Facebook Advertising for elder law and estate planning firms works.
The legal industry has the highest Facebook click-through rate. It is 1.61%, almost double the average click-through rate of 0.9%.
A whopping 72% of 50+ aged people and 62% of 65+ seniors use Facebook! Compare that to LinkedIn, which is only at 20% and the percentages go lower from there on other social media platforms.
The potential for generating leads through Facebook advertising is too enormous to ignore.
To improve Facebook marketing results, here are four ways to improve the outcome:
#1: Identify your specific target audience for Facebook advertising.
Who is the target audience you want to reach? Targeting people who are 50 years and older seems the obvious answer. But there is a better target audience…
As an elder law and estate planning attorney, your client is the adult child.
The initial contact may be from a loved one concerned about their parent. Your potential client could be the baby boomer with estate planning needs, retirement concerns, or it could be a disabled older adult with healthcare issues.
Each group is a different target audience with different needs.
When planning a Facebook ad campaign, they should be targeted separately. For each group, their interests, demographics, their behaviors, and physical location must be considered.
Potential clients in the 50-64-year-old group are probably adult children looking out for the welfare of their parents. Their interests and behaviors differ from their parents who are in their 70s and 80s. Therefore, each group should be approached separately and with different ads.
#2. Create a relevant Facebook Ad for the specific target audience.
The more information you have about the target audience profile, the easier and more specific you can focus on what their needs, desires, and problems are.
A successful advertising campaign utilizes the interests, dreams, and behaviors of that specific target market. The message in the ad is tailored to provide the solution, to show the person what is the next step that will bring them closer to their goal.
Images in the ad should enhance the message portrayed in the text description.
Always ensure the image is the right size for the ad. The image must motivate the person to read the message and to take the suggested action. The text must picture what the prospect could expect when clicking on the call to action button.
Although the text shouldn’t be too long, it’s more important to portray all the necessary information than the length of the message. The ad should tell the person what it is about, from who, and what the next step is they should take and why. It’s futile to have a brilliant ad, but the potential client has no idea who the law firm is or how to contact you.
#3. Find the objective of each Facebook Ad.
Facebook ad campaigns cost money.
Money well spent if the campaign is successful but unnecessary expenditure if the campaign doesn’t achieve its goals. The objective of the ad or the campaign should be one of the initial decisions made.
- What is the objective of the specific ad?
- Do you want to introduce a new legal service to the market?
- Do you want to generate new leads or convert leads to paying clients?
- Do you want to remind your clients of an upcoming estate planning workshop?
- Do you want them to take a specific action step like subscribing to a newsletter?
The objective is what you focus on, the goal you want to achieve with the specific ad or campaign. The call to action tells the potential client what to do and is based on what the initial objective of the ad is.
#4. Use Facebook Analytics in real-time.
Many underestimate the value of Facebook Analytics.
It’s possible to analyze what is working and what ads aren’t in real-time. It means that you can tweak your Facebook ad while it is running, based on the real-time metrics provided by Facebook.
The downside is that it requires constant effort and elder law and estate planning lawyers don’t have the time to do it. Hiring a marketing firm that can help you with social media management is one way of solving the time issue.
The positive results gained from responding on the metrics makes it worthwhile to outsource this function.
Takeaway
Facebook advertising for elder law and estate planning firms works. It is a means to generate new paying clients, to inform clients of new services, or to have them take a specific action.
The real-time analytics Facebook provides makes it possible to tweak ads while running.
The four ways mentioned in this article will help improve your Facebook advertising. Alternatively, you can call in an expert to manage the full Facebook advertising campaign for you.
If you’d like to learn more about how we can help your Elder Law or Estate Planning practice get more consultations and clients by using effective marketing, schedule a free 15-minute call with us.
