Are you using Facebook to attract new leads, clients, and cases? If you aren’t, you’re losing money to attorneys who are.
In our current digital revolution, video-based social media marketing has emerged as a highly effective strategy to take your business to the next level.
Facebook offers more actionable marketing and demographic data than any other platform. But, with over 1.65 billion monthly active Facebook users, the key is utilizing that data to reach the right audience with your firm’s content.
Before your Facebook marketing machine is running at full speed, it’s important to know a few Facebook ad basics. Follow these 5 Facebook ad targeting tips, and you’ll be able to create content that reaches and converts new clients for your law firm.
1. Evaluate Your Current Client Base
Are your perfect clients millennials, baby boomers, or somewhere in between? Are they part of a segment you currently work with, or one you want to work with in the future? What characteristics and demographics do your ideal clients share?
Once you’ve answered these questions, you can create your audience pool (the intended group of people you target through your marketing).
It may be tempting to create a massive audience pool using broad demographics such as location (example: New York City) or age (example: 34 to 55), but you’ll waste countless dollars chasing people who don’t fit your ideal client persona.
Maybe your perfect customers are 34 to 55 years old and living in New York City, but they may also tend to be married, have a household income over $100,000, and own their own home.
Depending on what side of the city they live on they may even tend to be Yankees or Mets fans. Use this information to your advantage and narrow your pool to effectively target your ideal clients.
2. Explore Facebook’s Customization Options to Amplify Your Video’s Impact
Few sites give as many options as Facebook when it comes to targeting potential clients. Beyond age, location, interests, and other metrics you can drill down and target users through granular details like life events.
Whether they’ve recently traveled abroad, gotten married, or had a child, you have plenty of options to narrow your pool.
For example, if you are a practicing family law attorney you can set your video content to target individuals who have just ended a relationship. For personal injury attorneys, potentially target individuals who have recently stopped working due to an accident.
By refining your Facebook ads to target your ideal client personas, your ad spend won’t be wasted on people who aren’t a good fit for your services.
3. Stay Up to Date With Facebook’s Video Ad Tools
In June 2016, Facebook released a new tool for video marketers to further engage with their audiences. Because brand videos are a vital way to increase firm visibility, you now have the option to target specific content to users based on prior engagement with your videos.
You can create new target audiences based on how much of your video content they watch. Whether someone watches 3 seconds or 95% of your videos, you can tailor ads to serve different content to different segments.
For example, if someone has watched your entire brand video (i.e. is highly engaged), you can serve them client testimonials to move them further down the sales funnel.
On the other hand, if someone has only watched 15 seconds of your brand video you can target them with FAQ videos and other content to establish trust and pique their interest.
4. Consider Your Platform
When designing your video ad campaigns, it is vital to consider your platform, industry, and audience. On social media, lengthy video ads rarely achieve the best results.
One must consider Facebook’s benefits as a platform as well as how engaged its users tend to be. It’s unlikely that audiences will watch a 5 to 10-minute video on Facebook, but sharing 30-second to 3-minute videos highlighting your audience’s pain points and your value proposition can be the perfect strategy.
5. Captivate Your Audience With Quality
In order to engage users and convert them into clients, you have to captivate and convince them that your firm is the best solution to their legal problem. While video can be an outstanding conversion tool, not all video is created equal.
Your videos are a direct reflection of your brand, and potential clients will associate the quality of your content with the quality of your firm.
According to Brightcove, 62% of consumers are more likely to have a negative perception of a brand that publishes low-quality videos, and 23% would hesitate to purchase from the brand. If your video content is low-quality, both visually and contextually, you can almost guarantee that potential clients will keep scrolling.
In sum, Facebook video allows you to captivate audiences in a way that text and images alone can’t replicate. Say goodbye to the Yellow Pages and old-school print ads, and say hello to Facebook advertising.
Follow these 5 Facebook ad targeting tips, and watch your engagement and client conversion rates soar to new heights.