Facebook Social Media Marketing for solo lawyers and smaller law firms. Does it work? Does it make sense?
YES AND YES
FACEBOOK ADS & SOCIAL MEDIA MARKETING FOR LAW FIRMS
Facebook ads are HUGE business for Facebook, just like Adwords is huge for Google. Facebook ads are different then adwords because your not bidding on keywords. Instead your putting up your ad and showing the ad to a specific audience. How specific and good that audience will determine how well your advertising goes. You want to show your ad to people who might want to see it, so for starters it should be shown to people who live within a certain mile radius from your firm and where your serve people. You can really pinpoint it and only show ads to people 5 miles from this zipcode, and people who are business owners, or are married or own a home. There are a lot of combinations and for lawyers its a littler trickier because they are not selling something that everyone might want. So you dont want to just show your ad to everyone and have it show up in some 18 year old high school seniors facebook feed or someone over 65 who is in town visiting.
SELECTING THE RIGHT FACEBOOK AUDIENCE
You can create as many different audiences as your want and thats the key. You want to create a number of different audiences and then test them out on the different campaigns you will run. So you will need to be creative and test different combinations of things out but sometimes it can be as simple as choosing people within 2 miles of a zipcode that make over a certain income, are married and in certain age bracket.
USING FACEBOOK PIXEL AND CREATING RE TARGETING CAMPAIGN
You want to get the facebook pixel setup on your lawyer site ASAP. This will help facebook track all the traffic that goes to your site. Then once that builds up a little, you can then create a pixel custom audience of JUST the people that visited your site over say the last 60, 90 or up to 180 days of stats. Then your ad would just be shown to those people on facebook.
CREATING A CUSTOM AUDIENCE USING AN EMAIL LIST
You can also create a custom audience from an email list. So if you have a client list of say 500 emails of people who joined your newsletter or are somehow on your email list, then you can take that list and import it into facebook. They will then match that list up and find those people on facebook if they can, usually they can. Then just like the pixel audience, this audience of your email list will then see whatever ads you show.
CREATING LOOK A LIKE AUDIENCES
You can then have Facebook create a LOOK A Like audience which will take your pixel data and go out and find an audience that is pretty close to the people on that list and then create a new audience. You can then whittle that audience down and then test out different audiences on different campaigns.
SETTING UP CAMPAIGNS, ADSETS AND ADS
You will want to setup a campaign for each of your main topics that you want to promote. So if your a firm that handles bankruptcy and personal injury matters, you might setup 3 campaigns. One for each of those practice areas and then a general law campaign. So for the first campaign of Bankruptcy, you would then create ADSETS for each bankruptcy topic. The adset is where you will choose the audience that will see your ad and then under each adset you will have multiple ads. SO the first ADSET here would be General Bankruptcy and I would choose an audience, choose how much I will pay and how I will be billed (Per Click, impression, etc), THEN I would create ads under that adset which would have images or videos, along with text describing what the ad is about. So here it might just be an ad with the firm name and that it handles bankruptcy matters in that area. THEN you can create a 2nd ad which might have different text and images.
THEN you could create the next adset for Chapter 7 Bankruptcy and then you would choose a new audience (You could here choose a pixel audience if you have this created OR an email list audience or any other custom audience) Then you would create different ads and then keep that process going.
PAYING FOR THE ADS
So the first thing to do is set a daily budget of no more then $5-10. Then also set an end date for your campaign so they are just going forever.
Then you can choose if you want to pay every time someone clicks on your sites link OR you can choose to pay on impressions and a few other options. So this is another place it can be tricky and you need to pay attention to this and monitor things to see what works. Sometimes you need to stop campaigns and switch it up to something else. Change images, use videos, use different ad copy and landing pages.