Regularly generating and posting content, interacting with followers and fans, and then running some ads and sponsored posts has worked well for this firm.
The Abood Law Firm had a serious problem. They were no longer attracting new clients.
The ads that the firm was running in the phone book, magazines, and newspapers were no longer working. The firm had to do something, and quick, because they were spending a lot of money on these ads and the return just wasn’t there anymore.
So they turned to online advertising and social media, and the results nearly blew them away.
The Challenge
“We used to advertise in the Yellow Pages and various forms of print advertising, spending a lot of money every month,” says Jeffrey Lance Abood, a partner at the law firm. “It just stopped generating the clients we were looking for.”
The Abood Law Firm knew it needed to reallocate its advertising dollars to a place more suited to the types of clients they were looking to attract.
The firm needed a way to:
- Attract clients in need of a divorce or DUI attorney
- Make their ad dollars go further
- Reach people where they spend most of their time
The Actions
1. Become More Social.
The Abood Law Firm decided to turn to social media. They started a Twitter account, a YouTube account, and a Facebook page.
By getting on social media, they were able to create a consistent presence and reach their customers in a whole new way.
“We were able to connect with more people where they spend much of their time and allow people to feel like they have more of a personal relationship with us even before hiring the firm,” Abood says.
The firm also got on Avvo.com, an expert-only Q&A forum where people can ask legal questions and get guidance from actual lawyers. This move has helped the firm spread their knowledge and show potential clients what it would be like to work with them.
2. Regularly Generate Relevant, Useful Content.
The firm stepped up their content creation and dissemination efforts after getting on social media. They now share everything: client success stories, local news, lawsuits, sports news, firm updates, and the firm’s charitable efforts.
This mix of content provides a good balance of business and personal, which is always important when you have your business on social media. But it’s not just about sharing content.
Social media is about community as much as it is about content sharing. The idea, then, isn’t simply to share content, but to do it in a way that’s engaging to the end-user. Be friendly, personable and, above all else, helpful.
“What social media allows people to do is observe how we interact with our followers and fans before ever reaching out to retain us,” he says.
If you’re able to give feedback, answer questions, and be a supportive member of the community—without making it all about yourself or your company—you’ll be in a great position to attract potential clients, and to keep them.
3. Advertise Online.
The firm also invested some of its marketing dollars into Facebook advertising. Rather than getting too fancy with it, they decided to run generic ads for the firm that focused on divorce or DUI defense. The ads drive people back to the Abood Law Firm Facebook page, rather than to the company website.
“We focus on people 21 and older, and the goal is always to get more likes on our Facebook page,” he says. “Someone may not need or be looking for the firm’s services at that moment, but if they follow what’s happening at the firm and the cases that we share on our page, they are more likely to recommend Abood Law Firm or use the firm themselves.
The firm also tried Sponsored Facebook posts. “Sponsored posts have been very effective for us,” Abood says. “Highly recommended. But do know that Facebook has certain parameters for sponsored ads, like no photos, etc., so you are limited in being able to utilize them.”
The Results
1. 6,443 Likes On Facebook.
By sharing interesting, relevant content on a consistent basis, as well as running Facebook ads and sponsored posts, the Abood Law Firm was able to increase its likes by a huge number.
“Keep it simple,” Abood says. “And, again, make sure you have regular, relevant content. If you don’t, people will unlike your page or will get the wrong impression, which is perhaps, worse than them never finding you in the first place.”
2. 50 Percent of New Clients Initially Come In Through Facebook.
Due to all the engagement, interaction, content sharing, ads and sponsored posts, the firm now gets approximately 50 percent of its new clients coming in through Facebook.
“Facebook, in particular, has been a massive success for my firm,” he says.
Success hasn’t come easy though. It’s taken a lot of work and perseverance for the Abood Law Firm to get where it is today with social media and online advertising.
Recommendations
Want some of the success Abood Law Firm has had? Get on Facebook. Anyone can start a Facebook page.
“It’s free and easy to start—don’t wait!” Abood says.
He also recommends getting someone “experienced and trusted “to operate and oversee your firm’s page.
“Everything the person does and says on your page appears as if it’s coming from you or your firm,” he warns. “It’s also critical to know what and when to post—the content has to be relevant and timely. Lastly, be sure to constantly check the professional rules of conduct regarding online advertising—they change quite frequently.”
If you’re ready to dive in and start using Facebook ads, you may want to wait a bit longer.
“Rather than ads, I would recommend that you first spend time generating relevant, useful content,” Abood says. “And then post that content on a regular basis. This is much more effective than simply buying ads.”
Once you’ve been consistently creating and sharing content on your social media channels, you can consider running online ads, like Facebook ads or sponsored posts. You want to make sure there is content immediately available for people to engage with once they click on your ad and head over to “like” your page.
