Just like any marketing program, your target market will dictate where you should advertise. Facebook advertising typically works better for consumer law practices because of the advantages it provides in terms of:
- Controlled targeting based on demographics, interests, behavior, location, language, etc.
- Control of your budget since you can choose exactly how much you want to spend every day and turn ads on and off according to performance vs. cost.
- Control of your ad timing, since it only takes a few minutes to create and post an ad. This allows you to capitalize on “hot topics” in the news or events that affect your target market.
Be sure to test various ads to determine what resonates with your target market and you’ll soon find that Facebook ads are a great way to capture leads using social media.
Types of Facebook Ads
When you’re starting a Facebook campaign, you will first need to chose the type of ad you’ll be running based on your advertising objective. Typically, the primary objectives for law firms include:
Website clicks — this option allows you to run ads that will take people directly to your website when they click on the ad. However, you need to remember that most people are not on Facebook searching for an attorney, so this option may not be the most efficient use of your money unless you direct them to a page on your site that asks them to sign up for your newsletter.
Website conversions — this option provides for specific actions from people who click on your ad, such as downloading a free ebook. It’s a good way to collect leads that enable you to follow up with an autoresponder email series. You should create a special landing page for your ads to house your offer, which allows you to better track conversions from your Facebook ads.
Lead generation — with this option, you create ads within the Facebook platform that lets users contact you without leaving Facebook. It’s important not to request too much information from responders to your lead ad. When you create your ad, you will be given a lot of options of which information to gather from a lead. Try to keep it to just their name and email address. You also have the option to add a customized question or two, but if you do, make sure it counts. Facebook gives you lots of default options, but keep the questions relevant to the goal of your ad.
Video views — a great option if you have engaging videos that allow people to get to learn more about your services, what your clients think of you and what it might be like to work with you.