Social media is huge. Literally. There are billions of people on Facebook alone, so how can you be sure you are reaching your ideal client with your Facebook ads? Thankfully, this monster social media platform is doing more for business 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 in Los Angeles 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. Example: for that estate planning attorney in L.A., Facebook turned up 8,300 individuals with a net worth over $1 million who are either newly engaged or newly married. Or say you are a divorce lawyer in L.A. who wants to target newly separated individuals that may need a divorce attorney soon. Right now, Facebook says 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, Facebook video viewers, people who have engaged with your posts, and people who have liked your page. Once you have uploaded your contacts, there are 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, 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 these robust audience identification tools, you will probably find that Facebook ads typically outperform Google ads and are cheaper as well.