Why Facebook Ads Should Be a Part of Your Firm’s Strategy

by | Mar 31, 2017 | Blog

By the end of 2016, there were 1.23 billion active users on Facebook every day. Needless to say, Facebook is a great social media platform for lawyers [link to “Think Facebook is Not a Good Fit for Lawyers? Think Again”].

If you’ve taken steps to create a page for your firm, that’s great. Getting that presence firmly established is a big step in the right direction. However, Facebook is incredibly popular and, because of this, organic search isn’t as effective as it was, say, five years ago for businesses.

According to Facebook, “On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.”

What does this mean for your law firm? Well, unless you’ve already amassed a large and loyal following on Facebook that prioritizes your posts in their news feed, you’re going to struggle in getting the most out of your marketing strategy on Facebook. This is why Facebook Ads should play a part in your firm’s strategy this year.

Why Pay for Facebook Marketing?

Like with anything else in business, the more popular something becomes, the more oversaturated the playing field does, too. The same thing is happening on social media. Individuals and businesses alike are flocking to platforms like Facebook because they want to be heard—and sometimes that makes our marketing efforts a little more challenging.

Let’s face it: you need to market your law firm and to do so in an efficient and effective manner. That’s not going to happen if you can’t expand your reach on social media. So, let’s talk about some of the reasons why it’s worth it to pay to play:

  • Budget Control: Ad spend is easy to control through Facebook. Check out the Billing guide for more information.
  • Better Targeting: As we move into an age dominated by big data, advertising efforts can be as targeted as we want. Facebook is a huge source of consumer data, which makes creating highly targeted ad campaigns a breeze.
  • Quick Launch: Unlike TV and radio spots that can take a while to get off the ground, Facebook offers an immediate opportunity to launch a new ad campaign.
  • Enhanced Brand Awareness: If you want to get ahead of the competition and help to drown out all the other “noise” on Facebook, ads will push you to the front of the line.

At the end of the day, this is about giving your law firm’s Facebook page and website a chance to leave an impression. Facebook ads are a means to that end.

13 Tips for Developing a Facebook Ad Strategy for Your Law Firm

You’re used to reviewing all the details, weighing the pros and cons, and determining the best approach in everything you do. When it comes to Facebook ad strategies, the same holds true. Here are 15 tips you’ll need to develop a Facebook ad strategy for your law firm.

  1. Familiarize yourself with the Ads Manager before starting.
  2. Use Page and Audience Insights to identify who your target audience is.
  3. Put some real thought into your ad creative before writing or designing it. Use a professional designer and follow Facebook’s specs.
  4. Make it visually appealing with an image or video.
  5. Go light on text (especially important for mobile users), but remember to make it undeniably enticing.
  6. Consider the ideal call-to-action: clicks, phone calls, form signups, general brand awareness, etc.
  7. Link all forms to your CRM (like Infusionsoft).
  8. Determine where you want the ad to go: Your Facebook page? Your website? A tailor-made landing page?
  9. Think about mobile with every decision you make: less text, quick videos, bold and beautiful images.
  10. Start small. Test a few different concepts: a video ad, a blog boost, and maybe even a basic educational one.
  11. Use the Facebook pixel and Google Analytics to determine what the biggest draws to your site really are. Then create an ad around it.
  12. Use Facebook ads to complement your other marketing efforts. For example, run an ad to promote your weekly newsletter or upcoming fundraiser.
  13. Always review the analytics to see how each ad performed against your goal, so you can improve results the next time around.

Many businesses have found “pay to play” Facebook Ads to be worth the extra effort and monetary investment—especially when they’re new to Facebook. Just keep in mind that these ads need to deliver real value to your intended audience.

If you’re looking for assistance in getting started, reach out to Trial Law Digital today.