Every business needs a marketing strategy to thrive, and your law firm is no exception. However, juggling to keep up with the marketing trends while running a successful law firm is no easy feat. That’s why it’s time to deploy a current digital marketing strategy that outperforms the rest: Facebook Ads for lawyers.
The use of Facebook Ads allows you to reach a larger audience than ever before. With around 2.9 billion Facebook users, it makes sense to use digital strategies instead of (or in addition to) last-gen marketing trends like newspaper ads or billboards. It’s time to learn more about these innovative ads that have the potential to boost your law firm’s success.
Traditional Billboard Costs
Traditional marketing efforts like billboards are surprisingly expensive. The total cost of marketing with billboards ranges, depending on the location. Typically, average costs for billboard space for a single billboard run from around $1,500 per month in rural areas to $14,000 per month in large cities. That doesn’t include the costs for graphic design, printing, and mounting it (if it’s not digital).
The legal industry has long relied on billboards, and American interstate highways are full of large signage for personal injury lawyers alongside those for fast-food chains. If your concern is to build reputability, then a billboard might not be the ideal marketing tool.
Digital Marketing Costs
Unless you have an unlimited marketing budget, the costs of traditional billboards probably outweigh the benefits. Even if a billboard is on a major highway, you have no precise way to track impressions or target a particular demographic. You just take the chance that the right people drive by and see it.
Digital and social media marketing enable you to target your ads to specific demographics, bringing a much higher return on investment (ROI) since a higher percentage of those who engage with your ad will be receptive to it. Turning to Facebook advertising for lawyers will allow you to reach your desired audience more effectively.
Look at the Details
With social media and other digital ads (such as Google Ads), you either pay a cost per click or a cost per impression. Generally, one impression is equivalent to one ad view. Pay-per-click advertising (PPC) means that you only pay when someone actually takes action to click on your ad.
These metrics reveal how cost-effective your ad strategy can be. Most advertisers pay a set rate per one thousand impressions (CPM), such as $5 per one thousand impressions, or per click, currently averaging $2 per click. The latter are more valuable since they are more likely to lead to conversions and new retainers being signed.
Be sure to consult with legal marketing strategists who can help you determine the best model to choose for your Facebook ads and other digital media advertising.
Create a Business Page on Facebook
Another significant feature that Facebook offers is a business page. A business page is a free resource that allows you to have a Facebook page for your family law business.
Your Facebook page allows a wide range of users to get acquainted with your law firm. Using it expands your outreach online in a user-focused, organic way, rather than simply displaying ads to people driving by billboards. Your page will also show up in Facebook search results when someone is searching for an attorney.
Being able to reach prospective clients—and to have them find you—is a valuable resource. Remember to include contact information, your primary website URL, and client reviews on your page to become more accessible to potential clients. Also, be sure to respond to any messages or posts quickly.
How Facebook Ads Work
When you create a Facebook ad, you can target it to show on the news feeds of people with particular demographics of your choosing. When a user clicks on your ad, it may take them to your law firm website’s landing page. From there, you can capture their contact or service information. That’s where you convert leads into clients.
Facebook ads also allow you to view analytics and audience insights like your viewers’ age and location demographics so you can continually adapt your marketing strategy to your targeted audience.
Reach Out for Assistance
Instead of struggling with where to begin, call on an experienced digital marketing team that knows the ins and outs of the digital advertising industry with a particular focus on Facebook ads for lawyers. Digital marketing teams with experience marketing for law firms can also help you appear higher on Google search engine ranks through search engine optimization (SEO).
By approaching your digital marketing strategy from multiple angles like ads and search engine rankings, you’ll soon be soaring above any competition.
Get in touch with our team at Legal Marketing Strategy Pros today at (941) 404 1370 to book a session with our experienced law firm marketers. We can take your law firm advertising techniques to the next level!