Effective Legal Marketing: The Utilization of Facebook Ads as a Profitable Advertising Strategy
Law Firms Can Bolster Marketing Efforts with Facebook Ads
In the realm of marketing strategies, Facebook ads might not be the first choice for law firms, but they should be given due consideration. For solo practitioners and smaller law firms, skepticism is understandable. Many question whether their clientele is actively engaged on social media, or have experienced costly, ineffective campaigns through traditional means such as television, direct mail, or print ads. However, Facebook ads present an opportunity for law firms to reach a large, highly targeted audience of potential clients.
The Advantages of Facebook Ads for Law Firms
Facebook ads allow law firms to connect with thousands of qualified prospects, people likely in need of legal services. Unlike traditional marketing methods, Facebook offers real-time performance tracking, segmentation, and a lower cost-per-click compared to other ad platforms. When executed correctly, Facebook campaigns can significantly transform a law firm's lead generation, event promotion, and consultation scheduling.
A Success Story: Deliberato Law Center
The Deliberato Law Center, an estate planning and elder law firm based in Cleveland, decided to test the waters with Facebook ads about seven months ago. Like many others, they initially had reservations, as their previous marketing endeavors hadn't yielded impressive results. Nonetheless, they made a strategic decision by partnering with an experienced agency to manage and optimize their Facebook campaigns.
The results were impressive. According to Michelle Fontanet, the firm's Director of Marketing, Facebook ads helped fill their estate planning workshops with high-quality leads. The firm also developed an effective system for following up with those who registered but did not attend, with around 50-60% of attendees scheduling a consultation with an attorney before leaving the workshop.
While this success story took several months to develop, consistency, patience, and continuous refinement were crucial. After just a few months, Facebook ads became the firm's most efficient and cost-effective marketing channel.
How Facebook Ads Work for Law Firms
Facebook ads can help law firms define clear audience segments based on factors such as age, location, interests, and life events, making it easier to target potential clients. They can also be used to promote events such as estate planning workshops and legal education seminars, as well as re-engage warm leads who have interacted with previous ads, visited the firm's website, or clicked but did not convert. Additionally, Facebook ads can aid in building brand trust by consistently appearing in the audience's feed with valuable, educational content.
Michelle's Advice for Law Firms Considering Facebook Ads
When asked for advice for other law firms contemplating Facebook ads, Michelle had a simple suggestion: "Just try it." She recommends allowing the campaign at least 4-5 months to see real results, as building traction requires time, especially for law firms new to online advertising. With refined messaging and targeted audience segmentation, the returns can be significant. The key is to work with professionals who understand how to tailor Facebook ads for law firms and avoid wasting the budget on ineffective strategies.
Embracing Digital Marketing Strategies
If you're a solo or small law firm looking to modernize your marketing approach, consider harnessing the power of Facebook ads and other digital strategies to help your practice grow. We invite you to learn more through our Mastering Your Next Marketing Move program via email. For additional law firm marketing tips and success strategies, visit our blogs at our website and listen to our weekly podcasts for actionable insights you can implement today.
Written by Molly Hall McGrath
- In their quest to modernize marketing efforts, law firms can capitalize on Facebook ads, connecting with thousands of potential clients who might be in need of legal services, and benefiting from real-time performance tracking, segmentation, and a lower cost-per-click compared to traditional marketing methods.
- Successfully implementing Facebook ads into their marketing strategy, Deliberato Law Center, an estate planning and elder law firm in Cleveland, saw impressive results, filling their estate planning workshops with high-quality leads and scheduling consultations with around 50-60% of attendees, thus making Facebook ads their most efficient and cost-effective marketing channel after just a few months.
