With billions of monthly active users around the world, it’s no surprise that Facebook is the largest social media network globally. It’s a household name, and it can also be a very valuable platform for marketing a law firm. But with most people using Facebook to socialize with friends and stay up-to-date with the latest news rather than find a lawyer, how can you effectively use this platform for marketing your services?
Create Interesting Content:
The first step towards advertising your law firm on Facebook should start outside of this social network. You will need compelling, interesting, and educational content in order to encourage Facebook users to click on your posts or ads. If you do not already have one, setting up a company blog is an essential step of good Facebook marketing as your blog posts will provide you with content that you can share with your followers and promote in the form of an ad.
Have a Clear Campaign Objective:
While you can get started using Facebook for your law firm by simply posting interesting content to your Facebook profile, the best way to ensure that your content gets in front of the right people is to invest in an ad. To do this, you’ll need to head to Facebook’s Ad Manager tool where you can set your advertisement campaign up. The first page will ask you to choose an objective, so it’s important to have a clear idea of what you want to achieve. Do you want users to visit your website? Increase your online reach? Increase social media engagement? Collect leads for your law firm? Click here to find law lead generation services that can integrate with Facebook. Knowing what you want to do with the campaign will help you choose the right options and put together a strategy that works.
Know Your Audience:
Along with knowing what you want to achieve, it’s also important to figure out exactly who you are advertising to. Consider the services that your law firm offers and the type of people who are going to be the most interested in them. For example, if you offer prenup services then you’re probably going to have more success targeting couples who are newly engaged. Perhaps you offer will-writing services in which case you may want to target people who are newly married or have welcomed a new baby into their family. Since people tend to share a lot of information about their lives to social media, ads feature plenty of targeting options allowing you to make sure that they are put in front of the people who are going to benefit from them the most.
Deciding on an Ad Format:
For law firms, one of the best ideas for formatting an ad is to use an existing post on your profile. This is because not only will it likely contain some engaging and informational content such as a post from your blog, but it is likely to have already generated some engagement in the form of likes, comments, and shares which will encourage more people to engage with your ad compared to one without any engagement at all.