Facebook is not just for making ‘friends’ – it has a range of easy and versatile ways to promote your law firm, too.
Know your audience
They say it’s who you know that counts, and Facebook is a great way to get to know your audience, as well as for them to get to know you. Having a Facebook page lets you create a space to share content about your firm, but it’s more than just a website – it’s a way to connect. Your Facebook page can include information about your practice areas and posts on legal topics, but your content might also include photos of the firm charity triathlon team or links to community organisations you support. Creating engaging content will grow your brand as people ‘like’, share and comment on your page.
Engaging with your audience is the key to social media, so it is important to respond to comments and be part of the online conversation. Facebook has tools to make this manageable, and you might even be surprised what you can learn. Plus, by getting to know your audience, you can take full advantage of Facebook’s targeted advertising options.
Given the vast amount of information people share on Facebook, you can set up targeted advertising based on almost anything – location, age, interests or education, to name a few. There are a range of paid options for promoting your page or your content, with a style and budget to suit your firm.
Make the connection
A law firms Facebook page can also be a simple way to connect other aspects of the firm’s marketing strategy. One useful feature is a ‘call to action’, a button that links from your Facebook page to, for example, your website. You can also use a call to action to prompt visitors to your Facebook page to contact you directly, or to sign up for your firm newsletter.
Events are another easy to use feature of Facebook that can generate both online and off-line connections. Does your firm host seminars or information sessions for current or potential clients? Why not promote them with a Facebook event. Facebook events are easy to create, engage with and share. And after the event you can add follow up photos, posts or even videos to your Facebook page, fostering connections and enhancing your brand.
See the results
So how do you know if it works? Behind the scenes, Facebook gives you access to key analysis and insights so that you can see what works best for you. With everything from the demographics of visitors, to the reach of your content, to the perfect time to post, Facebook lets you know your audience and what they want, so that you can make the most of social media for your firm. With so much to offer, Facebook can be your best friend when it comes to knowing and reaching your target audience.
About the author
Brian has more than twenty years’ experience in marketing and management across diverse industries including legal, real estate, tourism and technology. Brian lives in Sydney with his wife and two daughters.