Use Facebook to boost your law firm’s marketing strategy

January 21, 2015

facebook law practiceWith 1.35 billion people worldwide using Facebook at least once a month and Americans spending an average of 40 minutes on Facebook every day, the king of all social media platforms has some serious marketing potential for businesses large and small.

However, in order to wield the great marketing power of Facebook, you need to know what you are doing.

Gone are the days when a simple text-only post would suffice as social media marketing. Today, Facebook is more efficient than ever at giving users what they want, and what they want is engaging and valuable content, not shallow sales pitches.

This post will highlight a few easy ways in which small law firms can take their Facebook marketing to the next level, even if they lack an in-house marketing team or a big advertising budget.

First, create custom content such as a blog post that you can share.

  • Make sure that the content adds value and discusses an issue that your potential clients would care about.
    • For example, if you are a divorce lawyer, your post could discuss the top five things someone should know before filing for divorce, or a brief analysis of the divorce process in your state.
  • Consider writing about a topic that is trending.
    • For example, if you are an immigration attorney, it would have been wise to discuss President Obama’s executive action on immigration reform in a blog post after it was announced.
  • For more tips on writing effective blog posts, see my past posts here and here.

Second, create the social media post that you will use to share the content.

  • Keep the post short and concise. Just give a basic summary of what your blog post or piece of content is about. Leave people curious to know more so that they actually view the content.
  • Create a custom social media image to go with your post, if possible. You can use tools such as Canva to create free customized images that are social-media ready.
  • Otherwise, find an existing photo to go with your post. A photo accompanying your content can really ramp up engagement, recent studies have shown.
  • Avoid sales pitches in your post, which can come across as disingenuous and might even be penalized by Facebook with poor exposure.
  • Consider paying for promoted Facebook posts, which can make sure that your content actually receives some air time. Unfortunately, organic brand posts without the extra boost of promotion just aren’t very successful anymore.

Finally, target your post to the right audience.

  • If you have paid for Promoted Posts, you have access to some amazing targeting options, which are discussed in detail in this article by an expert in the field.
  • Essentially, you have the ability to use the targeting options to zero-in on Facebook users in your specific geographical area who have recently gone through life events such as gotten engaged, lost a loved one, ended a relationship, purchased a home, overcame an illness, been in an accident or published a book.
  • Facebook paid advertising allows you to reach the audience you truly care about — those who could potentially become clients — using thousands of different ad targeting factors and numerous types of ad formats. (In fact, you can choose to forgo sharing content altogether and just use Facebook ads to reach your audience.)

By following these steps, you can turn your firm’s Facebook presence from a total dud into an effective marketing machine. All it takes is a little time and effort to figure out how to use Facebook to your firm’s advantage and start making contacts with potential clients.

Of course, lawyers are busy people, which is why many choose to outsource their social media marketing needs. If marketer is a hat you’d prefer not to wear, talk to your FindLaw sales rep for information on growing your business with Social Media Solution products.