The Power of Facebook for
Personal Injury Lawyers
An important question for any law firm dealing with social media marketing is which platforms to focus on. Surprisingly, Facebook is a site worth further investment. It might not have the same vibe and the same sort of content creation as other platforms, but it does have some great tools and a lot of potential clients in your area.
Why Should You Use Facebook as A Personal Injury Lawyer?
Facebook has come a long way since the early days of connecting with classmates at college. There are now billions of users across the world coming together to connect and chat about their lives. It is one of the largest social media platforms with steady growth in popularity amongst most demographics. This is one way that Facebook is so interesting as a marketing tool compared to other platforms. Some websites have limited reach and a more niche following. For example, as helpful as it can be to answer queries on Reddit, it’s not getting seen by a lot of people. Also, LinkedIn is great for making professional connections in the legal world but doesn’t have the broader user base and the same potential for finding personal injury clients. Facebook has also been able to survive in ways others haven’t. It’s faced numerous scandals involving data and questionable ethics regarding content. Yet, it’s still widely used while Twitter has nosedived. In fact, the birth of Meta and the expansion of the platforms with Facebook Ads and Stories only make it more appealing.
Facebook Communities Are Full of Potential Clients
The community spirit of Facebook is part of its charm compared with other sites. Other platforms encourage communication and positive interactions. YouTube is great for this when you have content creators encouraging friendly discourse about their videos. Instagram comments can get a bit more negative and judgmental. Twitter is best avoided these days except when posting content and checking on current trends. With Facebook, friends and family can discuss upcoming events, social occasions, and news related to their area. It can bring them together and create something quite close-knit when used responsibly. Companies that take advantage of that can show themselves to be vital pillars of that community. A personal injury law firm that genuinely cares about local issues and attends charity events earns a lot of trust and respect.
There are also broad demographics in these groups. Facebook isn’t as popular with teens as it once was, as it can’t provide the same gratification and entertainment as other platforms. However, there are plenty of millennials and Gen-Xers there discussing life and building communities. Any one of them could be dealing with a personal injury after a car or pedestrian accident. Or they could be there trying to raise awareness about a dangerous situation in their town that caused someone else’s accident. All you need to do is comment on their post with your sympathies and some free advice. That could easily lead to a phone call about legal representation. Also, 11.7% of users are aged 55-64, and 12.3% are over 65. This is encouraging for personal injury firms dealing with slip and fall cases, medical malpractice, hospice abuse, and wrongful death.
Using Facebook Ads to Generate Conversions
Connecting with people through replies and posts is essential when using Facebook in personal injury lawyer marketing. However, you’re not giving people a quick-and-easy route to your website. Targeted Facebook Ads are a much more direct approach and can complement other online ad campaigns. One benefit of using Facebook ads is that they relate to more than just Facebook. This is a Meta tool, which makes it applicable to Instagram, WhatsApp, and Messenger, as well. The average click-through rate for ads doesn’t sound that good on paper at 1.4%. But consider the number of users. Right now, across all those platforms, Facebook Ads reach 1.98 billion people. Now consider the fact that even if one ad connects with one person in need, it did its job.
Facebook Ads work because they are so visible and targeted. You’ve got to put in some work to set them up and get them to the right people, but they can be effective. You can stick with basic images that appear on people’s feeds, with your branding and imagery related to a specialization. Or you can go for more detailed videos and carousels. These can also appear in Messenger and Marketplace services. From there, the system can target users based on their location, demographics, and online activity. Therefore, if there are millennial workers who recently searched for information on car accidents or medical insurance and who are in your area, maybe they need a personal injury lawyer.
An additional factor that makes Facebook ads for personal injury lawyers even more appealing is the arrival of Facebook Stories. The concept here isn’t anything new. The function focuses on mobile content with vertical video formats. This is no different from many short-form videos on TikTok and Instagram. YouTube has also cashed in on this craze with their Shorts series. Professional long-form videos still need to be in a standard horizontal aspect ratio. However, with so many people watching short clips on their phones, it makes sense to cater to that audience. You can create these short videos that promote your services without them needing to turn their screens to see what you are advertising. With most users keen to continue using Stories, it’s worth adding to a social media marketing strategy.
Facebook Is More Effective Than You Realize
To summarize, the impact of Facebook on social media marketing for personal injury lawyers is two-fold. You start with the chance to connect with an array of users in your local area, and you end by targeting them with effective Facebook Ads. This allows you to come across as a trusted part of the local community without compromising on your social media strategy. Those ads can bring in more traffic, which means more cases in your area. If you win, that Facebook community will only sing your praises further and continue to recommend you.
