Facebook is right up alongside Google Search these days when it comes to its power in online marketing. Any type of business, law firms included, can benefit from establishing a strong presence on Facebook. But how does one effectively market a law firm on Facebook? That’s the question we’ll answer in this post. Here are our 8 Facebook marketing tips for lawyers.
8 Facebook Marketing Tips for Lawyers
Most law firms probably have a Facebook page, but many of them are not getting much value from it. Here are our 8 Facebook marketing tips for lawyers to help you utilize the power of Facebook to grow your law practice.
1. Get Likes on Your Page
Only people who “like” your page on Facebook will see your posts in their news feeds. So the number of likes on a Facebook page directly correlates with the size of the audience a page can reach (unless you pay extra to advertise your posts). Not only that, but the more likes a page has, the more credible it looks to prospective customers.
For these reasons, it’s worthwhile to spend some time, and even money, building up your page likes. The best way to get quality likes from your target audience is to share good content and build up a presence organically.
But let’s face it, that takes a lot of time and hard work. In order to get likes quickly, it can be worthwhile to run a low cost ad campaign.
If you’re really on a budget, you can even target the campaign to countries overseas where the advertising costs are significantly lower (you can buy likes for $0.01 each in places like India). Clearly those likes won’t directly help you get clients, but it’s an easy way to get your page’s statistics up.
It’s slow going at first, but once you get the first few thousand likes on your page, you’ll find that your page will start to grow on its own and get more likes organically. You should be able to get the ball rolling with a small investment of time and money.
2. Share Frequently
Facebook is the largest social network in the world, so you’re literally competing for attention with billions of other people and businesses.
In order to reach people, you’ve got to share content and post updates to your page frequently, with a recommended post frequency of 1-2 times everyday. We encourage you to use Buffer to schedule Facebook posts in advance and save time. You can schedule the same posts to go out on Twitter and LinkedIn as well.
Consistency is the key. Don’t let your page turn into a ghost town, but also, be careful not to overdo it. If you annoy people, they’ll head for the “unlike” button quickly.
3. Post with a Purpose
Be sure that every post has a specific purpose in mind – e.g. connecting with your audience, encouraging people to visit your website, posing an interesting question, etc.
Often, the best kind of content to share is free legal information and resources to help people understand the law. We recommend starting a law firm blog where you write about common legal issues and questions your clients ask. Share every article as soon as you publish it, and periodically thereafter as well. Social media sharing is great for SEO, so share your content often.
You should also mix in some other interesting content, like relevant news articles and updates about the latest happenings in your firm.
Facebook is meant to help users connect with people and things they care about. So don’t try to be too formal or professional. Keep a friendly, helpful tone, and have a purpose, or “call to action” in mind for everything you post.
4. Promote Your Best Posts
Unfortunately, Facebook has started limiting the reach of posts from business pages, which means even the people that like your page may not see your posts in their news feeds all the time.
For this reason, it’s worth “boosting” your best posts for additional engagement. Maybe you wrote an awesome blogpost and people are responding really well to it. This would be a good piece of content to promote on Facebook.
The reason for promoting a post is that Facebook offers incredibly powerful targeting through their knowledge graph. You can target people based on age, location, interests, occupation, and much more. It’s an excellent way to ensure that your content is reaching the right people (aka your target clients), and it’s usually significantly less expensive than advertising on Google Adwords.
5. Images Increase Engagement
Data has shown that using images makes a huge difference in the level of engagement for a given post, increasing the number of likes by as much as 53%.
A good image will catch people’s eyes as they scroll through the daily monotony of their news feed. It’s a good way to stand out, and makes people much more likely to engage with your posts and take the desired action (click your link, visit your blog, watch your video, etc.).
Whenever possible, be sure to include images with your posts in order to maximize awareness for your firm and encourage people to engage with your content.
6. Use Audience and Post Insights
Facebook has built a multibillion dollar a year business because of the wealth of data they possess. To market your law firm on Facebook, you should be leveraging this data however possible.
One simple, but effective way is through the “Insights” feature. Simply click the “Insights” tab on your business page, and you’ll see a bunch of interesting data, including:
- which posts perform the best
- where your likes are coming from
- how your likes are growing over time
- basic demographic info about the people that like your page (gender, age, location, language spoken, etc.).
- basic demographic info about people that engage with your posts
Identifying your target audience is an important part of law firm marketing. Armed with this data, you’ll have much greater insight into what type of people are interested in your content, and you can adjust your strategy accordingly.
7. Retarget Your Website Visitors
Retargeting is one of the most powerful advertising tactics online these days. The way it works is, when people visit your website, a cookie will be stored in their browsers. The cookie essentially allows you to follow those people wherever they go online and then you “retarget” them by displaying your ads there.
It may seem creepy, but it sure is effective. Data shows that retargeted ads outperform regular display ads significantly, increasing the chances of someone returning to a website by an average of 726%.
Not only that, but if you retarget someone on Facebook who recently visited your website, they’ll be more likely to like your Facebook page and keep up to date with your firm. As we have discussed before, ongoing engagement is an important part of the legal sales process.
Check out Facebook’s custom audiences for more info.
8. Track the Results
What’s the use in putting all this time and effort into Facebook marketing if you don’t know that it’s working? You need a way of measuring your results.
Facebook gives you great analytics on your advertising spend, the effectiveness of your posts, and the level of engagement you’re generating. That’s great, but it doesn’t really tell you if you’re converting any of these people into paying clients.
We recommend using a law firm CRM system to keep track of where all your new client leads are coming from (just don’t use Excel). You should also collect data about your marketing expenses on Facebook.
Over time, you’ll get an idea of how many actual clients you’re converting from your Facebook marketing, how much revenue it’s generating for the firm, and whether you have a positive ROI.
That wraps up our guide to Facebook marketing for law firms. We hope you found our tips useful, and that you can make use of them in your overall marketing strategy.
Keep in mind that Facebook marketing is a longterm strategy, and you can’t expect results overnight. But it’s certainly possible to grow your law firm using Facebook with enough dedication and consistent effort. Our friend Jacob Sapochnik (aka the Enchanting Lawyer) utilized this same basic strategy to amass over 100,000 Facebook fans in just a few years.