How much of your money is wasted on mass advertising that reaches only a fraction of the persons who need you? There’s a good chance you don’t know…and that’s a problem. If you don’t know the return on investment of your mass marketing, how can you tell if it’s working?
But lawyers are notorious for copy-cat marketing to the masses. Conventional wisdom is that the yellow pages, TV and radio must work because everyone else in your market is doing the same thing. That’s right: loud, obnoxious advertising that screams, “I am the greatest lawyer! Hire me now!”
There’s nothing unique or creative about lawyer advertising—you can’t tell one lawyer ad from the next. It seems lawyers are content to fight for scraps with the same crappy lawyer advertising.
Everyone is on Facebook
What if (just stick with me for a moment) you could speak directly to your ideal client? What if you could sit inside your ideal client’s laptop and speak to them in a way that is unique, creative and compelling? With the power of Facebook ads, you can.
Let’s start with a fundamental, irrefutable fact: everyone is on Facebook! Yes, that’s right, even your 87-year old uncle who doesn’t know how to turn on the computer. Facebook is everywhere—there is no socio-economic class that is not on Facebook. You can accept reality or your law practice will die.
But how can you use Facebook ads to reach your ideal client? Let’s say you want to get more referrals from personal injury lawyers in your market. Facebook allows you to identify the P.I. lawyers in your region and you can even fine-tune the ads according to age, county and political party (many FB users self-identify with their demographic information). With this information, you make sure your Facebook ads will only be seen by your ideal referral partners.
Your Facebook ads will only be seen by your ideal referral partners and you won’t be paying money for clicks of persons who do not have the potential to refer new clients. Unlike traditional lawyer advertising, you won’t be wasting your hard-earned money on persons who have no need for your services and you can set specific budgets for FB ads that fit your budget.
Laser-Beam Targeted Marketing
Okay, you say, but how do you make sure your Facebook ads are only seen by your ideal clients? First, you buy email addresses of your ideal clients and with a little Facebook magic, your ads will only be seen by the people you want to see them. And no, this does not involve unsolicited email (which everyone hates), but rather targeted FB advertising that is unobtrusive and laser-beam targeted.
In this approach, you try multiple FB ads to find out which one is getting the highest click-thru response. With a little trial and error, you will learn pretty quick which ads are getting the best response and you can allocate more of your budget to those ads.
By split testing FB ads, you know which ones are working and you can “boost” the ads just by the click of a button. By spending a little extra money to “boost” the FB ad, you expand the reach of the ad beyond the reach of your geographic region…and now you’re in business.
By using of visual images on your FB ads, you can elicit a strong response from your ideal clients. Images are far more effective than text in FB ads and are almost always going to get a higher click-through response. You can even use “look alike” ads where FB determines which consumers are likely to be interested by your visual image in your FB ad. Pretty cool, eh?
A Unique Landing Page that is a Must for Facebook Ads
The #1 mistake made by FB advertisers is that they send the web visitors to the home page of their website. This is a big mistake. The home page of most websites is very cluttered and full of information, including video and text. Busy, cluttered web pages are very bad for FB advertising.
You want to send the web visitors to a landing page that is created only for the FB ad. The landing page should only have three things:
- A video (less than 2 minutes)
- Three to five bullet points of information
- The navigation menu for your website.
That’s it. Anything more will make the landing page cluttered and confuse the website visitor. The maxim “less is more” could not be more applicable.
The landing page should provide information that is relevant and customized to the FB ad. Let’s say you are trying to reach consumers injured by the Depuy hip prosthesis. You should limit the video and bullet points on the landing page to only information about the Depuy hip prosthesis. Now you’re providing valuable information that consumers crave…and you just might get the prospective client to call you.
Building a Raving Tribe of Fans with Facebook Ads
With your FB ads, you might try sending half of the potential clients to your law firm’s Facebook fan page. Once on your Facebook page, you want the consumer to provide their first name and email address in exchange for a valuable consumer guide or book.
Once you have the consumer’s name and email address, they have given you permission to market to them. You now have the potential clients’ permission to put them into a follow-up “drip” campaign where you provide a sequence of emails over a specified period of time that provide information that is relevant to their initial inquiry.
But what you are really doing is slowly and surely building a tribe of raving fans who will follow you and recommend you to their friends and family. And the beauty of a “nurture” campaign (I use an amazing customer relationship management software, Infusionsoft) is that you can stay in contact with new prospects with a multi-media approach that is unobtrusive and welcomed by your potential clients.
Ignore Facebook Ads at Your Own Risk
Start by allocating a small amount of your marketing budget for FB ads, but rather than trying to learn FB advertising, let the experts do it. There are many digital advertising companies, but my favorite is Dragon Search in NYC and Kingston, NY.
Let the experts at Dragon Search do their thing and your eyes will be opened to a whole new way of marketing a law practice that is unique, laser-beam targeted to your ideal clients, cost-effective and powerful in bringing new clients to your law firm. But don’t take my word for this—find out for yourself whether FB ads work and your eyes will be opened to a new way of marketing a law practice.