Facebook vs Google Ads For Family Law Attorneys

For many law firms, Facebook marketing – or any type of social media marketing, for that matter – often goes overlooked. In fact, many lawyers put any sort of social media efforts on the “pay no mind” list, figuring it isn’t a legitimate tool for reaching a potential client. However, they couldn’t be further from the truth: online platforms such as Facebook and Google Ads are some of the most effective ways to reach a diverse audience for family law firm attorneys.

With so many people on their smartphones and laptops at any given time, ignoring the benefits of social media can actually handicap your firm’s success. By strategically implementing social media and digital advertising into your marketing campaign, law firms can enhance their reputation in numerous ways. Whether your office is seeking new employees, looking to establish your firm’s online presence, or simply soliciting new business, exploring the perks of digital marketing is something every firm should consider.

The Importance Of Social Media & Family Attorneys: Is It Worthwhile?

It should come as no secret that your legal practice is, by default, social in nature – your very existence depends upon interacting with people on a daily basis. Therefore, it’s a natural fit to engage potential (and existing) clientele via digital advertising. In order to get in front of your target audience, creating the appropriate online reputation is seminal to your law firm’s growth and success. Additionally, many law firms build business relationships with clients, other lawyers and their community through referrals, further illustrating the social nature of the legal service industry. Simply put, social media is definitely a worthwhile tool for family law attorney practices – but how exactly, you may be asking, does it work?

  • Strength in numbers: Whether you’re trying to appeal to a very niche market or a broad array of prospective clients, Facebook advertising is a great way to engage potential clientele. As the biggest social media network in the world – two billion users and counting – it makes it fairly easy for law firms to reach their target audience. However, it is worth considering an internet marketing specialist to develop a customized family law campaign for your legal firm.
  • Powerful lead generation: Another benefit of Facebook advertising: targeted marketing. Whether your firm is focused on uncontested divorce clients, mediation, and/or high net worth divorce clientele, there are numerous divorce marketing techniques that can be implemented to attract the appropriate prospects to your law firm. Once sufficient data has been collected through Facebook’s algorithms and other lead generation tools, it can not only help to convert site traffic, but track ROI in real time. And because you can create ads that reach a specific demographic, it enables law firms to dial in their efforts when rolling out a new ad campaign. By raising brand awareness, engaging with users, updating posts frequently and keeping content marketing efforts relevant, a successful marketing campaign can become a valuable lead generation for your law firm in no time.
  • DIY capabilities: As we’ve covered, creating your law firm’s own Facebook page is a useful tool that is both easy and cost-effective. For example, did you know that you can begin advertising on Facebook for just $10? However, it’s important to learn how to use the right type of content to attract – and retain – your clientele. Posting useful content (such as educational blogs or a quiz that generates a buzz online) is not only a great way to engage your audience, but allows your firm to stand out from the competition. Promoting your services in family law takes practice, a can-do approach, and a lot of research, but for firms willing to put in the efforts, you can build trust (and your reputation) through your Facebook profile.

What Are The Benefits Of Facebook Marketing For My Law Firm?

Law firm Facebook marketing is a great way to attract new clients to your firm. With so many marketing benefits, using Facebook business applications for your law firm is almost a no-brainer. Learn why a Facebook ad campaign is more beneficial to you as a family law attorney than a PPC ad campaign. Below, an overview of some of the advertising highlights Facebook can offer your family law practice:

Builds trust: When it comes to establishing a relationship with any consumer – whether it’s advertising a commodity or a service – using meaningful and educational content helps to build trust with your audience. What’s more, in order to be perceived as an authority in the legal industry, it is becoming increasingly more important to develop a strong online presence through targeted marketing strategies. However, many law firms are faced with the challenge of determining what type of promotions they should use in order to build their firm’s voice and brand. Fortunately, Facebook ads offer user-friendly tools for your office to share meaningful content that goes beyond the basics. By opting for marketing strategies that are both informative and entertaining, it helps to engage a potential client, and in turn, build your reputation – as well as trust – amongst your readership.

Saves money: You may have heard of pay-per-click – or PPC ad – advertising, an online ad tool in which the advertiser pays each time a user clicks on one of their ads. While there are several different types of law firm PPC advertising campaigns, they are both competitive and expensive. The good news? Facebook advertising is a way more affordable option than PPC marketing to market your family law firm. For example, did you know that the average cost of click-generated Facebook ads is around $2.15? Compared to Google ads for family law firm attorneys (which can run up to $40 a click when implementing legal service industry-targeted keyword phrases), using Facebook as a social media, advertising/marketing platform is not only multifunctional, but cost-effective.

Facilitates a fast & easy set-up: For anyone who’s worked in advertising, you know how long it takes to create an ad campaign – from rounds of edits to brainstorming sessions, print and digital advertising can take months just to complete the creative process, never mind going live. Even if you aren’t familiar with the inner workings of the ad world, chances are your family law firm is looking for fast results – including an equally-quick set-up. Once again, it’s Facebook for the win – from setting up your account and posting ads to engaging with potential clients, your legal firm’s marketing efforts can be up and running in zero time flat!

Streamlines your marketing efforts: Taking the guesswork out of your social media marketing strategy just got a whole lot easier with Facebook lead ads. This business tool enables you to reach your audience easily on their mobile devices. By allowing your law firm to create customized lead ads, you can target the appropriate clientele and collect quality leads. With a step-by-step Blueprint e-learning course, you can learn how to simplify your office’s lead generation in just 15 minutes.

Targets your desired demographic: From a marketing research perspective, social media is a veritable goldmine for obtaining valuable customer data. So it should probably come as no shock that Facebook is one of the easiest ways to put your law firm in touch with a prospective client – they’ve already gathered tons of detailed data about its users, making its ad platform a powerful marketing tool. Additionally, because Facebook has already identified tons of demographics, behaviors, preferences and interests of its subscribers, it’s that much easier for your law firm to create & aim ads at your target audience. Some of the categories you can use to target your ads include:

  • Age, Language and/or Gender
  • Location
  • Behaviors
  • Connections
  • Hobbies & Interests
  • Level of Education

Takes the guesswork out of your ad campaign: For family law practice offices seeking for new and innovative law firm marketing strategies, Facebook is clearly a valuable option worth considering. Not only can a Facebook ad help generate quality leads, track your progress, target an appropriate audience, and save you money, but it’s a fast and easy way to increase your marketing potential. What’s more, it features tutorials and step-by-step guidelines to walk you through the process, taking most of the guesswork out of your ad strategy.

However, there may be times where you require the creative resources of a professional marketing service to elevate your law firm’s marketing campaign. When you need captivating ads, keyword-specific website content, quality banner ads, and other digital strategies to increase your online visibility and reputation, research a reputable internet marketing agency. Together, Facebook’s array of advertising tools and a highly-specialized digital marketing service can help bring your legal firm’s success to the next level.

 Sources Cited:

1)      Hatch, Cydney. Disruptive Advertising (disruptiveadvertising.com), October 24, 2019, https://www.disruptiveadvertising.com/social-media/facebook-for-law-firm-advertising/. Accessed January 13, 2021.

2)      “Facebook Marketing for Lawyers.” Ilawyermarketing (ilawyermarketing.com), (no published date), https://www.ilawyermarketing.com/facebook-marketing-for-lawyers/. Accessed January 13, 2021.

3)      “Facebook Ads Marketing for Family Law Attorneys.” Planet Marketing (planetmarketing.com), (no published date), https://planetmarketing.com/blog/facebook-ads-for-a-family-law-attorney/. Accessed January 13, 2021.

4)      Correia, Jared. “Convert It! Convert IT Is Your Lead Conversion Toolbox.” attorney at work (attorneyatwork.com), (no published date), https://www.attorneyatwork.com/convertit-product-review/. Accessed January 13, 2021.

 

 

 

 

 

 

Marketing For Divorce Attorneys: The Importance Of Digital Marketing Strategies

Practicing divorce law successfully requires a great deal of knowledge, precision, and research capabilities in order to provide the best experience for your clients. What many lawyers realize too late, however, is that business success also demands one more very important component: a divorce marketing plan for your services. While the power of word-of-mouth advertising is enduring no matter how much business practices evolve, the fact remains that a divorce attorney that wants a steady stream of prospective clients can’t rely on these mentions alone. They will need to create and follow a specific plan – this is a vital step in online marketing for attorneys. 

Divorce Marketing Tactics: Determining Your Best “Case” Scenario

While it may be tempting to launch yourself headlong into Google ads for family law firm attorneys, or immediately dive into researching divorce law SEO for social media, the best place to start is actually within your own practice. Success is determined by the setting – and reaching – of goals, which means you’ll need to define yours clearly before beginning your marketing efforts. Ask yourself these three questions, and use your answers to inform your next steps:

  • What are the benchmarks for my family law practice? Because you’re reading this blog, it’s a reasonably safe bet that no matter what your productivity and profit numbers currently reflect, you’re actively looking to improve them. 

Pretend that you are a potential divorce client in your area and type a few searches in Google as if you were looking for a lawyer – “Divorce attorneys in [your town]”, “[City] child custody divorce lawyer,” or “Divorce lawyer [state]”. Click through the first few pages of search results. Does your firm show up? If so, make a note of where you rank – both the page number within the results and the position on that page. 

Why this is important: Tracking your firm’s success against your search engine rank and online presence – average caseload/client roster, income per time period, average number of prospective client contacts per time period vs. internet search visibility, page rank on Google, Bing, Yahoo etc. – will help you identify which attorney marketing methods are generating the biggest impact for the lowest cost. It can also give insight as to which marketing strategies you need to implement ASAP to boost your web presence. If you’re considering internet marketing for your law firm, consider a specialized agency who can target your audience and develop a strategy customized to your practice’s individual needs and goals.    

  • How far am I willing to travel for work? While restrictions like state bar associations provide natural boundaries for a divorce attorney, it’s still helpful to figure out where the cost or difficulty of travel outweighs the benefits within your “home” state(s). A case 100 miles away, for example, can quickly become a losing scenario as you adjust to an unfamiliar court, judge, and commute, even within the same state. 

Why this is important: Knowing how far you are – or are not – willing to travel to take a case will help you narrow down geo-targeted marketing efforts for your legal service. Focusing specifically on nearby, familiar town names in your online marketing strategy will ensure your next client is closer to being down the road, rather than across several counties.

  • What does my ideal client look like? A solid divorce attorney needs to stay flexible and adaptable, but that doesn’t mean that you can’t push odds in your favor by proactively speaking to and attracting clients that you historically work well with. 

Why this is important: A prospective divorce client that presents with a familiar problem, scenario, or need is one that will, by nature, take up less of your efforts. This doesn’t mean that they won’t still produce plenty of billable hours, of course! Allotting your budget dollars into attracting a specific type of client provides the biggest area of profitable opportunity, all while reducing time-sink variables that can crop up with more complex, difficult cases. Using targeted keywords and niche search terms in your marketing tactics can help attract the appropriate clientele to your law firm. While there are ample advertising opportunities using Facebook Business and Google Ads, optimizing your law office’s website can help target exactly the type of clients you’re looking for. Combining your immaculate website with law firm Facebook marketing is the key to a successful marketing strategy. To save valuable time and ensure your success, speak with a family law marketing agency to optimize your marketing & branding efforts.

In addition to answering these questions for yourself, take a look at the most successful divorce lawyers and law firms in your area. What do their websites look like, and how are they “rolling out the red carpet” for their potential prospects? Are they easy to find online? How are they capturing contact information from their would-be clientele? Chances are their digital existence has a few bells and whistles you can emulate in your own practice in order to drum up some of the same success.

Knowing the playing field in your niche of divorce law will also help you communicate with any marketing firms you partner with. When you can point to specific features that you like about your competitor’s approaches, it’s easier for your marketing team to emulate, ultimately building you a site or campaign that reflects your firm’s needs, vision, and legacy. 

Building Law Firm Trust With Divorce Clients

The act of marketing to your target audience is twofold: you’ll need to entice them to visit some part of your digital existence, and ensure that they find something substantive when they arrive. Consider marketing and advertising a well-paved road that coaxes your prospects towards you: if that road ends in a dirt lot, they’ve just traveled a long way for nothing.

All marketing “roads” – whether they’re built via videos, direct mail, social ads, search engine ads, blogs, or other methods – are designed to lead to the same place: your firm’s website. That’s why it’s important to focus on solid website design, quality content and cohesive messaging before pouring a great deal of effort into your attorney marketing ideas. Your site should reflect your professionalism, the “tone” of your practice, and ideally, provide every visitor a chance to research your credentials and read a client testimonial or two. Working with a professional site designer as part of your marketing team will ensure your site is visually inviting and professional-looking: a crucial make-or-break point of client trust, even beyond your written content. 

In terms of that written content, your firm’s website may, for example, want to address a few basic questions an average divorce client may have as part of your content marketing. Even if you don’t “give away the farm” with direct answers, simply addressing these questions on or near your landing page is extremely helpful for search engine optimization. Remember, incorporating these common questions into your family law website design will help attract the attention of search engine users looking for those answers. Even if those divorce question-searchers weren’t looking specifically for a local divorce lawyer, you can bet they’ll be more inclined to hire one that already has all the answers. 

Staying In Touch With Tomorrow’s Family Law Clients

When your would-be client is thinking of hiring a lawyer, even if they’re at the very beginning of their divorce research, your firm should be squarely positioned in their field of view. That means making it as easy as possible to find, contact, and hire you. Consequently, it’s crucial to keep your messaging consistent, your website URL easy to remember and spell, and always incorporate a place to sign up for a newsletter, scan a QR code to register a phone number, leave contact information for a free consultation, or otherwise stay in touch with warm prospects. Something as simple as a potential client misplacing a lone, one-way business card could cost you thousands of dollars in missed opportunities. Therefore, be sure to keep all communication “two-way” by building user-friendly design and information capture features into all of your marketing efforts.

Making a follow-up plan for these gathered prospects is also essential – otherwise, marketing becomes a costly effort wasted. Determine the speed at which you’d like to make first contact, how soon after to follow up, and how many follow-ups you’ll work before moving on to the next prospect. 

Establishing Authority With Divorce Marketing

Comparative advantage means that the most desirable results come from focusing on what you do best – practicing divorce law – rather than attempting to learn, execute, and examine marketing from scratch: that’s an entirely different field, after all! Delegate by working with a divorce attorney marketing firm that can make suggestions on how, when, and where your marketing dollars should be spent for your family law firm. 

Support your marketing team with contributions that address your expertise:

  • What methods did your current clients use to get in touch with you?
  • What question(s) do you hear over and over from your clients?
  • Do you have any testimonials your marketing team could highlight?
  • Are any of your past clients willing to write and/or film testimonials for you to use?

This two-pronged approach will ensure that your digital presence and voice is not only trustworthy among divorce professionals, but genuine as well. These are important characteristics to divorcing couples already emotionally weary and stressed from the emotional components of a pending divorce. Reaching out beyond your divorce lawyer website – answering common divorce questions on a series of YouTube videos, for example – can also help introduce your firm’s expertise well before your clients ever see your site.

Overall, marketing for divorce attorneys should incorporate the characteristics that play well in a courtroom: building trust, providing clear and consistent messaging, and executing proper follow-through when answers are needed. Using marketing efforts like local SEO and geo-targeted messaging will also help you connect with a wealth of potential divorce clients in your own locale, simplifying growth for your firm and maximizing ROI on your marketing efforts.

Sources Cited:

1)      “Marketing For Divorce Attorneys.” iLawyerMarketing (ilawyermarketing.com), (no published date), https://www.ilawyermarketing.com/internet-marketing-for-family-law-firms/. Accessed January 17, 2021.

2)      “Divorce Lawyer Marketing Strategies For Client Acquisition.” Blue Corona (bluecorona.com), January 30, 2019, https://www.bluecorona.com/blog/divorce-lawyer-marketing-family-law/. Accessed January 17, 2021.

3)      “How To Market To The Divorce Consumer.” Lawyer Marketing (lawyermarketing.com), February 24, 2015, https://www.lawyermarketing.com/blog/how-to-market-to-the-divorce-consumer/. Accessed January 17, 2021.

4)      Wilson, Mark Esq. “How to Market Your Divorce Practice to Potential Clients.” FindLaw (blogs.findlaw.com), March 5, 2015, https://blogs.findlaw.com/strategist/2015/03/how-to-market-your-divorce-practice-to-potential-clients.html. Accessed January 17, 2021.

 

Facebook Ads Marketing For Family Law Firm Attorneys: Understanding The Value

For many law firms, Facebook marketing – or any type of social media marketing, for that matter – often goes overlooked. In fact, many lawyers put any sort of social media efforts on the “pay no mind” list, figuring it isn’t a legitimate tool for reaching a potential client. However, they couldn’t be further from the truth: online platforms such as Facebook and Google Ads are some of the most effective ways to reach a diverse audience for family law firm attorneys.

With so many people on their smartphones and laptops at any given time, ignoring the benefits of social media can actually handicap your firm’s success. By strategically implementing social media and digital advertising into your marketing campaign, law firms can enhance their reputation in numerous ways. Whether your office is seeking new employees, looking to establish your firm’s online presence, or simply soliciting new business, exploring the perks of digital marketing is something every firm should consider.

The Importance Of Social Media & Family Attorneys: Is It Worthwhile?

It should come as no secret that your legal practice is, by default, social in nature – your very existence depends upon interacting with people on a daily basis. Therefore, it’s a natural fit to engage potential (and existing) clientele via digital advertising. In order to get in front of your target audience, creating the appropriate online reputation is seminal to your law firm’s growth and success. Additionally, many law firms build business relationships with clients, other lawyers and their community through referrals, further illustrating the social nature of the legal service industry. Simply put, social media is definitely a worthwhile tool for family law attorney practices – but how exactly, you may be asking, does it work?

  • Strength in numbers: Whether you’re trying to appeal to a very niche market or a broad array of prospective clients, Facebook advertising is a great way to engage potential clientele. As the biggest social media network in the world – two billion users and counting – it makes it fairly easy for law firms to reach their target audience. However, it is worth considering an internet marketing specialist to develop a customized family law campaign for your legal firm.
  • Powerful lead generation: Another benefit of Facebook advertising: targeted marketing. Whether your firm is focused on uncontested divorce clients, mediation, and/or high net worth divorce clientele, there are numerous divorce marketing techniques that can be implemented to attract the appropriate prospects to your law firm. Once sufficient data has been collected through Facebook’s algorithms and other lead generation tools, it can not only help to convert site traffic, but track ROI in real time. And because you can create ads that reach a specific demographic, it enables law firms to dial in their efforts when rolling out a new ad campaign. By raising brand awareness, engaging with users, updating posts frequently and keeping content marketing efforts relevant, a successful marketing campaign can become a valuable lead generation for your law firm in no time.
  • DIY capabilities: As we’ve covered, creating your law firm’s own Facebook page is a useful tool that is both easy and cost-effective. For example, did you know that you can begin advertising on Facebook for just $10? However, it’s important to learn how to use the right type of content to attract – and retain – your clientele. Posting useful content (such as educational blogs or a quiz that generates a buzz online) is not only a great way to engage your audience, but allows your firm to stand out from the competition. Promoting your services in family law takes practice, a can-do approach, and a lot of research, but for firms willing to put in the efforts, you can build trust (and your reputation) through your Facebook profile.

What Are The Benefits Of Facebook Marketing For My Law Firm?

Law firm Facebook marketing is a great way to attract new clients to your firm. With so many marketing benefits, using Facebook business applications for your law firm is almost a no-brainer. Learn why a Facebook ad campaign is more beneficial to you as a family law attorney than a PPC ad campaign. Below, an overview of some of the advertising highlights Facebook can offer your family law practice:

Builds trust: When it comes to establishing a relationship with any consumer – whether it’s advertising a commodity or a service – using meaningful and educational content helps to build trust with your audience. What’s more, in order to be perceived as an authority in the legal industry, it is becoming increasingly more important to develop a strong online presence through targeted marketing strategies. However, many law firms are faced with the challenge of determining what type of promotions they should use in order to build their firm’s voice and brand. Fortunately, Facebook ads offer user-friendly tools for your office to share meaningful content that goes beyond the basics. By opting for marketing strategies that are both informative and entertaining, it helps to engage a potential client, and in turn, build your reputation – as well as trust – amongst your readership.

Saves money: You may have heard of pay-per-click – or PPC ad – advertising, an online ad tool in which the advertiser pays each time a user clicks on one of their ads. While there are several different types of law firm PPC advertising campaigns, they are both competitive and expensive. The good news? Facebook advertising is a way more affordable option than PPC marketing to market your family law firm. For example, did you know that the average cost of click-generated Facebook ads is around $2.15? Compared to Google ads for family law firm attorneys (which can run up to $40 a click when implementing legal service industry-targeted keyword phrases), using Facebook as a social media, advertising/marketing platform is not only multifunctional, but cost-effective.

Facilitates a fast & easy set-up: For anyone who’s worked in advertising, you know how long it takes to create an ad campaign – from rounds of edits to brainstorming sessions, print and digital advertising can take months just to complete the creative process, never mind going live. Even if you aren’t familiar with the inner workings of the ad world, chances are your family law firm is looking for fast results – including an equally-quick set-up. Once again, it’s Facebook for the win – from setting up your account and posting ads to engaging with potential clients, your legal firm’s marketing efforts can be up and running in zero time flat!

Streamlines your marketing efforts: Taking the guesswork out of your social media marketing strategy just got a whole lot easier with Facebook lead ads. This business tool enables you to reach your audience easily on their mobile devices. By allowing your law firm to create customized lead ads, you can target the appropriate clientele and collect quality leads. With a step-by-step Blueprint e-learning course, you can learn how to simplify your office’s lead generation in just 15 minutes.

Targets your desired demographic: From a marketing research perspective, social media is a veritable goldmine for obtaining valuable customer data. So it should probably come as no shock that Facebook is one of the easiest ways to put your law firm in touch with a prospective client – they’ve already gathered tons of detailed data about its users, making its ad platform a powerful marketing tool. Additionally, because Facebook has already identified tons of demographics, behaviors, preferences and interests of its subscribers, it’s that much easier for your law firm to create & aim ads at your target audience. Some of the categories you can use to target your ads include:

  • Age, Language and/or Gender
  • Location
  • Behaviors
  • Connections
  • Hobbies & Interests
  • Level of Education

Takes the guesswork out of your ad campaign: For family law practice offices seeking for new and innovative law firm marketing strategies, Facebook is clearly a valuable option worth considering. Not only can a Facebook ad help generate quality leads, track your progress, target an appropriate audience, and save you money, but it’s a fast and easy way to increase your marketing potential. What’s more, it features tutorials and step-by-step guidelines to walk you through the process, taking most of the guesswork out of your ad strategy.

However, there may be times where you require the creative resources of a professional marketing service to elevate your law firm’s marketing campaign. When you need captivating ads, keyword-specific website content, quality banner ads, and other digital strategies to increase your online visibility and reputation, research a reputable internet marketing agency. Together, Facebook’s array of advertising tools and a highly-specialized digital marketing service can help bring your legal firm’s success to the next level.

 Sources Cited:

1)      Hatch, Cydney. Disruptive Advertising (disruptiveadvertising.com), October 24, 2019, https://www.disruptiveadvertising.com/social-media/facebook-for-law-firm-advertising/. Accessed January 13, 2021.

2)      “Facebook Marketing for Lawyers.” Ilawyermarketing (ilawyermarketing.com), (no published date), https://www.ilawyermarketing.com/facebook-marketing-for-lawyers/. Accessed January 13, 2021.

3)      “Facebook Ads Marketing for Family Law Attorneys.” Planet Marketing (planetmarketing.com), (no published date), https://planetmarketing.com/blog/facebook-ads-for-a-family-law-attorney/. Accessed January 13, 2021.

4)      Correia, Jared. “Convert It! Convert IT Is Your Lead Conversion Toolbox.” attorney at work (attorneyatwork.com), (no published date), https://www.attorneyatwork.com/convertit-product-review/. Accessed January 13, 2021.