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Facebook Events: A Lawyer's New Marketing Tool?

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By Jonathan R. Tung, Esq. on April 04, 2016 6:57 AM

Hopefully you've made the time investment to start making your presence known online in order to expand your market and to tap into other potential clients. You've started a blog, you're managing your SEO, and you're handling your social media accounts with a handy dashboard.

Speaking of social media, have you considered a Facebook Event? LawTechnology Today suggests that it is one option that is effective at getting a burst of referrals and social media shares. Keep in mind a few things, however.

Supply Meets Demand

Unless your Facebook page is a regular with other attorneys and you can't handle all the business you're getting, you must dedicate an event to topics that are high in demand. In the Bay Area, the hot-button topics are IP, employment, business contracts, and immigration law.

Since there is such a large influx of educated immigrants to large metropolitan areas, immigration law and employment law are areas sure to attract both employees and employers. Unfortunately, more ominous topics like divorce and bankruptcy are also real crowd-gatherers. If you invite your followers and also cross-link to Linkedin, you'll reach the greatest number of people.

Regularity Is Good: Fiber for Your Firm

Facebook events, just like any event, tend to be more effective over time. You must dedicate some time sitting down and holding an event with regularity or else you risk letting people forget about your existence. one method is to announce a single day of the week for clients to tune into a dedicated event page to ask questions.

This is, of course, much easier to do online than it is at a physical location even though physical locations generally tend to me more effective in terms of overall effect. If events generate enough attention, invite attendees to subscribe to your events. The system will send them a message through Facebook of the next upcoming event. Your goal is to build up enough people who might become repeat business.

Timing It All

The next issue is the time of day. Although it may strike some as odd, one of the better times to hold an event is during the lunch hour. Obviously, people are more likely to show up to such an event online than they are to an in-person event because of drive times. The presentation should be broad and should last approximately 45 minutes. The remaining 15 minutes should be left for attendees to ask questions. The beauty of this is that they can do all of this with the convenience of sitting at their desk.

You already have quite a bit of marketing on your plate, so we understand if you're feeling a little overwhelmed. Lately, law seems a lot more about being a salesperson than a lawyer. But we all must adapt to changing times. With a little careful planning and self-promotion, you'd be surprised at the number of new clients you might see.

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