No one can see your wonderful, clever and informative publications. New Facebook trends increase friendly communication, thereby reducing the appearance in the news feed from professional brands. This also affects the visibility of law firm posts. It is therefore not surprising that success on Facebook now depends on the use of Facebook Ads and a bit more advertising budget.
The Facebook platform offers incredibly accurate targeting of the target audience, dividing it into categories: age, location, language of communication, interests, profession, and much more. This ensures that your content reaches the right audience, and it is usually much cheaper than advertising with Google Adwords.
But we will not go into theoretical details, we offer to look at practical advice on the productive use of Facebook ads for lawyers.
The first thing you must do before you form your ad is to define its purpose. For example:
- Generate interest in your law firm;
- Provide the audience with access to additional information (for example, articles, contact information, etc.);
- Encourage your audience to contact your firm for advice or to use legal services.
If you are just starting to use Facebook Ads services, run your ad for 72 hours, since interest tends to decrease after a short time. When your advertisement first appears, the traffic will be large and users will search for more information about you. Make sure your call to action contains an appropriate value proposition for potential customers.
Test, test, test
Try to post some atypical advertisements with a certain frequency – this will allow you to monitor various variables and track which messages are in high demand among your audience.
Change the target audience when creating an ad. For example, divorce lawyers can direct their advertisements to women between the ages of 25 and 35, since this is a popular age when couples divorce, and in another version, men between the ages of 35 and 40. Of course, this is just an example, we do not keep statistics on this issue 🙂
Choose a different location for your ads. Facebook has a wide range of access to advertising. You can place your ads on Facebook, Instagram and other affiliate networks. You can also choose to show ads in the news feed, storiz and the like.
Of course it’s easier to experiment with appearance. Use high-quality images in various variations. At the same time, choose very carefully, use only a few attempts in order not to confuse the audience in who you are.
What, where and how
Identifying the target audience is an important part of law firm marketing. Armed with this data, you will have much more information about which people are interested in your content, and will be able to adjust your strategy accordingly.
To analyze the audience, use the “Statistics” function on your business page, and you will see a lot of interesting data, which include:
- what posts have the best results;
- where the likes come from and how they grow over time;
- basic demographic information about people who liked your page or post.
Of course, working with advertising is a long and laborious business, but it is paying off. As soon as your business page receives its first few thousand likes, you will see that it will grow on its own and organically receive more adherents.