In only 2 years Miriah has grown her Houston injury firm to a team of 8 handling 100 open case files. She obtains all her cases directly – no attorney referrals – with 99% of her cases coming from Instagram, TikTok, and Facebook.
[1:55] “I currently have 2 attorneys and 6 support staff. Most of our clients are aged 18-45. They are typically laborers living and working in the Houston area. I take cases throughout Texas, but my main focus is the Houston area.”
[2:35] “We have 100 open case files. 99% of them came from social media. We don’t have any billboards or other advertising. All of our marketing is organic. The majority of our social marketing is on TikTok, Instagram, and Facebook.”
Are you targeting clients or other lawyers? How are you doing that?
[4:00] “I am targeting prospects and not attorneys. I want to receive all my cases directly.”
[4:15] “I target people with certain interests who are in my geographic area. One really interesting thing about Facebook and Instagram in particular is that you can create an ad that is highly targeted in your settings. You can choose age range, male or female, interests, and location down to zip code.”
[4:50] “So if you’re making a video about, for example, babies who are born with birth defects, you can target nearby hospitals or people who live in that area, and women of child-bearing age and interests. You can put in mothering, baby products – things that they would be searching – and send them your ad.”
So you are leveraging your organic efforts with paid ads?
[5:25] “On Instagram you can boost your posts, which is really cheap. I have done that. You can target your video towards your selected audience. For a hundred dollars you will probably receive 1,000 views of your video.”
Are you sending those prospects through any kind of funnel? What is your call to action?
[6:05] “I like to add the Send Message button in my boosted posts rather than Call Now or Add Your Email. I want them to quickly message me on whatever device they are using. We’ve seen that 99% of them are on their mobile devices.”
[6:25] “So I say, ‘Send message here.’ It automatically goes to my DM, to my Facebook Messenger, and I get a copy at my email address.”
Are you boosting the most popular posts, or all posts?
[6:35] “What is interesting about Instagram and Facebook is that they tell you what posts work best, and then they suggest what posts you should boost based on their organic performance. Instagram will tell me this post performed 90% better than all your other posts, so I will choose to boost that post.”
[7:00] “I will also track the way the boosted posts are performing with the audiences I have set. I will save those audiences and keep re-boosting the well-performing post. That way, the ads that were playing when I started my firm can keep playing even now, and they are.”
