Even if you have been advertising on Facebook for some time, you may not realize that, like Google, Facebook algorithms change all the time and the strategy you set for your ad campaign yesterday may not work in the same way for you today.
Here are 10 things about Facebook advertising you need to take into consideration when developing your social media marketing campaigns:
Different devices call for different campaigns.
Facebook’s ad platform offers ad delivery across multiple devices automatically. However, since different devices (smartphone, tablet, desktop, laptop) have different ad requirements and a prospect using a mobile device may have a different intent than those using a desktop computer (immediate need vs. research), you should create different ads for each platform in order to maximize your ROI.
Image ads deliver better results.
Facebook prefers image ads with little or not text over those with heavy text and delivers ads accordingly. Image ads enjoy a higher distribution rate and lower cost per impression. Keep this in mind as you create your Facebook ads and pay attention to Facebook’s image to text ratio, which is highlighted as you set up your ads.
Save video for your posts.
Video ads do not perform as well as image ads on Facebook, so you should save your video clips for posts on your own page if your strategy is to generate clicks with your ads.
You need to change up your ads often.
A majority of Facebook campaigns do not allow you to control how often your ad is served up to the same user. This can lead to ad fatigue, causing users to ignore your ads if they keep seeing the same ad over and over. To avoid this issue, refresh your creative and content often.
Ad bids are sensitive to seasonality.
Similar to Google Adwords, Facebook ads are subject to a bidding system that determines impression price based on a number of factors. One of those key factors is how many bidders are bidding on a specific audience target at the same time, making Facebook’s bids sensitive to seasonality. Therefore, you will see a higher cost per click at certain times of the year, like the holidays.
You can limit your ad’s exposure on Facebook’s Audience Network.
Facebook’s Audience Network allows advertisers to extend the reach of their campaigns beyond Facebook to reach their audiences on third party websites and apps, using the same targeting criteria you set for your Facebook ads. However, many advertisers believe the Audience Network doesn’t deliver the same ROI they get from advertising on Facebook. There are also websites on the Audience Network where you may not want your ad to appear. You can either create a block list to exclude these types of sites by category (dating, gambling, mature, tragedy and conflict, and debatable social issues) or upload a list of websites you want to exclude.
Audience insights allow you to refine your targeting.
By using Facebook’s audience insights with conversion data, you can access more ways to target prospects based on their historical online behaviors, buying habits, and more. You can choose to look at a number of different audiences, from everyone on Facebook to people who have liked your page or a custom audience, which you can create by adding your current client contact list or have Facebook create a custom audience based on traffic to your website. Examining this data will help you expand the reach of your campaign and provide better ad performance.
Facebook’s pre-selected similar reach targeting option extends ad reach.
Similar to its lookalike targeting, where Facebook takes the data you have used to build Custom Audiences and uses it to target other people who are similar to those on that list, this option delivers ads to audiences that are similar to what you’ve already selected and that are most likely to deliver extra conversions at a lower impression cost. This can help you expand your ad’s visibility and reach.
Facebook has a Click-to-Chat option.
One of the least used ad options on Facebook is the Click-to-Chat ad option in the website campaign category. If you have already integrated Live Chat into your law firm website, you know that this can deliver highly qualified leads. This ad option works in a similar manner. If you choose it, just be sure you have a trained intake team to capitalize on these Facebook ad leads.
Bid strategies need to be reviewed regularly.
As mentioned above, Facebook bids are sensitive to seasonality and changes to the site’s own algorithms, so the bid strategy you are using today may not work tomorrow. This is why you need to review your ad statistics weekly to be sure your bid costs are not creeping up and negatively affecting your ROI.
Components of a well-written script (greeting, length, appointment setting, overcoming objections, and integrating with other software programs)
Best practices for small and solo firms
How to select the best answering service for your law firm
How to handle calls during after hours, nights, weekends, lunch times, and the “Monday morning rush”
I’ll be hosting this one-hour live webinar and joining me will be Jamie Lowary, Channel Relations Manager at PATLive, a 24/7 live answering service for businesses. With top-notch agents and proprietary technology, PATLive answers calls for thousands of businesses nationwide. Jamie will be sharing her insights on best practices for managing your phone intake process and turning calls into appointments.
Although you may get excited about the calls coming in from your latest law firm marketing efforts, it’s not the number of calls that counts — it’s your ability to convert those calls into appointments. After all, an unconverted call is just money left on the table. If you don’t pick it up and pocket it, it does nothing for you.
If your intake team is having problems converting calls into appointments, then this free webinar is a must-see for you! Register online now for the Top 5 Ways Lawyers Are Filling Up Their Calendars With Appointments Fast — and Signing More Cases Every Month on Tuesday, January 15 at 1 p.m. ET/10 a.m. PT.
NOTE: If you are unable to attend the live event, you should register anyway so we can send you a link to a recording of the webinar.
Having high quality content on your website, blog, and social media pages is the best way to improve your Google search ranking and online authority. When people — your prospects — like what you have to say online, you are rewarded by Google as well as by those who are ready to hire an attorney to help them solve their legal problems.
But creating good, consistent content is not easy. Too often, the task of continually pumping out articles and posts for all your online properties falls by the wayside when you get busy doing other things. This is why creating an editorial calendar for your content is so important. It serves as a guide and a reminder to keep putting that good content out there so you can reap the rewards.
If you think you have exhausted your supply of ideas on what to write about, here are five ways you can gain fresh insights that will generate great content:
Discover what people are asking about online.
Your best content ideas come from questions people are asking about the type of law you practice. There’s a great tool called TextOptimizer that enables you to research these questions in one spot. All you have to do is type in one of your keywords in the Topics Ideas section; in this example, I typed in “child support” and got these results:
This tool has other features to help you really drill down into content suggestions and helping your find combinations that better match search engine expectations.
Have your intake team record prospect’s questions.
In addition to the standard information your intake team gets from prospects, ask them to start recording questions they are getting from callers. You can use an app like Slack or Google Docs to build a database of all the questions and then you’ll be able to view them easily in one place.
Take note of seasonal trends.
Include seasonal trends like holidays, back to school, summer vacation travel, Super Bowl, etc., in your content calendar. For example, if you practice family law, you know that divorce and parenting topics are popular around the Christmas holidays. If you practice estate planning, you know that tax topics are popular in the month before April 15.
Use keyword research tools.
Keyword research tools are not just for SEO; they can also provide you with some real insight into your potential clients’ interests and questions. There are a couple of tools you can use to generate content ideas:
Kparser— type in a main topic idea and this tool will generate a ton of keyword ideas around that main topic. I typed in “divorce” and it gave me a topic that I’ll bet most of you have never written about: divorce in the bible!
Answer the Public — type in a keyword or phrase and get an aggregated view of questions people ask Google and Bing. You can download the results in a spreadsheet or in a graphic format. I typed in “child support” and got this:
Repackage old content
Create new content by taking some of your best old content and repackage it into an ebook, webinar, newsletter, podcast, video, infographic , or email series. So what is old becomes new again!
Reputation is everything for attorneys. A good one gets you more clients through referrals; a bad one pretty much dooms your practice. So it’s no surprise that attorneys tend to pay close attention to cultivating a good reputation as effective, ethical counselors.
But is all your hard work toward that goal reflected in your online reputation?
What do prospects see when they type your name into a search engine? If it’s not much, that can often be as harmful as something negative.
The infographic below provides the 5 steps lawyers can take to manage their online reputation; look it over and then click on the link below it to watch my free webinar specifically for attorneys on managing your online reputation.
Take a moment right now and Google yourself. If you don’t like what you see, maybe you need to make more effort to manage your online reputation. And if you don’t have a clue how to do this, then this free online training session is for you!
Here’s what you’ll learn during this free one-hour online training session:
How to get feedback from 100% of your clients without risking a negative review online.
How to address both positive and negative reviews online so that both of them bring you business.
How to use online reviews to beat your competition, no matter what their marketing budget is.
A proven process for requesting and collecting reviews that will outperform anything you’ve ever tried.
A series of word-for-word scripts that you can use to build your reputation today.
The top 5 ways to use your best reviews to boost conversion rate and maximize your marketing ROI.
How to put little-known best practices to work for you and gain from the experience of thousands of clients who went before you.
This online training event is presented by Michael Veinbergs, CEO of Local Marketing Geeks. Michael is an online marketing expert, a well known speaker and the owner of one of the premier online marketing agencies in the country focused on helping attorneys build their practice. He is a UCSD graduate and a 28-year sales and marketing veteran. He started his first marketing agency in 2009, offering web development, SEO, PPC marketing and more.
One important lesson you have probably learned by now if you’ve been practicing law for any period of time is that knowing the law is very different from learning how to run a successful law firm. There are lessons that only experience can teach us; my experience of helping more than 18,000 attorneys learn how to build a lifestyle law firm — one that enables to do what you want, when you want — has revealed these 5 key lessons:
Exceptional client service is a competitive advantage. Exceptional client service begins with doing what you say you will do. It becomes a competitive advantage for your firm when it permeates everything – from whom you hire, to how employees are trained, to how you run your firm. There is no replacement for a great client experience.
Your job is to solve problems. People hire lawyers to solve a problem. But everyone’s problems, and their approaches to a solution, differ. You must help them reach their goals using the skills you have by understanding what is important to the client, not on the outcome you necessarily believe is best.
Appearances matter. The minute a prospective client walks in the door, your office environment tells them a story about the level of service they can expect from you. Greet them warmly, offer them a beverage or snack, and don’t make them wait!
Great people make law firms great. Nothing speaks more loudly about your firm than the people that work there. Make every hire a great one, and train your people in how you want your firm represented. Empower them to find solutions for clients and loyalty will follow.
Everyone has a different definition of service. This is an important one. We have lots of clients; some want to talk to us every week, and some want their law firm marketing program to run smoothly without their direct involvement. This is why we tailor all our service offerings to each individual client. They are all important, but they are all different. Learn the differences and how you can meet their individual expectations.
As you plan for 2019, keep these lessons in mind and examine the areas that need improvement within your law firm to reach new levels of success in the new year.
Having outstanding people working at every level of your law firm is one thing that can truly differentiate you from your competitors and keep clients coming in the door.
Unfortunately, I hear from many attorneys that finding and keeping good people is a major challenge when it comes to law firm management. This is something that bedevils a lot of businesses, not just law firms.
After 25+ years of running several successful businesses, I know the importance of dedicating real effort every day to ensuring that everyone who works for me is motivated to do the best possible job for our clients and our company. Here’s what I’ve learned about motivating people:
Hire good people. You can’t fix stupid, so don’t hire it. Sure, we have all made hiring mistakes — people who interview great but their rubber never meets the road. Learn from those mistakes and put together a process for hiring that ensures you get the best possible people.
Give them freedom. Good people hate being micro-managed, so as soon as they have proven themselves, give your employees the freedom to do their jobs. If they have a great idea for doing something different than the way you’ve always done it, listen. If it makes sense, run with it. Incentivize them for ways to cut costs and serve clients better.
Make it easy for them to do their jobs. The actual work you do is not easy, so why make it more difficult by having outdated systems or processes? There are so many great automated tools out there to make the work process go more smoothly; invest in as many as you can and you will reap the benefits in a better work product from your people.
Get rid of the weak links. Bad employees kill the motivation in good ones. As soon as you discover you have a rotten apple, toss it.
Say thanks: Whether you approach your employees personally, send them a note, or praise them in a staff meeting – it’s important to express your gratitude whenever they’ve done a good job. Saying thanks is one of the simplest yet most effective ways to make your employees feel appreciated.
Do lunch: Nobody will turn down a free meal – and a lunch meeting gives you the opportunity to reward your staff with great food while also bringing everybody together to share their successes, stories and struggles.
Focus on the family: Each of your employees has family members they love and care about. By showing that you value their families, you can cultivate a deeper sense of loyalty with your employees. Some family-based rewards can be as simple as a “free night at the movies” or an all-expenses paid dinner.
Change job titles: Believe it or not, the more inflated the job title the more your employees will work to live up to it. If you hire somebody as a “janitor” he will pick up your trash. But if you hire somebody as a “workplace environmental consultant”, he will keep your office clean and provide insight on how to make things more efficient.
Friendly perks: Flowers, in-office massages, or gym passes can be a great way to reward employees for great work.
Upgraded office: Is there any way you can improve your employee’s office area? A new computer monitor, chair, or printer would go a long way in reminding your employees that they are valuable to your law firm.
Flexible hours: Providing a bit of flexibility is often greeted with increased productivity. Whenever possible, see if you can let your employees tweak their schedule to meet their specific needs – whether it’s a longer lunch or mid-day break to go the gym.
Celebrate! I love to celebrate with the people I work with, whether it’s an informal lunch in the office where we can spend a little downtime just shooting the breeze or it’s a big holiday do. We have a holiday extravaganza every year with lots of great gifts for everyone; not only is it a wonderful way to show your appreciation for the hard work all year, I’ve also found that it really gets everyone fired up for the new year!
No one succeeds alone, so spend the time and effort to motivate your team and you will reap the rewards.
You can’t get the lifestyle law firm you’ve always wanted by yourself. You need Superstars in your organization to make this happen and our free webinar on How to Find, Train and Retain the Best Talent can get you on your way. You can access it for free and watch it at your convenience.
The webinar is led by Jay Henderson, founder of Real Talent Hiring, and one of the nation’s leading authorities on how to find and hire the right talent to grow your business. Having good people is what separates good law firms from great law firms. If you want to hire better, more productive people, you cannot afford to miss this webinar.
Some of the topics Jay covers include:
The 3 P’s of hiring and driving performance
The Superstar Profile
The Superstar Magnet for attracting talent
Best interviewing strategies
Testing: Should you test candidates and what to be aware of
Studies show that companies with happy employees are 12% more productive and 20% more profitable than those with unhappy employees. Once you have a group of Superstars working for you, you will never want to settle for anything less.
Register online now for the free webinar, How to Find, Train and Retain the Best Talent, and start hiring the people you need to succeed!