Andrew Stickel

You may be wondering what Facebook ads strategy would be best in order to find plaintiffs for employment lawsuits for a particular company with multiple locations. Let me show you exactly how to do that.

Targeting A Company

So, let’s look for Lockheed Martin. It’s a big company that is all over the world. Let’s say you’re trying to target people in Florida. You have three Lockheed Martin locations in Orlando and three in Tampa. These are their locations. Now, we’re going to go to a “new campaign.”

Let’s just go for traffic. We’ll call this LM Test. LM is Lockheed Martin. Now we get to the important part here. We’re going to do a broad ad and we’re going to add these locations.

Getting More Specific

We have the 500 Sand Lake Road location, and we’re going to go to ads. We’re going to include everyone who was recently within one mile of this location in the last seven days. This is as targeted as we can get. Now they have a bunch of locations, so you might have to do this a bunch of times.

I do this with personal injury attorneys all the time when we target hospitals. You just take all of the hospital locations and put them into an audience like this.

Back to Lockheed Martin… now we have basically anyone that’s been within one mile of any of these three addresses in the last seven days. That’s location-based, and that’s how we can narrow it down.

How To Narrow It Down Even Further

Now we can narrow it down further. Right now we’re at 150,000 people. You could run this ad for a few days and in your creative, you’re going to say, “Hey, Lockheed Martin employees…” or, “Employees of Lockheed Martin don’t know this…” You want to do something that’s going to get them to interact with the ad.

How To Get Their Attention

You could run a video ad, which would actually work pretty well. I always tell people to create those red bars at the top. And at the top it’ll say, “Hey, Lockheed Martin employees…”

Basically, you want Lockheed Martin at the very top because even though Facebook is going to tell you that this is the headline right here, this is really the first thing people see. “Lockheed Martin employees need to see this.” Then, you can play around with the “watch more” button, the “sign up” button, or whatever it is.

Creating A Custom Audience

Then, you’ll go into the audiences and create a custom audience. Now, if you have a landing page that you’re directing people to, you’ll just make it a custom audience of people that went to the page and you do that by website traffic. Then, you have to have the pixel on there and then you include people who visited your page.

Videos And Measuring Engagement

You could also do a video. That’s what I do a lot. I create a custom audience based on engagement, then I click the video. I also include people who’ve viewed a certain portion of the video. You’ve got a lot of options. You can do 3 seconds, 10 seconds, 25%, 50%, 75%, 95%.

The deeper you go into this, the more qualified the person is going to be. Somebody who watches three seconds of your video might not be that interested. But if somebody watches 95% of your video, he or she is probably pretty interested.

I like to go to at least 25% of the video and make the videos like three or four minutes long at least. Then, you hit choose videos and then just go in there and choose your videos.

Then confirm “in the last 14 days,” because if somebody saw this video six months ago and hasn’t opted in, they are probably not interested. And then you call this the Lockheed Martin audience and save that.

What To Do Next

In your next ad, you do re-marketing, but you only target people in the Lockheed Martin audience. So, what you’re doing is targeting only the people that watched 25% of this video, and then you’re showing the rest of your content only to this audience.

Here Is The Question:

Can my Law Firm use an automated attendant during working hours, and is dealing with an auto-attendant worse than getting a real person and then being put on hold?

Get Rid Of The Auto-Attendant

Both of these are not good scenarios. Get rid of the auto-attendant. That should not happen, and we proved that with a client about a year ago. We literally changed nothing about his firm, other than the fact that he started having a real person answer the calls and his intake literally doubled over 60 days or so. That pretty much answers that.

Put Yourself In Their Shoes

Just think about it. Put yourself in the shoes of the consumer. Imagine you call your bank and you get that message, “Thank you for calling Chase. Please enter your credit card number. Now, press one for this and press two for that and press three for this… “

How many times do you find yourself just pounding the zero button until you get somebody on the phone? Just because it’s your business and it’s not a bank, that doesn’t make you special.

People don’t want to deal with that. They want to talk to a real person. Especially if it’s a Law Firm where it’s likely an emergency, a personal injury, your DUI, something like that.

If your toilet is overflowing and you’re calling a plumber and the plumber says “Thanks for calling, please hold and listen to our automated message. For this, press one, for this, press two, for this, press three…” you’re going to get frustrated and you’re likely to hang up and call the next plumber.

Your toilet is overflowing, so you need something now. You don’t have the patience to sit down and navigate the entire menu. And half the time these menus aren’t even set up properly. That’s another thing that drives me crazy about a lot of these things.

But first of all, get rid of the auto-attendant. You should never have an auto-attendant.

What About Someone Who’s Putting Them On Hold?

The second question is, “Is an auto attendant better than talking to somebody and putting them on hold?” That depends on how you do it.

A lot of the time, I talk to lawyers, and they’re in these offices where they have an executive suite and one receptionist for the entire floor. Basically, all they do is answer the phone. They say “Law office of Mike Smith,” and the caller says, “Is Mike Smith in?” They say “I’m not sure, let me transfer you,” or they just transfer you to voicemail.

Make Sure You Get Their Contact Information

You need to make sure that they’re at least getting their contact information before transferring them anywhere. And, it’s the type of thing where, whenever I ask for somebody and they say “Please hold” and then it’s just the voicemail, I immediately hang up. Nothing hurts me more than that.

Other people do that as well. What I would do if I were you is this: I would make sure that if they’re going to transfer and put somebody on hold, they should absolutely get the contact information before they do that because people will hang up and they will call the next lawyer.

People Have Zero Patience

I see it happen all the time. People have zero patience. Just think about it. If your toilet is overflowing, the plumber picks up and says please hold, and then you’re just sitting there watching your toilet overflow, you’re going to hang up and call another plumber.

And you’re certainly not going to leave a voicemail and hope that that plumber calls you back. So, you have to make sure that they at least get the contact information. In an ideal world, they’ll never transfer you. They’ll never put you on hold.

Here’s one thing I hate. I have a client, and I’ve been complaining to him about this for four years now. He’s been a client since 2015 and he has a really big law firm, and every time I call, the receptionist picks up the phone and says “Laws blah blah blah, please hold,” and doesn’t even give me a chance to say anything. They just put me on hold right away, and that drives me crazy.

What You Should Do

I don’t know how you handle it. The phone is ringing off the hook. You get a lot of phone calls. I understand that. But you’ve got to bring on more people, you’ve got to get an answering service, or you’ve got to get something.

Put yourself in the customer’s shoes, or in the client’s shoes. Think about what is going through their mind when they call your office. It’s an emergency to them. It may not be an emergency to you, but if it’s an emergency to them, you’ve got to make sure that they’re talking to a real person, and that they feel that you can help them with their problem.

So, I don’t like either of those options. I think it’s got to be answered by somebody that can talk to the caller. An auto-attendant? That’s definitely not a good option. Talking and putting them on hold can be okay as long as you get their contact information. It’s still not the ideal scenario.

What is going to make somebody join a Facebook group? Start by thinking about what your clients are actually interested in.

Consider people who have disputes about overtime. What are they upset about? What do they want and what do they fear? Also, think about what they all have in common.

An Example: Construction Workers

Let’s say you’re in New York City and you go after a specific type of worker, like construction workers. In that case, you want to create a group that’s going to appeal to construction workers.

In the past, we did one that talked about construction workers’ rights. We currently have a client in New York who is doing some work with construction accidents, and we created a group with him called New York Construction Workers United.

How We Attracted People Into The Group

We ran an ad to a cheat sheet which is simply an eBook. We ran the ad in hopes to get injury cases, not any overtime cases.

What we did is said, “New York City Construction Workers Have Rights.” The key point is you have to figure out what prospective clients want.

I go over a lot of this in my book. If you haven’t gotten my book, you should pick up a copy because I go over all this in figuring out what they want and what they don’t want.

We figured out that construction workers, obviously, they want to stay safe and they want to make sure they get paid on time. This is the info to use when creating a cheat sheet.

I would create an ad that’s advertising a cheat sheet. Not advertising yourself, but advertising your cheat sheet that says, “The Construction Workers’ Guide to Ensuring That You Get Paid Every Single Dime That You’re Owed.”

Or it could say, “The Guide to Getting Paid Every Single Dollar That Your Boss Owes You.” When you do that, you offer to let them download the cheat sheet, “Okay, go ahead and download the cheat sheet. It’s been sent to your email and should be in your inbox. Now, join the New York Construction Workers…”

What To Call Your Facebook Group?

What would you call that Facebook group? It should be something that would appeal to construction workers, like Construction Workers Rights. I know there’s a lot of union stuff as well and we ran into that issue a lot with construction workers.

Another Example: Restaurant Workers

You could do the exact same thing with restaurants. You could create a group on Facebook that’s New York City Waiters, New York City Hospitality Staff, New York City Waiters, and Waitresses, or New York City Bartenders, etc. You just need to have something in there that gets everybody that’s in your target demographic in one single place.

What I Did

After this, you need to go in and provide valuable content, just the way I do it. If you reverse engineer what I did, you can see it clearly. I got a group called Lawyer Marketing and I know I’m going to attract lawyers. Then, I create content that’s useful to lawyers, about marketing because it’s on the topic of marketing.

What ends up happening is that every single month, 50 to 75 lawyers reach out to me and say, “Hey, Andy. I love your content. You provide all this value. I want to hire you to do the marketing for my law firm.”

And then I say, “Well, thank you very much. Unfortunately, I’m not taking any clients.” If I were taking clients, then I’d be able to do that. But that’s the idea.

What You Should Do

You need to create a group that’s going to target the demographic. I would just do it in a very broad way: New York City Construction Workers, New York City Waiters or Waitresses, or New York City Hospitality, etc.

You create a group that’s very broad and targets them. Then you create content. Just think about what they would be interested in, and don’t get all lawyer-y on it either. You’re the one that’s going to put content up every day, just like I do.

How To Use Q&A

I’ve done a few Q&A’s. What I do is I download the video afterward. I chop up every single question and answer it, and I create an individual video for each question.

The great thing is that you’re getting questions that people are actually asking. If you become the authority, just like I became the “attractive character,” so to speak, as Russel Brunson calls it, then what ends up happening is that they want to hire you.

Not just any attorney. They want to hire you because you’re the authority. That’s the idea.

A Quick Review

In short, create a broad group, and the way you’ll get them in there is through this cheat sheet. Once you have the group in there, you can then follow up with tons of content, tons of value, every single day.

It took me less than a year before I had to put up a waiting list for my agency because I had too many clients. In fact, it took me only about four months. It was not hard.

You got to remember, I’m targetting lawyers who are just beaten to death by marketing companies. You’re talking about people who are waiters and waitresses or whoever it is that’s owed money. I’m assuming you work on a contingency basis. So, it’s much easier for you than it is for me.

Content is the only thing that matters in a digital marketing strategy. You got to have great content. Let’s say your marketing is dialed in and you’re running Facebook ads, or even Google AdWords or a website. But if your content is just talking about you, then you’re not going to have great results.

What Happens If You Create Really Good Content

If you create good content that provides value and helps people, then you will get great results. Content is my strategy. I don’t know that I’m going to market attorneys for the rest of my life.

But for the rest of my marketing career, it’s going to be about creating content and providing value. That’s what it’s going to be, there’s just no other way to do it.

How To Leave The Competition In The Dust

The nice part about it is that if you’re willing to create the content, 99% of the people out there are not willing to create the content or they’re too afraid to.

It’s really easy. Most people will just make excuses, and they won’t do it. While they’re busy making their excuses, if you’re creating content, then you’re getting the clients. That’s all that matters.