If you have ever dreamed of a day when you would be able to target your attorney marketing posts on your law firm’s Facebook page so that certain posts appear only to certain segments of your followers, then your dreams have come true. In this edition of Tips and Tricks Tuesday from Attorney Marketing Profits, we’re going to show you what Facebook Page Post Targeting is, and how it can bring a significant boost to your attorney marketing.
If you have never done any paid advertising campaigns on Facebook, you may not be aware of the fact that you can use the characteristics of users’ profiles to target ads to them. For example, if you have a sports management legal practice, and you want to target advertising to people who are involved with professional sports teams, you can tailor your ads to be shown only to people who are employed by or involved with professional sports teams. This ability to target your ads to a very specific niche is a big advantage of using paid ads on Facebook for attorney marketing.
Recently, I wrote about how Facebook allows you to schedule your fan page posts so you can be in court (or on vacation) and still have posts going out to your fans on Facebook. If you didn’t catch it the first time around, you can read that article here. Now, Facebook has revealed a tool for administrators of Facebook business pages that allows attorneys, law firms and other businesses to use characteristics like age, gender or relationship status to target their posts directly to their target market.
You may be wondering, how does that play to your advantage when you are implementing it into your attorney marketing plan?
If you think about it, you will see that you can use a person’s specific characteristics to tailor and select the posts you want to show to them. For example, if you run a legal practice that is focused on divorce law, then you might write certain posts that are tailored towards men and other posts that are tailored towards women. This tool gives you the ability to have the different posts appear in the different genders’ news feeds. You have to admit that their are differences in how the two genders approach certain issues, so why not ensure that your posts are also tailored toward them too? This is only one example, but if you read through this article, watch the video, and also review the images below, but you still have questions on how to use this tool in your law firm or practice, then contact me and I’ll be glad to help you further.
I do not want you to think this is a perfect solution, as I have to confess the Facebook page post targeting is not perfect at this time. The posts will still appear on your page’s timeline as visible to anyone who visits there, so (as always) be careful what you post about and make sure the subject matter is acceptable to anyone who might read it. Additionally, the page post targeting option is only available to pages that have more than 100 fans, so you will need to build your following before you can use it.
Despite some of these limitations, I have to admit that the ability to target your posts to certain groups of your fans is highly appealing to me. It can be a great tool to use in your attorney marketing, especially if you are an attorney in a bigger firm that may have different types of practice areas. Alternatively, you may have a practice that appeals to a specific demographic. This tool will now allow you to target your posts to certain groups of your fans and make it less prominent to those who may not be interested. This should heighten your engagement with your Facebook fans, and in turn, increase the effectiveness of your attorney marketing on Facebook.
I’ve posted some additional images at the end of this article that explain the Facebook page post targeting in a little more detail. These images are courtesy of a blog post on techcrunch.com. If you want to read their entire original post from July 31st, you can do so here.
Finally, don’t forget to watch the video above where I show you exactly how the Facebook page post targeting works in real time. Once you’ve watched that video, you should be able to start using this new tool in your very own attorney marketing plan.