Facebook Marketing for Lawyers – Above the LawAbove the Law

Facebook can collect thoughts on photos of birthday parties and meals, political posts and viral videos. However, Facebook is a powerful tool for any business, including law firms. Facebook marketing allows you to promote your law firm and build your brand through an active online presence. Depending on your budget goals, free and paid marketing options can be considered. When used to its absolute advantage, Facebook marketing for lawyers can be its own revenue stream, but getting there can take time and money. Keep reading for information on Facebook marketing strategies you might consider.

The Facebook Marketing Process for Lawyers
Once you’ve decided to advertise your law firm and legal services on Facebook, you need to know where to start. You also need to understand what will help you grow your audience and how to get the most out of every penny you spend on paid ads.

As mentioned, both organic and paid options help grow your audience and attract potential customers. Organic posts are those that you share on your business page – likely a blog from your website, a relevant news article, or downloadable content like white papers. Organic posts are meant to be interacted with, shared and clicked. With paid posts, you can target specific demographics and locations to increase the chances of potential customers seeing your ad and visiting your website. Before that, however, you need to start by making sure you have a healthy social media presence.

The power of a single blog post
One of the easiest ways to generate social media followers is to post engaging content, like a news or evergreen blog. Depending on your current content marketing plan, you may have the perfect message to share. If not, you should carefully choose a topic that you know will be interesting to your target audience. Consider your areas of practice, the types of cases you want to handle, and the questions you can answer for potential clients that will convince them to contact you for more information.

Create a Facebook page that people want to visit
Once you have your featured blog post, it’s time to get ready to share it on your Facebook page. If you already have a profile, reviewing Facebook best practices is key to making sure your page is performing as well as possible.

If you are signing up for the first time, there are several things to consider, including graphics, business information, and content posting.

  • Chart. One of the most crucial aspects of your Facebook profile is the visuals you use. Your profile photo and cover photo are the first things visitors will see. If you use low-quality, grainy images, visitors are more likely to leave to find a page that looks more professional. Choose a profile picture that makes sense. For law firms, this often means a logo. You have a bit more creative freedom with your cover photo, but remember to keep branding with your company and its values ​​and services.
  • Business information. In terms of business information, make sure all information about your business and website is up to date. This includes your phone number, physical address, web address, hours of operation, and a list of your services.
  • Assignment. Once your photos are in place and your business information is accurate, it’s time to start publishing. Whatever content you share, the process isn’t as easy as copying and pasting a link. Don’t forget to give users something they want to learn more about.

Facebook paid ads
Once you’ve found an organic posting strategy and schedule that works for you, you can consider implementing Facebook ads. The process may seem overwhelming at first, but Facebook’s interface is relatively user-friendly.

When you first interact with Facebook’s Ads Builder, you’ll be prompted to choose a campaign type. While there are a number of campaigns to choose from, law firms will generally benefit from two types:

  • Traffic campaigns can drive Facebook users to your website.
  • Conversion campaigns can encourage Facebook users to perform a specific action on your website.

Once you’ve chosen your campaign type, it’s time to narrow down your audience. There is no point in targeting the entire Facebook population. Consider factors such as the location of your business, the regions you serve, and the types of customers you are looking for. With this information in mind, you can refine demographics to improve the chances of potential customers seeing your ads.

After selecting demographics, you need to determine your budget and timeline. Facebook offers two types of budgets:

  • Lifetime Budgets allow you to select a start date and an end date. It’s best if you have a strict budget and know exactly what you’re spending from start to finish of a campaign.
  • Daily budgets allow you to run ad campaigns continuously until funding runs out in 24 hours.

Whatever you choose, remember that you are spending money every time someone clicks on your ad.

After covering the technical aspects of the ad, it’s time to get creative. You can use an existing post on your page or create an ad from scratch. Depending on your following and activity, you might benefit from advertising an organic post that already has significant traction.

Once the ad is designed, it’s time to publish and pay. Over time, you may find that particular budgets or schedules work better for your goals.

Ad performance tracking
Once you’ve created a Facebook ad, it’s crucial to track its performance. Give the ad a day or two to run before heading to Facebook’s Ads Manager to view analytics on ad factors like clicks, cost per click, and what you spent.

If you find that a particular ad is performing extremely well, you may want to consider running it for longer. If an ad performs poorly, you’re unlikely to want to use that post or strategy again. If your budget and time permit, experiment to find out what works for your law firm.

Digital Marketing: Next Steps
It’s no secret that online advertising is a necessity for law firms. Potential clients are more likely to find lawyers through Google and social media than through other methods. Facebook marketing for lawyers is a great way to share your services, increase brand awareness, and encourage potential clients to learn more about your firm and how you can help them.


Annette Choti, Esq. graduated from law school 20 years ago, and is the founder of pen of law, a legal digital marketing agency focused on small law firms and independent law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Guide to Digital Marketing for Law Firmsand hosts the podcast Legal Marketing Fair. She is a sought after CLE speaker and speaker in the United States and Canada. Annette has done professional theater and comedy, which isn’t all that different from the legal field if we’re all being honest. Annette can be found at LinkedIn or at Annette@lawquill.com.

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