facebook advertising for law firms

Facebook Advertising for Law Firms

In order to stay relevant, connect with your community, and catch the attention of all those potential clients out there, you know that you need to advertise. Showing up for social media like Facebook is also something you should be paying attention to, and one way to help accomplish both is with Facebook advertising. Gone are the days when law firms cemented their standing in the community by shaking hands and with word of mouth alone, and if you’re not keeping up, it’s time to pay attention. 

A great way to help maximize your online advertising potential is by reaching out for the skilled guidance of a savvy legal PR company today.  

Your Firm Is Unique, but These Tips Apply across the Board

Yes, your firm is unique to the attorneys that make it up, to your staff, and to a range of additional important variables, but when it comes to advertising on Facebook, there are certain tips that every law firm should take to heart. 

Know Your Audience

Every firm has its own target audience, and knowing who yours is important. Facebook Ads come with options, and one of them is targeting both the interests and demographics of viewers. For example, if your firm is focused on estate planning, your target audiences are likely to include: 

  • Parents with minor children who are ready to address guardianship in their wills
  • Individuals who are beginning to amass personal wealth and are ready to explore their estate-planning options
  • Members of the older generation who have estate planning details they need to attend to or update

If your firm’s focus is family law, however, your target audience is unlikely to be as broad. 

The bottom line is that identifying the demographics of your potential clients and their related interests and legal needs is a great place to start. You shouldn’t, however, limit yourself to this alone. Finding balance within these parameters is key.

Go Mobile

It wasn’t that long ago that those in the market for legal guidance turned exclusively to their friends and family members for referrals and to their desktop computers for online searches. This is no longer the case. Your potential clients are far more likely to do their searching on their phones or other mobile devices than they are to search on their computer screens, which makes optimizing your advertisements for mobile devices paramount.

When it comes to matters of law, it’s personal, which gives users that much more incentive to do their searching on their personal mobile devices – rather than on a computer that they may share with others. Further, it’s easier to keep a small screen away from prying eyes. Keeping this in mind when you create your Facebook ads helps to ensure that you’re maximizing your advertising investment.

Have a Strategy

Instead of simply purchasing ads on Facebook randomly in the hope that you’ll eventually grab the attention of those in search of your brand of lawyering, you should put some careful thought into your advertising strategy. With a strategy in place, you won’t simply be throwing advertising dollars at the problem but, instead, allow yourself the opportunity to increase your efforts according to a plan. 

The idea is to share valuable information that potential clients are likely searching for at the beginning of their journey and give them easy access to your firm and the skilled legal guidance they need further on in their quest – when they’re moving closer to the commitment stage. 

For example, an individual who is considering divorce may be interested in reading a blog or two on the topic early on. As this potential client moves closer to pursuing a divorce, however, they’ll likely be more interested in information about the specific legal help you can offer, which is better aligned with their needs at this juncture. In other words, you shouldn’t take a one-size-fits-all approach to your Facebook advertising. 

Don’t Be Afraid to Shine

Just because your competitors are playing it safe and look like carbon copies of one another doesn’t mean that you need to follow suit. In fact, sharing what it is that makes your firm unique can go a long way toward helping you make more meaningful connections with individuals who could become valuable clients. 

Keeping your ads fresh, compelling, interesting, and vibrant is a great way to draw positive attention to your firm and help it stand out from the crowd. You know that your firm and the services it offers are special – let your potential clients know. 

Unleash the Potential of Lookalike Audiences 

If you have an ad campaign out there that’s really performing for you, but you have no idea how to duplicate the magic, never fear; Facebook’s got you covered with lookalike audiences. Lookalike audiences employ AI and machine learning algorithms to study user data and unearth commonalities and trends that help crack the successful advertising code by applying the same parameters across users. Don’t forget to also implement geotargeting to ensure you’re reaching an audience that makes sense in relation to your firm’s location. 

Recognize that Video Retargeting Can Be Powerful

Retargeting individuals you’ve already reached in other advertising venues on Facebook is a powerful tool, and it’s accomplished through a video retargeting funnel. You create a 10-minute video segment that highlights your legal niche and is relevant to your target audience, and Facebook lands it in front of as many viewers as it can. Many people find the law especially fascinating, and your expertise shared in your authentic voice may garner more attention than you expect, which can translate to solid leads and conversions. 

Don’t Neglect Your CTAs

Too many attorneys fall back on calls to action that they wrote years ago and didn’t put much effort into at the time. While the body of the piece may be in tip-top shape, your CTA probably needs some tender loving care. It’s not called a call to action for nothing – you are actually calling people to take a specific action, which calls for punchy writing that nicely sums up everything that came before and that invites your readers to reach out. Find your voice, and let it be heard. 

Give Them Something Valuable

Your Facebook Ads are designed to grab the attention of potential clients who – if all goes well – will then click through to your website, which is great – as long as your website is up to the task of keeping their attention and providing them with the information they’re looking for. This translates to all the following:

  • Employing an attractive aesthetic that reflects what your firm is all about
  • Having a well-designed website that is easy to navigate
  • Having clear, well-defined buttons that allow visitors to find what they’re looking for in an instant – without needing to dig around
  • Offering interesting and informative content that affords readers more information about the topic at hand

You’ve no doubt heard the oft-cited adage that content is king, and when it comes to matters of the law, this couldn’t be more true. The visitors to your site have legal concerns, and if you have well-written blogs that help answer their questions and provide them with the guidance they seek, it can prove invaluable to both of you.   

Be Authentic

Your law firm is not simply a photo that’s pasted online but is an actual building or suite of offices where attorneys and staff members get a lot of work done. Your team is there to help your potential clients with the legal concerns they face, and your Facebook Ads serve as a mechanism for connecting with them. The idea is to share what your firm is all about, who you are, who makes up your team, and what drives your firm. 

If you’re a hometown firm with a downhome attitude that takes great pride in your fierce advocacy for your clients, make that clear. If your firm, on the other hand, exudes polished sophistication and has an impeccable track record, let that be known. Clients are drawn to authenticity, and attempting to be something that you’re not isn’t going to do you or your firm any favors in the long run.  

It’s Time to Call a Seasoned Legal PR Professional 

If you haven’t mastered your Facebook advertising game yet or you think there might be more work to do, you don’t have to tackle it alone. Many law firms aren’t sure how best to position themselves in relation to social media, and it’s perfectly understandable – it’s hard to keep up with the ever-changing landscape, and unless you’re an aficionado, you may feel out of your element. 

At Newsroom PR, our focused Legal PR pros get it, and they have the know-how and insight to help you make the most of your advertising budget while availing yourself of everything Facebook Ads has to offer. For more information about what we can do to help, please contact our team online or call us at 213-422-2738 today for a consultation.