One of the biggest marketing challenges for any law firm is deciding which channels to utilize for advertising purposes. When it comes to online digital advertising, most firms are at least somewhat familiar with Google AdWords. While AdWords is often a viable option, many are unaware of the different channels that exist besides AdWords. Some of these are right under our noses, too — specifically, Facebook advertising.
Here’s why Facebook ads are quickly becoming a real cornerstone for legal lead generation and client acquisition:
Your Future Client is on Facebook
Generally speaking, anyone who’s online is likely going to be on Facebook as well. Consider these amazing statistics:
- There were more than 1.94 billion active Facebook users in March 2017. That’s nearly two-thirds of all internet users worldwide. This is an 18% increase from the previous year
- 1.28 billion people logged onto Facebook on a daily basis in Quarter 1 of 2017
- Every second, five new Facebook profiles are created
- The average time spent on Facebook per visit is 20 minutes
- One in five page views in the U.S. occurs through Facebook
- 78% of adults over 30 use Facebook
- Nearly half the adult population at 44% use Facebook as a news source
- 77% of Facebook users have a household income of over $75k
So what does this mean for your law firm? This means that you can make the search for your target client much easier by starting with Facebook ads rather than spreading your resources thin all over the internet. Some internet users are not even using browsers anymore; they tend to stay on one channel, like Facebook or Youtube, and conduct searches from there. This means that your presence as a firm on Facebook is highly important, and advertising is a logical step toward getting your firm seen.
Facebook Ads are Generally Cheaper
Google AdWords is one of the most popular paid ad channels for attorneys. However, for this reason it is also one of the most competitive, and can get expensive depending on what keywords you’re trying to advertise around. In comparison, Facebook ads can be much more cost-effective.
Check out this case study: For this particular business, AdWords registered in at around $9 to $22 per click. In comparison, Facebook ads clocked in at $0.61 per click. While figures will certainly depend on industry, practice area, and specialization, this gives a good picture of how cost-effective advertising on Facebook can be. This is ideal for smaller firms or boutique firms with a niche specialization.
We’re not necessarily saying that Facebook should be your only paid ad channel. If your budget allows it, you should use multiple channels, including AdWords, LinkedIn, and Twitter, as long as they produce good results. However, out of all the channels, Facebook is one of the most cost-effective.
Targeting is Hyper-Granular
One of the main advantages of Facebook over other paid channels is the amount of factors that you can use to target your ad audience. Facebook ad creators can get incredibly granular when deciding what kinds of Facebook users will see their ad. This means you won’t have to waste money getting your ad in front of people who aren’t your target demographic.
For instance, not only can you target ad audiences by location, but you can break it down further into subcategories like “people traveling in the location,” “people who live in the location,” and even “people recently in the location.” You can also segment your audience by job title, industry, interests, income, and other factors. These categories can also be broken down further as well.
The point is this: There are an almost limitless number of ways you can present your ads to people. Of course, be sure your targeting and methods conform with ethics guidelines.
Not All Law Firms are Using FB Ads
Right now is a great time to explore the use of Facebook ads. Not all law firms are using them to their full extent, and many don’t think of the potential that exists with that channel. This can allow your firm to get ahead of the competition by being seen in areas that other firms are not visible.
Many law firms are stuck using archaic marketing methods like directories and listings. These can be helpful, but the clients of tomorrow are looking for information and guidance, not just a simple phone number. It’s time for the legal industry to catch up with the rest of the world and equip itself with all the tools available online.
Get Started Now with a Tailored Facebook Ad Campaign
The technology behind Facebook ads is constantly improving and being updated to make it easier to use. The audience targeting algorithms are getting “smarter,” and Facebook’s ad budgeting program learns what is most efficient for your campaigns as time goes on. This lowers the cost per click and cost per lead even more.
Contact us today to schedule a free consultation and learn how Facebook advertising can improve client acquisition for your firm. Right now is the best time to take advantage of this powerful avenue for lead generation.
Free Download: Legal Advertising Guidelines
These guidelines will help you grasp the differences between lawyer advertising and solicitation, learn what can and can’t be said, leverage social media and blogs and understand how images are supposed to be used in a legal ad.