Facebook is the most visited website in the world. It should therefore come as no surprise that your Facebook profile is an incredible tool to attract new clients.
As both a practicing attorney and social media marketing consultant for lawyers, I’ve worked with many attorneys who successfully use Facebook to connect with friends, colleagues, and connections from across the globe to attract new business and referrals. These attorneys first create a Facebook profiles that are designed to attract new clients, and then use their profile to share both personal updates that connect with their colleagues on a personal level while also sharing occasional professional updates or using their law firm’s Facebook profile to post their professional marketing messages.
I’ve also worked with attorneys who use Facebook for personal reasons but who have no idea how to use it to market themselves and their practice. And to them I say, “Don’t worry, I totally get it.” For years, I saw Facebook primarily as a website to share my day to day experiences with friends, comment on trending topics, and share way too many posts about Crossfit. I didn’t realize it was also a powerful marketing tool for business development in the sense that people spend so much time on Facebook anyway, why not use this to my advantage by sharing updates about my practice that they would find interesting and occasionally posting about my professional engagements or achievements so that when the time was right to hire an attorney – they thought of me as opposed to someone else in their personal or professional network.
For those of you who think you might benefit from attracting clients through their Facebook profile, you first have to make sure that it is set up in a way that will attract new or potential clients. That is, you must have set the basic foundation for your Facebook presence in place and then you can make the most of Facebook’s features to attract attention. So let’s start with the basics – and then work our way up to more advanced techniques (feel free to skip ahead to the sections most applicable to you):
The Basics: How to Build Your Personal Facebook Profile
Step 1. Create a Personal Facebook Profile
Facebook offers two types of profiles: personal and business. Personal profiles are designed for lawyers to connect with friends and colleagues. Business profiles (referred to by Facebook as “Pages”) are for law firms. In order to create a law firm Facebook profile, you must first create your personal profile. To do so:
Step 2. Upload a Profile Picture and Cover Photo
You never get a second chance to make a good first impression. Your profile and cover photo will be the first thing potential clients see when visiting your Facebook profile. Make sure you select good ones.
Step 3. Complete Your Basic Profile Information
Facebook allows you to easily add and edit information about yourself, your work, and interests. You can choose the amount of information you want to share with the Facebook community. At a minimum, you should input employment information so that your friends and colleagues on Facebook can easily locate you, learn about your practice, and easily contact you when the need arises.
Intermediate Level: How to Build Your Law Firm Facebook Profile
Advanced Techniques: Develop a Plan to Leverage Your Profiles to Attract New Clients
Your personal and law firm Facebook profiles that will serve as the foundation to attract new clients and referrals. Once this foundation is built, you should develop a social media marketing plan will serve as a road map for planning, preparing, and executing your social media strategies to enable you to achieve your marking goals.
I recommend that you “start with the end in mind.” First consider your ultimate goals. Identify who are the types of clients or referrals you want to generate. Set forth the specific area of law in which you want to become a well-known expert. Set forth the specific business development objectives that you want to accomplish. Think of these goals as your mountains on the horizon – the success you ultimately want to achieve. Then, begin identifying the steps you need to take in order to accomplish those goals. And if you need some assistance, I’m always here to help.