Social Media Marketing for Attorneys: How Facebook's New Ad Targeting Options Can Spread Your Influence
If you’re a frequent reader of this blog, you know that I am not a fan of traditional law firm advertising for three reasons: it doesn’t move people along in the sales cycle, it is often too costly for most law firm budgets and most law firm advertising is poorly written or designed.
But what about nontraditional law firm advertising? Facebook Ads has recently added a broad targeting option that I find really interesting. And I believe it provides some good opportunities for lawyers to spread their influence through the offering of targeted, relevant education materials.
For example, say you are an attorney in Dallas who targets small business owners. You create a downloadable e-book on, say, “Incorporation and Legal Structures: What Every Small Business Owner Needs to Know”. Then you create a Facebook ad with a link to your website, blog or a special landing page that captures a prospect's email address in exchange for downloading the e-book. Using broad category search, you set your target:
You specify business owners over the age of 30 in the Dallas area, and this is how many people you can reach:
Or say you are an estate planning attorney in Dallas and want to capitalize on the growing trend of creating pet trusts. Again, you create a downloadable informative e-book on “How to Provide for Your Pet After You’re Gone”. You can go to Interests and target pet owners over the age of 60:
Then narrow it to those in your market area and reach this many prospects:
Facebook ads allows you to target very specifically to introduce an audience of likely prospects you may not have had the opportunity to reach with any other medium. It is also inexpensive; you can try it out for a week or two for a couple hundred dollars or less.
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