As we approach a new year, we look at some of the technological changes and advancements that have been made in 2010 and how they will affect your 2011 law firm marketing strategy.
The most significant event that comes to mind is Facebook receiving more traffic than Google in the spring of 2010. This shows how important social networking is to any marketing strategy. With an audience that large, your firm must be positioned to succeed in social networks.
Also, news releases are more important now than ever before. We saw that as we launched Law Firm Newswire and watched our clients get hundreds of new visitors to their websites that they would otherwise not have reached.
Two things are going to be game changers in 2011 – Local and Mobile.
Local search results are becoming more and more popular. So much so that Google has placed more emphasis on the Google Places (formerly Google (more…)
This time of year is all about lists. Shopping lists, guest lists, and frantic last minute to-do lists. With so many things to do today, we thought we’d keep this week’s Legal Marketing Weekly brief with a Legal Marketing List of things you need to have in place next year.
1) Search Engine Rankings – Having a search engine optimization strategy in place will be absolutely necessary to grow your law firm in 2011. With Google merging Google Places with their normal rankings, your search engine optimization company is now going to have to position your website so that your Google Places profile appears prominently on the first page.
2) Get Networked – We said it last year and it is true for this year, you need social networks. If you would have established a Facebook and Twitter account this time last year, you would have a set of followers that would be (more…)
Shrinking your law firm marketing budget may be the best way to increase your client base. This episode will give an example of how one lawyer expanded his office and saved $40,000 a year.
Podcast: Play in new window | Download (2.6MB)
An aggressive online law firm marketing plan can pull your website to the first page of Google, drive traffic to your website, get social networks to notice you, and put your law firm’s name in the news. However, with time on your side, results come quicker.
First, we must point out that time will not replace the need for an aggressive optimization strategy. Many websites with a decade behind them are still lost in the deep pages of search results. But when you take an older domain name and properly optimize the content and build credible links pointing back to it, the results can be seen immediately.
Google’s algorithm is built to focus on one thing and one thing only. Quality. Google generates revenue through pay-per-click advertisers. In order to get companies to spend money advertising on Google, Google has to have a large searching audience. In order to get the large search (more…)
The internet offers a variety of law firm marketing opportunities but they are not created equal. Some mediums offer instant results but require an ongoing variable expense that stops yielding results when you stop paying. Others require some patience with a long-term result.
If you want to avoid pay per click charges, then you need an alternative legal marketing strategy that combines search engine optimization with other media forms that will yield instant results. The best way to do this is to merge press releases with your search engine optimization strategy.
Press releases do two things – they get your name instantly in Google News, Topix, and other online news services which drive traffic to your website and they build links which helps with your long term search engine optimization goals.
For a news release (or press release) to drive traffic, it needs to relate to a popular topic. We often recommend political commentary (more…)
As cliché as it may be, if an organization is not growing, it is dying. Most law firms rely on several forms of media for getting new cases. Those generally are referrals, print, mainstream media (TV/radio), and the Internet.
Hands down, any law firm marketing consultant will stress the value of referrals. They are most likely to convert to new clients and generally come with loyalty that is harder to earn with standard new leads. However, print, television, and radio are expensive compared to the free referral base and the considerably more affordable Internet marketing opportunities.
In order to build a bigger law firm while reducing your marketing expenses, you should encourage referrals within your local professional community and shift your marketing dollars to the Internet.
Earlier in the year, one of our local attorneys decided to drop the yellow pages and shift his legal marketing dollars to the web. Fed up with the (more…)
Practicing law is demanding. You have people depending on you, people who are in serious situations. Businesses who have millions of dollars on the line or children not knowing which home they will primarily reside in are all depending on you. All of these pressures certainly add up.
In the back of your mind, you keep thinking about growing your law firm. You considered advertising options, maybe requested a few quotes, but other things got in the way and you never moved forward.
Some of our clients originally contacted us one to two years before signing up. They received periodic updates from us and kept their original proposal, but marketing their law firm never quite made it to the priority list. While you are putting your law firm marketing future on hold, other competing law firms are wasting no time claiming dominance on the web.
While you wait, other law firms are building new (more…)
Having a great looking website to attract new cases for your law firm is important. A clean, professional design that encourages calls and e-mails will serve your practice much greater than a thrown together templated freebie.
But what about the new media? The new form of communication? Though not so new, it is poised to rapidly take over the Internet one dial at a time. It is time to take your law firm mobile.
In December, we will be launching a mobile extension for law firm websites. Navigating your website from a computer is slightly different than navigating on a 5-inch Android, Blackberry, or iPhone screen. In order to tap (geeky pun intended) into this wireless market, your website needs to be easy to use and optimized for micro web surfing.
Coda Research has predicted that smartphone Internet usage is going to increase 40 times between now and 2015. That is not very far (more…)
How you describe your area of practice can determine the success of your law firm marketing efforts. Remember, you are marketing to a clientele that may not be familiar with legal terminology, nor are they likely interested in learning.
It’s a common mistake made by firms that predominately market to non-legal clients. Using technical language in your website content can turn off your readers, confuse them, and chase them into the office of a competing attorney.
The solution is simple. Focus on the solution, not the law.
Most people are going to need a lawyer for something at some point in their life. Whether it is for starting a new business, dealing with a death in the family, financial problems, financial windfalls, the list goes on. The majority of those individuals and businesses are not interested in the law. They are interested in a solution. You must incorporate that into your website content and (more…)
Some law firms are looking the other way from social networks. However, lawyers who embrace them lay a strong foundation for their future.
In the legal community, there is a misunderstanding about social networks. As they see their children communicating on Facebook and gossiping on Twitter, many lawyers tend to relate the value of social networks to nothing more than the new high school experience.
This mindset takes me back to the mid ’90s. Everybody was on AOL, Internet ventures could get half a million dollars in capital just for registering a dot com, and many small businesses looked the other way while their competitors jumped on board and embraced the next generation of commerce. The most popular features on AOL were, of course, chat rooms and Instant Messenger, which made the web seem like one big convention center.
Lawyers who saw the potential of the newly connected world now enjoy web monopolies on (more…)