JDB 069: How to use Facebook Remarketing to Build a Law Practice

You may have been on Facebook for years and may even have a Facebook page for your law firm, however you haven’t really unleashed the power of Facebook until you experienced remarketing.  Not sure what remarketing is?  This is a perfect episode for you.  Further, I am going to walk you through some of the finer points of creating a Facebook page for your law practice and some pro tips on how to get people to engage with your law firm even if you practice in an area that people don’t want to shout from the rooftops (i.e. bankruptcy, divorce, criminal law).

Below is a screenshot of the Facebook Page for my law practice -aka The Consumer Warrior Project

JDBlogger Facebook

Tips for Setting up a Law Firm Facebook Page

Before you get into remarketing or really any aspect of Facebook advertising you really need to set up a place for people to go.

While you may be tempted to grab some stock photos you used on your law firm website I would recommend that you first consider who your audience is?  Do you practice the type of law that people are likely going feel comfortable engaging with in a public forum like Facebook?

For example, I practice in the area of bankruptcy and consumer debt.  Most people have about as much inclination to make a comment on a bankruptcy lawyer’s Facebook page as they would to comment on an STD clinic’s page (if such a page existed :).

I believe that most law firms, regardless of the type of law that they practice, would benefit from creating a Facebook page that represents the type of information and legal assistance you provide rather than just a brochure for the firm.  Take for example the screen shot from my Facebook page above.  My law firm is the Skiba Law Group.  I practice bankruptcy and consumer protection law.  However my Facebook page is The Consumer Warrior Project.  The information I provide is based on the types of problems I help clients solve and the links all go back to my law firm web page.

The content can be the same but the branding needs to be something more inviting and less intimidating than something your law firm website may look like.

Using Facebook Remarketing for Greater Conversions in Your Law Firm Marketing

You may not know what remarketing is but you probably see it every day you spend any amount of time on the internet.  Have you ever been looking for a product and visited a store website, only to then find advertisements for that specific product or store on almost every website you visit?

That is remarketing.

When you visit certain websites a pixel or cookie is attached to your internet browser that allows advertisers to send very targeted ads to the pages you visit in the future.

Facebook has its own internal remarketing tool that allows you to target people who visit your law firm website with ads from your law firm while they are on Facebook.  For example, if John Doe visits your law firm website a “cookie” is placed in his internet browser, then the next time he logs onto Facebook he will see your ads that you have put together in his Facebook stream and along side the right side of the page.

This is a powerful tool because it allows you to focus entirely on an audience that has already made the decision at least once to visit your website.  If a person is visiting your website they are likely in need of the type of legal services you provide and thus when keeping your firm top-of-mind is key if you want to be able to convert the casual reader of content on your website into a paying client – and Facebook remarketing can help you be top-of-mind.

Resources Mentioned in this Episode

Canva:   Canva is an online tool that allows you to create custom graphics for your social media platforms.  It is free and easy to use and will permit you to change up your Facebook page cover photo on a regular basis to keep you Facebook page fresh.

Jenny H Design:  I have used Jenny H Design for several custom graphics and social media artwork.  She does a great job and the turn around time is very quick.  Tell her I referred you if you contact her.

Jacob Sapochnick Interview:  Jacob is the king of law firm Facebook pages.  He is an immigration attorney in San Diego and has a law firm Facebook page with over 118,000 likes! I interviewed Jacob on his secrets back in Episode 41.  Check it out.

Google Adwords Remarketing Plugin:  For WordPress sites.  This plug in is necessary for past the code that you receive when you set up the Facebook remarketing audience.

Instructions on How to Set Up an Audience for Remarketing on Facebook

Step #1 – Click on Manage Ads in the drop down menu in the upper right hand of the screen.

Facebook Remarketing - JDBlogger

Step #2 – Click on Tools and then select “Audience” from the drop down menu.

JDBlogger Facebook Remarketing

Step #3 – Click on Create Audience and the select “Custom Audience” from the drop down menu.

JDBlogger Facebook Remarketing


Step #4 – Click on Website Traffic in the pop-up box.

JDBlogger Facebook Remarketing

Step #5 – Enter a name for your audience.

JDBlogger Facebook Remarketing


Step #6 – Click on Actions and then select “view pixel”.

JDBlogger Facebook Remarketing

Step #7 – Copy the code for pasting into your website.

JDBlogger Facebook remarketing

Step #8 – The next step is to paste the code into your website.  If you are using a WordPress website then you can follow the instructions on installing the Google Adwords Remarketing plugin.  I went this route and it wasn’t difficult at all.  If you are not using a WordPress website you should ask your IT professional where to install the code.

Facebook remarketing is a powerful way to focus in on an audience that has already taken the crucial first step of visiting your website. The more opportunities you have to get in front of those people the better chance you have of converting them becoming a client.

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JDB 068: Stop Worrying About Google and Write!

Content Marketing for Lawyers

I share office space with two other lawyers and we often have discussions/debates about the importance (or lack thereof) of employing marketing tactics such as buying backlinks, keyword stuffing, and other marginal SEO methods in attempt to become more visible online.

Over the years I have always taken the “if you build it they will come” approach to my marketing – if I provide information and content on my law firm website that is truly helpful to clients and provides answers to people’s problems overtime clients will find it and Google will reward quality, helpful content with a high search engine ranking.

My friend and fellow attorney Mark operates under the approach that writing quality content is not enough – you must also play the Google’s game, which means adopting a back-link strategy (even buying back links), and writing articles with a heavy emphasis on SEO and keywords.

While I don’t disagree that some of the more technical aspects of online marketing can achieve results, I believe that such an approach focuses more on the short term rather than long term business development for your law practice.  With that in mind, here are the three “pillars” of content creation I use for my law firm website and that have helped my firm website grow to 25,000 visitors per month:

Does the Content on My Website Actually Help My Clients?

This should be the main focus of all the content you produce for your website. Whether it is audio, video, or the written word you overarching goal should be to answer a potential client’s questions in such a way that it becomes obvious that you are the trusted expert in this area of the law.

A big part of this is knowing your audience – a concept lawyers should be very familiar with.

Are you targeting consumers, business owners, other lawyers? This may seem like a given but I can’t tell you how many law firm websites I have seen where the law firm serves a consumer-based clientele but has a website that appears to have been written as an attempt to impress their fellow lawyers, not their potential clients.

And this is not to say that you “dumb down” your content for one audience and tighten things up for another – it merely means that while your citation to the latest court of appeals decision may impress and inform your legal competition, it won’t mean much to your potential clients.  However, tell them how it solves their very real problem and you will be getting somewhere.

Am I Writing on Topics that Potential Clients are Searching For?

One of the most common worries of bloggers and other content creators is that you will run out of topics to write about.  I have been there – you aren’t sure what to write about so you randomly pick some topic just to get the post up.  But is your article, video, or other content something that your potential clients are actually searching for help with?

This will take a little research on your part but the good news is the most beneficial research you can do is to simply pay attention to the questions your clients are already asking you.  Think about it – this is likely the part of your practice that drives you nuts!  You get a dozen emails a day from clients asking some variation of the same question.  Take the time to answer it in the form of a blog post.  I have even written articles on my blog and then referred clients back to it when the question comes during the course of representation.

The questions you answer in consultations and with your clients every day is the richest source of content your clients want to consume of any resource at there – and this is free!

Another way to determine what your potential clients are searching for is to review the competitions’ websites.  What topics are they covering?  More often than not this can also be an opportunity of what not to do.  Try and look at their website through the eyes of your typical client.  Does their site help solve problems?  Is it helpful?  If not, why is it there?  A website the doesn’t solve problems is nothing but a digital brochure.  And most brochures end up in the trash.

One final way to determine what potential clients are searching for is to do some keyword research.  There are a couple of really good keyword tools out there that will help you understand what key terms people are searching.  The first is the Google Adwords Keyword Planner and the other is a tool we have spoken about on the JDBlogger Podcast before in episode 55 where I interviewed Spencer Haws on his product Long Tail Pro.

Once you determine what people are actually looking for help with you can tailor your content production to topics where your clients have a real need.  You can provide them with valuable information that addresses some pain they have and in doing so will eliminate the competition before they even step foot in your office.

Am I Delivering Content in the Formats that People Want (i.e. video, audio, articles)

For a long time the only form of content creation I did was writing articles for my law firm blog.  For the most part I did this because it was the simplest way to produce content quickly but I also wrote articles because I assumed that is the way most people would want to learn about the legal issues I was writing about.

Then I started making videos.

About a year ago I started taking the articles I had written for my blog and turned them into short 1-3 minute videos that addressed the same legal issue.

The response has been incredibly positive.  Almost without exception when potential clients come into the office to meet with me they bring up the videos and how helpful they are.   (You can check out my Youtube Channel Here).  I often get comments like “I have watched every one of your videos” or “Your videos were incredibly helpful”.  And the thing is, my videos are nothing special.  If you don’t believe me check out my Youtube Channel, these videos are nothing more than me standing in an empty room in my office and reading off of a teleprompter the words from an article that I had previously written.

But with many people video is the way they consume content and the way that you will most effectively connect with that person.

I had to overcome my own bias against video (I am usually places like courtrooms that are not conducive to playing video) and understand that just because I don’t prefer to get my information through a particular medium doesn’t mean that a huge portion of my clients and potential clients don’t prefer the exact medium that I have been avoiding.

Try different formats in addition to writing articles.  Se what resonates with your audience.  I have personally found that my potential clients prefer video over written articles, however when it comes to my audience here at JDBlogger I have found that audio podcasts do better than written articles.  Different formats for different audiences.

However, one final note on this, I do believe that written articles need to be the bedrock of your content marketing strategy. Google searches your website looking to see if it contains content that would fulfill the searches of its users and the more relevant, helpful written content you have the better.

However you can create a much richer user experience by supplementing the written word with video and/or audio podcasts.

Be Helpful and Create Quality Content

At the end of the day marketing your law practice is really no different than practicing law – you are here to help your client solve their problem.  And if you can start that process the moment they first become aware of you through your website, your chances of making that person a client are greatly increased.

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JDB 067: What Dave Ramsey Taught Me About Building a Better Law Firm

Dave Ramsey and John SkibaI recently had the opportunity to attend the Bankruptcy Leadership Summit that is put on by Dave Ramsey in Nashville, Tennessee.  The conference is geared towards helping bankruptcy lawyers build and run a better law practice and get a little CLE along the way.  This is the first time I had attended the event and my first time in Nashville and the whole experience was really awesome.

In today’s episode of the podcast I give an overview of the conference, and discuss some of the cool evening events like dinner at Dave Ramsey’s house (his actual house!), a really awesome dinner with some of the top country singer/songwriters in Nashville, and seeing Dave do his daily radio show.

All the fun stuff aside one of the best parts (for me) of the entire event was seeing first hand how Dave Ramsey runs his company and the great people who work with him there.

IMG_6875In this episode I will discuss three things that I learned from getting a peek into how Dave Ramsey runs his company that can benefit you in building your law practice.  Specifically I will touch on:

  • How creating a unique law firm culture can not only make your work more enjoyable but better quality.
  • How to reduce your stress as a leader to almost zero.
  • Why practicing in area an that you enjoy will pay dividends to you and your clients.
Core Values of Ramsey Solutions

Core Values of Ramsey Solutions

JDB 066: Three Things I Did in 2014 to Build My Law Practice

JDBlogger Christmas2014 is nearly in the books.  And one thing I really enjoy about this time of year is looking back over the year at what things went well in my law practice, what things didn’t, and areas where I can improve in the coming year.

In today’s episode of the podcast I share with you three things I did over the last year that helped my law practice to not only grow but thrive.  I also go over some of my plans for the upcoming year and why I hope it will be my best yet!

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JDB 065: DIY Video Guy Caleb Wojcik

Caleb Wojcik on JDBlogger PodcastEntrepreneur Magazine predicts that video marketing will be one of the biggest trends in business for 2015.  As I have stated on the podcast before I have been pleasantly surprised at how well video content has done and the impact it has had on my law practice.

A lot of lawyers hesitate to start making videos because the perceived hurdles and lack of know-how.  In today’s episode of the JDBlogger Podcast I interview Caleb Wojcik.  Caleb is the host of the DIY Video Guy podcast and in the past was a co-host of the Fizzle Show and has been a featured guest on the Smart Passive Income Podcast with Pat Flynn and Online Marketing Made Easy Podcast with Amy Porterfield.

Caleb is also the founder of  Caleb Wojcik Films, a video production company that works with clients to create and implement a video strategy.

Finally, Caleb has also created an awesome course for do-it-yourself video people like myself.  About a year ago I came across Caleb’s DIY Video Course and it helped immensely in getting the foundation I needed to start shooting and editing videos for my law practice.

Here are some of the resources mentioned in this episode:

Tool of the Trade

This week’s Tool of the Trade is Avvo Ignite.  Last week on the podcast I interviewed Josh King, General Counsel to Avvo.  After our interview I thought I would head on over and see what this product has to offer.  I am currently in the middle of my 15 free trial to see if it will work my law office.  The product has some pretty cool features that help in tracking where leads are coming from and then how to follow up with them so that they don’t slip through the cracks.  For a consumer practice like mine I believe this could be a very helpful tool.  It might be overkill if you tend to have more repeat clients or institutional clients.  I will give an update in a future episode on my overall impression and whether or not I have decided to subscribe going forward.


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