One of the best ways to market your law firm and get a consistent flow of high-quality cases is to establish yourself as an authority in your field of expertise.
If you are a car accident lawyer practicing in Dallas, the best way for your target audience to naturally gravitate towards you is that you become a niche influencer in the area of law you have achieved most success and have the bragging rights. For example: If you have achieved verdicts and settlements that are worthy of mention, it is about time you leverage your expertise, authority and trust. E-A-T. However, this method does take time and financial resources. For Attorneys where I have a limited budget but a desire to get quality cases, I have leveraged organic Facebook awareness marketing coupled with Facebook advertising to secure my clients quality cases. While posting content on Facebook may seem as easy as posting and boosting a post, it will not yield you the desired result. In my example below, I have outlined a step by step process to help you understand the process.
I get asked this question all the time. Do you need a massive number of followers to become one?
Most lawyers think you need to post three times on Facebook and other social media sites to build the following. That is far from reality. Instead, try these proven and tested strategies to transform your law firm social influence in getting quality cases from your Facebook and Instagram.
Identify the “Perfect Customer” – Using Facebook insight, we can determine the ideal customer demographics and social factors.
In this tutorial, let’s take Facebook as an example.
To establish your authority and expertise on Facebook, the next step you need to take is to create the following social media assets:
Create a video that addresses the pain of your ideal customer. Idea customer = The person who is best suited to become your ideal customer. Example: if you are targeting to reach all Dallas residents who are South Asian from Indian, Pakistan, Bangladesh, Nepal you need to know what are their value statements and what makes them pick up the phone. Another example: If you are targetting to reach certain demographics you need to understand what are their needs? Imagine. When I was creating marketing for a Philadephia car accident lawyer, I identified what are the best social factors of people who need a personal injury lawyer after a motor vehicle accident. Based on my research from Wikipedia, my client wanted to target the African Americans in Philadephia.
Now imagine, if you are going to advertise on TV/Radio media, how will you create your ad?
If you are running an ad on a radio /tv medium you need to identify what TV/Radio stations they most listen to. After I found the top 3-5 stations, I analyzed their search traffic and digital media footprint. This gave me insight into their lifestyle and habits to build my messaging around them.
You don’t need to write a long eBook. An 800 to 1000-word writeup is enough. It can be an article from your blog post or a resource page from your website. You can now transform this content into an eBook. You can use PDF, or you can pay a graphic designer to design your eBook. The important thing is, you have something of value to give to your prospects.
A few Examples to give you context.
Let’s take, for example; you are a Car Accident Lawyer in Dallas. A good topic to write an eBook for can be the:
7 Things You Need to Do After a Car Wreck.
OR
3 Things You Should Ask When Hiring a Personal Injury Lawyer for Your Car Accident Injury.
Your eBook should provide an immediate solution to your prospects’ needs.
Create a Facebook Group
Your content gets more engagement and visibility on Facebook group compared to your Facebook page. Because of the newsfeed algorithm, Facebook rolled out chanegs last year whcih resulted in FB posts on your page timeline now have very low visibility unless you pay for it via advertisement. Thus, the need to create a group for your page is crucial.
Make sure you name your group correctly. The name should attract the attention of your target audience. Based on our example earlier, if you are a CAR ACCIDENT LAWYER, you can name your group Dallas CAR ACCIDENT LAWYER HELP DESK.
OR
Ask {Law Firm Name} about your {Category}
Example:
Ask {Attorney John} about Your Car Accidents
The name of your group should automatically suggest to your prospects that it can help them answer their questions or problems.
Web Page Called A Landing Page
It is a web page where you place the same video you placed on the Facebook Post. In marketing, we call this Video Sales Letter or VSL. VLS should look like:
VIDEO
Email and phone: (Optional)
Video Transcript. You can transcribe the text in the form of a sales letter.
Facebook Marketing Video Funnel
Thank You Page
Once they download your eBook, you can then redirect them to a “Thank you page. I normally have another video where the partner of the law firm or a senior attorney welcomes confirmation of the prospects and builds a bond with their prospect. On this page, I recommend you to add:
Ask them to join your Facebook Group or Connect with you on LinkedIn and download more resources to add more value.
Once you have established organic influence, it is now time to promote your lead magnet to a larger audience on Facebook who does not follow you.
Run Facebook Advertisement to Build Influence
The fastest way to get traction in building your authority through your eBook is to run an ad campaign promoting it.
Make sure you correctly target your prospects. If your law firm is in Dallas, Texas, you should only target people from that location.
People who click on your ad will go straight to your landing page where they can download your eBook for FREE.
Start Posting Content Regularly
You cannot establish yourself as an influencer in social media if you are not regularly creating content. Posting a daily dose of content on the group you created is an ideal way to start attracting the attention of your target audience.
If you are a PI attorney, you can start by making short Q&A videos, answering the most frequently asked questions from your followers.
The above recipe I have outlined does require technical skills to build landing pages, create funnel strategies, and create content that resonates with the right audience. All lawyers are smart enough to do this, but most don’t have the time to do this. Even after learning these skills, you will go through trials and errors to get it right. If you are wanting to learn these methods to build your law firm influence and get quality cases using my predictable Facebook marketing and advertising system, KISS PR offers 1-1 training to help you get leads and cases. You can give us a call at 972.437-8942.
If you are very busy and have the resources to leverage our years of successful track record where we get your law firm quality cases from Facebook Ads, you can click here to schedule a 1-1- call.
Finally,
Anyone can do it, given the right mindset and the right strategy. And, you don’t need to have millions of followers to become one.
Once you establish your authority in your field of expertise and become an influencer, you don’t need to market yourself to your prospects anymore. Your prospects are the ones who will look for you. That’s the power of influence.
Now, it’s your turn to shine. Transform yourself into a social media influencer by following the steps above. Good luck!
Related Pages: if you need search engine optimization: Lawyer SEO Services
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