Shockingly Simple And Effective Advertising For Immigration Attorneys (With How-To Guide)
Let’s talk about one of the most effective ways for immigration attorneys to find clients quickly and affordably using an under-utilized advertising technique.
Alternatively, if you are too busy to develop an advertising strategy yourself, contact us and we’d be happy help you set one up.
With so many platforms for marketing these days, it can be hard to know where to invest your money!
Let’s first take a quick look at some of the less-desirable options for generating fast, affordable leads.
Less Effective Advertising Options
Print advertising – such as newspapers, magazines, newsletters, booklets, flyers, direct mailers – is a great way to get your message to a broad audience.
But the downside is that you are paying to show your message to many people, not just those who are interested (our recommended method finds a way around this).
The other negative is that some of these printed ad forms are becoming antiquated, with fewer people searching for local services in the newspaper classifieds and other printed materials.
Search engine optimization (SEO) is a powerful online marketing tool… but only if your website makes it to the first page of Google. At a minimum 75% of searchers’ clicks go to Google’s first page.
Furthermore, it can take upwards of 6-12 months to rank on the first page, even with a skilled SEO consultant. If you are willing to pay the price and have some time on your hands, this can certainly be an effective way to get in front of your prospects. But it doesn’t meet our criteria of being quick and affordable.
And last are Google Ads, formerly known as Adwords. This pay-per-click (PPC) advertising strategy is similar to our preferred lead generating method, but lacks some of its features and capabilities.
Let’s get on with it… onto our favored advertising method for immigration law firms!
And The Winner Is…
Our preferred method for helping immigration lawyers get new clients fast is… Facebook Advertising.
You may be thinking, “Really, Facebook? I don’t believe it. How can a social media platform be effective for getting me clients?”
It’s now common for businesses to create business pages on Facebook, but can advertising there really be successful? Because it started out as a casual networking site, it’s hard for many people to see Facebook’s potential for their business. But here’s where it gets good…
Facebook’s origin as a networking site is actually the reason that it is so powerful for advertising! Let me explain.
As a networking platform, Facebook has compiled loads and loads of information about its users. It knows the day you were born, the year you graduated high school, what your hobbies are, where you work, what kind of music you listen to, when you last moved, and much much more.
And now Facebook allows its advertisers to use a large portion of this information to direct their advertisements. If you want to show an ad to a middle-aged father of three who likes basketball and red wine, you can do it.
If you want to show an ad to someone who recently moved, is living away from their family, and enjoys a certain kind of music, you can do that too… Are the light bulbs beginning to turn on now?!
How To Run Effective Facebook Ads
Let’s go even deeper – how can you use this to your advantage as an immigration attorney?
You may have heard some people claim that Facebook advertising is too expensive or a waste of money. For every successful Facebook ads campaign, there are two or three that have failed.
To get optimal results, it’s essential to use each of the Facebook ads features to their fullest potential. It’s also crucial to craft the ads in an engaging manner. When these items are properly executed, the method is SURPRISINGLY SIMPLE AND EFFECTIVE!
Let’s take a look at how to do each of these now.
This will not be an exhaustive presentation but should get you started in the right direction toward running an effective ad campaign for your immigration law practice. If you want more details or need help running some Facebook ads, reach out using our Doxa Digital Contact Us page.
Qualities of an Engaging Ad
For starters, you will need to create an engaging ad. The five components to concentrate on are:
- Attention-Grabbing Headline (also called a hook)
- Evidence of Social Proof (likes, comments, shares)
- Strong Emotional Value Proposition (appeal to your prospects’ emotions)
- Eye-Catching Imagery
- Time Sensitive, Action-Oriented Call To Action
Next, the two most important elements of your ad campaign are audience targeting and split testing.
As of late 2018, there are over two billion monthly active Facebook users. You want to narrow down your audience because not all of these two billion are interested in your services, and it’s not cost-effective to show your ads to just anyone.
Some ways to narrow down your audience are what Facebook calls demographics, interests, and behaviors.
You need to reduce your audience size by choosing characteristics that would be common to your ideal client. Your audience could be limited by geographic area, age range, nationality, Facebook group/page likes, and many many other options.
Once you begin running ads, it is vital to evaluate the performance of each ad versus the others.
To accomplish this, run multiple ads in your campaign, then assess how well each is doing based on the cost for each user’s engagement with your ad. In the Ads Reporting screen, look for the ‘Cost Per Result’ metric to view this information.
Take note of the top performers, scaling up these ads, and stopping the ones that have a higher cost per result.
Bring In Those Leads!
Now that you have enough information to get started, it’s time to begin running some Facebook Ads for your firm. The best way to become proficient with this advertising method is to learn by doing.
Once you have several ads running, monitor them, leave the top performers as they are, and continuously test variations of those top ads to see where you can get the most bang for your advertising buck.
If you want to focus your time on your law practice and have someone else do the advertising for you, reach out to us at our contact page or give us a call. We’d be happy to set up a free consultation to see if these solutions would be a good fit for you.