As of the third quarter of 2016, Facebook boasts 1.49 billion monthly active users and, during this time, 1.18 billion active users visited the social media network on a daily basis, according to Statista. Facebook is the largest social media platform in the world, which means it should be an integral part of any law firm or solo practitioner’s advertising strategy, as it allows you to connect with clients or prospects in a way not seen with traditional advertising strategies.
People are influenced by what they see online. Statistics show that nearly 900 million people log onto Facebook every day. According to one report, one-fifth of all Internet traffic in the United States occurs on Facebook, making it a very valuable method of communication. Traditional advertising doesn’t have the same impact it once did, and the lawyers and law firms who do not utilize social media advertising may be overlooked in favor of more tech-savvy practitioners.
Advertising on Facebook allows you to create a customized audience based on the unique demographics (age, income, relationship, work, job title), interests (“Liked Pages” or “Mentions” regarding specific topics) and behaviors (business purchases, financial purchases, shopping habits, traveling habits) that you want to target your product or service to. Facebook Ads can help you drive online traffic, promote your app, or raise brand awareness by allowing people to get directions to your store, view your video, download your app, or take an action on your website or Facebook page, such as downloading a guidebook or brochure or requesting a consultation. Facebook Ads have different creative options available. You can run your ad as a video, a “static” photo, or as a “carousel,” which contains multiple images that a user has the option to swipe through.
PR4Lawyers has been running several Facebook advertising campaigns for law firm clients, real estate, elder law and estate planning firms. Below, please find a case study for the Emmanuel Jacques Almosnino (EJA) law firm.
EJA Law Firm:
The agency also recently used Facebook Advertising to increase website traffic to an international law firm.
Using Facebook’s targeting capabilities, we were able to reach users between the ages of 21 – 65+ on Facebook who show an interest in the Caribbean island of St. Barth and also expressed behaviors indicating they are involved in travel, leisure, and real estate investments. PR4Lawyers digital advertising and graphics specialists created a static-photo Facebook Ad. Users were then directed to a landing page, which offers more information about the law firm and its services. Users could download a brochure or fill out a contact form in order to reach a representative.
The Facebook Advertising effort enabled the firm to reach more than 275,000 users and resulted in over 16,000 website clicks at an average cost of $0.09 per click. The ad started running in April 2016. Compared to the prior month, the firm saw a 1,235.61% increase in overall website sessions (205 – 2,738) and a 62,125.00% increase in website sessions via social referral (4 – 2,489). It also saw a 129,300% increase in page engagement (1 – 1,294 actions on page) and a 410,933% increase in total reach (4 – 24,662).
If you are interested in exploring a Facebook advertising campaign for your firm contact John Zaher at firstname.lastname@example.org or call 1-866-PR4LAWYERS.