Facebook has become one of the most popular websites in the world. It was first launched to university students in 2004, and just 2 short years later, they opened up the platform to anyone who is over the age of 13.
Facebook has over 1.7 billion monthly active users, that is almost 40% of the online population. Because of this statistic, there is no question that Facebook advertising can be a very lucrative marketing strategy – if your business fits in to the industries that a visitor wants. Keeping that statement in mind, ask yourself this question – “Does a Facebook User WANT to Hire an Attorney”?
No, they WANT to buy a new dress, they WANT to lose weight, they WANT to attract more customers to their business. But no, they DO NOT WANT to hire an attorney.
Who Is Your Audience?
If there is one thing that you must know like the back of your hand, it is understanding your audience. This is true for any marketing strategy, but since we are talking about Facebook, let’s drill down deeper.
Let’s assume that you are a criminal defense attorney. And let’s assume that you are trying to attract more DUI clients. Does your audience understand the correlation between an attorney for criminal defense, and one for DUI? I think it is safe to say that most of them do not.
The Dilemma For Attorneys Using Facebook Ads
This is the first part of your Facebook ad dilemma. You must make it understood right out of the gate that you are a DUI attorney.
So, how do you do this? First, what you don’t want to do is talk about who you are, how long you’ve been an attorney, and why they should hire you. Frankly, they don’t care about you. They care about themselves, and how they can get out of the situation that they are now forced to deal with, such as a drunk driving charge.
The second dilemma you have is reaching this audience. Facebook has a great tool that allows you to put your ad right in front of an active audience interested in your product or service. But how many people on Facebook are actively discussing their need for a DUI attorney? How many of them are in Facebook groups about DUI charges? How many of them really give a second thought to a DUI lawyer unless they need one at the very moment that your ad is placed in front of them?
Facebook advertising for attorneys is a different animal. Sure, if you are selling the best cookbook to stay healthy, there are thousands of customers that will click on your ad, and many of them will buy. But how many people on Facebook are going to click an ad for a DUI attorney, call that attorney, and hire them strictly from your ad floating in front of their face? It’s not going to happen. Why? Because they are trying to upload the newest photo of their kids, or tell the story of how their boyfriend or girlfriend dumped them last night, and how angry they are about it. In fact, most Facebook users could care less about the “Sponsored Ads” that are constantly being crammed down their throats unless it is about something they WANT.
What is the Best Marketing Plan for an Attorney?
You guessed it; search engine optimization (SEO). Let’s talk about why SEO is so different from Facebook advertising. First of all, you are not putting an ad in front of someone who is not currently looking for an attorney, such as with Facebook ads. Instead, you are putting your website in front of someone who is ACTIVELY seeking an attorney. They type in their search term, such as Cleveland DUI attorney, and they call the attorneys that are listed on the first page. This my friends is powerful advertising.
Looking back at Facebook for advertising, even if you did attract new clients with your ads, you are now stuck paying for ads forever. The minute you stop your campaign, all of your leads dry up.
With SEO for attorneys, you pay an expert to put you at the top, which could take anywhere from 9-12 months, but then you are in a position to receive leads every single day without paying for ads.
Google has given us a gold mine with their search engine, and if you are not employing a marketing strategy to be found on the first page, your law firm is going to drown on page 9.
If you are interested in learning more about our SEO services, and how we can help grow your law practice, please call us today a (330) 382-3977.