social media marketing

The question

How can I use Facebook to target divorce clients? How can I find the right audience? 

My answer

It’s really easy. Facebook has demographic targeting. So for example, if your message will be that you want to make sure that men don’t get screwed in a divorce, you obviously want to target men. 

Think about their questions

But instead I like thinking about what are the questions and what are the scenarios that are going through people’s heads right before a divorce. 

So they could be thinking, I don’t want to get a divorce because I don’t know how it’s going to affect my kids. Or I want to stay together for the kids. Maybe they have that mentality. Maybe they could be worrying that my husband or my wife is the breadwinner and I don’t know how I’m going to survive on my own.

They may think, I want to get out, but I feel trapped. Maybe they’re not sure if a divorce is right for them. So you have to figure out what all the questions are that they have and then put out guides that answer those questions. 

Answer the questions in the guides

So we did such a guide. It was my favorite thing I’ve ever done, and the lawyer got cold feet on this because it worked really, really well. But he got some, some heat for it also, just in the comments. 

Stop paying attention to the comments

By the way, stop paying attention to what people say in the comments on your Facebook ads. It’s like Joe Rogan said, you know what Michael Jordan doesn’t do? He doesn’t comment on YouTube and Facebook videos. 

No one who’s doing better than you in life is going to be sitting there making negative comments on your ads. So just ignore your comments. Just delete them and ban them and move on with your life. 

An example of a guide we did

Here’s one we did.., it was 13 ways in which children benefit from divorce. It’s a really controversial subject. But it was designed to find those people that were in that “stay together for the kids’ sake” mentality. Where they think that I want to get a divorce, I’m miserable, but I also don’t want my kids to go through the divorce thing. 

So what we did is we broke that false belief. We created an ebook. We found an article that was written by a psychologist. I’m talking about how children benefit from divorce and the benefits are that children thrive in an environment where the adults aren’t always fighting and you get more quality time with each parent.

So there are legitimate benefits. If they’re in a household where everybody’s happy, they’re going to be happier than they would be in a household where mom and dad both hate each other. So we did articles like that and it worked really well.

More examples that went well

Here’s another thing we did that went well… We created this guide, the wedding photographers guide, or five ways wedding photographers know that a marriage is doomed. We just put out content like that, five ways to pay for a divorce if you can’t afford one.

Another one… a divorce checklist: Is it time to start thinking about divorce? So you run Facebook ads for those types of things. You don’t run Facebook ads saying, are you looking for a divorce? Call me for a free consultation. Instead, start running Facebook ads for those types of content.

It gets them to start thinking about divorce and then you can follow up with different things like that. Usually, that’s the best way to do it. And then make sure that you’re using the Facebook pixel. It’s going to keep track of everyone who opts in. 

Build a list

Eventually, you’re going to have a list of 500 or a thousand people that have opted in and downloaded your free guide. And then you can do something called a lookalike audience. It basically says, look at all of these people that opted in to this free guide that were obviously interested in this subject.

Now go out and find more people like them. And Facebook will find more people that are just like the types of people that opted in. It works really, really well that way. It’s like magic! It’s the difference between going for singles and going for home runs. 

What not to do and what to do instead

Most people, when they run a Facebook ad, they’re trying to go for a home run. They’re putting an ad out and they’re saying, I’m a lawyer. Here I am. Hire me. Are you looking for a divorce? Call me today for a free consultation for your divorce. 

And that’s not how people work. Instead go for singles. What you want to do is basically you want to create a piece of content that basically just puts the idea in their mind that maybe staying together for the kids isn’t the best thing.

How to build their interest

And then you create a custom rule on Facebook. And then you have a rule that says, after they’ve watched this video, now show them that one. And that one may be, “Five signs it’s time for divorce.” 

And then, after that one, you show them another one. And maybe that one says, “Five ways to pay for a divorce… even if your spouse is the breadwinner.” And you start basically putting it in their mind and putting in their mind. And by using Facebook, you’re reaching back out over and over and over and over again to the people that have already shown interest in the first thing.

So if they’re interested, if they show interest in the first thing and then they show interest in the second thing and then they show interest in the third thing, then you can start showing them ads, almost like remarketing ads at that point. It’s almost like social proof.  

Connecting with them

When they do a download, you can send them a text message or something that says, if you have any questions about the download, let me know. I’ll be happy to answer them. 

And that usually turns into a free consultation. There are a lot of different ways to do it. I’ve got so many different strategies of how to get clients from Facebook. If you want to learn more about it, go to lawyermasterclass.com. 

I’ve got an hour-long training on there if you’re really interested in that. And that strategy where you provide value is something that I’ve worked really hard for, and it works really, really well.

It is tough to create or target an audience for DUI. You cannot actually check for all DUI arrests made in a certain demographic. So, I do it in a couple of different ways. I will walk you through the steps.

Create A Cheat Sheet Or “Free Bait”

I begin by creating a free download titled, “Three things you must do if you go through a DUI checkpoint in, “your area.” This gives you a starting point so you can run your ads on Facebook and open the demographic a bit. This is a wide area but you are trying to find a wide range of clients. DUI can happen to anyone and anywhere. It can happen to the guy who downs a few beers at his favorite pub down the street and to the family man who simply had wine with dinner.  This is different than a DUI stop. In a traffic stop, the cop stopped you because your driving caught his eye and he suspected you may have had a drink too many. A DUI stop is a planned stop. It could be on a busy road near several bars where DUI activity has been climbing. It could be anywhere.

The results of your bait ad help you get a broad look at who you were able to snare in your area. This is great information as it will lead you to your next cheat sheet advertising. You can look at the results of your first ad and begin to customize your next. Did you find a lot more business people than you expected? This is a population that we as lawyers often overlook. Long hours, late dinners with clients, a few cocktails, and while this business person looks fine, his blood-alcohol level is a bit high and he gets pinched in a DUI.

As you send out your bait ads, and people answer them, you soon have a number of people that you can use as your custom audience. This is priceless. Now, you build your campaign to target that target audience. You want to find people who answered your ad for your free download who loosely fit into your demographic. You could target men, ages 21 to 35 who like beer and go clubbing on the weekends. It really doesn’t matter. As I said, a DUI can happen to anyone. So, you are drawing a wide circle.

Narrowing It Down – Free Gift And Facebook

Now you can start narrowing it down. You take your customized list and you begin to offer a free DUI checkpoint list to them. You determine who has an interest in this. Some people will have no interest. If there are no drinkers in the family, or if a non-drinker always drives, there is no interest in a DUI checkpoint. But others will show interest. They will want to know what to do and what to expect.

Now you have a good-quality list and you are beginning to get some clients from your Facebook ads. But, you are not finished yet.

Now that you have your list narrowed down, you are ready to go to Facebook. You give them your list of 200 or whatever names and information you have. Facebook looks at your data and determines what these people have in common. Then they go to work and find more people in the correct area, in the same age group, with the same likes, dislikes, and other things that made them the same. Soon you have a good size data list who you have contacted and given your free gift too, and your Facebook, look-alike list, which should be a hot-list to focus on.

Drop A Pin On Jail

So, you are still in need of leads, and you are going for DUI. The next step is to drop a pin on Google Maps on the jails in your area. Going back a couple of weeks or even a month, begin eliminating arrests for people who were arrested for anything other than DUI. Some people will be arrested for a variety of crimes. It is up to you how clean you want their charge to be. Now, you can list them on social media. You can mention that If you have a DUI, you only have 7 days to request a DMV hearing or your license is revoked for 1-year, with no exceptions. When they answer, tell them that you need a good phone number so you can text the free guide to them. Once you get the number, you have your foot in the door.

Record Three, 5-Minute Videos

Here is a bit of a different approach that happens really well. Your first video will be casting a wide net. This is to get your qualifying list started. This is your very basic video, just like your very basic free guide. You are going to select 25% of the people who watched that video. Next, show video two, The only people who watch video two are the 25% that watched video one. The 25% that watched video three are the same who watched video two. Now you have some nice, warm leads.

By now your information, videos, cheatsheets, and free guides are very specific. Your work is obviously for the DUI driver. If he has been arrested, he is really interested in you. If the person has ever been arrested or someone in their family has fought that battle, they are turning to you to join you in the battle. They want to know all you know about DUI. So this is how I would start and maintain my work list for using Facebook to beef up my DUI client list.

Create Awesome Images For Your Law Firm’s Facebook Ads

I have been promising you a cool tactic that will serve you well if you have reason to track the movements of a person due to a case. This is perfectly legal and ethical. However, the person being targeted will not be happy to discover they are the target of your investigation.

Get A Hint On What Social Media Ad To Run

There are many sites on your computer right now that will allow you to “drop a pin” and find out who has been here and there within the last week. Google Maps is one of the best. Facebook is another, but they do not have to be big names. Drop a pin on local funeral homes or at various schools. How does this help you?

First, if you are looking for clients and you see people who have been in automobile accidents in the past couple of days, this might be a good place to drop an add if you are a personal injury lawyer. A criminal defense lawyer might want to send a sales package to the hit they got from the pin at the jail on a DUI charge. If a person is bringing suit against your client for thousands of dollars for a back injury they claim they got in a car accident, it would be good to know if he lifts weights three times a week at the YMCA. Funeral homes are a good place to track clients if you are a probate lawyer.

What if your client is going through a divorce? You might want to know if the ex is hanging around the child’s school if he is not allowed to. Is he stalking the workplace? There are a lot of reasons the pins can help.

There Are Limits

When you drop a pin, the closest you can get is 1-mile in every direction from the property. When you are dealing with huge amounts of land, like a hospital or a police station and jail, it could be too big to give you the information you want. I am not sure. That is something you will have to learn for yourself. If the people are plentiful in an area, it may be too difficult to track one person. However, as the person is entering or departed it may be okay. In other words, you may have to have more information about the habits and schedule of your target. Every case is different.

Be aware that larger places have more people and it can be frustrating to watch too many people and it does you no good.

This may sound confusing. However, it is easy to do and once you begin, you will find it very useful. I urge you to give it a try. No, you will not be able to use this with every case. But, when it all comes together, the pay-off is grand. Yes, this sounds like some ninja stuff and it kind of feels like it is too. But it is fun and gets the job done, so I say, go for it.

The Best Budget For Building A Lookalike Audience For Your Law Firm on Facebook. Watch the video above to learn what it is.

Can Geo-Fencing Get You More Law Clients on Facebook? Watch the video above to find out!