As part of our VIP Legal Marketing Service, we monitor and manage Facebook campaigns for our clients. We’ve learned a few tricks and ideas that can help you get the most out of your Facebook presence, and we’re going to share those here.

According to Pew Research, approximately 70% of US adults are on Facebook, so there’s a good chance your clients are using the service. When trying to reach people who need your legal services, you can’t ignore Facebook.

In other articles, we discuss how to use posts to engage with clients organically, but here we’re going to be talking about using Facebook PPC advertising to narrowly focus your message. Facebook is in the business of selling advertising, and they make it very simple for you to buy ads to reach people. The problem is that it’s very easy to waste advertising dollars on Facebook, if you’re not aware of some common problems.

Problem #1: Paying for “Likes”

Facebook makes it very, very easy to set up your advertising campaigns to encourage people to “Like” your Facebook page. And these ads work: if you pay for this type of advertising, you’ll get a bunch of new likes to your firm’s Facebook page. The problem is that a lot of these likes are useless. Here’s an analysis of how Facebook ads can garner you a ton of useless likes:

Paying for likes can be useful strategy, but make sure that you’re severely restricting who sees your ads and the geographic region in which your ads appear.

Problem #2: Not Targeting Your Ads

Since Facebook is in the business of maximizing their advertising revenue, they’re happy to have you run ads to reach as many people as possible. Targeting the wrong people is going to seriously cut into your ROI (which has to be the basis of any marketing strategy, of course). By default, Facebook will set up your ads for the widest reach; that’s not what you want to do.

Here are some of the ways that you can focus your ads:

  • Geographically. If your client-base is all from your particular city, make sure to limit your ads to only appear in that city. Facebook allows you to adjust the radius that your ads will appear in, so you can focus within just the city limits to a 100 mile radius.
  • By interest. If you simply target every person in your city, you’re casting too wide of a net. Facebook allows you to laser focus on people with specific interests. For instance, if you practice small business law, you can select people in your city who are small business owners. This will dramatically reduce your expenses and improve your ROI on your ads.
  • Create targeted ads. With Facebook advertising, you can choose individual posts to promote. For instance, if you have a post on auto injuries, you can target that specific post to specific people with specific interests.
  • Use striking images. Your promoted posts will get a higher click-through rate if you use an image that grabs attention. We have a large library of stock images that we license to use for our clients, but you can find affordable stock images at sites like Pond5 or iStockPhoto.
  • Direct to custom landing pages. Just as with AdWords PPC, don’t send your Facebook paid ads to your home page. Send them directly to a landing page with a clear call-to-action.

As with any kind of advertising, it’s easy to spend way too much for little return with Facebook ads. If you’d like some help with your Facebook advertising or online marketing in general, contact us for more information.

Read about our  VIP Law Firm Marketing Service or go back to The Complete Guide to Law Firm Marketing.