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Today I am going to show you the basics of Family Law Digital Marketing.
I probably have a unique introduction to family law compared to others in the family law marketing industry. My Grandmother was a longtime foster parent and ended up adopting over seven children in addition to their three birth children! From that moment on I knew the importance that family law has on people and the importance of getting the right lawyer.
What is Family Law Digital Marketing?
It may seem like a simple answer however, it is much more in-depth. Family law digital marketing is the process of utilizing several different marketing tools to acquire a client. In the world of family law marketing, there are a plethora of tools to use and we will discuss what you need to use those tools and the best way to use them. For the purpose of this article, we will be focusing on divorce specifically. If you would like to see more data and another article on adoption/custody comment below!
Step 1: Know Your Perfect Customer
To execute family law digital marketing successfully you must build your perfect customer. You will have to review data in your area to fine-tune your perfect customer. The first thing to consider is your area of operation. 22% of divorces are filed citing money as an issue. According to this report by the IFS, any couple lower than middle class is more likely to get a divorce. When it comes to family law marketing and specifically family law advertising it is imperative that you are targeting based on statistics and reliable sources.
Step 2: Find Your Perfect Customer
Now that we know who our customers are we have to know where they are. If you have been practicing family law for a while you can look back at your previous customers and notice a trend. Marketing has no political bias, ageism, racism, or sexism. Marketing is simply making decisions based on numbers. For this reason, we always gather as much data as possible. While you may want to attract the corporate executive who reads finance magazines and business reports daily and also has an income of $200,000 that is not who needs your services more often. We know how income levels affect divorce. It is also important to note that couples under 40 years old are more likely to get a divorce. The highest group of divorcees are those less than 25 years old. You are now one step away from starting your journey in marine digital marketing.
Step 3: Reach Your Perfect Customer
Now for the final step of family law digital marketing and family law advertising: Reach your perfect customer! Now that you know who and where your customers are it is time to go get them! This can be achieved in a variety of ways. The free way is always the best way to start. What does this mean? Repurpose, repurpose, repurpose. What this means is to take every opportunity possible to establish yourself as a reputable divorce lawyer. Any news mentions, awards, achievements, or even personal accomplishments (X amount of cases) should be shared on every social media channel possible. The more people who hear your name the better!
You’ve done the free stuff and made some profit but now you want more? Time to invest that new profit into PPC ads. PPC ads are Pay-Per-Click. This is the bread and butter when it comes to family law advertising. They are the ads you see everywhere. They pop up on google, on the side of your favorite website, on Facebook, and even on the ads on your phone. This is where Step 2 is the most important. Create specialized individual campaigns for each of your target audiences. You may be tempted to create one big campaign with everyone in it. If you do this you will be wasting money on inefficiency. With specialized targeted campaigns, you will be doing a lot more work monitoring, analyzing, and adjusting campaigns but, you will get the greatest return on your investment.
Ready To Dive Into The Details?
You know what you need to do but you don't know exactly how to do it? First things first let's set up your Facebook business page.
Facebook Set Up for Family Law Digital Marketing
To create your Facebook Business Page you must first have an active Facebook account. Then follow these steps:
1. Click pages then click Create new page
2. Add your Page name. This will be the SAME name that you use everywhere else down to every space.
3. Choose the appropriate category for your page
4. Write your page's bio and click create. In this bio, it is important to keep a very even tone as well as keep it clear and concise.
5. Add your contact information including address, phone number, email address, and your hours.
6. Add all photos. (Profile and Cover Photo) It is important to make sure that your photos are appropriately sized for Facebook so that they stay the correct resolution and don't get stretched or pixelated.
The recommended size for your Facebook profile photo is 720p x 720p.
The recommended size for your Facebook cover photo is 820p x 312p. Facebook will make you crop this photo as it will size differently on mobile and desktop.
7. Edit your action button. Choose what you want your action button to do based on where you want your leads. Choose to send them to your website, call you, or even message you directly on Facebook!
8. Invite all of your friends and colleagues to like your page. The more likes the better!
9. Click done and start posting regularly.
Google Ads Set Up for Family Law Digital Marketing
When you make your Google Ads account it will give you two options to set up: Smart or Expert. Until you have a lot of experience with Google Ads choose the "smart" setup option. In Google Ads, sign in to your existing Google Account or create a new one. Now you are ready to start your first campaign!
Creating your first campaign
a. Select a campaign goal
b. Business website and name (you can use s specialized landing page as well)
c. Ad (This includes your headlines, descriptions, and your phone number)
d. Keyword themes or specific keywords
e. Location settings (sticking to a radius or using specific zip codes works best)
f. Budget (This is your daily budget and may vary each day, Google charges per month)
e. Input all your billing information and finish your Google Ad setup!
After you’ve created your first campaign and set up your account, it can take up to a day for Google to approve your ad so no worries if you don't see it right away!
Want to focus on practicing law and have AbnerConnect do your Family Law Digital Marketing and family law advertising for you? Request a free consultation today!