It is not uncommon with a lot of collaborative professionals that we hear, “I am not on Facebook, so I don’t get it.” So how does it work and how do you leverage the statewide Collaborate Divorce Texas Facebook initiative into your practice?
Collaborative Divorce Texas (CDT) is running Facebook marketing campaigns in major cities around the state each month. (A list of the upcoming cities is at the end of this article) These campaigns target two demographic segments. The first is 30 to 50 years old with an average home value of $200,000. The second is 50+ or the grey divorce with a net worth of $750,000+. Each month the campaign promotes blogs about divorce options and the benefits of collaborative, videos and other content to the targeted demographic segment. This is building awareness of collaborative and creating opportunities to leverage that awareness into your office.
The first cycle ran from August to December and is resulting in more collaborative cases in every market. The next step is to be ready when the campaign is in your market. Here are three things you can do to see more collaborative cases coming into your office.
#1 Your Business Facebook Page
Your Business Facebook Page becomes a place to promote your blogs, videos and news about your practice. You do not want to use your personal page for posts about your practice. Facebook wants you to separate business from personal. However, a Business Facebook Page must be set up through a personal page. If you are one of those without a personal page and don’t want to have a personal account, a business page can be set up through a 3rd party such as The Crouch Group.
#2 Link Your Business Facebook Page to the Collaborative Divorce Texas Facebook page.
As a member of CDT, one of the benefits is that all kinds of great content about Collaborative can appear on your business page. This expands the amount of content you have and expands the reach of the collaborative message. Content are blogs such as this blog from Harry Munsinger about “Establishing New Holiday Traditions” or this video of Melanie talking about the results of having used collaborative for her divorce.
Darcy Loveless with Loveless and Loveless in Denton has taken advantage of this opportunity to have the CDT content on the Loveless and Loveless business FB page and has seen an increase new clients that are asking for the case to be collaborative. This is free content that comes as a part of your membership. For help in linking this content, call The Crouch Group 940-383-1990 or toll-free 888-211-0273.
#3 Develop an Active Business Facebook Presence (Especially when the CDT campaign is running in your market area!)
Being active on Facebook means developing your own content to run concurrently with the CDT campaign will result in your brand appearing alongside the larger collaborative brand in your market. It is equally important not to let the new brand awareness go afterwards. There are long legs that come from establishing the brand, and keeping an active presence means that you can be in the right place at the right time when your future client is ready to move ahead. An active presence includes promoting your own content such as blogs and videos to the same demographic groups and perhaps refining it to focus on the key zip codes that you would like to see your cases come from. Another strategy to be active is to share collaborative divorce related material from other sources on your page. Sharing is often as easy as clicking on the Facebook share button on an article or liking and sharing another Facebook post that you may have read.
While some of you may not be active on Facebook the reality is that most of the world is very active. The average person checks their Facebook account 14x per day. The campaign is focused on reaching people where they live their lives and introducing them to the collaborative concepts early in their decision-making process. There is a long way to go to reach the aspirational goal of making Collaborative the preferred method divorce in Texas but the early signs are that progress is being made.
Upcoming Areas and Target Markets for Facebook Campaign
|January 2017||DFW Metroplex||50+ and Net Worth of $750,000+|
|February 2017||San Antonio Area||30 to 50 years and Avg. Home Value $200,000|
|March 2017||Greater Houston Area||50+ and Net Worth of $750,000+|
|April 2017||Austin Area||30 to 50 years and Avg. Home Value $200,000|
|May 2017||Lubbock Area||50+ and Net Worth of $750,000+|
|June 2017||DFW Metroplex||30 to 50 years and Avg. Home Value $200,000|
|July 2017||Greater Houston Area||50+ and Net Worth of $750,000+|