How to Get Started Using Facebook for your Law Firm
The majority of social media users are merely consumers of these platforms. However, it’s a lucrative medium for generating more awareness, buzz and even new customers for your business.
With millions of users logging onto apps including Facebook every day, it makes sense for many advertisers to leverage these platforms for marketing purposes.
In this article, we’re going to go over how you can get started using Facebook for your law firm - especially if you’re a small, local-based practice.
The Value of Marketing on Facebook
First off, why is Facebook arguably the best social network to use?
While younger people are flocking to alternative platforms like Instagram, SnapChat and TikTok, older Millennials, Gen X and baby boomers make up a significant portion of engaged Facebook daily, active users. Furthermore, Facebook owns Instagram. As a result, it offers a seamless way to plug your content into Instagram should you desire to incorporate its network into your social media strategy.
So how can you go about implementing a marketing strategy for your law firm?
It’s all based around a Facebook page for your business. If you don’t already have one, then the first thing to do is create a page for your firm.
What Content You Should Post to Drive Engagements
The next step is to come up with a content strategy. This will entail outlining what you are going to post on your page and share with your audience. Not everything that you post on social media should be directly tied to your firm or the law. Remember that people are on social media to hang out.
That means it’s crucial to offer content for that type of audience. When you start marketing on Facebook, one of your primary objectives is generating engagements (reactions, comments and shares) on your posts.
Katapult Marketing found that 71% of the most shared content on Facebook can be classified into 4 categories:
This should give you a strong indication that a good amount of your content needs to connect with your audience, instead of trying to force your audience to connect with you. When it comes to laughter and comical posts, try to find jokes, memes and other forms of visual humor related to the law.
There is no shortage of this type of shareable content out there.
You can get ideas by searching on Pinterest for lawyer jokes, stats and inspirational quotes. You can also look at other law firms’ Facebook business pages - in and outside of your local market - to see what they’re posting. Just try not to focus too closely on mimicking your competitors.
Develop your own, unique approach. If you’re using their content and/or ideas and re-posting it, there’s a good chance a portion of your audience has already seen it before.
The top category for shareable content is awe-inspiring.
These can be videos with an incredible moving story or an image with an inspirational quote. While unrelated to your business, they get a lot of attention and engagement in the form of likes, comments and shares.
Every time someone sees your post in the News Feed, it serves as a micro-impression for your business as you’ll get credit as the “user” posting it.
If you have difficulty coming up with ideas and content to post on Facebook, you can always hire a freelancer to manage the content creation and curation process for you.
Market Your Business by Engaging Interest in Relevant Topics
When it comes to connecting with a subset of your audience or your target clients, you want to create a deeper awareness of your brand and offerings. This is more of the information you’re eager to share with your audience, rather than what you may consider the layer of engagement fluff we discussed earlier.
At this point, you may be tempted to plug your services or offers. It’s ok to do this once in a while, but it won’t perform well on social networks unless you’re investing a significant ad budget into it and running it as an ad rather than a post.
Instead, build a list of topics related to your areas of law.
For instance, if you’re a family lawyer you can share content on ways to manage and minimize the impact of a divorce or separation on children, tips to deal with your ex civilly in a public manner, the reasons to settle a divorce rather than go to trial etc.
As you can imagine, we’re barely scratching the surface on the useful content you can serve up to your target audience, from which some may convert into clients.
Another good tactic for building a list of topics and post ideas is to think of your ideal client’s frequently asked questions. You should then proceed to answer each question in a post.
You have flexibility on the format and you can give short or long form answers. Long form answers are recommended, but the length is ultimately a function of serving the reader with as much value as possible.
An Opportunity to Promote Your Law Firm’s Blog
If you have a blog on your website, you can address the question there and link to it in a Facebook post. It’s powerful driving a targeted audience from Facebook, that is geographically near you and interested in legal topics you write about to your law firm’s website.
Talk about your perfect, target audience for potential new leads and clients!
The objective is to develop a connection between your business and relevant topics. Use this as a way to become the known authority in your industry or specialization in your target market and area.
Targeting & Building Your Ideal Audience
Since we’re dealing with Facebook for law firms, there are 2 methods you can use - either together or independently - to reach your target audience.
The first method involves building your audience through page likes.
Page likes allow you to have your page liked and followed (by default) by fans.
As a result, your future posts will have a better chance of organically reaching your fans and therefore have a steady stream of people who will most likely see your content perpetually as you continue to post and share new content through your business page.
You can accumulate page likes and fans organically or paid.
You should start with organic and squeeze as much potential as you can out of your existing friends list. Once you have exhausted it, you can start promoting your page on Facebook to attract page likes.
Keep in mind that this is a paid method of growing your page’s fan base.
The second method you can use is by boosting your posts.
Boosting posts allows you to add an advertising budget to your posts to boost its position in your audience’s news feed. For a relatively small budget (less than $10 per post), you can significantly increase your reach and engagement. What’s more is that when you boost a post, you can select an audience to promote it to.
While it’s beyond the scope of this article, you can build audiences on Facebook that laser target the areas and demographics of your target audience. This will ensure that your boosted posts will reach people who live in areas where your practice desires to attract more clients from.
When it comes to choosing between boosting (paying) posts and sharing posts organically with your page fans, I tend to find that the best strategy is a combination of the two.
You can grow your page audience by promoting your page for more likes on Facebook and then also boost posts afterwards. You would ideally want to do this if you are committed to using your Facebook page as a long term marketing channel and investment. Just as with posting, you can target geo-locations and demographics around your firm to promote your page to when you’re paying for page likes.
Promoting your page and growing your page likes won’t likely be a long term activity, as it can be expensive to grow your page likes. However, after several weeks or months of promoting your page, you’ll have a solid audience of fans and followers who are more likely to see your future posts.
Posting regularly is the most important component of a successful Facebook page marketing strategy. Many businesses set up Facebook pages and then abandon the strategy soon after.
Don’t let this be you.
You don’t have to post everyday if you’re going the DIY route. Posting 2-3 times per week or about 12 times per month is a good start.
This is a very manageable amount, yet still enough that you can create a content strategy of several different types of content to keep things fresh and engaging. Even several times per week may sound like too much of an investment for you, as both a lawyer and business owner to personally put into the platform.
Not to worry.
If you know how to use the platform as a business page admin, you only have to spend several hours per month managing it yourself. This includes putting your posts together and then you can let it work on autopilot for you. You can create, schedule and boost your posts all at once. Then over the course of the month, Facebook will automatically post your content on your behalf.
If you end up contracting an agency or freelancer to curate and create your monthly post content, then I would encourage you to take advantage of their time and consider posting north of 15 posts per month. This will give you enough opportunities to share engagement-driven posts as well as targeted, legal-specific content.
When it comes to marketing your firm on social media, there are few other forms of DIY online marketing as simple as Facebook. Once you have your content strategy, growth and promotion strategy (page likes vs boosting or both) and your target number of monthly posts, you’re ready to start planning your first month of content. If you plan to do everything yourself, it should only take a few hours per month. When we outsource the content creation to freelancers, it takes us less than an hour per month to review the content, schedule it and boost it ourselves.
Whatever you decide, Facebook page marketing is a simple and cost-effective way to promote and build awareness for your legal practice.
Jared Kimball is a programmer and digital marketing consultant. He is the owner and lead strategist at Zahavian Legal Marketing, an agency that works with small law firms and solo practitioners - handling all of their SEO, Web and PPC Ad needs.