Facebook and Instagram are indispensable components of digital marketing, especially for those law firms that want to enhance their brand awareness, stay top of mind, and remain visible to their prospective customers and target audiences. One of the most critical tools for those goals is the Facebook Pixel, which can help you get the most out of your social media marketing dollars.

Lately, we’ve been focusing on social media’s capabilities and potential for law firm marketing. We’ve been covering the most critical recent updates as well as emerging new platforms (such as the voice-only Clubhouse app or the fun and playful TikTok) and their potential for law firm marketing. We’ve also explored actionable tips to help attorneys master their social media strategies. Today, we’ll look again at Facebook (and Instagram), focusing on a particular functionality the platform offers: Facebook Pixel.

  • What is the Facebook Pixel?

First things first, let’s define it. When we talk about Facebook Pixel, we’re including Instagram, as they are part of the same group and share common characteristics and tools. Facebook Pixel is a code snippet that web admins can place on a website. It helps businesses collect data, optimize your law firm’s Facebook/Instagram ads, track conversions/CTAs, and build targeted/lookalike audiences.

  • What are Facebook Pixel’s functionalities, and how does it work?

The piece of code is basically a first-party cookie that works off of interactions on your Facebook/Instagram accounts and website if a visitor is connected to his personal profile. Let’s break it down with an example. Suppose you’re a Personal Injury attorney with active social media accounts on Facebook & Instagram and you create organic posting for your law firm along with paid ads. A prospect interacts with your page by viewing a story. Then they visit your website by following the link on your profile page, but they don’t convert or perform any further action. Setting up and using the Facebook Pixel and Facebook Ads will allow you to get in front of them the next time they open their social media apps, so they see your law firm again in their stories, feed, or messenger app, depending on your targeting strategies.

The effectiveness of the Facebook Pixel is heavily dependent on the events you choose to add to your strategy. The events are simple additions to your code snippets and determine your goals and results. The ones relevant to your law firm could be the following:

  1. Purchases: A lead converts to a prospective client by booking a consultation with your law firm.
  2. Leads: A visitor signs up for your newsletter or gives their information through a form submission.
  3. Initiate checkout: A lead initiates the process of booking a consultation but doesn’t confirm it.
  4. Search: A specific lead searches within your website for a particular term.
  5. Contact: Someone contacts your law firm through a form or by clicking/tapping on the call button.
  6. Find-location: A user searches for your law firm’s office location.
  7. View content: A user lands on a particular landing page on your website.

In total, there are 17 Facebook events that you can find here, but we’ve singled out those that are relevant to law firms and can contribute towards sustainable growth through social media marketing.

Tip: Facebook Pixel is not just about creating events and conversions. It can also contribute to your tracking, attribution, and overall metrics. You can gather information about the cost per conversion, content type and predict the lifetime value of a prospective client.

  • The recent iOS 14.5 updates and the changes to Facebook Pixel.

In a recent article, we went over the latest changes and updates that Apple is bringing to the way we see ads. The iOS 14.5 update has changed a lot for iPhone users, allowing them to gain increased control over the information they share with apps and third-party websites. Among other things, it introduces some limitations to the use of Facebook Pixel, allowing up to eight custom conversions and/or standard events (as described above). Additionally, Facebook nowadays suggests using one Pixel per domain, which may sound like a severe limitation. However, you can still succeed with a highly relevant and targeted campaign that includes lookalike and custom audiences.

Fact: Setting up and installing your Facebook Pixel on your website is a straightforward and clear procedure. All you need to do is log in to your Facebook Events Manager, select “ Connect to Data Sources,” click on the “web” option, and then move forward to choose the Facebook Pixel that you can connect in the following dialog box. The next step is to name your Pixel, get your snippet, and paste it on your website’s header (over tag). Remember that you’ll have to perform the action on every page you want to have your Facebook Pixel active if you don’t use a template. Before you’re ready to go, you have to select your matching criteria (advanced automatic or manual) and then choose and set up your Pixel events. Depending on your law firm’s buyer persona, goals, and resources, we’d suggest you look at our previous suggestions and pick those that fit your needs. Remember that you have to notify your website visitors about the Pixel. Be compliant and don’t forget to add this information in a visible part of your website.

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Tip: Remember to check if your Facebook Pixel is functioning properly periodically. You can do that by setting up your Facebook Pixel Helper Chrome Extension.

Time for our key takeaways.

  • The Pixel is one of the most effective tools Facebook offers and can contribute to your law firm’s social media campaigns. It can help you get in front of your most desired audiences, stay top of their mind, create brand awareness, and track valuable behavioral aspects.
  • Pick your desired events carefully, and only choose those that matter to your law firm. Especially nowadays, with all the privacy policy updates, staying precise on your options is critical and can prove to be a beneficial approach.
  • Don’t get discouraged by the limitations privacy updates bring. While it might create a more complex environment at first glance, it is a chance to understand your data in-depth and start making the most out of your social media budget.