Facebook is more or less a requirement for law firm marketing today. Boasting a couple billion users, this social media platform provides pathways to potential clients, who can learn about your firm through thought-provoking and engaging posts. Sadly, organic posts aren’t what they used to be. It’s not enough to publish content on your page and hope for a boost in online visibility. You have to put money and effort toward generating both paid and organic posts that effectively pull new leads and other potential clients.
Questions, Images and Video
According to research released by BuzzSumo, there are a few simple tactics that can have profound effects on the reach of a Facebook post. First and foremost, according to the study, posts containing images, videos and questions tend to generate more engagement compared to other content on Facebook.
As videos are particularly impactful, you may want to invest some time and energy into developing and promoting video content. Your video marketing campaign should always start with a well-produced video about your law firm, what sets it apart and why someone should choose you over the competition.
But there are many other options for video. You could tape talks, seminars or any other public speaking event, and post clips of that content on your Facebook page. You can even include a link to your YouTube channel, where you can post the full talk. Alternatively, you can record a series of short responses to common questions that pertain to your area of law. Your clients ask you questions about their cases all the time. It’s time to put those questions to good use.
This is not to suggest that you should only post video content. It’s generally a good rule of thumb to include a diversity of content on your Facebook page. This can help you appeal to a broader audience. But make a point of always using compelling imagery.
Day of the Week
It’s also important to consider the optimal time for posting content on Facebook. According to BuzzSumo, Sundays are generally good days to publish on Facebook, as people tend to be more responsive. You may find that your client-base is active at other times. If so, you can post accordingly. Relatedly, you want to consider the context of your posts. BuzzSumo found that the volume of public posts in the news feed has an inverse relation to the level of engagement. Basically, the fewer public posts there are in the feed, the higher the level of engagement.
Brevity is the Soul of Wit…
There’s no reason to publish lengthy posts on your Facebook page, especially when you can include a link to a longer blog post containing similar ideas. According to BuzzSumo’s research, posts with fewer than 50 words receive higher levels of engagement than the rest, and posts containing links to longer pieces outside of Facebook tend to have increased engagement. In short, you may want to put some energy toward generating blog content that you can then link to in a brief Facebook post. This can drive traffic to your site and increase interactivity on your social media page.
Budgeting for Paid Posts
To really gain an edge on other law firms, you should be running paid Facebook campaigns. For starters, you can take an organic post that’s gaining traction and pay an extra sum of money to boost your post for an additional length of time.
According to Mari Smith, Facebook Marketer extraordinaire, there’s a formula you can use, at least at the outset: First, craft a post (ideally with an attention-grabbing video or image) and then let the post sit for about a day while potential clients interact with it. After the first 24 hours are up, you can then apply the “Boost” option for another 24 hours. Then, if things are going well, you can pay a little more money for paid promotion. In short, it’s good to track your posts and to use paid options strategically.
In addition to boosted posts, you can run targeted paid campaigns. Luckily, Facebook makes this really easy. Just go to facebook.com/business, where you can find the “Create an ad” button and follow the steps to complete the process. Along the way, you will need to decide what strategy to follow. Are you interested in conversion? Or do you want promote awareness? You’ll also want to consider your target audience. Who are the potential clients that you hope to attract? You can even use your email list to target people who have already expressed interest in your services.
These are all important questions and the answers will make or break the effectiveness of your campaigns. For that reason it is a good policy to consult with a company like Altrumedia that specializes in social media marketing for law firms.
In the end, your Facebook marketing strategy has to be integrated into your overall marketing plan. This means providing attention-grabbing posts that also inform your Facebook followers about your firm, your services and any questions they may have. It also means establishing a consistent marketing budget to effectively promote your practice on Facebook. Contact us today for help with your social media marketing.