Immigration Lawyers Toolbox® Magazine, Issue 01 (Winter 2021)

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Facebook Marketing: How It Can Impact Your Immigration Law Firm By Jared Jaskot, Esq.

How

do you typically use social media? Do you rely on it to keep up with friends and family, or maybe use it to kill a little time while waiting in line? Well, if you run a law firm, specifically an immigration law firm, and you’re not using social media to promote your firm, you’re missing out on a massive opportunity to grow your firm’s brand and business.

Jared Jaskot, Esq. Jared@Jaskot.law

I mean, it’s no secret that if you want to grow your law firm, you need to be able to generate more leads, and in a way that doesn’t cost you more to get them than you get out of them. There are a number of ways to accomplish this goal: Google ads, influencer marketing, and content marketing, just to name a few. Paying for this kind of advertising as an attorney can give you instant results, but what are those results and how is it impacting your business? Understanding the impact of your social media marketing efforts is critical for understanding how you can grow and sustain your business. Today, let’s explore how I use Facebook ads to grow my immigration law firm, Jaskot. Abogado, and what I’ve learned from it. Before we dive in, a few Facebook facts.

Facebook is the world’s biggest social network with over 2.6 billion monthly active users as of the first quarter of 2020. The average American spends about 40 minutes just on Facebook — sharing and liking content. Every minute, Facebook users interact with more than 4.1 million posts. Facebook

is too huge for any business — even immigration law firms — to ignore. However, for years, Facebook has been reducing the visibility of businessrelated posts in people’s news feeds, which means getting organic traffic is almost impossible. So how do you create interest in your business? One way is to use Facebook Ads to attract consumers’ attention, and with attention, more leads. So let’s dive into my process and some of the learnings that have come out of it.

Understanding the Sales Funnel My favorite way to think about all of these marketing efforts is by visualizing a funnel. The sales funnel starts wide and narrows as customers move from stage to stage. At the top of the funnel, potential customers are added and they slowly filter down towards one destination. Unlike a real world funnel, not all who enter the sales funnel will exit as paying customers.

Typically, there are four stages in the sales funnel: Awareness, interest, decision, and action. Personally, I view these four stages of the sales funnel as “conversions”. I define a conversion as the moment when a prospective client


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