4 Facebook Trends That Get Clients in 2018

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With the turn of another calendar year comes the promise of new beginnings. To many, that means resolving to spend more time with loved ones or to finally dust off the treadmill in the garage; for attorneys, it means a chance to review both the successes and setbacks of the previous year and to look for new opportunities for growth.

Today, law firms have more ways than ever to reach potential clients. While there are many marketing channels your practice can explore, social media continues to be one of the most effective, and Facebook should be at the top of your list of platforms to use. That site alone has more than 1.3 billion users, including 80 percent of your target audience!

To get the most out of Facebook, check out these four trends that will help law firms get more clients in 2018.

Content Still Reigns Supreme

It has been more than two decades since Bill Gates first declared that “Content Is King,” and marketers continue to live by that mantra today. While that philosophy may not have changed for 2018, ever-evolving trends in social media continue to create new avenues for your firm to deliver compelling content to your target audience.

User-generated content is not only a great way to build your brand but also helpful in establishing yourself as a thought leader in the legal community. You should regularly post articles that address questions clients would have about their case or about the legal process in general.

If you’re looking for ways to improve your referral marketing strategies, make an effort to engage with and share content from other businesses and even attorneys that practice different areas of law.

Live Video

Facebook’s live video feature has exploded in popularity since its debut in 2016, and savvy business owners are taking full advantage of the tool to interface directly with their online followers.

Live video has endless potential for creativity, so feel free to experiment with different ideas and discover what resonates with your followers. If you need help getting started, the following are just some of the ways you can begin using live video:

  • Answering frequently asked questions
  • Responding to blog comments
  • Posting client testimonials
  • Interviewing attorneys
  • Highlighting your community engagement

Reviews

As the legal industry continues to grow, individuals are finding it more difficult to choose the right attorney for their case because the number of options has become so overwhelming.

Online ratings are now one of the first things potential clients consider when searching for a lawyer, and while many individuals turn to Google, Avvo, and Justia, Facebook is still among the leading platforms for law firm reviews.

In 2018, your firm should make it a priority to reach out to satisfied clients for a positive review. In their feedback, they should answer fundamental questions about their experience with your firm, including:

  • Which attorney represented them?
  • How did the attorney handle their case?
  • Were they satisfied with the results?
  • Would they recommend the attorney and the firm to others?

Retargeting

Many lawyers use paid advertising on Facebook to reach an audience that extends beyond their online followers. However, far too many attorneys overlook one of the most beneficial advertising tools that Facebook offers: remarketing.

The mere-exposure effect is among the most powerful weapons in a marketer’s arsenal. Continually reminding your website visitors of the services you offer, even when they’re visiting other sites, will keep your firm in the front of their mind as they decide on legal representation.

After you’ve set up Facebook Pixel, follow these four simple steps to get started with retargeting:

1. Log in to the Ads Manager and select Audiences.
2. Click on Create Audience and choose Custom Audiences.

3. Choose Website Traffic.

4. Customize your target audience.

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