April 4, 2025 • 33 mins
Did you like this episode? Dislike it?
📈 Most lawyers run Facebook ads without a real plan—and then wonder why nothing converts. In this episode, Danny Decker breaks down the actual components that drive ad performance: from targeting and messaging to landing pages, lead types, and follow-up systems. If you want your ad budget to go further, this is the stuff that really matters.
📌 Key Takeaways
- Learn the difference between “Call Me Now” and lead nurture campaigns—and when to use each.
- Discover why landing pages and follow-up can make or break your results.
- Understand the math behind cost per lead, cost of acquisition, and campaign budgeting.
📆 Schedule Your Strategy Session
📱You can check out the video component by following us here on
Instagram or TikTok
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to the Law Firm Marketing Minute.
This is part two on theFacebook ad mini-series, part
two of two, and on this one wereally dive into the meat and
bones of what makes Facebook adssuccessful, All the things that
tie into it, including yourbudget, your audience, your
landing pages, all that kind ofstuff.
(00:20):
So tune in as Danny Deckerexplains what has worked for him
over the past 10-ish years andwhat can work for your law firm.
Hope you enjoy.
Speaker 2 (00:29):
Three strategic questions to answer before you
get going with your Facebook adcampaign.
Number one what specificallyare you trying to sell?
It is a big mistake to jump ona Facebook ad campaign and just
promote four different practiceareas all at once.
You don't want to run an adwhere you're talking about your
(00:52):
family law and your estateplanning and your immigration
services.
You want to speak to a specificproblem that you are going to
solve for your prospectiveclients, and so, before you even
get there, you need to decidewhat is your focus going to?
Be right, maybe you havemultiple practice areas, maybe
you have multiple offices indifferent locations all well and
(01:12):
good, but where do we want tostart when it comes to promoting
your services?
What specifically do you wantto sell?
And then next thing you've gotto do is decide specifically who
you want to attract.
Right, what type of clients doyou want to attract?
Because you want to be clear,as clear as possible on who you
(01:33):
want to attract with your ads.
You think about that examplethat I showed you a few minutes
ago, where we had a clientavatar that was basically moms
with young children that were inthe top 25% in terms of
household income.
That's a clear client avatar.
You want to be able to thinkabout your targeting that
specifically.
(01:53):
And then third question isgetting into what I call some of
the money math, right, which iswhat are you looking to
accomplish with the financialresources that you're investing
into this campaign?
The number one question thatyou want to answer is what is
your target cost of acquisition,which is a fancy way of saying
(02:14):
how much are you willing to payfor a new client?
Right?
And that answer is going to bedifferent for each of you
because your firms are different.
And that answer is going to bedifferent for each of you
because your firms are different, right?
Some of you may, you know, I'vetalked to I don't know if
there's any immigration firms onhere now, but you know I've
talked to immigration firms thatyou know their average case
value is $2,000, $2,500.
(02:36):
And then we work with plenty offamily law firms who will, you
know, potentially bill $40,000or $50,000 in a high net worth
divorce right.
So, obviously, your cost ofacquisition is going to be very
different, but I'm going to walkyou through a process that you
can use to sort of at leastballpark this.
And this is really importantbecause, as you're thinking
about budgeting for your adcampaigns and assessing whether
(02:59):
you're successful or not.
This type of information iswhat you base that on, right?
So some hypothetical numbers,right?
The first thing we're going todo is calculate average client
lifetime value, and that's goingto be made up of a couple of
different things.
I'm going to throw some numbersout here.
Let's imagine this is a familylaw firm, right?
Maybe slightly higher pricethan average, maybe in a
(03:21):
mid-market town like Charlotte,and let's think through the fact
that there are typically goingto be more than one engagement,
right?
So first time you work with aclient, how much are you, on
average, going to be chargingthem?
This example $7,500.
But from conversations withmany law firms, we understand
many of you will then havemultiple engagements, maybe a
(03:43):
modification down the road,right?
And so what is that secondengagement going to be worth on
average?
In this case, let's throw$5,000 out there.
And so what this has created isa direct client value of
$12,500.
On average, that is what aclient is going to be worth to
this law firm $12,500.
(04:06):
Okay, but we're not done yet,because many times clients,
especially when you have a goodexperience with them, are going
to make referrals and you mayhave some clients that make
multiple referrals.
You may have other clients thatmake no referrals.
Just to make the math easy, I'msaying let's assume that each
client, on average, at somepoint during the duration of
(04:29):
your relationship with them, isgoing to make a referral.
Okay, if they make one referralnow you've bumped your client
lifetime value all the way to$25,000.
In other words, that new clientthat you brought in the door
might be worth $7,500 today, butover the next several years
they're going to re-engage you,they're going to make a referral
and they're ultimately going tobe worth $25,000 to you.
(04:53):
It's important that you do thisbecause otherwise you might
limit yourself, right?
If you just take this exactexample and say, no, this client
is only worth $7,500 to my firm, well, now you're not looking
at the full picture, you're notrecognizing the amount of value
that a new client represents,and so you're probably going to
undersell this next step, right?
Which is what are you willingto spend in order to attract
(05:18):
this client that's going to beworth $25,000?
No right or wrong answer, butjust sort of a rule of thumb
that we use a lot is a 10%target cost of acquisition, in
other words, to attract a clientworth $25,000 to your law firm.
You may be willing to spend upto $2,500, right?
(05:38):
Again, these are just sort ofhypothetical numbers.
You can plug them in for yourown firm.
But the bottom line is is Iwant you to end up with a target
cost of acquisition, becausethat is ultimately how you
assess whether this stuff isworking Right.
So let's say, this firm with thetarget cost of acquisition
spends $5,000 on Facebook adsand only generates one client
(06:01):
out of it.
You know they are behind theeight ball right.
They would want, with thatspend, to have generated at
least two clients.
Now, often it takes a littletime to massage things and test
and really get things working.
But the reality is, if, evenafter making those improvements,
you're not hitting your targetcost of acquisition, well, maybe
(06:21):
that Facebook campaign isn'tworking the way you want it to
and it's not a great fit foryour firm, right?
Conversely, maybe you'vegenerated four clients with that
$5,000 spend and life is great,and now you actually want to go
ahead and increase your spendand even get more of those folks
right.
So this is the type of maththat you need to do, right?
You want to have a big pictureidea.
(06:43):
What is your target cost ofacquisition?
This isn't, by the way, justsomething you need to think
about for Facebook ads.
This is really something youwant to think about, no matter
what type of marketing you'rerunning right.
So you want to have that targetcost of acquisition.
How much are you willing tospend to attract a new client?
Speaker 3 (07:01):
Hey there, Jana, here .
I hope you're enjoying thisepisode and we will get right
back to it in a minute.
Listen, out of all the thingsDanny has taught me about
marketing, one of his bestlessons is that the hammer is a
great tool, but it's pretty muchuseless if you need to get a
screw in the wall.
Marketing is the same way.
There are so many tools, butthe ones that make sense for
(07:21):
your law firm depend on yourgoals.
So when you have 30 minutes totalk about strategy and tools,
I'd love to share proven tactics, some free resources and
possible courses of action.
Check the podcast descriptionto reserve the best time for you
, and I look forward to talkingmore.
Now let's get back to theepisode.
Speaker 2 (07:38):
I'm going to keep rolling here, but just to kind
of recap that, the threequestions you really want to
answer before you jump into thisare one what is the specific
practice area you want topromote?
Two who do you want to attract?
And then three how much are youwilling to spend in order to
(08:00):
attract a new client?
You want to answer these threestrategic questions before you
begin a campaign.
Again, this is something thatwe are happy to talk you through
.
This is sort of part of ourprocess of onboarding new
clients.
So, jana, if you don't minddropping in the chat that link,
if you'd like to schedule aone-on-one conversation and sort
(08:21):
of talk through these variableswith our team, we will be happy
to do that with you.
Also, jana, I see you droppedthe ideal client checklist in
there.
Awesome, that's a resource Isuggest you guys download.
If you're thinking about aFacebook ad campaign or really
any type of marketing campaign,you want to be crystal clear on
what your client avatar lookslike.
(08:41):
So, with that said, let's getinto the weeds of Facebook ads a
little bit.
We use basically two differentcampaign structures the first
one we refer to as a call me nowcampaign and the second we
refer to as a lead nurturecampaign.
These are different campaignswith a different call to action.
(09:04):
They both have a lot of valueto most law firms and so
understand.
This isn't meant to be aneither or right.
Generally speaking, I'm goingto want you to test both.
But here's what we're going todo.
I'm going to walk you throughfirst how a call me now campaign
works.
It's exactly what it soundslike.
The objective of this campaignis to get someone to call you
(09:26):
now, right, get somebody to pickup the phone immediately and
schedule a consultation, and sowhat we're doing is targeting
potential clients who are readyto move forward.
So, let's say, you're in thedivorce space right, this would
be.
A Call Me Now campaign istargeting somebody who is either
ready to file for divorce nowor just found out that their
(09:48):
spouse filed for divorce Right,they need help immediately.
Ok, with this type of campaign,it's really important that
you've got a clear next stepbuilt out.
Either pick up the phone andcall, or perhaps you use an
online scheduler and you wantthem to book, or maybe you're
driving them to a contact formon your website right?
Any of those options can work.
(10:09):
The bottom line is you need toidentify one of them, and it
shouldn't be something likevisit the homepage of my website
right, it should be a clearnext step that is going to help
them get their consultationbooked.
Most of the time, I recommendthat you drive specifically to a
landing page, and I'll show yousome examples of that in just a
moment.
One last piece on this with aCall Me Now campaign, you got to
(10:33):
understand that these folks doneed help immediately and they
are looking to talk to someoneright away.
So if you don't have someoneavailable to answer the phone or
if you don't have a phoneservice, right, you want to
think through how can you getback to these leads immediately.
One of the easiest ways to dothat is to use an online
scheduler, something likeCalendly, where people can go
(10:54):
ahead and book theirconsultation.
But, bottom line, you need tohelp them take that next step
quickly.
So here's a visual right.
Another place we see a lot ofcall me now campaigns is in the
PI space, right, someone'sinjured in a car accident, so
we're going to put this ad intheir newsfeed.
Again, we get to decide who.
We want to see this stuff Addrops in the newsfeed when they
(11:16):
click on the button to book aconsultation, we're taking them
to a landing page.
We use a tool called Unbounceto build our landing pages.
There are other tools that canwork.
The bottom line is you reallydon't want to drive them to the
homepage of your website andwe'll talk about why in a couple
of minutes but the shortversion is we don't want them to
get lost.
We don't want them to get hungup reading your blog or your bio
(11:37):
or looking for you on a map.
We want to capture theircontact information right and
then they can read your blogs.
But that's why we use a landingpage, where really the only
option is for them to fill itout and then they can get more
information right.
So this landing page is 100%focused on selling them the
consultation.
(11:58):
Even though in this case it is afree consult, you still got to
work to make it kind of appearvaluable, get people excited
about it and ultimately turnthem into a leak right.
Another example we do a lot ofad campaigns in other languages
Spanish, arabic, believe it ornot.
If your law firm targetsclientele who speak other
(12:20):
languages other than English,then I'm even more excited about
the potential of a Facebook adcampaign for you, because we've
generally seen less competitionin Spanish speaking and Arabic
markets, right?
So it's definitely something tokeep in mind if you target
folks who speak a language otherthan English, all right.
(12:40):
Now let's contrast that withlead nurture.
Right, a lead nurture campaignis targeting those potential
clients who are not yet ready tohave a consultation.
We refer to this as, like, topof funnel or mid funnel.
These are people who arestarting to think about hiring
you or hiring an attorney, butthey're not ready to do it yet.
(13:01):
A good example would be, in thefamily law space somebody who's
considering divorce.
They're in an unhappyrelationship.
They've been unhappy for awhile.
They're starting to researchsome options, right, they're not
ready to have a consultation,but they are looking for
information.
They're researching, right.
And so the idea with a leadnurture campaign is you are
giving them something of valueto help them with that process.
(13:25):
Okay, a lead nurture campaignis still going to link to a
conversion oriented landing page.
The difference is it's going tobe asking them to download a
resource, right, not necessarilyschedule a consultation on, and
I'll show you an example ofthat in just a second here too.
And then, once these leads comein, you don't necessarily have
to call these people with thesame urgency that you do if they
(13:48):
requested a consultation.
In fact, you generally aren'tgoing to call these people at
all More.
What you're going to do isnurture it through some email
follow-up and maybe some otherfollow-up channels.
The idea is not to aggressivelypush them to have a
consultation.
It's more to nurture therelationship, continue to
provide value and that way, whenthey are ready to take that
(14:10):
next step, you are the personthat they booked that
consultation with, becauseyou've been a great resource to
them, kind of all along.
So here's how it works.
Here's an example.
So this is a lead magnet for aestate planning firm, right, and
here we're obviously targetingfolks that are beyond age 50 or
approaching age 50.
(14:31):
This is a resource entitledfive estate planning documents
you must have in place by age 50.
It shows up in the newsfeed,right.
They click the ad and now wetake them to a landing page and
again, it's not the homepage ofthe website.
We don't want them to get lost.
All we're doing here on thislanding page is asking for
(14:55):
information in order to sendthem the lead magnet that they
are interested in, right, so wecapture that information.
Once they fill out the form,then a couple of things happen.
It triggers what we call a dripcampaign, which is a series of
emails and this is something myteam builds out for our clients
all the time, using programslike MailChimp and some others
and the idea is the first emailis just going to deliver the
(15:16):
lead magnet.
So here is the estate planningdocument you asked for.
There's always going to be acall to action for them to go
ahead and take that next stepand book a consultation when
they're ready and that mightlook like just a little PS down
at the bottom that says hey,when you're ready for help with
this.
If you have questions aboutthis, if you would like our
(15:36):
assistance with this, click hereto book a consultation and then
, ultimately, you're going todrive them to your online
scheduler or maybe you've justgot your phone number right.
Whatever that next step youwant them to take, the bottom
line is the drip campaign isgoing to keep bringing them
value over.
You know, we have some clientswho have built this thing out as
long as like 180 days, rightwhen we're just continually
(16:00):
bringing them information, andit's another opportunity for
them ultimately to schedule aconsultation with you right,
where we're just continuallybringing them information and
it's another opportunity forthem ultimately to schedule a
consultation with you, right?
So that's how a lead nurturecampaign works.
To sort of compare and contrast,the call me now leads are the
hotter leads that are ready totake action immediately, right?
Those leads tend to.
(16:21):
On Facebook, we generally seean average of like 30 to $60 per
lead.
Now, that can vary a lot.
We have some clients drivingthem for cheaper.
Sometimes it's more expensive.
It depends on your practicearea, it depends on your market.
Yada, yada, yada, right.
But bottom line, 30 to $60 isthe general range we see.
Okay, now, a lead nurture leadis somebody that is not as hot
(16:46):
of a lead but is often going tobe a much lower cost lead.
We generally see in theneighborhood of 10 to $25 per
lead.
We also have plenty of clientswho are generating these for
like $2 a lead or $4 a lead,right?
So, depending on your market,depending on the offer, right,
(17:08):
this can actually be a reallygreat source of lower cost leads
that then require a little bitof nurture but then ultimately
end up being a very low cost ofacquisition when they ultimately
turn into a client.
Okay.
Bottom line almost every firmneeds to test both.
Don't make an assumption thatone's going to work better than
the other.
We've seen, for example, in theestate planning world.
We will often see lead nurturecampaigns work really well on
(17:32):
the estate planning side.
But then probate is a moreurgent situation.
So call me now ads work reallywell for probate In family law.
Somebody who's decided they'reready to move forward with
divorce or their spouse filedfor divorce, a call me now ad's
probably going to work reallywell.
But somebody who's in thatresearch stage, a lead nurture
(17:54):
campaign is going to work well.
So, generally speaking, youwant to test both, all right,
test both, all right.
That is sort of the high levelkind of how we approach this
strategically.
A reminder if you've gotquestions, feel free to drop
(18:15):
them in the chat.
I would be curious to know.
I know at least a few of youhave mentioned that you did run
Facebook ads in the past.
If you remember, I would loveto hear what strategy did you go
after?
Were you running more of thesecall me now, get a booking now?
Or were you giving away a freeresource or an ebook or
something like that?
Would love to kind of hear thatexperience in the chat.
(18:37):
All right.
So I gave you guys the highlevel and now I want to dive
into four very specific keys tosuccess Right.
These are four variables thatreally do make a huge, huge
difference in the ultimatesuccess or failure of your
campaign.
First is audience selection whoyou're targeting Right, and
(18:58):
we'll talk about that in asecond.
Second is you need to havefocused messaging right.
You need to be very clear onwhat problem you are solving for
folks.
Three, you need to have astrong landing page.
And four, you need to havestrong follow-up in process.
Without that, without afollow-up process, you're not
(19:18):
going to get nearly the returnon investment you could be
getting right.
Number one let's talk aboutaudience selection right.
There are a few different waysyou can build an audience.
The first is throughdemographics, using the data
that Facebook has right, andthat's the example that I showed
you, guys.
There are a couple other thingsyou can do as well.
If you have an email list, youshould load that email list, or
(19:39):
you should work with us andwe'll do it for you.
Load this email list into yourFacebook business manager and we
can then build a targetaudience based on that audience
right.
We can do two things.
We can create what's called alookalike audience, which is
basically when you tell Facebookhere are 300 past clients, now
go find me 500 more people wholook like these people.
(20:02):
And you can build what's calleda list-based audience, where
you're literally targeting thefolks on that email list.
Okay, two really good ways totarget Kind of.
The fourth piece is retargetingright.
So we use what's called aFacebook pixel.
We put it on your website andthat means when someone visits
your website, we can then followthem around every time they log
(20:26):
into Facebook and Instagram andcontinually put your ads in
front of them.
Really powerful.
The whole key here is we wantto get your ads in front of the
right people.
If you have tried Facebook adsin the past, if they haven't
worked for you, that's going tobe.
My first question is what didyour audience look like?
Number two is your messagingneeds to be really clear and
(20:49):
really focused.
You need to focus on a specificproblem.
This is an example of an adthat does not do that.
I saw this on my newsfeed justthe other day.
I tried to blur out theidentifying information to
protect the innocent or protectthe guilty in this case.
But the copy here is this lawfirm can now assist you through
remote calls, emails and ordigital means.
(21:09):
Call us to see how we can help,and we've got their phone
number.
This tells you nothing, right?
All this tells me is how to geta hold of this law firm.
Okay, that does not work.
You need to be specific aboutthe problem you're going to
solve.
That does not work.
You need to be specific aboutthe problem you're going to
solve.
In contrast, this is very clearabout the specific problem that
(21:31):
you're going to solve.
If you were injured in a caraccident, we can help.
Most people who see this adweren't injured in a car
accident and they're going toskip it.
Those who were injured in a caraccident it's got their
attention and we're telling themwhat to do next.
We're speaking to a veryspecific problem.
The second thing is you want tonot just be purely factual about
it, and this can be hard in thelaw firm space, right?
(21:53):
We want to put some empathyinto this and understand where
our potential clients areemotionally.
So this is an example, right?
This copy up at the top here isreally targeting sort of the
emotional state more than justgoing straight into the legal
problem, right?
So how much better would yousleep at night knowing that your
(22:14):
kids are protected because youhave an estate plan in place,
right?
It makes that emotional appeal.
Again, people may.
I think.
The saying is which I've justfound to be very, very true is
people make decisionsemotionally and then they
justify it with logic, right?
So when you can really speak tothe emotions, you are going to
be more persuasive.
(22:34):
Third piece is you need tooffer a very clear, direct call
to action.
Tell them what to do next.
Okay, example here click belowto schedule your free
consultation, and if you clickthat link, it's going to take
them to a landing page that'sgoing to tell them exactly how
to do it.
Okay, clear, specific messaging.
Third piece landing pages.
(22:56):
All right, if we're drivingtraffic somewhere, then how that
page performs is going to makeall the difference.
Do not use your websitehomepage.
I already talked about why wedon't want people to get lost,
right?
A few things that make a goodlanding page.
One is you don't want to have anavigation menu.
You don't want to have a menuup at the top that takes them to
(23:17):
your blog and to your bio andto your practice areas, right,
because they get lost.
Your landing page should givethem only two options.
Option one is fill out the form, or option two is hit back
right and leave.
Okay, the landing page has onejob, and it's to convert the
lead right.
This is where the magic happens.
You convert them into a lead.
Okay, don't ask for more thanyou need.
(23:39):
Right, on this landing page,we've got one, two, three, four,
five fields that we used veryspecifically because this was
the information that thisspecific law firm needed in
order to evaluate whether a leadwas qualified or not.
The more information you askfor at this stage, the less
people are going to fill outyour form.
Okay, now, it is a little bitof a yin and yang, right,
(24:00):
because in some cases, you doneed to get more information
than just their name and theiremail address, because you want
to know if they're in your, ifthey're in the right zip code,
right, and so it's fine to askfor the information you need,
but don't ask for moreinformation than you need, okay.
Last piece here is make sureit's mobile friendly.
Something like 60 to 70% of thetraffic we see to landing pages
(24:26):
is on a mobile device, so youneed to be sure that your
landing page is mobile friendly.
All right.
Last piece here really criticalfor a successful ad campaign is
you have to have follow-up inplace.
First thing to know is thatemail automations are really
important, even if you have ateam ready to respond
immediately during businesshours.
(24:48):
We often see a lot of theseleads come in late at night,
early in the morning 3 amsometimes Right and you most
likely don't have a team sittingthere ready to respond to an
email immediately.
At the same time, if they don'tget an immediate response, they
might wonder if their form fillwas even successful and they go
look for another firm and blah,blah, blah.
(25:09):
So you need to have an emailautomation so that right away,
no matter what time they fillout your landing page, they're
going to get a notification andemail that says we got your
information and here's what todo next.
I also then recommend yoursales and intake team follow up
personally as soon as possibleas well.
Most people can tell thedifference between an automated
(25:29):
email and a personal follow up.
There's room for both.
Okay.
Next item is understand thatsome of these people are going
to take more than a few days toconvert right.
So we use drip campaigns thatcan be stretched out as much as,
like, six to nine months, andwe love to put people on an
email newsletter where they'regoing to continually get a
(25:50):
reminder from you every coupleof weeks or every month.
Right, so you stay top of mindwith them.
The analogy I always give withthis if you're a football fan,
you understand this.
Right, you're driving the balldown the field, you get to the
goal line, and it's the mostfrustrating thing in the world
when you can't actually punch itin and score a touchdown.
Right, the follow-up is gettingthe ball across the goal line.
(26:11):
Okay, you've done all this workto generate leads, you've
targeted the right audience,you've built the landing page,
but if you don't have follow-upin place, you're fumbling the
ball at the goal line.
Right, you're not actuallytaking it across, okay, so
follow-up is really, reallyimportant.
Last thing I'm going to share ishow to budget, but I do want to
jump into Jenna's question,because that's a really good one
(26:32):
.
Jenna asked about landing pageversus native Facebook forms.
We test both.
I don't have an example on here, but just for anybody that's
not familiar, a Facebook formwould be when you click the ad
instead of being directed to alanding page, it's just going to
pop up a form directly onFacebook and, jenna, most of the
(26:53):
time, we actually do see thosework fairly well.
The key is you've got to ask theright qualifying questions.
If you don't ask qualifyingquestions, you're going to get a
lot of spam submissions, and soyou know, depending on you know
what you need to know todetermine whether someone's a
qualified lead or not.
Just be sure you build thoseinto your Facebook form and when
(27:14):
you, if you do that, it'sabsolutely worth testing.
We have some clients whoconvert better through forms.
We have others who convertbetter through landing pages.
Just kind of the general ruleof marketing is you really need
to test in order to figure outwhat's actually going to work.
So I recommend testing both.
We do have plenty of clientsthat were running native forms
(27:36):
and they work well.
Awesome question, all right.
So last piece here, just to giveyou some general thoughts on
budgeting.
Okay, here's what you got toknow.
There are two costs you need tothink about.
One is an ad spend which ispaid directly to Facebook and
Instagram, and the second is amanagement cost, right?
And that is if you work with a,an agency like ours, you're
(27:59):
paying it to us.
If your internal team is doingit, then you're paying your
internal team to do it right.
It takes a lot of time andenergy to manage a campaign and
somebody's got to do it right.
So those are your two costs.
It's the direct ad spend goingstraight to Facebook, and then
it's some level of managementcosts.
Just to give you some ballparks,we see an average cost per
(28:21):
impression of about two cents.
So every impression that youcreate with your ad on average
is going to cost about two cents.
Now, this can vary a lot, butthat's a good benchmark.
The average click-through ratethat we see is about 1%.
So on average, for everyhundred people that see your ad,
one person is going to clickthrough to your landing page.
(28:44):
Average cost per click is about$2.
Again, this varies based onyour market and your practice
area, but as a general rule,cost per click averages around
$2.
And we see an averageconversion rate on landing pages
of 8% to 10%.
Being conservative, going with8%, what this means is, for
every 100 people that make it toyour landing page, about 8% of
(29:08):
them are going to convert.
If you add that all up, itmeans your average cost per lead
is $25.
So an $1,000 spend is, onaverage, going to produce the
following it's going to produceabout 50,000 impressions, which
is going to lead to 500 clicksright, because about 1% are
(29:29):
actually going to click throughand then that's going to lead to
about 40 leads.
Okay, $2,000 spend is going todouble all of that 100,000
impressions, 1,000 clicks, 80leads, right.
So those are just some roughnumbers.
Now, obviously, what reallymatters to your law firm is not
just your cost per lead and thevolume of leads you're creating,
(29:50):
but how many of those leads areactually converting into
clients, right, and that's ametric that's really important
to track and that's why the costof acquisition that we talked
about earlier is so important.
If you're willing to spend$2,500 to attract a new client
because he's worth $25,000 toyour law firm, well, that gives
us a really good benchmark tosort of just assess whether
(30:14):
these campaigns are performing.
So there's sort of a ballparkin terms of budgeting and kind
of how to think about how muchto spend and where to spend and
all of that.
Julie asked do we handle allaspects of social media or just
paid ads?
On Facebook?
We do a lot more than paid ads.
We also do organic content.
(30:34):
They work really well insynergy with each other.
Obviously, the focus of thiswebinar is just paid ads, but
yes, we do more than that.
Of this webinar is is just paidads, but yes, we do more than
that.
Um, julie, I would suggest, ifyou, if you want to know more,
book with Jana and she can kindof walk you through kind of kind
of the process, but social, onpaid ads, we do get into web
(30:55):
management and sort of severalother areas as well email
marketing, basically everythingthat I've walked you through
today we do, and then plus somemore.
Okay, so wrap up and then I'mhappy to take some questions.
There are basically three waysto get this done right.
I just walked you guys throughthe strategy kind of how to make
(31:17):
that decision of whether or notFacebook ads make sense for
your law firm.
I walked you through ourcampaign structure, walked you
through sort of four differentkeys to success, and then we
just talked about budgeting.
So if you've been on thiswebinar for the last almost an
hour and this is something thatmakes sense to you and it makes
(31:37):
strategic sense you basicallygot three options.
Number one is to do it yourself.
If you are an attorney and youare on this webinar, please
don't do it right.
The amount of time it's goingto take you and the amount of
frustration it's going to create.
This may sound self-serving,but it is not the best use of
your time and energy.
You can bill your clients amuch higher rate per hour than
(32:00):
what you would pay a firm likeours to manage this for you,
right?
Don't do it yourself.
If you're an attorney, anin-house social manager is an
option, right, and some of youmay be, you know, on the
marketing team, or you may be amarketing coordinator, and maybe
this is something that couldfall within your wheelhouse.
The thing I will tell you is ittakes a lot of time and
(32:23):
attention and energy to do thisat a high level.
Right, there are a lot ofvariables that need to be
considered beyond just creatingan ad, boosting an ad.
Right, your audience matters,your retargeting setup matters,
your landing page matters, yourdrip campaigns matter.
There is a lot that goes intothis.
So if you have a full-time,paid social media manager, then
(32:46):
this can make sense to be donein-house If you are a marketing
manager, marketing coordinatorunless you want to spend 80% of
your time doing this.
I personally don't recommendtrying to do it yourself, which
leads to option number three,which is hire somebody on the
outside to do it right, andthere are plenty of agencies out
(33:07):
there.
I would, from my very biasedperspective, share with you that
, like, hey, we do a lot of this.
We are laser focused on this.
If you are thinking aboutFacebook ads, we'd love to have
a conversation, but sure thereare others out there.
End of the day, I eitherrecommend work with an outside
(33:27):
expert or, if you are going todo it internally, you want to be
sure you have somebody who iskind of there just about their
full-time job.
Hey, thank you all for beinghere.
Great chatting, and we will seeyou next time.
Have a great day.
Welcome to the Law Firm Marketing Minute.
This is part two on theFacebook ad mini-series, part
two of two, and on this one wereally dive into the meat and
bones of what makes Facebook adssuccessful, All the things that
tie into it, including yourbudget, your audience, your
landing pages, all that kind ofstuff.
(00:20):
So tune in as Danny Deckerexplains what has worked for him
over the past 10-ish years andwhat can work for your law firm.
Hope you enjoy.
Speaker 2 (00:29):
Three strategic questions to answer before you
get going with your Facebook adcampaign.
Number one what specificallyare you trying to sell?
It is a big mistake to jump ona Facebook ad campaign and just
promote four different practiceareas all at once.
You don't want to run an adwhere you're talking about your
(00:52):
family law and your estateplanning and your immigration
services.
You want to speak to a specificproblem that you are going to
solve for your prospectiveclients, and so, before you even
get there, you need to decidewhat is your focus going to?
Be right, maybe you havemultiple practice areas, maybe
you have multiple offices indifferent locations all well and
(01:12):
good, but where do we want tostart when it comes to promoting
your services?
What specifically do you wantto sell?
And then next thing you've gotto do is decide specifically who
you want to attract.
Right, what type of clients doyou want to attract?
Because you want to be clear,as clear as possible on who you
(01:33):
want to attract with your ads.
You think about that examplethat I showed you a few minutes
ago, where we had a clientavatar that was basically moms
with young children that were inthe top 25% in terms of
household income.
That's a clear client avatar.
You want to be able to thinkabout your targeting that
specifically.
(01:53):
And then third question isgetting into what I call some of
the money math, right, which iswhat are you looking to
accomplish with the financialresources that you're investing
into this campaign?
The number one question thatyou want to answer is what is
your target cost of acquisition,which is a fancy way of saying
(02:14):
how much are you willing to payfor a new client?
Right?
And that answer is going to bedifferent for each of you
because your firms are different.
And that answer is going to bedifferent for each of you
because your firms are different, right?
Some of you may, you know, I'vetalked to I don't know if
there's any immigration firms onhere now, but you know I've
talked to immigration firms thatyou know their average case
value is $2,000, $2,500.
(02:36):
And then we work with plenty offamily law firms who will, you
know, potentially bill $40,000or $50,000 in a high net worth
divorce right.
So, obviously, your cost ofacquisition is going to be very
different, but I'm going to walkyou through a process that you
can use to sort of at leastballpark this.
And this is really importantbecause, as you're thinking
about budgeting for your adcampaigns and assessing whether
(02:59):
you're successful or not.
This type of information iswhat you base that on, right?
So some hypothetical numbers,right?
The first thing we're going todo is calculate average client
lifetime value, and that's goingto be made up of a couple of
different things.
I'm going to throw some numbersout here.
Let's imagine this is a familylaw firm, right?
Maybe slightly higher pricethan average, maybe in a
(03:21):
mid-market town like Charlotte,and let's think through the fact
that there are typically goingto be more than one engagement,
right?
So first time you work with aclient, how much are you, on
average, going to be chargingthem?
This example $7,500.
But from conversations withmany law firms, we understand
many of you will then havemultiple engagements, maybe a
(03:43):
modification down the road,right?
And so what is that secondengagement going to be worth on
average?
In this case, let's throw$5,000 out there.
And so what this has created isa direct client value of
$12,500.
On average, that is what aclient is going to be worth to
this law firm $12,500.
(04:06):
Okay, but we're not done yet,because many times clients,
especially when you have a goodexperience with them, are going
to make referrals and you mayhave some clients that make
multiple referrals.
You may have other clients thatmake no referrals.
Just to make the math easy, I'msaying let's assume that each
client, on average, at somepoint during the duration of
(04:29):
your relationship with them, isgoing to make a referral.
Okay, if they make one referralnow you've bumped your client
lifetime value all the way to$25,000.
In other words, that new clientthat you brought in the door
might be worth $7,500 today, butover the next several years
they're going to re-engage you,they're going to make a referral
and they're ultimately going tobe worth $25,000 to you.
(04:53):
It's important that you do thisbecause otherwise you might
limit yourself, right?
If you just take this exactexample and say, no, this client
is only worth $7,500 to my firm, well, now you're not looking
at the full picture, you're notrecognizing the amount of value
that a new client represents,and so you're probably going to
undersell this next step, right?
Which is what are you willingto spend in order to attract
(05:18):
this client that's going to beworth $25,000?
No right or wrong answer, butjust sort of a rule of thumb
that we use a lot is a 10%target cost of acquisition, in
other words, to attract a clientworth $25,000 to your law firm.
You may be willing to spend upto $2,500, right?
(05:38):
Again, these are just sort ofhypothetical numbers.
You can plug them in for yourown firm.
But the bottom line is is Iwant you to end up with a target
cost of acquisition, becausethat is ultimately how you
assess whether this stuff isworking Right.
So let's say, this firm with thetarget cost of acquisition
spends $5,000 on Facebook adsand only generates one client
(06:01):
out of it.
You know they are behind theeight ball right.
They would want, with thatspend, to have generated at
least two clients.
Now, often it takes a littletime to massage things and test
and really get things working.
But the reality is, if, evenafter making those improvements,
you're not hitting your targetcost of acquisition, well, maybe
(06:21):
that Facebook campaign isn'tworking the way you want it to
and it's not a great fit foryour firm, right?
Conversely, maybe you'vegenerated four clients with that
$5,000 spend and life is great,and now you actually want to go
ahead and increase your spendand even get more of those folks
right.
So this is the type of maththat you need to do, right?
You want to have a big pictureidea.
(06:43):
What is your target cost ofacquisition?
This isn't, by the way, justsomething you need to think
about for Facebook ads.
This is really something youwant to think about, no matter
what type of marketing you'rerunning right.
So you want to have that targetcost of acquisition.
How much are you willing tospend to attract a new client?
Speaker 3 (07:01):
Hey there, Jana, here .
I hope you're enjoying thisepisode and we will get right
back to it in a minute.
Listen, out of all the thingsDanny has taught me about
marketing, one of his bestlessons is that the hammer is a
great tool, but it's pretty muchuseless if you need to get a
screw in the wall.
Marketing is the same way.
There are so many tools, butthe ones that make sense for
(07:21):
your law firm depend on yourgoals.
So when you have 30 minutes totalk about strategy and tools,
I'd love to share proven tactics, some free resources and
possible courses of action.
Check the podcast descriptionto reserve the best time for you
, and I look forward to talkingmore.
Now let's get back to theepisode.
Speaker 2 (07:38):
I'm going to keep rolling here, but just to kind
of recap that, the threequestions you really want to
answer before you jump into thisare one what is the specific
practice area you want topromote?
Two who do you want to attract?
And then three how much are youwilling to spend in order to
(08:00):
attract a new client?
You want to answer these threestrategic questions before you
begin a campaign.
Again, this is something thatwe are happy to talk you through
.
This is sort of part of ourprocess of onboarding new
clients.
So, jana, if you don't minddropping in the chat that link,
if you'd like to schedule aone-on-one conversation and sort
(08:21):
of talk through these variableswith our team, we will be happy
to do that with you.
Also, jana, I see you droppedthe ideal client checklist in
there.
Awesome, that's a resource Isuggest you guys download.
If you're thinking about aFacebook ad campaign or really
any type of marketing campaign,you want to be crystal clear on
what your client avatar lookslike.
(08:41):
So, with that said, let's getinto the weeds of Facebook ads a
little bit.
We use basically two differentcampaign structures the first
one we refer to as a call me nowcampaign and the second we
refer to as a lead nurturecampaign.
These are different campaignswith a different call to action.
(09:04):
They both have a lot of valueto most law firms and so
understand.
This isn't meant to be aneither or right.
Generally speaking, I'm goingto want you to test both.
But here's what we're going todo.
I'm going to walk you throughfirst how a call me now campaign
works.
It's exactly what it soundslike.
The objective of this campaignis to get someone to call you
(09:26):
now, right, get somebody to pickup the phone immediately and
schedule a consultation, and sowhat we're doing is targeting
potential clients who are readyto move forward.
So, let's say, you're in thedivorce space right, this would
be.
A Call Me Now campaign istargeting somebody who is either
ready to file for divorce nowor just found out that their
(09:48):
spouse filed for divorce Right,they need help immediately.
Ok, with this type of campaign,it's really important that
you've got a clear next stepbuilt out.
Either pick up the phone andcall, or perhaps you use an
online scheduler and you wantthem to book, or maybe you're
driving them to a contact formon your website right?
Any of those options can work.
(10:09):
The bottom line is you need toidentify one of them, and it
shouldn't be something likevisit the homepage of my website
right, it should be a clearnext step that is going to help
them get their consultationbooked.
Most of the time, I recommendthat you drive specifically to a
landing page, and I'll show yousome examples of that in just a
moment.
One last piece on this with aCall Me Now campaign, you got to
(10:33):
understand that these folks doneed help immediately and they
are looking to talk to someoneright away.
So if you don't have someoneavailable to answer the phone or
if you don't have a phoneservice, right, you want to
think through how can you getback to these leads immediately.
One of the easiest ways to dothat is to use an online
scheduler, something likeCalendly, where people can go
(10:54):
ahead and book theirconsultation.
But, bottom line, you need tohelp them take that next step
quickly.
So here's a visual right.
Another place we see a lot ofcall me now campaigns is in the
PI space, right, someone'sinjured in a car accident, so
we're going to put this ad intheir newsfeed.
Again, we get to decide who.
We want to see this stuff Addrops in the newsfeed when they
(11:16):
click on the button to book aconsultation, we're taking them
to a landing page.
We use a tool called Unbounceto build our landing pages.
There are other tools that canwork.
The bottom line is you reallydon't want to drive them to the
homepage of your website andwe'll talk about why in a couple
of minutes but the shortversion is we don't want them to
get lost.
We don't want them to get hungup reading your blog or your bio
(11:37):
or looking for you on a map.
We want to capture theircontact information right and
then they can read your blogs.
But that's why we use a landingpage, where really the only
option is for them to fill itout and then they can get more
information right.
So this landing page is 100%focused on selling them the
consultation.
(11:58):
Even though in this case it is afree consult, you still got to
work to make it kind of appearvaluable, get people excited
about it and ultimately turnthem into a leak right.
Another example we do a lot ofad campaigns in other languages
Spanish, arabic, believe it ornot.
If your law firm targetsclientele who speak other
(12:20):
languages other than English,then I'm even more excited about
the potential of a Facebook adcampaign for you, because we've
generally seen less competitionin Spanish speaking and Arabic
markets, right?
So it's definitely something tokeep in mind if you target
folks who speak a language otherthan English, all right.
(12:40):
Now let's contrast that withlead nurture.
Right, a lead nurture campaignis targeting those potential
clients who are not yet ready tohave a consultation.
We refer to this as, like, topof funnel or mid funnel.
These are people who arestarting to think about hiring
you or hiring an attorney, butthey're not ready to do it yet.
(13:01):
A good example would be, in thefamily law space somebody who's
considering divorce.
They're in an unhappyrelationship.
They've been unhappy for awhile.
They're starting to researchsome options, right, they're not
ready to have a consultation,but they are looking for
information.
They're researching, right.
And so the idea with a leadnurture campaign is you are
giving them something of valueto help them with that process.
(13:25):
Okay, a lead nurture campaignis still going to link to a
conversion oriented landing page.
The difference is it's going tobe asking them to download a
resource, right, not necessarilyschedule a consultation on, and
I'll show you an example ofthat in just a second here too.
And then, once these leads comein, you don't necessarily have
to call these people with thesame urgency that you do if they
(13:48):
requested a consultation.
In fact, you generally aren'tgoing to call these people at
all More.
What you're going to do isnurture it through some email
follow-up and maybe some otherfollow-up channels.
The idea is not to aggressivelypush them to have a
consultation.
It's more to nurture therelationship, continue to
provide value and that way, whenthey are ready to take that
(14:10):
next step, you are the personthat they booked that
consultation with, becauseyou've been a great resource to
them, kind of all along.
So here's how it works.
Here's an example.
So this is a lead magnet for aestate planning firm, right, and
here we're obviously targetingfolks that are beyond age 50 or
approaching age 50.
(14:31):
This is a resource entitledfive estate planning documents
you must have in place by age 50.
It shows up in the newsfeed,right.
They click the ad and now wetake them to a landing page and
again, it's not the homepage ofthe website.
We don't want them to get lost.
All we're doing here on thislanding page is asking for
(14:55):
information in order to sendthem the lead magnet that they
are interested in, right, so wecapture that information.
Once they fill out the form,then a couple of things happen.
It triggers what we call a dripcampaign, which is a series of
emails and this is something myteam builds out for our clients
all the time, using programslike MailChimp and some others
and the idea is the first emailis just going to deliver the
(15:16):
lead magnet.
So here is the estate planningdocument you asked for.
There's always going to be acall to action for them to go
ahead and take that next stepand book a consultation when
they're ready and that mightlook like just a little PS down
at the bottom that says hey,when you're ready for help with
this.
If you have questions aboutthis, if you would like our
(15:36):
assistance with this, click hereto book a consultation and then
, ultimately, you're going todrive them to your online
scheduler or maybe you've justgot your phone number right.
Whatever that next step youwant them to take, the bottom
line is the drip campaign isgoing to keep bringing them
value over.
You know, we have some clientswho have built this thing out as
long as like 180 days, rightwhen we're just continually
(16:00):
bringing them information, andit's another opportunity for
them ultimately to schedule aconsultation with you right,
where we're just continuallybringing them information and
it's another opportunity forthem ultimately to schedule a
consultation with you, right?
So that's how a lead nurturecampaign works.
To sort of compare and contrast,the call me now leads are the
hotter leads that are ready totake action immediately, right?
Those leads tend to.
(16:21):
On Facebook, we generally seean average of like 30 to $60 per
lead.
Now, that can vary a lot.
We have some clients drivingthem for cheaper.
Sometimes it's more expensive.
It depends on your practicearea, it depends on your market.
Yada, yada, yada, right.
But bottom line, 30 to $60 isthe general range we see.
Okay, now, a lead nurture leadis somebody that is not as hot
(16:46):
of a lead but is often going tobe a much lower cost lead.
We generally see in theneighborhood of 10 to $25 per
lead.
We also have plenty of clientswho are generating these for
like $2 a lead or $4 a lead,right?
So, depending on your market,depending on the offer, right,
(17:08):
this can actually be a reallygreat source of lower cost leads
that then require a little bitof nurture but then ultimately
end up being a very low cost ofacquisition when they ultimately
turn into a client.
Okay.
Bottom line almost every firmneeds to test both.
Don't make an assumption thatone's going to work better than
the other.
We've seen, for example, in theestate planning world.
We will often see lead nurturecampaigns work really well on
(17:32):
the estate planning side.
But then probate is a moreurgent situation.
So call me now ads work reallywell for probate In family law.
Somebody who's decided they'reready to move forward with
divorce or their spouse filedfor divorce, a call me now ad's
probably going to work reallywell.
But somebody who's in thatresearch stage, a lead nurture
(17:54):
campaign is going to work well.
So, generally speaking, youwant to test both, all right,
test both, all right.
That is sort of the high levelkind of how we approach this
strategically.
A reminder if you've gotquestions, feel free to drop
(18:15):
them in the chat.
I would be curious to know.
I know at least a few of youhave mentioned that you did run
Facebook ads in the past.
If you remember, I would loveto hear what strategy did you go
after?
Were you running more of thesecall me now, get a booking now?
Or were you giving away a freeresource or an ebook or
something like that?
Would love to kind of hear thatexperience in the chat.
(18:37):
All right.
So I gave you guys the highlevel and now I want to dive
into four very specific keys tosuccess Right.
These are four variables thatreally do make a huge, huge
difference in the ultimatesuccess or failure of your
campaign.
First is audience selection whoyou're targeting Right, and
(18:58):
we'll talk about that in asecond.
Second is you need to havefocused messaging right.
You need to be very clear onwhat problem you are solving for
folks.
Three, you need to have astrong landing page.
And four, you need to havestrong follow-up in process.
Without that, without afollow-up process, you're not
(19:18):
going to get nearly the returnon investment you could be
getting right.
Number one let's talk aboutaudience selection right.
There are a few different waysyou can build an audience.
The first is throughdemographics, using the data
that Facebook has right, andthat's the example that I showed
you, guys.
There are a couple other thingsyou can do as well.
If you have an email list, youshould load that email list, or
(19:39):
you should work with us andwe'll do it for you.
Load this email list into yourFacebook business manager and we
can then build a targetaudience based on that audience
right.
We can do two things.
We can create what's called alookalike audience, which is
basically when you tell Facebookhere are 300 past clients, now
go find me 500 more people wholook like these people.
(20:02):
And you can build what's calleda list-based audience, where
you're literally targeting thefolks on that email list.
Okay, two really good ways totarget Kind of.
The fourth piece is retargetingright.
So we use what's called aFacebook pixel.
We put it on your website andthat means when someone visits
your website, we can then followthem around every time they log
(20:26):
into Facebook and Instagram andcontinually put your ads in
front of them.
Really powerful.
The whole key here is we wantto get your ads in front of the
right people.
If you have tried Facebook adsin the past, if they haven't
worked for you, that's going tobe.
My first question is what didyour audience look like?
Number two is your messagingneeds to be really clear and
(20:49):
really focused.
You need to focus on a specificproblem.
This is an example of an adthat does not do that.
I saw this on my newsfeed justthe other day.
I tried to blur out theidentifying information to
protect the innocent or protectthe guilty in this case.
But the copy here is this lawfirm can now assist you through
remote calls, emails and ordigital means.
(21:09):
Call us to see how we can help,and we've got their phone
number.
This tells you nothing, right?
All this tells me is how to geta hold of this law firm.
Okay, that does not work.
You need to be specific aboutthe problem you're going to
solve.
That does not work.
You need to be specific aboutthe problem you're going to
solve.
In contrast, this is very clearabout the specific problem that
(21:31):
you're going to solve.
If you were injured in a caraccident, we can help.
Most people who see this adweren't injured in a car
accident and they're going toskip it.
Those who were injured in a caraccident it's got their
attention and we're telling themwhat to do next.
We're speaking to a veryspecific problem.
The second thing is you want tonot just be purely factual about
it, and this can be hard in thelaw firm space, right?
(21:53):
We want to put some empathyinto this and understand where
our potential clients areemotionally.
So this is an example, right?
This copy up at the top here isreally targeting sort of the
emotional state more than justgoing straight into the legal
problem, right?
So how much better would yousleep at night knowing that your
(22:14):
kids are protected because youhave an estate plan in place,
right?
It makes that emotional appeal.
Again, people may.
I think.
The saying is which I've justfound to be very, very true is
people make decisionsemotionally and then they
justify it with logic, right?
So when you can really speak tothe emotions, you are going to
be more persuasive.
(22:34):
Third piece is you need tooffer a very clear, direct call
to action.
Tell them what to do next.
Okay, example here click belowto schedule your free
consultation, and if you clickthat link, it's going to take
them to a landing page that'sgoing to tell them exactly how
to do it.
Okay, clear, specific messaging.
Third piece landing pages.
(22:56):
All right, if we're drivingtraffic somewhere, then how that
page performs is going to makeall the difference.
Do not use your websitehomepage.
I already talked about why wedon't want people to get lost,
right?
A few things that make a goodlanding page.
One is you don't want to have anavigation menu.
You don't want to have a menuup at the top that takes them to
(23:17):
your blog and to your bio andto your practice areas, right,
because they get lost.
Your landing page should givethem only two options.
Option one is fill out the form, or option two is hit back
right and leave.
Okay, the landing page has onejob, and it's to convert the
lead right.
This is where the magic happens.
You convert them into a lead.
Okay, don't ask for more thanyou need.
(23:39):
Right, on this landing page,we've got one, two, three, four,
five fields that we used veryspecifically because this was
the information that thisspecific law firm needed in
order to evaluate whether a leadwas qualified or not.
The more information you askfor at this stage, the less
people are going to fill outyour form.
Okay, now, it is a little bitof a yin and yang, right,
(24:00):
because in some cases, you doneed to get more information
than just their name and theiremail address, because you want
to know if they're in your, ifthey're in the right zip code,
right, and so it's fine to askfor the information you need,
but don't ask for moreinformation than you need, okay.
Last piece here is make sureit's mobile friendly.
Something like 60 to 70% of thetraffic we see to landing pages
(24:26):
is on a mobile device, so youneed to be sure that your
landing page is mobile friendly.
All right.
Last piece here really criticalfor a successful ad campaign is
you have to have follow-up inplace.
First thing to know is thatemail automations are really
important, even if you have ateam ready to respond
immediately during businesshours.
(24:48):
We often see a lot of theseleads come in late at night,
early in the morning 3 amsometimes Right and you most
likely don't have a team sittingthere ready to respond to an
email immediately.
At the same time, if they don'tget an immediate response, they
might wonder if their form fillwas even successful and they go
look for another firm and blah,blah, blah.
(25:09):
So you need to have an emailautomation so that right away,
no matter what time they fillout your landing page, they're
going to get a notification andemail that says we got your
information and here's what todo next.
I also then recommend yoursales and intake team follow up
personally as soon as possibleas well.
Most people can tell thedifference between an automated
(25:29):
email and a personal follow up.
There's room for both.
Okay.
Next item is understand thatsome of these people are going
to take more than a few days toconvert right.
So we use drip campaigns thatcan be stretched out as much as,
like, six to nine months, andwe love to put people on an
email newsletter where they'regoing to continually get a
(25:50):
reminder from you every coupleof weeks or every month.
Right, so you stay top of mindwith them.
The analogy I always give withthis if you're a football fan,
you understand this.
Right, you're driving the balldown the field, you get to the
goal line, and it's the mostfrustrating thing in the world
when you can't actually punch itin and score a touchdown.
Right, the follow-up is gettingthe ball across the goal line.
(26:11):
Okay, you've done all this workto generate leads, you've
targeted the right audience,you've built the landing page,
but if you don't have follow-upin place, you're fumbling the
ball at the goal line.
Right, you're not actuallytaking it across, okay, so
follow-up is really, reallyimportant.
Last thing I'm going to share ishow to budget, but I do want to
jump into Jenna's question,because that's a really good one
(26:32):
.
Jenna asked about landing pageversus native Facebook forms.
We test both.
I don't have an example on here, but just for anybody that's
not familiar, a Facebook formwould be when you click the ad
instead of being directed to alanding page, it's just going to
pop up a form directly onFacebook and, jenna, most of the
(26:53):
time, we actually do see thosework fairly well.
The key is you've got to ask theright qualifying questions.
If you don't ask qualifyingquestions, you're going to get a
lot of spam submissions, and soyou know, depending on you know
what you need to know todetermine whether someone's a
qualified lead or not.
Just be sure you build thoseinto your Facebook form and when
(27:14):
you, if you do that, it'sabsolutely worth testing.
We have some clients whoconvert better through forms.
We have others who convertbetter through landing pages.
Just kind of the general ruleof marketing is you really need
to test in order to figure outwhat's actually going to work.
So I recommend testing both.
We do have plenty of clientsthat were running native forms
(27:36):
and they work well.
Awesome question, all right.
So last piece here, just to giveyou some general thoughts on
budgeting.
Okay, here's what you got toknow.
There are two costs you need tothink about.
One is an ad spend which ispaid directly to Facebook and
Instagram, and the second is amanagement cost, right?
And that is if you work with a,an agency like ours, you're
(27:59):
paying it to us.
If your internal team is doingit, then you're paying your
internal team to do it right.
It takes a lot of time andenergy to manage a campaign and
somebody's got to do it right.
So those are your two costs.
It's the direct ad spend goingstraight to Facebook, and then
it's some level of managementcosts.
Just to give you some ballparks,we see an average cost per
(28:21):
impression of about two cents.
So every impression that youcreate with your ad on average
is going to cost about two cents.
Now, this can vary a lot, butthat's a good benchmark.
The average click-through ratethat we see is about 1%.
So on average, for everyhundred people that see your ad,
one person is going to clickthrough to your landing page.
(28:44):
Average cost per click is about$2.
Again, this varies based onyour market and your practice
area, but as a general rule,cost per click averages around
$2.
And we see an averageconversion rate on landing pages
of 8% to 10%.
Being conservative, going with8%, what this means is, for
every 100 people that make it toyour landing page, about 8% of
(29:08):
them are going to convert.
If you add that all up, itmeans your average cost per lead
is $25.
So an $1,000 spend is, onaverage, going to produce the
following it's going to produceabout 50,000 impressions, which
is going to lead to 500 clicksright, because about 1% are
(29:29):
actually going to click throughand then that's going to lead to
about 40 leads.
Okay, $2,000 spend is going todouble all of that 100,000
impressions, 1,000 clicks, 80leads, right.
So those are just some roughnumbers.
Now, obviously, what reallymatters to your law firm is not
just your cost per lead and thevolume of leads you're creating,
(29:50):
but how many of those leads areactually converting into
clients, right, and that's ametric that's really important
to track and that's why the costof acquisition that we talked
about earlier is so important.
If you're willing to spend$2,500 to attract a new client
because he's worth $25,000 toyour law firm, well, that gives
us a really good benchmark tosort of just assess whether
(30:14):
these campaigns are performing.
So there's sort of a ballparkin terms of budgeting and kind
of how to think about how muchto spend and where to spend and
all of that.
Julie asked do we handle allaspects of social media or just
paid ads?
On Facebook?
We do a lot more than paid ads.
We also do organic content.
(30:34):
They work really well insynergy with each other.
Obviously, the focus of thiswebinar is just paid ads, but
yes, we do more than that.
Of this webinar is is just paidads, but yes, we do more than
that.
Um, julie, I would suggest, ifyou, if you want to know more,
book with Jana and she can kindof walk you through kind of kind
of the process, but social, onpaid ads, we do get into web
(30:55):
management and sort of severalother areas as well email
marketing, basically everythingthat I've walked you through
today we do, and then plus somemore.
Okay, so wrap up and then I'mhappy to take some questions.
There are basically three waysto get this done right.
I just walked you guys throughthe strategy kind of how to make
(31:17):
that decision of whether or notFacebook ads make sense for
your law firm.
I walked you through ourcampaign structure, walked you
through sort of four differentkeys to success, and then we
just talked about budgeting.
So if you've been on thiswebinar for the last almost an
hour and this is something thatmakes sense to you and it makes
(31:37):
strategic sense you basicallygot three options.
Number one is to do it yourself.
If you are an attorney and youare on this webinar, please
don't do it right.
The amount of time it's goingto take you and the amount of
frustration it's going to create.
This may sound self-serving,but it is not the best use of
your time and energy.
You can bill your clients amuch higher rate per hour than
(32:00):
what you would pay a firm likeours to manage this for you,
right?
Don't do it yourself.
If you're an attorney, anin-house social manager is an
option, right, and some of youmay be, you know, on the
marketing team, or you may be amarketing coordinator, and maybe
this is something that couldfall within your wheelhouse.
The thing I will tell you is ittakes a lot of time and
(32:23):
attention and energy to do thisat a high level.
Right, there are a lot ofvariables that need to be
considered beyond just creatingan ad, boosting an ad.
Right, your audience matters,your retargeting setup matters,
your landing page matters, yourdrip campaigns matter.
There is a lot that goes intothis.
So if you have a full-time,paid social media manager, then
(32:46):
this can make sense to be donein-house If you are a marketing
manager, marketing coordinatorunless you want to spend 80% of
your time doing this.
I personally don't recommendtrying to do it yourself, which
leads to option number three,which is hire somebody on the
outside to do it right, andthere are plenty of agencies out
(33:07):
there.
I would, from my very biasedperspective, share with you that
, like, hey, we do a lot of this.
We are laser focused on this.
If you are thinking aboutFacebook ads, we'd love to have
a conversation, but sure thereare others out there.
End of the day, I eitherrecommend work with an outside
(33:27):
expert or, if you are going todo it internally, you want to be
sure you have somebody who iskind of there just about their
full-time job.
Hey, thank you all for beinghere.
Great chatting, and we will seeyou next time.
Have a great day.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!