Social media might be construed as the plaything of swole bros and booty-happy influencers, but that doesn’t mean it isn’t an incredibly powerful business development tool for legal and professional services firms. 

Far too many lawyers are none the wiser to the capabilities of platforms like Facebook and LinkedIn when it comes to business development.

In this post, I’ll explore just four of many ways law firms can use technology to get really specific when it comes to their business development prospecting and targeting efforts.

Facebook

1. Demographic targeting

A little known fact about Facebook’s advertising platform is that it empowers you to target people based on their job title and employer name. 

So if I wanted to reach out to get in front of talent development folks at a law firm for example, I would target them as follows, specifically targeting them by age and location. 

2. Email address targeting

Typically, it takes between 28 to 62 touchpoints to make a sale. As such, we would be well served to use different platforms to automate those touchpoints, and stay in the mind of the prospective client. 

One way to use Facebook to do that is by custom audience, email targeting. This essentially involves importing a prospect or past client list of emails into a custom audience in Facebook’s ad platform. If this email is the same as the one your prospect uses to access Facebook and its associated assets (i.e. Instagram), they will be served your ads.

3. Pixel targeting 

Isn’t a pixel just the smallest element in a digital image? Yes, but it’s also a snippet of code you can put on a webpage to drop a cookie that will effectively track and ‘retarget’ webpage visitors with ads. This is why, when you visit a website advertising today’s most ergonomic mattress, said mattress starts following you across the internet. 

Anybody who visits said webpage will see your ads across Facebook’s ad network.