Facebook is the most popular social networking site, with approximately 2.8 billion active users per month worldwide. More than 90% of companies utilize it, and 63% of lawyers say they use it for marketing. The social media platform is utilized by businesses to effectively sell and for pleasure. You might come across a number of potential clients interested in your services on Facebook for personal injuries.
Marketing on Facebook will strengthen your overall campaign and improve your online presence. It would also help connect to your target audience, increasing trust and authenticity. The social media platform has the resources and tools to assist you in effectively targeting your audience and promoting your law firm. Here is how you can create an effective Facebook marketing plan for your personal injury law firm:
Set Up Your Law Firm’s Business Account
The first thing you need to do is to have a business account on Facebook. You can use this page to share content and other information. The data from your personal Facebook profile won’t be shown on your business page once you check in to your personal Facebook account.
Since this would be your official Facebook page, you must name it right. It must have your law firm’s name with the correct spelling. Next, you need to select the business category. If “personal injury” is available in the list, choose that; otherwise, choose “legal services.” Enter a brief description of your law firm and add professional images.
Before publishing your account, you must add your contact and business information. Add the official email, phone number, location, website link, etc., to the contact details section so that clients can reach out to you quickly. Now publish your page to make it visible to the public.
Creating a Facebook page isn’t enough. You must regularly post content and manage the interactions to keep it active. You can create polls, post videos and images, post short stories, share reviews, etc. When people see your firm’s Facebook page running, interested members will visit and learn more about your services.
Use Facebook Ads for Marketing your Firm
Facebook provides a tremendously varied and dynamic selection of advertising possibilities and capabilities. If you haven’t posted an Ad on Facebook before, it is better to first create a plan. Determine your personal injury law firm’s objectives and goals and identify what stands out for your firm. The rest of the process isn’t that hard. Facebook has kept its advertising process pretty easy.
Compared to search engine Ads (PPC Ads), Facebook ads are pretty affordable. You have to pay for each click, but the costs are less expensive while providing similar benefits. Facebook Ads will bring in fresh leads and clients with less (Cost per Acquisition). Moreover, if your campaign is powerful, people will share it on their profiles, giving you better exposure and reach. The performance and conversion of Facebook Ads must be evaluated regularly to focus on those campaigns that are the most beneficial.
Essential Components for a Successful Facebook Ad
Audience Targeting
Identifying the target parameters is essential so that your ads get displayed to the right audience. Personal injury law firms can target their ads to people in need of legal representation and the ones who want information on personal injury law.
The demographic features in Facebook’s target advertising include location, sex, age, job title, interest, behavior, and lookalike audiences. For personal injury lawyers, location can be an essential factor. Personal injury victims search for lawyers nearby; hence, ensure that your ads are displayed to your local target audience.
Interest-based targeting can be among the most useful tools for personal injury attorneys. You may, for instance, focus your advertising on users who enjoy riding motorbikes and autos. So, by helping your advertisement reach the proper crowd and produce more leads, these audience targeting tools are helpful.
Ad Format and Design
Once you know which audience your ads are centered on, it’s time to focus on creating an engaging advert. Both the design and content matter to create a perfect Facebook Ad that speaks about your professionalism and credibility.
Choose a template that goes with the theme of your campaign. The content you use should have relevant and updated information. Include a CTA (Call to Action) element so that clients can navigate to your contact details easily if interested.
Similarly, the formatting includes text and picture placement aspects. Your ad should look promising on all devices. Always keep mobile users in mind and optimize your ad format accordingly.
Ad Budgeting
Set aside a reasonable advertising budget compared to the cost of acquiring a new client through other forms of advertising. It is because Facebook doesn’t guarantee to bring in a new client every time you post an Ad.
Since the advertisement costs are less, you can use Facebook to get known in the market and among the target audience. Although it isn’t recommended that you set high expectations from Facebook Ads, you must include them in your marketing plan.
Budgeting your marketing campaign will prevent going over budget and aid in adjusting your ads within the set amount. You’ll only be required to pay when an action is made that accomplishes your purpose, depending on what it is. It is similar to PPC, where you will be charged based on any action taken on your Ad.
The Takeaway
A benefit of using Facebook for promoting your personal injury legal services is that you don’t always have to put up paid ads. Once you find a good enough target audience visiting your page, you can post free content to engage with them.
A social media platform is a must for every business, and Facebook is one of the most used marketing sites. Personal injury law firms realize the importance of using social media to familiarize themselves with the legal market, differentiate themselves from competitors, and grow as a brand. While the benefits may not be obvious instantly, they will help promote your firm’s name in the long run.
