How Attorneys Can Generate Client Leads 24/7 With Facebook Ads
Create a system that does the hard work so you can focus on what you do best
Six months ago my friend Jason reached out to me, asking if I had time for lunch later that week. It turned out he was struggling to get clients and needed my help.
Like most attorneys, he’d been relying solely on referrals to keep his business afloat, and even though this “worked,” he hated how inconsistent it was and how he had to rely on others.
After dealing with this uncertainty for too long, he wanted to build a system for his business so he could have a reliable source of leads. Like most entrepreneurs, he started with Facebook Ads. That went something like this:
But after spending $1,000 over two weeks and not getting any leads, he realized he was doing something wrong, and that’s why he reached out to me. Here’s his problem: He was using active advertising on a passive platform.
When people go to Facebook, they don’t plan on finding an attorney. All they really want is to look at pictures of friends and family, whether it’s liking the cat photo from their neighbors or commenting on their nephew’s soccer photo. Those are the items that grab people’s attention on Facebook. Since people aren’t in buying mode there, you instead need to create an automated marketing system that meets them where they are and prepares them for your sales pitch.
You should avoid the traditional approach of going straight for the sale right away. This is harmful for a few reasons, but if anything, it doesn’t work, as people hate ads. If you put an ad in front of them, they’ll never give you their attention.
On the other side of things, when you start with a system that gives useful information up front, that’ll attract them right away. If done correctly, you’ll have a system that builds a list of hot clients who are ready to work with you (before ever even speaking to you on the phone).
I know most gurus won’t agree, but the subtle marketing approach where you:
- Write a blog article
- Create a Facebook post to promote it
- Boost the post (so more people would see it)
- Hope and pray someone would call
… is still not going to work well because few people are going to click on “What to do when you get a DUI.” You’re wasting money with this approach.
My friend asked how he should get around this, and I told him about the rule of seven.
The Rule of Seven
A prospect needs to see your brand (personal or logo) seven times before they’ll think about working with you. A lot of people hate hearing this, but it’s just how things work, so it’s important to implement this approach with your marketing strategy.
That’s the bad news, but here’s the good news. With a little work up front, you can create a system that gets these seven touches for you on autopilot, so you don’t have to talk to the prospect seven times before they sign the deal. This, in turn, saves you time and energy.
After telling Jason, he became amazed right away, as he had never heard of this. That reminded me how many people don’t know about this approach, even though it could help their business. That’s why I wanted to show how to create this seven-touch system, so you don’t make the same mistake as Jason and lose thousands of dollars.
Step 1. Creating One Piece of Content
With these systems, you should start with an item that’ll grab your audience’s attention right away. This is important, as it’ll get the prospect to enter your automated system. Make sure to offer a piece of content that provides helpful information to your ideal prospect.
For example, if you’re a:
- Personal injury attorney, you could create a free guide titled: 7 Things All Construction Workers Must Know About On-The-Job Injuries (Even If You’ve Never Been Injured)
- Estate planning attorney, you could create a free cheat sheet along the lines of: Here’s What Definitely Happens When You Die … Without a Plan
- Bankruptcy attorney, you could create an ebook titled: How To Get Bill Collectors to Stop Harassing You (Without Paying Them)
- Family law attorney, you could do a free ebook titled: How Fathers Can Get Divorced While Keeping Custody of Their Children
- Immigration attorney, you could create a cheat sheet titled: 6 Ways to Live in the United States Without Fear of Deportation
- Criminal defense attorney, you could offer a free ebook that says: Beating a DUI Charge—5 Things You Must Avoid (Whether You Are Guilty or Not)
The options are endless, and it’ll differ depending on your niche/service, but all you need to get conversions is the formula of:
How to <what they want> without <what they fear>.
People will always opt in to something that shows how to get what they want while avoiding what they fear.
You can create this personally, or you can hire a freelancer, but once you have this, it’s time to move on to:
Step 2. Promote Your Piece of Content
With this step, the main importance is getting your content in front of the right audience. There are a few ways to do this, but you should make sure you’re using a platform that’s “favorable” for your ideal audience. If you target small business owners, LinkedIn isn’t a bad option, as your target market uses it, but since everybody uses Facebook, that’s generally a safe approach to take when you’re in doubt.
Assuming you wanted to use Facebook Ads for this, you’d first create an ad and select Conversions as the objective.
From there, you’ll want to target the “right” audience (ideal customers). This audience should be in an area you service, the right age group, and have an interest related to your services.
For selecting interests, you should type in your primary focus (i.e., Personal injury lawyer) and let Facebook offer suggestions.
Creating a proper ad is a separate topic in itself, so if you need a little more help with creating Facebook ads, please check this out.
Step 3. Drive Traffic to a Landing Page That Converts
Since we’re using a system to nurture your leads, we’ll follow up with them later on. The best way is collecting their email addresses with a “squeeze page.” These look something like this:
This squeeze page by Cool Tablet Computers offers a downloadable piece of content (Buyers report) in exchange for an email address and first name.
For the most part, the squeeze page should be short, informational, and have one simple goal: get the email address.
It also does something that all great squeeze pages do because it presents an implicit ultimatum: either take the offer, or leave the page.
There’s no content or extra hyperlinks that distract from this “in or out” choice.
Here’s what makes this squeeze page so effective:
- It’s short.
- The sales copy is crisp and clear.
- There is a single call-to-action (CTA) button.
Step 4. Nurture the Lead
After you’ve collected the prospect’s email address, you will want to follow up with them. You don’t have to follow up manually; all of this can be automated (e.g., MailChimp). You can schedule emails to go out every day or every other day; it doesn’t matter as long as you provide value. I recommend you don’t sell—just provide lots of value.
You can potentially do FAQs.
- Make a list of your prospects’ most frequently asked questions.
- Send out one email answering one question every day.
Or you can list your prospects’ objections and follow up with emails that help overcome them. This positions you as an expert, and when your prospect requires your services, they will know who to contact.
Normally you should end each email with a Call to Action (CTA): something along the lines of a free consultation.
Step 5. Send Them to a Free Consultation Page
The Call to Action from your emails should bring your customers’ journey right back to you, to your Free Consultation Page … and this is where you make your “sales pitch”. Tell them about you and your services: how exactly you can help them and how they should schedule a call with you. (Make this process as easy as it can be.)
You can use Calend.ly or any other scheduling app for this step—or you can have them call you straight from the consultation page.
I may be biased, but I have found it helpful to include an explainer video on this consultation page. This takes us to retargeting campaigns—a definite game-changer.
Step 6. Retargeting Ad
One of the biggest problems people have when marketing is trying to get the sale right away. Most people need time to become familiar with you. Even though we’re doing follow-up via email, it never hurts to stay in front of them with ads. That way you can stay on their minds. The easiest way to do this is with retargeting ads.
If a lead/prospect visits your free consultation page or views content that you’ve made and doesn’t take action (i.e., fill out a form, give you a call, etc.), you will want to show them a retargeting ad. You can follow them throughout the internet and post ads in front of them until they do take action. The best thing about this is that they’re much cheaper to target than new prospects.
I’ve always found explainer videos work best. Did you know your customers are 64% more likely to convert after watching a video? Explainer videos take the guesswork out of explaining the usefulness and basic function of your service. They’re 60-second videos that look like this:
What your explainer video entails depends on what stages of your customer journey your prospect is in. For example, if you were a personal injury and workers comp lawyer, you can use an explainer video to retarget your clients after you’ve provided value to them or even add an explainer video to your Free Consultation page to increase conversions (i.e., Call Scheduled).
You can outline a video like this:
The story would start with a wall of fame in the office of XYZ Law Firm.
There are many pictures on the wall, showing happy people and their families.
Narrator: These are our clients.
We zoom in to one frame.
Narrator: This is Trevor.
Trevor’s life is perfect—a loving family, nice job, nice house, nice car.
But in life, things may not always go as smoothly.
Trevor got into a bad car accident.
And it’s not just Trevor.
Paul’s life came crashing down as well when he had an injury during construction work.
Isabel slipped and fell and broke her arm.
And there are many more of such stories.
But one thing Trevor, Paul, and Isabel did right to turn their lives back around was to contact XYZ Law Firm.
We are specialists in personal injury and workers compensation cases.
Very simple, but when placed in the right places of your customer’s journey, it can get tremendous results. Alternatively, you can start with an explainer video (as your piece of content) to attract your clients to your landing page. From my experience, it works best when you:
- Start with an explainer video ad
- Drive traffic to a landing page
- Have them watch a case study (of your previous clients)
- Follow up with emails (that overcome their objections)
- Then have a “next step” they actually want to take.
When you build a system like this, you can implement a unique customer journey where you reach or “touch” the lead more than once and have them convert along the process.
Here is a breakdown of your customer’s journey when you implement the seven-touch method:
Touch 1: Ad Post
Touch 2: Article/Ebook (the great piece of content)
Touch 3: Email #1
Touch 4: Retargeting Ad
Touch 5: Email #2
Touch 6: Email #3
Touch 7: Retargeting Video Ad
As I hope you see by now, one of the biggest problems people have with online marketing is thinking it’s a one and done thing. It is not! You cannot expect to hit a home run after contacting your prospect once. You have to respect the seven-touch principle.
Your options are:
- Pay over and over again every time you contact the lead, or
- Pay once, reach over and over again for free (i.e., email and retargeting).
If you implement this strategy, you will have a bulletproof formula for success because, when done correctly, these systems will always land your ideal client as they include everything you need to turn a cold prospect into a paying client.