Facebook Marketing For Law Firms: 9 Must-Know Tips For Success

What’s relevant about Facebook marketing for law firms? With over 3 billion active users, Facebook remains the biggest social media platform in the world. 

Targeting potential clients on Facebook can help your law firm acquire more clients and generate more revenue. Facebook marketing will enable your law firm to reach a new audience and target specific sections of the legal market.  

However, for Facebook ad campaigns to yield the best results, law firms must deploy the right strategies. Planning and implementing the right approach is essential to produce the best results from your Facebook advertising campaign. 

Here, we will discuss Facebook marketing, its benefits, and tips law firms should implement to improve their ROI. Keep reading for more details.

What Is Facebook Marketing For Law Firms?

Facebook marketing is a process that allows law firms to place their legal services in front of the audience and promote them using paid or organic means. 

In other words, Facebook marketing for legal firms involves marketing the law firm to potential clients and maintaining the brand’s presence on the platform. 

Marketing a law firm on Facebook is one of the most essential marketing adventures any growth-loving law firm can undertake. With billions of daily active users, you can quickly land potential clients on the platform.

Does Facebook Marketing For Law Firms Still Work?

Firstly, you must understand how massive Facebook is. Research shows that over 68% of American adults have a Facebook account. 

Facebook marketing is an important strategy for lawyers looking to reach new potential clients. So, yes, it still works. Now that Google and other search engines have become highly competitive, Facebook PPC advertising can be a great way to acquire more clients. 

Facebook PPC advertising is less expensive compared to running PPC ads on Google search engines. For instance, a Google Ads campaign might cost $100+ for a single keyword. On the contrary, Facebook Ads might cost less than $3.

Google and other search engines have become highly competitive. Ads on these search engines have also gotten more expensive over the years. On the contrary, Facebook ads are quite cheap. Additionally, you’ll have the opportunity to target the right audience on the social media platform.

Reasons Law Firms Should Consider Facebook Marketing (Ads)

Why should law firms consider Facebook marketing? Is there anything special about running ad campaigns on Facebook? Yes, Facebook offers massive opportunities that can help your law firm generate more leads. 

According to the American Bar Association, over 30% of law firms use Facebook Ads to promote their businesses. Now, this should give you a hint about how important Facebook marketing is. 

Here, we’ll discuss the benefits of running Facebook marketing. 

1. Reach, engage, and convert a larger audience:

Facebook is the biggest social media platform in the world, with billions of daily active users. This makes marketing on the platform so effective. You can reach, engage, and convert your targeted audience to paying clients. 

You can advertise your legal services on Facebook and reach a wider audience. The platform will connect you to the people that matter – potential clients looking for legal representation. 

As it stands, many law firms are already embracing Facebook marketing and building a solid presence on the platform. According to an American Bar Association report, 40% of law firms are on Facebook. 

This report makes Facebook the second largest platform for lawyers, with LinkedIn ranking as number one. 

Actionable Tip: If you’re among the 40% of law firms on Facebook, then you have done well for yourself. However, if you’re among the 60% of law firms who aren’t on Facebook, then it’s never too late. 

You can create a Facebook page for your law firm right away and start intensive marketing. Let prospects on Facebook in your geographical location know that you render legal services. 

2. You can run Facebook Ads on a budget:

Because Facebook has a massive user base, most law firms might assume running ads on the platform is expensive. On the contrary, ads on Facebook are more budget-friendly. 

In plain terms, it’s cheaper to run ads on Facebook than TV ads and even on search engines like Google. 

When running Facebook ads, you’ll have the flexibility to adjust or decide how much you want to spend per day running your ads. You can spend as little as $10 per day to run ads on Facebook. You can adjust the cost and decide how much you want to spend on your ads campaign. 

Actionable Tip: You can obtain high returns from your Facebook ads. All it takes is careful planning, targeting, execution, and consistent evaluation. 

Monitor your Facebook ads to know strategies that are yielding the best results. Once you find a winning strategy, you can focus your attention there to generate maximum return on investment. 

3. Target specific people on Facebook:

Facebook allows advertisers to target specific audiences. When we say “specific,” we mean people defined by location, demographics, behavior, and even interest. That’s how detailed Facebook can be. 

It uses several detailed and broad factors to help advertisers reach the right audience. It makes reaching the right audience so easy and can offer better ROI. 

Here is a breakdown of the details Facebook uses to differentiate its audience. 

• Geographical area. Facebook lets you target people in specific countries and regions of a city. It is that detailed. 
• Demographics. These include details like gender, job title, age, qualification, etc.
• Behavior. This includes how much time prospects spent online, previous purchases, etc. 
• Interests. These include the hobbies of potential clients and other things they are into.  

4. Generate quality leads:

With SEO and PPC advertising, you can acquire quality leads. In fact, SEO will help your law firm rank high so that potential clients can find you with ease. 

Throwing Facebook marketing into the mix can help make your lead-generation efforts yield results. With Facebook Ads, you can generate quality leads for your legal firm. 

5. Create massive brand awareness:

Research by Hootsuite reveals that a Facebook user clicks around 12 ads per month. What does this indicate? It shows that brands can leverage Facebook to create massive awareness. 

You can use Facebook to introduce and keep your law firm in the minds of prospects. Create a brand awareness that’ll make your law firm popular and well-known to potential clients in your geographical location. 

Tips To Use Facebook Ads For Law Firms

By now, you must have realized that learning how to run Facebook Ads is a breeze. It’s a simple process that anyone can learn and understand within a short period. Within a day, you can start running ads. 

Now, here’s where the ads campaign becomes tricky – making the ads count. It’s not all about running Facebook Ads. Your ads need to convert. 

Facebook’s latest algorithm updates have made running ad campaigns on the platform trickier. Now, the algorithm evaluates your Facebook ads, reels, and everything and scores them. 

Now, in order to get the most out of your ad campaign, your ad must be relevant to potential clients. Otherwise, you won’t get the results you seek. 

Here, we’ll discuss important tips to consider when running Facebook ads. You can read and keep these tips at the back of your mind when running Facebook adverts. 

1. Fix your law firm website:

What’s your purpose for running a Facebook Ad? Of course, the focus is to generate leads. Now, do you want leads to engage with you on Facebook or your official website? 

When running Facebook Ads, the target isn’t to increase engagement on the social media platform. Instead, the major focus is to send potential clients to the official website. 

But, before you send potential clients to your website, take time to evaluate the website. Is it a well-designed website? Is it easy to navigate? 

Your website needs to be professional-looking and simple to navigate. It should stand out from the crowd. 

For this reason, we advocate getting a custom website design. With a custom-built website, you’ll have the flexibility and freedom to tweak your website the way you want.

The options to expand a custom website are endless. Additionally, you can stamp your brand identity on a custom website. Unfortunately, you can’t do the same on a template-built website. 

Here’s a breakdown of how you can make potential visitors from your Facebook ad convert to paying clients:

• Make your website simple to navigate. Use clear labels for the menus so visitors won’t be confused about where to go and what to do. 
• Create client-focused content. Use your content to capture, educate, and inspire visitors to trust you and consider you to handle their legal matters. To write quality content, know who your audience is, including the type of content they would like. 
•  Use FAQs to answer pertinent questions.  
• Incorporate videos into your website to capture and help your visitors make a quick decision about hiring you. 

Actionable Tip: Incorporate high-quality content into your ads to draw potential clients into your website. And remember that you don’t have to publish hundreds of content within a short time because you want to impress prospects. 

Instead, create high-quality content to guide potential clients into the sales funnel. Publish content that potential clients cannot resist. 

2. Create your law firm’s Facebook Page:

You can’t run an advert on Facebook without a page, except you’re using someone else’s Facebook page, which doesn’t seem professional. 

Please note these two important things – access and admin rights. Why are they important? For the security of your account, it’s good to have more than one person as the account administrator. 

The reason for this is to ensure you can retrieve your account when it gets hacked. Having a single admin will make account retrieval difficult. 

Take note of the people you add to the team, too. Not everyone should be an admin on your Facebook page. Only consider those you can trust so you don’t lose your account after spending your time and resources to build.  

3. Branding is essential for your Facebook page

We’re still discussing the importance of getting your Facebook page right. Why is it necessary to get your Facebook page right? 

Potential clients should have unforgettable experiences on your Facebook page. When a potential client lands on your Facebook page, they should feel like they are on your website, and vice versa. 

Your Facebook page should have your logo and images and portray your brand identity. In the profile picture section, add your logo. 

Your business description, images, and post should all align with your branding. Inject your brand colors and logo in every post you publish on the platform. With this, your law firm will become popular on the platform. 

With successful branding, potential clients will be able to identify your law firm via your logo anytime. This makes it easier to build trust and get recommendations from clients. 

4. Include your contact information:

When running a Facebook ad, the goal is to send potential clients to your website. When prospects land on your website, they’ll find your contact information and other materials that will help convince them to hire you. 

Most clients may not have the patience to wait until they get to your website before hiring. Your Facebook post can convince them to make a move. 

For this reason, it’s important to include your contact information on your Facebook page and do the same on other social media accounts you have. Include your phone number, office address, email, and other contact information. 

Make it easier for potential clients to reach you, and update your contact information always. You could lose potential client’s trust and business if they call an old number and can’t get you.  

5. Decide your advertising goal:

If you’re new to Facebook advertising, you must decide your advertising goal before launching your ads campaign. 

Advertising goals differ from one advertiser to another. It depends on what you want to achieve. However, you can also have more than one advertising goal. 

Here are examples of advertising goals 

• You want to get more clients
• You want to generate more leads
• You want to create more brand awareness
• You want to increase your followers on Facebook. 

If you’re targeting multiple goals, run separate ads for each. It will make it easier to track the progress of your ads and know which ad campaigns are underperforming.

Facebook will also ask you to specify your objectives when running Facebook ads. Here is what each category of objectives means. 

• Awareness – You want to improve brand popularity on the platform and increase the reach of your posts. However, ensure your post is high-quality and valuable. 
• Consideration – In this category, the objectives include to increase views, engagements, lead generation, and traffic. 
• Conversion – The aim is to improve your conversion rate. 

6. Decide your Facebook Ad budget:

How much are you willing to spend on your Facebook advert? Decide your ad budget before launching any campaign. 

Without a budget, you’ll waste your law firm’s money to run adverts, and in the end, you might not get the desired results. 

Your Facebook ads budget should consider three things: the competition, goals, and target audience. 

Follow the tips below to decide your Facebook ad budget:

• Define your goals: This is the point where you state what you want to achieve with your advertising campaign.
• Consider your target audience: It’s important to know your target audience before running your advert. Why? The more you know about your target audience, the better you can target them with your ads. 
• Know your competitors: When you know your competitors and what they are doing, you’ll be able to set a realistic budget for your ads. 

With all this information, you can decide how much you want to spend on your Facebook ad. You’ll be able to determine your ad budget before launching your campaign. 

Facebook has tools that can help you calculate your ad budget. One of them is the Facebook Ads Tool. With this tool, you can set a budget for your Facebook ad and even track your spending. 

Another tool Facebook has that helps advertisers determine their budget and possible returns is Facebook Advertising Calculator. With this tool, you can decide on your likely return on investment and return on ad spend. 

7. Target the right audience:  

For your Facebook ad to yield maximum return, you must target the right audience. It’s a decision you have to make. 

Know your practice area, firm’s location, and clients you would like to attract, and you’ll create a successful ads campaign.  

Here are some tips that will guide you. 

• Define your legal practice area. This is the first and most important step to consider before running a Facebook ad. Define what your law firm is. Are you a divorce law firm? A personal injury law firm? Or a criminal defense law firm?
• Location.  After defining the type of law firm you are, the next is your location. Your potential clients will likely come from people in your geographical area. They are the ones you should target with your ads. However, if your law firm is in a rural area, consider targeting other neighboring regions. 

Here are options you can leverage to target potential clients:

• Gender.  Are you targeting males, females, or non-binary? 
• Status.  We have people of different statuses in society. You can target students, self-employed, unemployed, and employed. 
• Age range. What specific age range are you targeting? Are you targeting teenagers (14-18 years old), young adults (19 – 24), adults (25 to 64) or seniors (65 and above)?
• Relationship status. Do you want to target singles, married, divorced, or those in a relationship?
• Interests. You can target prospects using their interests. These include hobbies they love to do in their free time, such as those who enjoy hiking, reading, cycling, karaoke, and others. 

8. Launch your Facebook Advert:

Now that you have decided on your budget and other vital information, it’s time to launch your Facebook ads. It’s a simple process. Just ensure your ad copy is captivating, and the success will come.

Now, here’s how you can create your Facebook ads. 

• Get a Facebook business page. It’s important to have a business page for your ads campaign. So, if you haven’t created one, do so right away. 
• Create your ad. Once your business page is ready, go to the top of the page and click on the “Create Ad” button. 
• Choose your ad objective. Once you click the Create ad button, Facebook will prompt you to decide the purpose of the ad. Choose your objective to proceed. 
• Set target audience and budget. These two steps are important. You’ll achieve results when you target the right audience.
• Track the performance of your live ad: Once your ad goes live, consistently monitor the performance of your campaign. This will allow you to make the necessary adjustments to get the expected results. 

9. Make your ad copy enticing:

Two things captivate people to click your ad – image and text. Your image will capture their attention, while the text will serve as your elevator pitch. 

Sell your legal services by writing compelling ad copy. Capture the attention of potential clients. 

Conclusion

Facebook marketing for law firms is an important strategy for improving a firm’s caseload and creating awareness. With Facebook Ads, you can reach a wide audience and improve your firm’s revenue-generating potential. 

We have discussed several tips advertisers must consider when running Facebook ads. These tips are essential to ensure your Facebook ads are successful. 

For instance, you need to set your budget, write compelling ad copy, and target the right audience. When you do these things, success is inevitable for your law firm.