Facebook is an extremely powerful social media tool, and it’s also one of the newest and most effective ways to advertise your services. Law firms are now advertising on advertising to drive traffic to their websites, using interesting blog posts that bring in readers who may eventually become clients.
The Facebook advertising system allows a user to focus their video, image or blog post on people who ‘like’ certain pages. Users can also choose to display their advert to people of certain ages, or who live in certain areas.
To make full use of this powerful advertising tool, it’s important to understand how it works and some of the most basic rules.
- Target a Specific Audience
Facebook advertisements will never appeal to everybody, which is why it’s important to run multiple campaigns targeting specific people. In order to do this, however, you need to understand the targeting factors that Facebook offers. There are 11, including the location of users, their age, their birthday, their sex, education, where they have worked, their relationship status, their ‘Interested In’ options, languages they speak, connections and other keywords connected with their profile.
Using these targeting factors, you can create a campaign that appeals specifically to their desires – and the more you create, the more people you can appeal to. You can create campaigns for probate services targeted at older people, or vehicle insurance claim services to people who ‘Like’ car-related content on Facebook.
- Be Prepared to Wait Weeks
Facebook advertising won’t yield instant results, so users should be prepared to spend a good amount of time campaigning. That means you shouldn’t blow all of your budget in the first week. Facebook allows you to spend only a set amount of money in a certain span of time. How you spend that money is up to you.
A one-week Facebook campaign won’t yield much – perhaps a few sales or more ‘likes’ on your page, but nothing significant. A month-long campaign, however, is more of a long-term investment that can potentially show measurable results.
So be sure to set a budget, and be prepared to wait it out.
- Always Monitor Your Ad Performance
Once you have defined how long your ad will run, and how much you’re willing to spend, you need to begin monitoring your performance.
Each one of your Facebook adverts will essentially be a Facebook ‘post’ that appears on your timeline. You can see how many ‘likes’ you receive, how many ‘shares’ you receive, and how many people comment.
If people comment and ask a question, it’s important to answer to the best of your knowledge. Engaging with customers on Facebook helps create trust.
You also need to monitor CTR (click through rates), which is how many people click your post and go through to your website. The more specific your campaign is, and the more targeted it is towards one particular group, the higher your click through rates should be. If a campaign really isn’t working, terminate it and examine your campaign.
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