Facebook currently has about 2.07 million monthly active users, according to third quarter 2017 statistics. That number is remarkable. It means that roughly 27% of the world’s population is active on social media every month. It also means that businesses that are not actively using Facebook to pursue new leads and drive revenue has a major blind spot.
In other words, it’s time for your law firm to start taking law firm Facebook marketing seriously.
Law firm social marketing—particularly on Facebook—has a lot of potential, and not just because of sheer reach. Facebook also makes it easy to target specific audiences and demographics. Facebook Ads allows you to use 15 different data points—including age, location, interests, workplaces, relationship status, and more—to target your social ads.
You can then use Facebook’s analytics tools to keep track of how well your ads are doing. Facebook even has something called the Facebook pixel, which you can place on your website to monitor visitor actions. The Facebook pixel makes it easy to retarget customers on Facebook after they have already interacted with your website and brand.
Clearly, Facebook offers a lot of tools that you can use to reach potential clients, retarget existing clients, or just increase your brand visibility online. All these things are unquestionably good for your law firm.
However, if you want to get the most out of your law firm social marketing on Facebook, you need to be able to target them reliably. While you can learn a lot by watching your analytics and keeping track of Facebook pixel data, staking your entire marketing campaign on these factors is little more than trial and error. When you start advertising on Facebook, you at least want to have a foundation in place for your campaign. Otherwise, you will be driving blind—and probably wasting your money.
The best way to build a foundation for your law firm Facebook marketing campaign is to come up with buyer personas for your target clients. By allowing you to specify demographic information in 15 key data areas, Facebook has created a system where buyer persona information isn’t just recommended, but necessary. You can’t reach the right people on Facebook unless you know how to fill in those 15 data points—or most of them, at least. The more specific you can be about the people you want to reach, the higher likelihood you have of connecting with high-quality, high-potential clients.
Simply honing your ad targeting isn’t the only reason to have buyer personas in hand before you get started with law firm social marketing. Knowing who you are trying to reach will also help you write and craft better advertisements for your campaign. You will be able to generate highly targeted messaging that appeals to a specific part of your demographic. This facet will not only help your ads get into the newsfeeds of the right people, but it will also increase the chances of your target clients responding to your messaging.
Perhaps you already have a few buyer personas that you want to work with for a Facebook marketing campaign. Maybe you have basic demographic details but aren’t sure where to start in authoring actual buyer personas.
Either way, if you have any questions about creating, using, or honing your buyer personas to perfection, Skypoynt can help. Click here for a completely free download of our “How to Create Buyer Personas for Your Business” eBook.