651%
INCREASE IN CLIENT INQUIRIES
934%
INCREASE IN ORGANIC TRAFFIC
500%
INCREASE IN CLIENT LIFETIME VALUE BY
Legal
Barr & Young Attorneys
Is Facebook advertising worth it for lawyers? With Facebook earning over $36 billion in ad spending, it’s clear that businesses find value in it. However, the real question is whether it works for YOU. Fortunately, nearly 97% of Fortune 500 enterprises utilize social media marketing, demonstrating its effectiveness.
Considering the affordable cost, targeted reach, ability to build a brand community, and drive engagement, social media marketing is a viable option for law firms. While it depends on your specific business needs, Facebook shouldn’t be ignored. Unlike newer platforms, Facebook boasts a diverse user base spanning generations.
Don’t underestimate the potential of Facebook Ads for your law firm. Discover why and how you should incorporate them into your marketing strategy.
Let’s learn
Why Should Lawyers Use 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.
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.
Facebook ads for lawyers are affordable and efficient because they allow for efficient audience targeting.
Is Facebook Advertising Effective for Lawyers
So, you’re a lawyer looking to spread the word about your legal skills. Is Facebook advertising the way to go? Well, let’s break it down.
Believe it or not, Facebook can be a solid avenue for legal advertising. Statistics show that about 79% of Americans use Facebook, and with such a diverse user base, chances are your potential clients are scrolling through their feeds.
Now, the dollars and cents. On average, the cost per click for legal ads on Facebook can range from $1 to $3. The big question: is it worth it? Well, here’s some food for thought. If a single click out of those several dollars leads to a new client who requires legal services that are potentially worth thousands, then the math seems to favor Facebook.
However, like any tool, it depends on how you wield it. Your ad needs to be catchy, engaging, and laser-focused on your target audience. Plus, your landing page better deliver what you promised, or you’re throwing money down the drain.
So, is Facebook advertising effective for lawyers? If you play your cards right, use specific targeting options, and craft compelling content, it could very well be the secret weapon that boosts your legal practice.
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13 Best Facebook Advertising Strategies for Lawyers
Like all things done well, successful Facebook ads for lawyers follow specific strategies to leverage the budget and reach new clients.
1/13 strategy
1. Set up a Facebook Business Page for Your Law Firm
Setting up a Facebook Business Page for your law firm is a crucial step in harnessing the power of Facebook marketing for lawyers to save money and solve problems for lawyers. Here’s how to set up your Facebook Business Page effectively:
- Create a page: Visit Facebook’s business page creation portal and select the “Business or Brand” option. Choose the category that best represents your law firm and provide the necessary information such as your firm’s name, address, contact details, and website.
- Add a profile picture and cover photo: Choose a professional-looking profile picture, such as your firm’s logo or a high-quality photo of the team.
- Customize page tabs: Customize the tabs on your Facebook Business Page to align with your law firm’s needs. Include tabs for services, reviews, events, videos, and any other relevant content to provide a comprehensive overview of your firm’s offerings.
- Craft an engaging about section: Write a compelling and informative description of your law firm in the “About” section. Make sure to incorporate relevant keywords to improve search visibility.
- Utilize Facebook business tools: Facebook offers a range of business tools to optimize your Page’s performance. Take advantage of features like Insights to monitor engagement, schedule posts in advance, and utilize the Call-to-Action button to direct potential clients to your website or contact information.
By setting up a Facebook Business Page for your law firm, you can tap into a vast audience, engage with potential clients, and establish your online presence. This cost-effective marketing strategy allows lawyers to target specific demographics, share valuable content, and build credibility, ultimately saving money by reaching a wider audience and generating leads organically.
2/13 strategy
2. Create a Facebook Advertising Budget
Creating a Facebook advertising budget is a crucial step for lawyers looking to maximize the effectiveness of their marketing efforts while saving money.
Start by determining your overall marketing goals and objectives. Consider factors such as the target audience, geographical location, and specific legal services you want to promote.
Next, allocate a portion of your overall marketing budget specifically for Facebook advertising. Set a reasonable monthly or quarterly budget that aligns with your firm’s financial resources.
Test different ad formats, targeting options, and bidding strategies to optimize your budget and achieve the best results. Regularly monitor the performance of your Facebook ads and make necessary adjustments to improve their effectiveness and cost-efficiency.
By carefully planning and managing your Facebook advertising budget, lawyers can effectively reach their target audience, increase brand awareness, and generate valuable leads, all while ensuring their marketing efforts remain cost-effective.
3/13 strategy
3. 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 lawyer facebook 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.
4/13 strategy
4. Create a Solid Content Strategy for Facebook Advertising
Creating a solid content strategy is essential for lawyers looking to leverage Facebook advertising effectively. Firstly, identify your target audience and understand their needs and interests to tailor your content accordingly.
Craft compelling and informative posts that provide valuable insights, legal tips, or industry updates to position yourself as an authority in your field. Utilize visual content such as engaging images or videos to capture attention and enhance engagement.
Consistency is key, so establish a regular posting schedule to maintain an active presence on Facebook. Lastly, monitor and analyze the performance of your content using Facebook Insights to refine your strategy and maximize the return on investment for your advertising efforts.
With a well-crafted content strategy, lawyers can effectively promote their services, attract potential clients, and save money by targeting the right audience with engaging and impactful content on Facebook.
5/13 strategy
5. 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 make 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 lawyer facebook ads that resonate with your target audience. A successful campaign should utilize several tactics and content formats.
6/13 strategy
6. 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 for law firms 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.
7/13 strategy
7. Leverage Retargeting Ads for Your Law Firm’s Facebook Page
Retargeting ads can be a game-changer for lawyers looking to maximize the effectiveness of their Facebook marketing efforts. By using retargeting ads on your law firm’s Facebook page, you can re-engage with potential clients who have already shown interest in your services. These attorney facebook ads work by targeting users who have previously visited your website, engaged with your Facebook page, or interacted with your content. This allows you to stay top of mind and increase the likelihood of conversion.
To leverage retargeting ads effectively, start by installing a Facebook pixel on your website. This pixel tracks user activity and enables you to create custom audiences based on specific actions taken on your site. You can then create targeted ad campaigns that specifically reach those who have shown interest in your law firm. By tailoring your messaging and promotions to these individuals, you can deliver personalized content that resonates with their needs, increasing the chances of conversion.
Retargeting ads not only help you save money by focusing your advertising efforts on warm leads but also provide a more efficient way to reach potential clients who are more likely to engage with your law firm.
8/13 strategy
8. 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 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!
9/13 strategy
9. 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’ newsfeeds, 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.
10/13 strategy
10. Add CTA’s to Your Law Firm Facebook Ads
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 let 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 lawyer 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. Read more about divorce attorney marketing.
Let Comrade Digital Marketing Agency improve your Facebook marketing strategy. Schedule a free consultation.
11/13 strategy
11. 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.
12/13 strategy
12. 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 lawyer 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.
13/13 strategy
13. Pay Attention to Facebook Insights and Analytics
Analyzing Facebook Insights and Analytics is a crucial step in maximizing the effectiveness of law firm Facebook marketing and saving money in the process. By paying attention to these metrics, lawyers can gain valuable insights into the performance of their Facebook advertising campaigns.
Understanding metrics such as reach, engagement, click-through rates, and conversion rates allows lawyers to evaluate the success of their strategies and make data-driven decisions for optimization.
By identifying which lawyer ads are performing well and resonating with their target audience, lawyers can allocate their budget more efficiently, focusing on the most effective campaigns and eliminating underperforming ones.
This analytical approach helps lawyers save money by ensuring that their advertising efforts on Facebook yield the best possible return on investment (ROI) and drive meaningful results for their law firm.
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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Master Facebook Advertising for Lawyers with Comrade
In a competitive online landscape, Facebook advertising is one of the channels of law firm social media marketing that offers 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.
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About the Author
Stan co-founded Comrade Digital Marketing and serves as its marketing strategist and IT expert recruiter.
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