TOPICS DISCUSSED

Social Media Management
Attorney Marketing Services

How To Use Facebook For Lead Generation

Today there are more ways than ever to reach out to consumers, but that accessibility can be both a blessing and a curse. You have the opportunity to reach new clients and connect with your community in a new way, but social media done incorrectly can often be worse than no social media at all.

When you are just starting out on a new project, it is best to take small steps forward instead of jumping in all at once. Facebook is the most widely used social media platform; start with a Facebook page before you decide what time and energy your firm will want to invest in social media going forward. A business Facebook page is easy to manage — if you can use a personal Facebook account, you can run a business page — but there are still best practices to consider.

Upload quality photos

On your business page, you will have the ability to upload both a “profile” image and a “cover” image. The profile image for a business is often their logo — simple. The cover image is the long header that stretches across the top of the page. Do not make the mistake of leaving this area empty. It will make your page look unfinished, where a professional eye-catching image will help attract attention. Good options include a photo of your office, a group portrait of your staff or even an attractive photo of the city you are based in. Hire a professional headshot photographer to ensure you continue a sleek, professional reputation even on Facebook.

Both of these images, and any other image you post to your page, should be of good quality. Grainy or stretched images look careless and unprofessional.

Be personable

Take advantage of this opportunity to share a side of your firm that potential clients might not have otherwise seen. Your Facebook page is the perfect place to share “behind the scenes” looks at your office. Photos of what you and your colleagues do during the day will help to create a more personal connection and dispel nerves about hiring an attorney. If your firm participates in community activities, like volunteering, sharing a photo of your staff at the event is a great way to help your followers understand what your firm values.

Be a helpful resource for potential clients

There are two basic ways to get the content on your website read: attract visitors to the content or bring the content to where the visitors already are. Facebook is certainly where a number of your professional visitors are; bring your content to them by sharing links to useful tips and articles on your firm’s website. But remember that just like no one likes someone who only talks about himself at a party, your Facebook page shouldn’t only be self-promotion. Show consumers that you are a knowledgeable, helpful resource by sharing articles from other sources related to your practice.

Post regularly

Keeping to a regular schedule will keep your Facebook page more manageable and help it be successful. Your followers may become confused and lose interest if you stop posting for long stretches at a time. At the same time, sharing multiple posts within a short timespan can be overwhelming. Most social media experts recommend posting once per day on Facebook. If you do not have much time to devote to updating your page, take advantage of Facebook’s scheduling feature. You can easily set time aside to set up all your posts for the upcoming week.

Interact with potential clients

There is a reason that “social” is the first word in social media. The ability to interact one-on-one with consumers is one of the greatest benefits developing a social media presence can offer. When posting, you might consider asking questions to encourage your followers to connect with you. As your page grows, take time to respond to comments and questions visitors leave on your post. That engagement makes the visitor feel valued as well as improving the overall reach of your page.

Starting a Facebook page is a relatively easy way to explore the benefits social media may have for your firm. Facebook also has a number of powerful metric data and tracking options to help you discover how to craft more successful posts, but all of that is optional. Creating a presence on the site, sharing useful information and giving consumers a look at the day-to-day life of your firm will help to enhance your reputation and reach new potential clients.

Delving into social media for the first time can be intimidating, but today’s consumer is accustomed to a new, deeper relationship to brands and businesses. There is a lot to gain by making your firm one of those businesses.

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