The new Facebook algorithm shift is yet another reminder why law firms need to be concerned if their marketing is primarily a derivative of running ads, be it on any social media platform or search engines.
So, what is this new update?
It’s all about reducing the number of posts from business pages, publishers and news sites in a user’s newsfeed. Conversely, content from people’s Facebook connections that is proving to be engaging will be significantly preferred over paid content.
Does this mean an end to Facebook for Law Firms?
No, but the reach you once enjoyed for a certain amount of spend just won’t be there for you in the future. For example, if you were once able to promote or boost your family law content for $100 and reached 12,000 people, it’s likely that as a result of the algorithm shift, your reach might look like, $100 for 2000 people.
So, what does your law firm do about it?
We think firstly it’s a reminder that your law firm’s marketing has to be omnichannel, in other words, not a singular approach, but rather multi-dimensional. In other words, don’t predicate your firm’s marketing on any one channel, because if there is a shift, as we’ve now seen, you’re going to feel it. Thirdly, your Facebook engagement has to be about providing great, useful content that adds value to the experience of the end user and lastly, don’t ignore video. Facebook, in particular, is favouring live video in its algorithm. In our testing, we’ve seen a 35 percent to 55 percent increase in reach for live video vs. prerecorded and edited video.
What to do now
Well, you’ve probably already noticed that the reach you once had, you’re now paying substantially more for? Think long and hard about whether the content you’re about to share is of value to the potential client.
Next week, do a deep dive into your firm’s marketing and consider what it may look like if your paid client acquisition strategies dried up, or became a whole lot harder to finance. It might frighten you!
Look at ways that you’re able to create and engender a community among your current clients and preferably not within a Facebook, Linkedin group, there are other creative ways to do this of which, you own the platform not a third-party. Keeping your clients close and engaged with your practice is fundamental, regardless of whether we’re talking algorithm shifts or artificial intelligence!