Are you using Facebook Live for your legal business? This week I want to talk to you about one of my favorite business tools, which is Facebook Live. We all now know what Facebook Live is, it’s when you go on your Facebook page and you start a live video so you can speak to your audience in real time. The way that you can use Facebook Live for business is to have a business page for your law firm and then you can start a live video from there.
This is a really great way to reach your followers because when you go live, Facebook is going to tell everyone who follows you, “Hey, this law firm is going live, come check out the live video.” While you’re on Facebook Live you can talk about a topic that’s of interest, you can take questions, you can structure the discussion however you want. For me, Facebook Live has helped me build a seven-figure business, and I want to tell you how it can help you do the same.
What I always wanted to do was have a radio show, but the problem was that I did not want to be stuck in the same place at the same time every single week. In addition to that, a lot of radio stations charge you to have a radio show, and I didn’t want to pay for that. So I thought to myself, how can I create a radio show for free, or at least on my own terms? And it turned out that I could do it for free and on my own terms by using Facebook Live. So what I decided to do was turn my Facebook Live into a show. I encourage you to try to copy this idea, all you have to do is pick a day of the week that you’re going to go live every single week. Once you decide this you can announce to your audience something like, “My show will go live every Monday at 6:00 PM.” So everyone on your page now knows that at 6:00 PM on Mondays they can come and watch your show.
Personally, I go on my show to answer questions about immigration law. The reason why I wanted to make it interactive with questions is that if you think about it, that’s what a radio show is. On a radio show, people call in and they can ask you questions live. Similarly, on Facebook Live people are going to write in their questions instead of calling them in, which is a great way to start connecting with your followers. So I get on and I say, “Hi, this is Alexandra Lozano, this is my show, and I’m here to take your questions live. What questions do you have about immigration law that I can answer for you today?” And then people will write in their questions.
Now, one of the tips that I have for Facebook live is not to give actual individualized legal advice, it’s better to give general legal information. For example, if somebody asks you a question you can respond by giving a very general answer. What you can do is say something along the lines of, “Thank you so much for your question. That makes me want to talk to you about this issue. This is how it works, and this is how it applies to you and your question. But I think that the best next step would be for you to schedule a consultation. So give us a call at … ” and I give my phone number. Throughout the show I remind my audience that this is just general legal information, it’s not individualized legal advice. This is a necessary reminder in order to be compliant with my bar association.
Here are some of the tips I have for Facebook Live. Every time you answer a question, be sure to give your phone number and encourage people to schedule a consultation. By doing this Facebook Live you’re essentially providing a free service. I consider my Facebook Live pro bono work because I’m out there giving great information to people and doing general consultations by giving legal information in a public setting.
People can ask me their questions, I’ll provide some information, and then I direct them to schedule a consultation. There is nothing wrong with doing this. This is marketing, you are getting people in the door. It’s like a free legal clinic! After a free legal clinic, you usually offer paid services, so this is the same idea. Make sure you always give your phone number and direct people to a consultation to make sure you’re optimizing for business growth. Another thing that I recommend is to always make sure you like and comment back to every single person that comments on your page. You can say something along the lines of, “Thank you so much for your question. I’d love to talk to you about this more, why don’t you give us a call at our office to schedule a consultation?” Because that’s the service you can provide for them even after the show is over!
As I mentioned earlier, I recommend that you give a like to every single comment and also to have a canned response essentially for every comment. This canned response can be something like, “That’s awesome, I would love to talk to you about that further, give us a call for a consultation!” The key to making Facebook work for you is to ALWAYS respond when people send you a private message through your page. Again, have a canned answer prepared that says something like, “Thank you so much for writing. I would love to talk to you about your case further. The next step here would be to schedule a consultation. Here is our phone number, or if you’d like, you can give us your phone number and we’ll call you back.” This is another really great way to get people in the door, remember that the goal of Facebook Live is to turn browsers into buyers.
A lot of people feel sucked into this idea that they have to respond individually to every single message and give free legal advice. If you do this, Facebook is not going to help you grow your business. It won’t work for you. You have to have a canned answer for each and every interaction to ensure that you’re directing people to your office. You’re doing great work by giving free information on your Facebook Live and there’s no need to give individualized free advice through private message on Facebook.
My broadcasts typically go for 30 minutes, and I always have talking points to get it kicked off for the first five minutes while I’m waiting for questions. Make sure you say over and over that you’re there to answer questions live to get people to write in their questions. That’s another way to make sure you get it all going. Maybe at first, you won’t have a lot of people tuning in, and that’s okay! You can also script questions beforehand and say, “Oh, I received this by private messenger right now,” or whatever it may be. That way it looks like you have more questions than you actually do. Remember, be consistent! Do this every single week. I personally don’t always do it every week, but I have already built a large following and I’m known for this already within the community that I serve.
I also pay to boost my videos, I usually pay for a week of boosting. I get on, I do a live video, and the next week I boost it for another week. If for some reason I miss a week, I just go and boost an old video, and I still get a huge response and we get a lot of consultations as a result. There is so much more to say on this topic, but I teach a whole course about it on Six Figure Solo. Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. If you are not a member of Six Figure Solo, you’ve got to sign up here! You’re going to love it. And please, write to me, I’d love to hear about any successes that you have with Facebook Live!