Lawyer Facebook Marketing Tips
Chris Dreyer | February 21, 2013
With more than a billion global active users, Facebook can be another strong source of referral traffic to acquire clients, build relationships, improve performance in search1 and improve customer loyalty for law firms. Even though social media and Facebook have been around for several years now, knowing how to market a firm on the platform can be a bit ambiguous. Attorney Rankings is here to help and check out our tips for marketing your law firm on Facebook.
Define What Success Is
Don’t spend time and money on Facebook just because someone said you should or because all of your colleagues are doing it. Indeed these are compelling reasons to take notice but lawyers should develop a solid goal for marketing on Facebook.
It does not matter what that objective is but there should be one. Some common goals are to build brand awareness (get eyeballs on your firm), generate leads, use it as a customer service tool, or to engage your audience. Having a goal ensures you can measure your success on the platform.
Create a Facebook Business Page not a Personal Page
Even though you may have a personal profile on Facebook it is important to create a Facebook Business Page for your law firm in order to take advantage of “Like” capability, Maps, a custom URL, Branding and much more. This also enables you to keep your personal and business relationships separate. Note that you’ll have to create a personal profile in order to be an administrator on a business page.
If you already have a Facebook account, here is how you go about creating a business page:
In the top right hand corner of any page click on the down arrow and then select “create page”.
You’ll have the choice of six different page types. Most law firms will choose the “local business or place” option.
You’ll then be prompted to fill out some basic information like business category, name, address, and phone number. Click the blue “get started” button to proceed.
You’ll then be taken through a five-step process of setting up and enhancing your business page. This includes adding a description, custom URL, images, additional categories (lawyers should add their practice area here), and other about information. You’ll also have the opportunity to claim any potentially duplicate pages already out there on Facebook as well as to promote the page through paid advertising. Removing duplicates of any kind of content2 is important.
Although you have the ability to skip steps, you should fill out as much information as possible. The more relevant keywords and attractive imagery you can add, the better. Once you’re finished, click save info and you’re done.
When you initially create your Facebook Page you will have no “likes”. Use your existing connections to acquire your first “likes”. There will be a section on your page where you can invite your friends to like your page. Are these people your target audience? Probably not, but getting them to like the page will get it some exposure through their own connections who may very well be a part of your target audience.
You can also use other channels and social networks to build your Facebook audience.
- Tweet – Tweet your Facebook page.
- Linkedin – Share a status update encouraging people to “like” your page.
- Google+ – Message members in your circles.
- Email – Contact former clients you’ve done business with, co-workers and peers.
Setup Your Website To Acquire Facebook Fans
Lawyers can leverage their website to get more fans on Facebook. Here are some easy ways to do that:
Create a Facebook Like Box
Facebook provides developer code to website owners free of charge. Lawyers can create an embeddable “like” box that people can interact with right on their website without having to travel to Facebook.
CTAs At The End of Blog Posts
Create a call-to-action at the end of your blog posts for readers to like your Facebook page. You could also fit this into the sidebar of your blog or other pieces of real estate. If they like your content enough to read it through to the end, chances are they’ll like your page as well.
Add Sharable Social Icons Using Plugins
If you aren’t using a common CMS, you might not be able to use a plugin but if you are, it’s very easy to do so. Plugins for WordPress like Share this, Hupso, and others are super easy to install and allow people to share and interact with your content3 on social right from your blog or website.
Add Links To Facebook in Email Signatures
If you are a sole practitioner you can just add a link in your own signature. If you do have a staff though, consider having everyone in the company promote the page in their email communications (via the signature).
Add A Link and CTA to Business Cards
In addition to your website URL, phone number and address also put a link to your Facebook page on your business cards along with a call-to-action to like your Facebook page. Avoid putting the whole “http” URL on the card to save space and keep design in mind. A simple facebook.com/YourPageName works well.
Engage With Other Facebook Pages
One of the quickest ways to gain new fans is to comment, share and like relevant pages. You can act as the page and then go and interact with other accounts on Facebook.
How to engage (remember to do it logged in as your page):
- Answer questions on Facebook Pages not actively replying
- Comment on status updates
- “Like” interesting posts
- Share updates with your fans
- Message Facebook business page owners – Tell them when you have shared their content and they may reciprocate
- Mention other business pages or individuals on Facebook in your own status updates
If your status updates are interesting and you are actively communicating with your followers your content will get re-shared. The more your content is shared the more “likes” you will acquire.
Here are some examples of how to post interesting status updates:
- Competitions – Offer rewards and prizes to those who “like” your page
- Create Polls
- Provide Simple Legal Advice – Before you do this, create a disclaimer in your “About” page. It is always risky to offer free legal advice so do so lightly
- Participate In Community Projects
- Share Amazing Case Results
- Share Peer & Client Endorsement With Images – Tag clients with their permission
- Add Interesting Blog/News Articles
What type of media gets shared most often?
The answer according to Mashable is images. They analyzed a database with more than 1.3 million posts on 10,000 of the most liked Facebook pages. People had the most interaction with images.
Take Advantage Of The Scheduling Tool
Use the scheduling tool to regularly create status updates around your busy schedule. Then you can spend a block of time scheduling posts out over time without having to constantly remember to post things. The image below displays where to find the scheduling feature.
Some Final Notes
- Change Media Types – Even though images generally get shared more often than other updates make sure to switch from time to time so your wall doesn’t look mundane. Share interesting videos, posts and audio as well.
- Analyze What Works – Take time to analyze which of your posts are generating the most social interaction through sharing, “likes” and comments. Replicate your successes.
- Consistent Posting – Be consistent so that your loyal fans will know when to expect posts. Do not post an update consistently every day then go weeks – months without posting.