The immigration services industry is very competitive. Tons of lawyers are advertising using Google Pay-Per-Click (PPC) as well as through radio and television in an attempt to get the attention of people that need help with asylum applications, change of status documents, as well as citizenship processes. Facebook lead generation is a fantastic move to consider for immigration lawyers, but there are a few items to keep in mind before executing.
Understand Facebook's ad policies
Facebook has a list of various products/services that they do not allow to be advertised on the platform. It's important to pay attention to these policies otherwise you run the risk of your ads and ad account being rejected or disabled.
It's happened to us.
Pay particular attention to the copy in your ads so as to ensure you're not mentioning a service that Facebook doesn't accept on its platform. Furthermore, make sure you're not promoting anything that may seem political as Facebook requires special verification to be able to promote politics related ads.
Targeting is key for immigration lawyers
Depending on how long you've been in business, you may or may noy have a sizeable database which you can tap into to create lookalike audiences. A lookalike audience is an audience that closely resembles the data you feed to it.
For example: If you have a list of 1,000 emails of customers that have paid you for assistance with the asylum process, you can upload that list of emails to Facebook in order to allow the algorithm to generate an ideal user persona. This will provide immigration lawyers with an audience of several hundred thousand or several million that look most similar to the 1,000 emails that were shared with Facebook.
The difference between lookalike audiences and interest-based targeting can be seen in the resulting cost per lead. From our experience, lookalike audiences have resulted in the most leads at the lowest cost.
Making sure that the data used is of high quality is vital to obtaining the best results.
Build your Facebook lead generation process
Once the ads are running, you'll start obtaining leads.
The best piece of advice is to contact those leads as soon as possible, while the users still have your ad message in mind.
To make this process efficient and effective, it's a great idea to have a person dedicated entirely to contact leads. The benefit of Facebook lead generation is that you can choose to have ads run during certain times throughout several days a week meaning that you will get many answered calls than if you were to collect lead information at odd times.
Lastly, to make the contact process simple, think about automating the push of lead generation information from Facebook to your Customer Relationship Management (CRM) system or a shared document that your team members are able to access.
If you're an immigration lawyer, Facebook lead generation can be an effective strategy to grow your business. As mentioned, it will take some time to ensure you're managing it correctly but if you work through it and take the right steps, you can easily generate a consistent amount of leads each day.
For information regarding our lead generation services, contact us.