People who look for a lawyer usually have a problem and need expert advice, and they want to make sure that they get a skilled professional looking into their issue and providing the best solution. This is where your law firm should step in – and the first step is promoting your practice with Facebook™ ads.
Why Should You Invest in Facebook™ Ads for a Law Firm?
There are professions that used to have traditionally a privileged position among others. Doctor’s practices and law firms were among them. But in the mobile internet age, there is no privilege and no special advantage that will bring you the best clients without a solid marketing strategy.
There are many law firms and individual law offices all over the country and even in your local area, and most of these law firms certainly use Facebook™ ads. Why do they do it?
Because they can:
Adjust their campaigns to the available budget,
Reach quality leads, based on the detailed audience selection criteria,
Retarget people who visited their website,
Grow their brand image and reputation.
In this article, we will show you how to enjoy these benefits and bring more clients to your law firm offices.
1. Install the Facebook™ Pixel
This is a piece of code that is added to your law firm website and it will help you track Facebook™ users’ activity on your site, and target them at the right moment with remarketing ads.
Facebook™ Pixel is one of the most convenient ways of bridging your website audience with your marketing efforts. Instead of launching messages in the dark, hoping that you will get an answer, you send them directly to people who recently interacted with your business and know what line of practice you work in.
2. Promote Valuable Content
People will not simply show up at your office because they saw some Facebook™ ads for the law firm. Selecting a lawyer is a sensitive issue. In addition, they want to be sure that you can win their case or give them the right advice for their issue.
For this reason, you should create Facebook™ ads that will drive traffic to your website – more precisely, to a specific landing page where people can download a freebie. This should be something of value to them, such as:
The steps necessary for estate planning,
How to protect business assets in case of divorce,
What to do when injured at work/on someone’s property
This free information booklet will win you goodwill and establish your authority as an expert on the topic.
3. Be Smart About Audience Selection
Are you specialised in estate planning? Then you should select your audience based on the age criteria. Young people are not really in a hurry to put their affairs in order – some of them think it is a bad omen to do it too early. But people in their 50s and 60s are more careful and know that the unthinkable can happen and they want to make sure that their wishes are carried out.
The same goes for other areas of practice. Divorce lawyers should be targeting people who are moving out of their house (you can find even this detailed selection criterion in the Ad Creator panel). And commercial litigation lawyers should target users by their job position (commercial, financial, HR manager) with their Facebook™ ads.
4. Take Advantage of Lead Ads to Book Initial Meetings
Some people are ready to take action but need a convenient way to book a meeting with a lawyer. Picture this situation: they are browsing Facebook™ and see your ad promoting a special offer (discounted fee for the first meeting). They tap on the ad and, after agreeing to share their details, the name, and email address fields are automatically filled in. All they have to do is confirm the booking with one more tap and the rest is up to you – setting up the date and hour with the potential client.
5. Do Not Be Dull In Your Ads
We get it, you represent a serious and respectable profession. But you should also consider the feelings of your potential leads. They are worried, unsure how to proceed, sometimes even distraught. What they need is competent, but the warm tone of voice telling them that it will be alright – you will find a solution to their problems.
Make sure your Facebook™ ads have a human touch and develop a unique approach in dealing with potential clients – your own brand voice and image.