SmallLaw, a popular email newsletter for solo practitioners and those who manage and work in small law firms, reviews hundreds of articles published every week. From these articles, they select one as their SmallLaw Pick of the Week — something they feel is a must-read for this audience.
While I’m making merry over the holidays, I’m going to reprint the posts that have earned us the SmallLaw Pick of the Week. Here’s the second one:
Facebook for Lawyers: How to Use Targeted Ads to Zero In On Your Ideal Clients
When is the last time you explored Facebook ads for your law firm? If it’s been never — or just not recently — then it’s time you took a look because this monster social media platform is doing more for business, including law firms, than ever before to help you find and target your ideal clients.
Here are four distinct ways attorneys can use Facebook to zero in on their ideal target market:
Many legal practice areas correlate to certain life events. For example, an estate planning attorney may want to engage with high net worth individuals who are newly engaged or newly married for asset protection services. Since most people tend to post major life events on their Facebook timelines, there are a lot of life events to choose from, including what I just mentioned above. Here’s how that selection might look for an estate planning attorney in L.A., where there are currently 8,300 individuals with a net worth over $1 million who are either newly engaged or newly married. Or say you are a family law practitioner in L.A. and want to target newly separated individuals who may need a divorce attorney soon. Right now, there are 2,600 of these people with net incomes of $100K-$500K.
This advanced feature allows you to import your existing contact list into Facebook so you can target your ads to current clients and prospects. You can also create a Custom Audience based on visitors to your website. Once you have uploaded your contacts, Facebook has additional targeting options so you can target ads by income, zip code, job function, net worth, marital status, interests, and more. This is an incredibly powerful targeting tool tailor-made for law firms that have a good handle on their ideal target market.
Once you have created a Custom Audiences list on Facebook, the site has a feature called Lookalike Audiences that will target other people who are similar to those in your Custom Audiences list.
To create a Lookalike Audience, Facebook examines the common qualities of the people in your Custom Audience and then finds other people in the region you specify who best match the qualities of your Custom Audience. You can use any of the Facebook targeting options to narrow your Lookalike list.
Layer Targeting Options
One of the most powerful features of Facebook ad targeting is the ability to layer targeting options on top of one another to create a highly specific audience. For example, some of the categories include ethnicity (African-American, Hispanic-Bilingual, Hispanic-English dominant, Hispanic-Spanish dominant, Asian American, etc.), household composition (empty nesters, grandparents, new parents, new teen drivers, no children in home, veterans, working women, etc.), moms (“green” moms, moms of grade schoolers, moms of high schoolers, new moms, soccer moms, stay-at-home moms, etc.) industries and many more.
Using Facebook’s robust audience identification tools, we have found that Facebook ads typically outperform Google ads and are much cheaper to boot.