Building the Divorce Differently Collaborative Brand with Facebook

One of the goals of Collaborative Divorce Texas is to help its members get more collaborative cases.  To do this, we are building the brand that you can divorce differently through the collaborative divorce process.  The goal is to reach potential new divorce clients and get information in front of them early in the decision making process about collaborative.

What can you do as a member of Collaborative Divorce Texas to help spread the word and get more collaborative cases?  (After all you are just one person, maybe operating as a sole practitioner.)  The answer is the great equalizer… Social Media and, in particular, Facebook.

Facebook has 1.71 billion users worldwide, 226 million in the United States, with Texas ranking second in the country, after California, for the most Facebook accounts.  Facebook is where people are living their lives today.  The best proof of that fact is that on average people check their Facebook account 14 times a day. Sure there are outliers who don’t use Facebook, but the vast majority of the population does, and many of those users are your potential clients.

Marketing Campaigns Underway

For those reasons, the board of Collaborative Divorce Texas made a commitment to use Facebook to build the Divorce Differently brand for Collaborative Divorce throughout the state.  In August, a yearlong campaign to brand collaborative was launched in the DFW Metroplex; in September that campaign moved to San Antonio; in October it will be in Houston, November in Austin and in Lubbock in December, continuing on into 2017.  These campaigns will target 30 to 50 year-olds with a home value of $200,000 and the 50+ market (Gray Divorce) with a net worth of $750,000+.  These two demographic groups were determined by the board to be the best target markets for collaborative.

This Facebook advertising features blogs, videos and ads that are designed to build public awareness about the collaborative divorce process, build the brand and drive traffic into the CDT website.  Once a potential client is in the website, more information is available, including member profiles of those who practice collaboratively in the potential client’s area.

How did the First Month of the Marketing Campaign Do?

• Web Traffic increased 31.4% over 2015
• 54% of the traffic were new or first time visitors to the site
• The Facebook campaign in DFW reached 37,860 people in the 30 to 50 demographic
• 10,807 people watched the videos
• 1,197 people liked, shared, commented or visited the website
• 6% of the total web traffic came from the DFW area in August

Five Things Collaborative Divorce Texas Members can do to get More Collaborative Cases

So how can you, the Collaborative Divorce Texas Member, take full advantage of your member marketing and advertising benefits to get more collaborative cases at no additional cost?

1. Update your profile on the Collaborative Divorce Texas website.  Make sure that your picture and all relevant information is current. Remember that CDT FB advertising is designed to drive potential clients to the CDT website.  After that, it is up to you to make yourself stand out.
2. “Like” the Collaborative Divorce Texas Facebook page (the public page) and begin sharing the content there with your friends and followers, or grant CDT permission to post CDT content directly to your Business Facebook Page.  (Contact Tim Crouch at The Crouch Group for more information on how to do this)
3. Start writing your own content or blogs for your website and Facebook page about the benefits of using the Collaborative Divorce process.

4. Make sure your website mentions that you are a member of Collaborative Divorce Texas so that you can separate yourself from those that claim to do Collaborative, but don’t.

5. Offer Collaborative upfront to every potential client. They may have seen information about Collaborative but don’t really know how or when to bring it up as an option.

Facebook advertising about collaborative divorce is coming to your town.  It is a great equalizer because it can compete with big budget advertisers.  Divorce Differently is the brand promise offered by members of Collaborative Divorce Texas to those facing the reality of divorce.  Facebook is the place where the promise begins and helps to make Collaborative Divorce the Preferred Method of divorce in Texas.

If you have questions or need help implementing these strategies in your office, contact Tim Crouch at The Crouch Group (888-211-0273) for more information.