising may not be the best bet for all practice areas. For example, if you’re a personal injury lawyer, consider that potential clients will likely use Google, not Facebook, to find a lawyer quickly. Before spending, ask yourself, “Will potential clients see this ad when they need my services?”
3. Write an ad that doesn’t look like an ad
If you can make your ads helpful, you’ll pay less to advertise on Facebook.
Facebook uses algorithms to determine how well your ad content is received—and posts that don’t resemble an ad are usually more popular, making them cheaper for you to promote. For example, it might be more expensive to promote an ad titled “Looking For a Divorce Lawyer?” than to promote a link to a blog post or video titled “5 Things To Do If You’re Considering Divorce.” Which brings us to our next point.
4. Create helpful content with a purpose
The best way to collect leads from Facebook is to first drive visitors to your website. And the best way to keep visitors on your website is to provide helpful, engaging content.
Give as much information as you can, and provide it in a format that is helpful and actionable. For example, family law firm Fresh Legal has written an extremely useful post on the first steps to take after a separation.
As a bonus, this type of content helps position you as a subject matter expert and builds trust with potential clients. They’ll be much more likely to remember your name when they’re ready to hire a lawyer if you’ve helped them already. Useful informational content can also help with SEO, as this post from Juris Digital explains.
5. Create a video if you can
Blog posts are just one form of content you can create for your website. Other options, like infographics, slideshares, or videos, can also be effective for driving visitors to your website.
If you’re advertising on Facebook, uploading a short video rather than a blog post can make a big difference in terms of engagement. Why? Four times more consumers would prefer to watch a video than read an article, and with Facebook’s autoplay feature, videos are extra eye catching.
When creating videos, keep them short, and include captions so that viewers can watch your videos without sound—over half of Facebook’s users access the site via mobile, and they may be in a situation where they can’t turn their sound on (e.g., on a train or bus).
6. Test, test, and try again
When it comes to Facebook advertising, don’t just set it and forget it. Try different headlines and different versions of ads to see which are most effective for your firm. For example, if you’re boosting a blog post or video, does a title in the form of a question work better, or a title in the form of a list?
You can see how your ads are performing in the Facebook Ads Manager, under the “Ad Reporting” screen. If your ad is bringing in plenty of clicks, you may want to run it a little longer, or run a similar campaign. If not, it might make sense to try something different for your next ad.
If you’d like to learn more about setting up Facebook advertising campaigns for your law firm, check out this guide to Facebook advertising campaigns from Clio.
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