Facebook, by most measures, is the best bang for your buck when it comes to marketing products.
This is because you can target a very specific audience who will see your ad. If you were selling gold earrings shaped like French Trumpets, you can narrow your audience to women, ages 18-35, who have an interest in the French Trumpet.
However, marketing legal services is different. You’re not selling a thing, you’re selling a service that people only need sometimes.
One’s interests on Facebook usually don’t include “looking for my next lawyer.” So how can lawyers take advantage of such a great platform as Facebook Ads?
The key is: specialize and localize.
What Not to Do
Take the example below:
The advertisement is not offering anything special to the potential client; it’s only saying “buy this” No one is interested in clicking on this ad, since they aren’t going to get anything valuable out of it without having to pay first.
People go to Facebook to read content: news articles, personal stories, and updates from celebrities. If you make your advertisement more like content, people will want to click it. But what kind of content can lawyers write?
First, pick a practice area. You likely already specialize in one, but if you’re a jack-of-all-trades attorney, pick a practice area where you want more clients.
Next, write an article on the practice area that is tailored to the layperson, and make it sound like a typical Facebook article title. “9 Important Tips if You’re Going Through a Divorce,” “I’ve Just Been Injured in a Car Accident. What Do I Do Now?” “Don’t Fall for These Employment Contract Pitfalls”
DO NOT write a law review article. You are writing a short blog post.
Take a lot of paragraph breaks. Don’t use any legalese.
Once your blog post is up and ready to go, post it on your firm’s Facebook page. It doesn’t matter if your page doesn’t have a lot of likes, or if you haven’t written anything in a while. We’ll cover that in future blog posts.
Be sure to include a description of the article with the post in the same way that you made the title of the article. For example, “Getting a Divorce is Already the Worst / But Some People Make These Really Simple Mistakes that Could Cost Them Thousands / We Cover the Biggest Ones So You Don’t Make Them”
Once you’ve posted the article, it’s time to advertise. Use Facebook Business to create a new ad, using your firm’s blog post as the sponsored ad.
When you target the ad, make sure you focus on your city or metropolitan area and the normal age range of your typical clients.
Start off with $5.00 and see where it gets you. $5.00 will usually last you only a few days, if that.
After the ad campaign ends, check the stats to see how many people saw your ad, and how many people clicked through. You should get around 20 clicks.
Rinse and Repeat
Keep track of your Reach (how many people saw your ad) vs. Clicks. A good ad has a high click/reach ratio or click through rate (CTR).
Write another article and do the same campaign for $5.00. When your article gets a relatively high CTR, you might want to put more money into another ad campaign using that same article.
Getting one client can mean thousands in revenue. The return on investment for lawyers advertising on facebook is astronomical if done correctly.