Are you using Facebook as part of your law firm’s marketing strategy? If not, you’re behind the times and missing out on opportunities to reach 300 million potential clients.
If you haven’t noticed, Facebook is hardly an exclusively social media platform these days. Facebook marketing for attorneys is a powerful business tool.
There are an abundance of lawyers out there, and getting your name recognized is an uphill battle without a solid online marketing strategy.
The majority of Americans use Facebook, while other forms of social media like Instagram and TicToc are only popular among people under 30. Therefore, if you’re going to use internet marketing, Facebook is best.
Here’s what you need to know about why Facebook marketing for attorneys works and how to execute it effectively.
Benefits of Online Marketing For Lawyers
Before you get started on your firm’s Facebook marketing strategy, you need to understand the full range of benefits online marketing on Facebook offers. It isn’t just a place to connect with people you know, nor is it all about ads.
Facebook allows you to provide potential clients with important and educational information. You can share blog posts, news articles, videos, and infographics through Facebook.
Posting informative legal content serves two purposes. It is helpful and beneficial to prospective clients. It also earns the trust of your target audience.
When you post information that helps people, they begin to trust your expertise as a resource. When people trust your firm, they are more likely to hire your services. Sharing quality information builds solid relationships.
Facebook marketing also allows you to gather information. Facebook offers polls and other features that allow you to collect information on users who are interested in your law firm.
You can use Facebook analytics to find out how well your posts are doing. You can also directly ask your users questions. You can find out what topics they’d like you to write about next or what events they’d like to attend.
Announce Upcoming Events
When you are getting ready to host an event, you can post about it on your law firm’s Facebook page. You can also send invitations directly to current, former, and prospective clients.
You can even invite your entire network of users who follow your page.
You’ve probably heard of Facebook ads, but did you know they are one of the platform’s most influential benefits? Promoting your business through Facebook ads for lawyers is an effective way to engage your target audience.
Communicate Instantaneously Through Messenger
Lastly, Facebook enables instant communication with potential and current clients through its messenger function. Messenger allows clients to reach out to you effortlessly. You can also respond quickly and efficiently.
You can also set away messages when you are not online and provide automated messages like FAQs for new clients.
Facebook Marketing Strategies
Although Facebook is incredibly user-friendly, it’s never a good idea to try a new business opportunity without a marketing strategy. Here’s what you need to do to set up your law firm’s Facebook account.
Create a Facebook Page for Your Firm
Creating your law firm’s Facebook page is an integral step in mastering Facebook marketing for attorneys. When you have a dedicated Facebook page for your firm, it helps to build brand awareness.
It can also generate reviews from past clients, which is a huge boon when it comes to online marketing for lawyers.
Of course, you will want to optimize your page according to Facebook’s best practices. That means using high-quality images and video, creating engaging copy, and tailoring your posts to your target audience.
Publish a Blog Post
If you already have a blog on your law firm’s website, this step is as easy as publishing a link to the post on your Facebook page. The purpose of linking your Facebook to your blog content is to entice potential clients.
Content marketing is what you are doing when you share valuable and relevant information with your users. You want to post on topics your users are likely to want to learn about.
For example, if you are a workers’ compensation lawyer, your potential clients might be interested in reading topics like “How Long Do Workers’ Comp Benefits Last?” or “Questions To Ask Your Work Comp Lawyer.”
Posting blogs on these topics will draw readers to your website and Facebook page. This will allow them to engage directly with your Facebook ads, too.
Creating ads on Facebook is another way to garner client engagement. To do this, select “Create Ads” from the menu on the right-hand side of your Facebook page.
You will need to choose an objective for your Facebook ad campaign. This will allow you to optimize your campaign.
Campaign objective options include brand awareness, reach, traffic, engagement, lead generation, conversions, video views, messages, catalog sales, and store traffic.
Selecting “traffic” is a great way to drive Facebook users to your website. Selecting “conversions” is a way to get users to accomplish a specific goal on your site, such as filling out a contact form.
Find Your Target Audience
To target specific audiences on Facebook, go to the “Detailed Targeting” section. This is where you’ll be able to set preferences for your law firm’s ideal audience.
This is important because it allows you to attract users most likely to want your services. You can also target audiences based on your location.
Format Your Ad
There are two ways to format your ad. You can either create a new ad or use a post that already exists.
When you create a new ad, make sure to add both primary text and the website URL. You’ll put the URL for the website directly on your blog post.
When you are using an existing post, it is best to post it as a Facebook ad. This is because the existing post may already have likes and shares attached to it that show new readers it is worth their time.
Track Your Performance
Once you’ve published your ads and posts, Facebook allows you to track your performance. Check-in after a couple of days by selecting the Facebook Ads Manager.
Here you’ll find out how many likes and shares your ads and posts received.
Facebook Marketing For Attorneys Takeaways
The benefits of Facebook marketing for attorneys are limitless. Online marketing through Facebook allows you to spread brand awareness, target specific audiences, and maximize traffic to your website.
Don’t waste another minute staying behind the times, contact Lawfirm Marketing 360 for all your law firm’s internet marketing needs.