14 min read
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Updated: April 27, 2022

Is Law Firm Facebook Marketing Worth the Trouble?

It’s all the buzz. Facebook advertising has earned the social platform more than $36 billion in ad spending from businesses worldwide, making up almost 90% of Facebook’s total revenue.

The real question, however, should be whether Facebook ads work for YOU.

So, does Facebook advertising work for lawyers?

Nearly 97% percent of all Fortune 500 enterprises use social media to market their business. Because more than half the world is on social media, companies of all sizes incorporate social media marketing into their overall digital marketing strategy. Social media is affordable, offers targeted reach, brand community, and drives engagement. While this sounds promising, how might a law firm know which platform to use?

It’s always business-dependent, but as one of the biggest and oldest social media platforms, Facebook shouldn’t be neglected. Unlike newer social media platforms, Facebook users span across generations. Let’s dive straight into why and how you should use Facebook Ads for your law firm.

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Why Facebook Advertising?

Facebook is the most used social media platform. Whether intentional or not, Facebook users dedicate 2 hours and 24 minutes to it every day. The easiest and most obvious answer is that more than half of your target audience is already there, making client acquisition simpler.

And while Facebook can’t compete with Google when it comes to search engine capability, it has local SEO capabilities that work well when potential customers search for brick-and-mortar businesses in their area, boosting digital marketing strategies.

Facebook ads for lawyers are affordable and efficient because they allow for efficient audience targeting. The platform’s built-in analytics produces real-time data, so strategies can be constantly updated without wasting budget. As a platform, Facebook is user-friendly, boosts business visibility, and builds trust with future and existing clientele.

How to make Facebook Ads for Lawyers and Law Firms Work?

Like all things done well, successful Facebook ads for lawyers follow specific strategies to leverage the budget and reach new clients.

Target Specific Audience

With 4.66 million users on the internet, it is impossible and unnecessary to reach each one. Facebook ads for lawyers allow you to potential clients (your target audience) based on their interests, activities, pages they have liked, and closely related topics. This specificity and data volume is useful for law firms.

Compared to traditional marketing like classified newspaper ads, television, radio, and magazines, Facebook provides significant control. You can accurately target your ads based on demographics, age groups, interests, education, and online behavior. For instance,  divorce and criminal lawyers may not be after the same type of client, which is why targeting is vital.

Split Test Your Facebook Ads

Facebook defines A/B testing as an experiment that lets you “change variables, such as your ad copy, audience, or placement, to determine which strategy performs best and improve future campaigns.” It is a marketing strategy that tests two elements of a campaign against each other to showcase which delivers the best results.

Each A/B test result informs future decisions around your content and ad campaign, allowing you to make smart, incremental changes that garner more engagement. Ideally, A/B testing should be used continually to improve a given experience or single conversion goal over time, so all Facebook Ads have a high click-through rate.

For example, you may want to test the graphics for a Facebook ad to understand which sells your services the best. A/B testing is an effective way to do this. Once you understand which images work best, you may decide to test the copy, and so on, until you have collected the data needed to create the ideal Facebook ad.

Use All Available Media

From image to video, ad polls, stories, and direct messenger ads, there are so many ways to get your law firm in front of prospective clients. Because the law firms don’t sell physical products, content marketing in the form of blogging and video often performs well on Facebook.

In fact, 84% of marketers use video on Facebook. What’s more, if you’re trying to generate leads, video is the more reliable option. According to Databox, in a recent survey, 74% of people reported videos were more effective for generating leads. Why? Mainly because they grab attention, raise awareness, are memorable, and are easy to consume. This doesn’t mean you should abandon other content marketing strategies altogether – just prioritize the ones with a higher ROI!

facebook video marketing

Optimize for Mobile

70% of total digital time in the U.S. is spent on mobile phones. Any company that does not optimize its marketing strategy will fall behind. One of the advantages of a law firm’s Facebook page is that it allows you to create Facebook ads that are seamlessly integrated into its mobile app. Facebook’s mobile Promoted Post ads form part of Facebook users’ newsfeed, so they often don’t realize they are viewing an ad.

Furthermore, for brick-and-mortar businesses, location-based marketing can also bring in new leads. Local SEO, the practice of optimizing a company’s search engine rank to appear when a prospective client is within the vicinity, also improves online visibility and foot traffic. For example, most law firms only want certain Facebook mobile ads to appear when users are within a 2-mile radius of their firm.

Don’t Forget Your Basics

It seems obvious, but all marketing content needs a call to action (CTA), including Facebook ads. This is a marketing term designed to elicit an immediate response or sale. Traditionally, and still widely used, are phrases like “call now,” for example.

CTAs act as signposts that lets prospective clients know what to do next. Without a clear, compelling call to sign up for a newsletter or purchase a product, your lead may leave your current website without accomplishing what your marketing tactic intended them to do.

Facebook advertising truly understands the value of CTAs and lets advertisers add call-to-action buttons to ads based on specific business goals. They have a list that you can choose from, allowing users to take different actions based on your campaign objective. Strategic calls-to-action increase leads and directly impact your law website’s conversion rates.

Create a Unique Facebook Ad Campaign

Experts estimate Americans are exposed to 4,000 to 10,000 ads each day. Needless to say, it pays off to develop strategic and eye-catching Facebook ad campaigns that are memorable and makes users want to engage with your firm. Facebook ads for lawyers vary greatly according to brand identity.  Some law firms may employ a humorous edge, while others might invest in videos with high-production quality.

Every lawyer strives to defend their client to the best of their ability and achieve a positive outcome. As important as this may be to reiterate, it’s also not a unique selling proposition. In fact, it’s a relatively low bar. It’s one thing understanding what gives your firm a competitive edge, and another knowing how to package and sell this online. Whatever you decide, you always want to create unique Facebook ads that resonate with your target audience. A successful campaign should utilize several tactics and content formats.

Advertise The Right Pages

Landing pages are essential because they give each of your firms’ content offers a place to live, making it easier to funnel visitors effectively. For example, if you specialize in family law, you might create a landing page that offers a free eBook on how to file for divorce and another one on how the court awards child custody.

Having separate landing pages allows you to divide these prospective clients into different parts of the buyer’s journey and makes them more likely to go through with the next offer because it relates to what they’re seeking. When you present an offer on Facebook, it will send the user to a targeted landing page to capture the lead. Advertising the appropriate landing page ensures the user is nudged correctly along the marketing funnel.

Use All the Available Tools for Facebook Ads

It’s much easier to make a Facebook ad with Facebook’s Ad Manager. With this user-friendly feature, you can create ad campaigns, manage multiple ads simultaneously, and assess how well they perform. You can design your ads in a step-by-step process and see how well they measure up by reviewing granular data.

The Ads Manager app for both iOS and Android lets you monitor your law firm’s Facebook campaigns on the go. You can create and edit ads, track their performance, and manage budgets and scheduling, no matter where you are. All you need to do is set up a Facebook Business Manager account. To accomplish that, you need a Facebook business page.

You have a Facebook Page, right?

A Facebook Page is where businesses can connect with their client and customers. When users like or follow a Facebook page, they will see updates from that page on their News Feed. Advertising from a law firm’s Facebook can help reach new clients, boost a post, promote a service or encourage people to visit your site.

Setting up a Facebook Page is the first thing you need to do before launching any Facebook ad campaign. Like other content on the web, Facebook Pages also require search engine optimization (SEO) to rank well on search engine results pages. Bear this in mind when filling in title tags, meta descriptions, and general legal content copy of your Facebook ad.

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Conclusion

In a competitive online landscape, Facebook advertising offer firms and individuals the opportunity to get their message to the right prospects in a deliberate, entertaining, and strategic way. At Comrade Digital Marketing, we specialize in driving quality traffic to law firms’ websites. If you want to find out how we can help you run a successful Facebook advertising campaign, click here. Your perfectly optimized content goes here!

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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