Law firms have long used Facebook for brand building and lead generation. In the past several years, organic posting on Facebook hasbecome less effective. This leaves law firms the choice of continued organic posting or paying for ads on Facebook. Facebook marketing for attorneys continues to be viable but what is the best option to use?
Your Prospects are on Social Media
Social media use is growing astronomically. Many people spend two hours and fifteen minutes per day on social. According to Pew Research, about seven out of ten adults or 69% of the US population claim to use Facebook. And the estimated numbers of Facebook users will grow to 1.69 billion in 2020. Therefore, marketing on Facebook marketing is important for attorneys.
39% of Facebook users “like” a business page in order to receive special offers. Thus, providing offers or content to followers is a great way to enhance your brand.
The Value of a ‘Like’
Having said all that, over the past several years the value of a ‘like’ on Facebook has gone down. Why? Facebook is smart. When a business posts organically on Facebook (meaning, without paying for an ad), Facebook makes no money. Consequently, Facebook changed its algorithm. Today, less than 10% of your followers see your organic posts.
In other words, you spend hours creating beautiful graphics to post on Facebook and no one sees them.
What happened on Facebook isn’t that different to what Google did and is doing to its search engine results pages (SERP). It is pay-to-play. If you’re not paying for ads, it’s difficult to get found on page one for any searches on Google. And it’s only going to get more difficult.
Paid Facebook Ads
Should law firms pay for ads on Facebook? If the firm wants to use Facebook as a lead generation tool, then yes, paid ads are the only way to go on Facebook.
There is a flood of advertising in your Facebook feed. Paid ads are the only way to guarantee placement in your audience’s feed. The great thing is that you can customer tailor an audience better than any other platform thus narrowly targeting your audience.
Tips to Succeeding with Facebook Ads
Here are some proven strategies to make the most of your Facebook ad’s:
- Create Engaging Ads. Law firms must use engaging and gripping content to attract likes and engagement. Focus on content that will grab the reader’s attention, keep them engaged, and force them to look at the offer that will eventually lead to more interest in the law firm’s services.
- Use Simple But Visually Engaging Videos. Create videos that entertain and inform viewers. Your videos should use images that mirror your demographics’ interests. They can include a combination of memes and GIFs and should encourage people to “thumb-stop” while scrolling through their news feed. Since likes are no longer a metric that you can rely on to measure engagement, you need to work on user engagement in other ways. You need to create ads that pull in the viewer and make them want to see more.
- Focus on Targeted Content. Your firm needs to focus on content that induces interest based on your targeted audience’s likes and interests. These ads should focus on content that is unique to the group that you’re targeting and likely to elicit a specific reaction, based on data that you know about that target.
Goals of a Facebook Ads Campaign
You can choose the goal of a Facebook ads campaign. For example, you can focus on: (1) getting individuals to like your Facebook page, or (2) generating traffic to your site, among others.
Why generate ‘likes’ for your Facebook page if likes have been devalued? It’s still important that people like your page. Not so that they see your posts, but ‘likes’ are still a form of social proof.
Meaning, when someone comes to your page, the number of likes you have is an indicator to the visitor that your page has value. Another factor the visitor looks at is whether you have posted content on your page. But these are topics for a different article.
Conversely, a traffic campaign can help you funnel traffic from Facebook to your law firm’s website. We all want more website visitors so not much more needs to be said about this. However, I would suggest you look at your website to determine what you offer the visitor when s/he arrives on your page.
Setting Up Your Facebook Ads Campaign
Once you decide which type of campaign you’ll run, it is now time to set up a Facebook Ad Campaign. Here are some tips:
Step 1: Select Your Campaign Objective. This is extremely important for your ad because, once you define your objective, Facebook then suggests the bidding options, optimization, and ad format for best results.
Step 2: Choose a Campaign Name. Though a campaign’s name does not have any impact on your ad performance, it helps you organize your campaigns for future reference and for performance assessment.
Step 3: Select Your Target Audience. This is one of the most powerful tools that Facebook offers to attorneys—to target their ads to potential clients.
Step 4: Figure Out Ad Placement. You can use this tool to select the best placement for your ads, so that they are visible to the majority of your potential clients.
Step 5: Set A Realistic Budget and Bid. Setting your budget controls the frequency and timing of your ad runs.
Step 6: Customize Your Ad One Final Time. This step ensures that your ad looks appealing and has the potential to get engagement, clicks, and visits from potential clients.
Social media has changed the way we connect with others around the world. Although Facebook ‘likes’ are one way to measure business popularity, it is no longer the holy grail of marketing. Rather, Facebook marketing for attorneys today (for most of us) should focus on paid Facebook ads campaigns.
If you would like to speak with LawFull Attorney Marketing about running a Facebook ads campaign, reach out to us for a free consultation.