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.
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.
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.
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.
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.
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.
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).
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.
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):
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:
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.
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.