Seniors use Facebook as a tool to connect with people, especially family and friends. Facebook dominates social media in all age groups, including seniors. A 2018 study found that 56% of online users aged 65 and up are on Facebook.
Your online marketing strategy should incorporate Facebook and has the potential to generate new clients for your elder law or estate planning firm. But how?
Seniors Snoop and Share Interesting Content
The younger generation will post selfies without thinking twice about privacy. The older generation, however, likes to ‘snoop’ to see what is going on in others’ lives instead of publishing posts.
They want to stay informed about family and friends but are reluctant to publish content they think they have no control over. So, they ‘snoop’ and share content, videos, and pictures they find interesting.
You Can Help Seniors Snoop
When adult children or the elderly are looking for a lawyer, they’ll ask within their network for references. They will also ‘snoop’ and see what they can find on Facebook.
They are under no obligation to share content, so they share what they deem of interest or value.
You should be posting valuable content on Facebook that interests your potential clients. In their search for an attorney, they or their friends will come across your content.
They’ll then share the content with relevant parties to get their advice and opinions about what they’ve found.
Make it Easy for Them to Share Content
Although seniors are using social media, for some it is still new and strange. By making it easy for them to find and share your content, you are helping them adapt to using Facebook.
Tell them in plain words what you want them to do next: like the page, share the video, or call the office for a free consultation.
Publish clear pictures with words in easily readable fonts. Don’t make them squint or try to figure out what the image means. It should be easy to understand and to share.
In Conclusion
Facebook is a great tool to informally connect with potential clients. When they need an attorney, you’ve already broken the ice, and they will feel comfortable contacting your firm. Having read and shared your content gives them a sense of connection, that you are part of their network.
To learn more about how we can help grow your business using online marketing, schedule a free 15-minute call with us.
