social media marketing

What Kind of Facebook Group Is Best For Your Firm?

The Question:

My clients are contractors and builders. What’s the best strategy to get contractors and builders as clients? Does marketing even work for them, or is it just who you know?

Think like a Contractor or Builder

If you’re trying to get homebuilders or contractors to retain you, then you have to think like a contractor or a homebuilder.

Think about what it is that they want and what problems they face every day. How can you help them solve those small problems? Because here’s the theory, and I’ve proven it many times that it’s true:

Help Them Solve Their Problems

If you can help people solve small problems, then they’ll eventually hire you to solve their big problems. As you know, they will need a lawyer for their big problems.

So you need to think about this: What are the problems that contractors typically run into? And what are the problems that homebuilders typically run into? Just start creating content and answering those types of questions.

Find Facebook Groups of Contractors and Homebuilders

And then you can go into Facebook. I guarantee you that if you go into Facebook you’ll find groups of contractors and homebuilders. And you’ll be able to start providing content to them and answering questions. You can start providing value, start educating, and start talking about the solutions to the most common problems that they have.

Create an E-book

You can also create an ebook that basically answers questions about one of the most common problems that they have.

I’m trying to think about what a problem might be that a contractor or a homebuilder would have. Maybe it’s something to do with making sure that you get some sort of contract. Maybe it’s making sure that you get paid on time or get paid at all, or perhaps it’s dealing with delinquent payments.

Let’s say it’s about delinquent payments, to create an ebook about “Four Ways Contractors Can Get Paid On Time Every Time.” And then you run that as a Facebook ad.

Don’t Advertise Yourself

Don’t advertise yourself. Just run an ad for the ebook, and for the solution. So run an ad saying, Hey contractors, do you want to read a guide written by an attorney that can teach you four ways that you can get paid on time every time for every job that you do for the rest of your career? If so, download this ebook.

Get Them Into Your World

And when you do that, then you’re getting them into your world. That’s what I do most of the time. Most of the people that hear about me came into my world because I created a cheat sheet for lawyers: Three secrets to getting more law firm clients from social media.

So I don’t advertise myself; I don’t advertise my services; I don’t advertise anything. All I advertise is the solution.

What I Do

I say, “Hey, do you want to learn how to get more clients from social media or from Facebook?” If you want to learn what I do then give me your email address and I’ll email you a copy of this cheat sheet.

From there, I slowly start introducing value. Every person that’s in my Facebook group gets an email from me every single day. And the thing about my emails is that I try to provide as much value as possible.

I get emails over and over again about how people love my content. It’s because I’m providing value. It’s because I’m hearing the questions that lawyers have and I’m creating content to answer those questions.

I see the problems that lawyers have, from a marketing standpoint anyway. Then I create content that helps them solve those problems or get closer to solving those problems. And that’s the strategy. It works for every business including for a lawyer who’s targeting home contractors and builders

The One Thing You Must Include In Your Law Firm’s Ads To Connect With More Clients

The Question:

I have a list of names and mailing addresses I want to use for Facebook ad targeting. Can I simply upload the list to Facebook?

You Need Email Addresses For Facebook Targeting

The answer is no. You need email addresses for Facebook targeting. If your list of physical addresses also includes email addresses, then you can do that. You can basically go into Facebook custom audiences and there is a section where you can basically create a customer list.

An Important Question: Where Did You Get The Email Addresses?

Now the other question is, where did you get the email addresses? Hopefully, they’re from your clients or customers or people that have actually opted in.

Do Not Use Purchased Email Lists

If you bought an email list, I would highly suggest you do not use it on Facebook. I’ve heard of people getting their accounts shut down for using bought email lists.

Essentially, I could go out and say, I want to buy an email address of every chiropractor out there. And there are companies that will sell you a list of a hundred thousand chiropractor email addresses.

And then, all I have to do is upload that list of email addresses, and now I’m targeting chiropractors. Well, Facebook obviously doesn’t want you to do this.

How To Use Email Targeting Properly

If you’re going to use emails and email targeting, they want it to be from a list that you generated yourself through your own work. You need to use a list that you actually own. So I have to caution you. Don’t use an email list that you purchased.

How To Create A Lookalike Audience

But if you have an email list of customers, you can definitely use that. If you’re a firm and you have a thousand customer email addresses, you can upload those, create a lookalike audience, and find more people that are just like the people that have already hired you. And Facebook is pretty good. They can usually figure it out.

What If You Only Have Mailing Addresses?

Now if you do not have email addresses, and if all you have is mailing addresses or physical addresses, then I’m pretty sure you’re out of luck.

I don’t think that you can actually use those to create a custom audience or do anything else on Facebook. I could be wrong, but it’s the last that I saw as of today, May 8th, 2019. I don’t believe that you can do that.

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