By Ally Kennedy, Founder of Amiga
When I was first starting my law firm, I knew that I could have a steady stream of clients from previous clients, client referrals, and other community contacts. However, I knew that if I wanted to build my law firm into a business, I needed to do more.
I wish that I could say that my business acumen lead me to the idea to drum up more business by using Facebook as a marketing platform, but that is not the case at all. I started my Facebook business page with one intention: to provide honest, accurate information to the Latino community regarding information. I realized that the majority of my clients were on Facebook and while they were there, they were watching videos. I decided that the best way to disseminate information would be by way of short, informational, “myth busting” videos, such as the myth of the “10-year law.” I saw it as my contribution to the undocumented community because I was completely burned out by bad notarios and lawyers.
Low and behold, the Facebook page shortly took off and began to gain more followers. Before I knew it, I was at 1000 followers. People loved my videos and they were sending me a lot of inbox messages. Those followers and inboxes turned into consultations. Those consultations turned into clients. I realized that if I could make a meaningful plan to use Facebook for my business, it could turn into something powerful. Before long, I had to hire someone to run my Facebook page because it was becoming very time consuming.
It has been 4 years now and it has been an incredible journey. On average, 30-50% of my new business comes from my Facebook page. Over the last 4 years, Facebook for business has changed a lot, and it has required me to stay up-to-date with the Facebook algorithms (something I will go into detail in the Amiga Power Hour: Facebook for Immigration Attorneys). Leveraging those algorithms with honest information, interacting with my followers, and staying on top of my page have helped push my business into the six figures.
Here are my Top 10 Facebook For Business Tips that I have learned so far:
1. Know your Ideal Client
You must be able to clearly define who you want to reach in order to (1) bring them to your page and (2) connect with them when they are there. (get Amiga's Ideal Client Profile worksheet...it will really help you with this very important step!)
2. Create a Goal for Your Page
What do you hope to accomplish with your Facebook for business page? My goal was to create a community of accurate, reliable information that people could turn to. I wanted people all around the United States to see my videos and feel informed about their rights.
3. Stay Up-to-Date With the Facebook Algorithm
The Facebook Algorithm determines what your followers see from you and how often they see it. This means that you have to “work the system” and do what will help you get the highest amount of views of your page. Right now, Facebook Live, uploaded videos, and also any sort of photos will rank the highest in the Facebook Algorithm.
4. Post Regularly
With today’s busy, information overloaded world, you need to stay on your followers’ minds and news feeds. Try to post at least once a day.
5. Pre-Schedule Posts
Your Facebook business page has a way to pre-schedule your posts. This will help tremendously in planning and cut down on wasted time trying to figure out what to write. Find a meme you think your followers will like? Set it up to be posted tomorrow at 4pm. It will be a great way to connect with your followers and also something you post today and don’t have to worry about again.
6. Facebook Live is your BFF
Facebook Live = life right now. Facebook Live allows you to do a video live where people can chat in to you. I have created a Facebook Live show called “Mi Abogada Dice” and I talk about immigration issues and take questions live from my followers. I used to do a radio show that my previous boss was paying $2,000.00 a month for. I have created my own show completely free!
7. Have Canned Answers to Inbox Messages
People will constantly ask you questions via inbox looking for free advice. If you have a process for handling those inquires, such as a canned response that starts off, “Thank you for your question…” and goes from there. It is easy to get sucked into giving away advice for free. Also, it is very time consuming to respond to so many messages.
8. Get the Apps
These are the must-have apps for running a successful Facebook business page:
- Facebook Pages Manager
- Facebook Groups
- Facebook (regular)
I will explain more on how to leverage the Groups app in the Power Hour, but in sum I have a free technique that I use that can sometimes gain 100 new followers in less than 24 hours completely FREE.
9. Feature your clients
If you win a case, or even a portion of a case (i.e. work permit), be sure to snap a picture with the client and upload it onto our page. Of course, you would only do this with your client’s permission and within the ethical rules of your state. My clients love to be featured. They all say that their goal is to get their green cards and have their pictures up on our Facebook page.
10. Have Fun
When I first started my page, I felt like I had to be so literal and lawyerly. If I was able to obtain Administrative Closure for a client, I felt like I needed a post (note NOT video) to explain what administrative closure was, how you can get it, how you can qualify, etc, etc, when all people really care about is that I helped stop my client’s deportation. That’s what potential clients want to know from you—that you can solve the specific problem that they have. For example, they want to know that you have a won a waiver because they are going to try for a waiver. Instead of boring followers with the details, share the good news: The waiver was approved!
Also, followers are just humans who have fun spending time online. They like a good meme just like anyone else. Put up something fun and funny sometimes. Make it enjoyable for your followers and have fun with it as well.
What Facebook tips do you have? Share below!
About your Ally in Life, Business and Law:
Alexandra "Ally" Kennedy is a national award-winning attorney and the founder of AMIGA Lawyers and Alexandra Kennedy Immigration Law.. After becoming a mother, and in a matter of 3 months, Ally transformed her practice from earning in pesos to earning 6-figures and she is passionate about teaching attorneys how they can do the same. Ally empowers lawyers to be the CEOs of their law firms with her weekly blog, webinars, and conferences where she teaches step-by-step how to do the work they love while running a profitable legal business. Ally lives outside of Seattle with her partner and their 5 children.