Google+’s +Post and Facebook’s Boost present the same basic service: both promote social posts, pages and websites on your behalf.
+Post offers paid, Google+ post placement for your firm. These interactive, live ads are meant to be more relevant to users than traditional banner advertisements. The ads themselves do not display on the Google+ network. Instead, they fit into Google’s much wider Display Network and point surfers to your Google+ profile. No matter where a user sees an ad, he or she can click on it and engage with someone about your firm.
Your +Post content is turned into a live, social display ad that runs across the Internet. This format allows users to jump into a live conversation with you by joining a Hangout On Air section. Users also have the option to add a comment, follow your firm or award a +1 — all from within the (more…)
Heatmaps can show lawyers how website users interact with their content, navigation menu and other interactive elements on their site. This is a valuable marketing tool that identifies where lawyers can improve their sites.
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At one time, purchasing paid links was one of the most popular strategies to improve a law firm’s search engine positions. Of course the practice as been banned for several years but it continued as marketers found ways to sell “undetectable” paid links. Google’s algorithm has changed significantly over the last few years and even purchased links that promise anonymous origins fail to deliver.
Google’s Distinguished Engineer Matt Cutts recently spoke out against Anglo Rank, a link-selling network that markets “footprint-free” paid links. According to Anglo Rank, their links leave no traceable footprints because they originate from a variety of private networks.
Anglo Rank has stated that despite negative attention from Google, very few websites in their networks have been hit. But Anglo Rank does not own any of the websites that use their links, so it may be difficult, if not impossible, for the company to really know if (more…)
Brace your law firm for another change from Facebook: paid organic link promotion.
For the last few months, law firms relying on Facebook pages to promote their businesses have been encountering a great deal of difficulty. As they tried to reach end users with unpaid, organic promotion, it became apparent that only a small portion of their posts were actually seen in the news feeds they expected. As such, businesses suspected that Facebook was pushing them toward “sponsored posts” (in which only those who have already “liked” a brand see a post).
At first, Facebook denied the accusations. The site was, the company stated, simply cleaning the system to prevent spam and low-quality content. The reach for businesses should not have been affected.
But in reality, firms had more success with organic marketing before the changes. Readers could see content targeted just for them, not material from marketing pages (more…)
Online marketin is valuable to law firms because it reaches out to large audiences of potential new people. However, don’t forget the “rest” of the marketing pie when choosing your marketing strategy.
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Over the last ten years, keywords have dominated the focus of law firm’s marketing practices. Now, keywords are no longer complimentary to the law firm brand, they are the brand.
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Strings of numbers have long plagued Google+ Pages. Recently, Google+ introduced custom URLs to make advertising your Google+ Page a little easier.
Since offering Pages, Google+ has issued a long string of numbers for the URL. This practice was certainly acceptable for linking to your profile from your website and email footer, but it caused limitations when promoting your Google+ Page offline.
While you could place your Twitter profile on your business card or your Facebook URL in a print advertisement, it would not be effective to share a profile URL such as “https://plus.google.com/118003559483403504374/,” requiring someone to type out the string to reach your Page.
You may be familiar with the custom URLs offered by Facebook. Google+ custom URLs come with slightly different rules.
Number of Fans and Followers — Facebook allows you to choose a custom URL after attracting 25 fans. Google+ only requires 10 followers to qualify for (more…)
Online marketing is valuable to law firms because it reaches out to a large audience of potential new clients. Unlike the world we entered almost nine years ago, today’s online landscape is much bigger than keywords. It goes beyond rankings and trying to impress Google.
People are on social networks. They’re reading news. They’re reading opinions. They’re reading news about others’ opinions. They have emails, they run mobile apps, and they are not going to a single source for anything. Even the most loyal Google Search users may go directly to Yelp when their car breaks down. Rather than searching for a place to eat in a search engine, diners go directly to Opentable.com or Zagat.com.
Earlier this year, we published a report titled, “Social may be trendy but search brings home the leads.” In that report, we showed how Google was delivering the majority of web leads (leads that come (more…)
Attorney marketing is tricky because you must sell a service only a certain percentage of people need. No problem, provided you focus on benefits for clients and not features.
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Marketers have been telling lawyers to blog for years, because content rules when it comes to online marketing. Blogging can be tedious if you are fresh out of ideas. Here are nine areas that might give your tired brain a boost for ideas.
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