With 2.27 billion active users as of Q3 2018, it’s easy to see why Facebook is still the go-to social network for many lawyers. You’re likely already using it in some capacity to increase exposure and generate leads for your law firm.
But one feature you may not be fully taking advantage of is Facebook Messenger. Here are four reasons why you should be using this app for legal marketing.
1) It’s Incredibly Popular
In late 2017, Facebook Messenger had 1.3 billion users. This means that more than half of all Facebook users are also on Messenger. And that’s a number that will only continue to grow.
We’re even getting to the point where many people prefer it to texting. It’s just so seamless, and most of the contacts people have are also Facebook users.
2) It’s Perfect for Interacting with Prospects
Effective legal marketing boils down to one main thing — reaching prospects through the mediums they’re most active on. With so many people on Facebook Messenger on a daily basis, it’s a logical channel to use.
The great thing is that it’s so personal. People primarily use it to communicate with friends, family and colleagues. So if your goal is to connect with prospects in an intimate, one-on-one type of way, this platform is ideal.
3) There’s a Massive Open Rate and Click-Through Rate
Half of the battle with social media (and legal marketing in general) is simply getting eyeballs on your content. Although Facebook has the biggest user base of any platform, engagement has become an issue as of late.
A lot of the content that lawyers post gets overlooked as users scroll through their feed. But Neil Patel reports that Facebook Messenger has an astonishing 88 percent open rate. This means that nearly 9 out of every 10 people you send a message to will open it.
On top of that, it has a 56 percent click-through rate, meaning more than half are engaging and checking out the offers.
4) You Can Build Your Own Messenger Bot
As of mid-2018, there were roughly 300,000 messenger bots on Facebook. If you’re unfamiliar with this concept, it’s basically an AI-powered chatbot that allows you to communicate with Facebook users using automated technology.
And this can be used for a few different purposes. One is to answer FAQs people may have about your law firm’s services. Another is to send “chat blasts,” which are similar to email blasts where you send out a mass message to users and promote your law firm.
The best part is that creating your own messenger bot is fairly easy to do and doesn’t require any coding skills. You can use a tool like MobileMonkey to create a completely personalized messenger bot from scratch and add a variety of different media like images, GIFs, videos and quick questions.
If Facebook is already a big part of your law firm’s social media marketing, you should definitely consider adding Messenger to the mix. It’s a medium that’s fairly unsaturated with competition and provides you with an outlet for connecting with your audience on a personal level.
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