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.
A number of tools are available to show you how your users interact with your law firm’s website. This data can show you what’s working, but it’s not there to affirm that you are doing things right. The real value of knowing visitors’ behavior is understanding what you can do better.
Heatmaps can show you how your users interact with your content, navigation menu, and interactive elements on your site.
Clickmap – A clickmap will show you how visitors interact with clickable items on your site. For example, do more people click on “practice areas” in a main menu, or are they more inclined to click on a specific practice menu in a sidebar? You can use clickmaps to try different things to see what converts best. For example, one month you may have a button that says “Contact Us.” Another month, you can try something different, like “Contact a lawyer” or “Get (more…)
Content marketing will continue to get a lot of attention as websites adjust to Google’s new Hummingbird algorithm, which was quietly rolled out in August and formally announced at the end of September. This release is the first entirely new rewrite of the company’s algorithm since 2001, and it changes the way Google looks at keywords. Hummingbird is a move toward a more contextual, semantic search; that is, rather than just focusing on individual keywords or keyphrases, the search engine will try to discern the whole meaning of the text a user enters in order to return results that more accurately reflect the searcher’s intent.
How does this affect your firm’s effort to continually better your search rankings and increase traffic to your site? If you have been keeping abreast of the series of updates known as Panda and Penguin, then it is unlikely you will have to make too many (more…)
Over the last decade, keywords have dominated the focus of many firms’ marketing practices. What was “Smith & Smith” became “Chicago divorce law firm Smith & Smith with attorneys helping Chicago residents with divorce and family law matters.”
These keywords went from being complimentary to the brand to becoming the brand. Some law firms even incorporated law firm names based on the most popular keywords in their area.
But Google changed all of that when they started releasing Panda and Penguin, the content and inbound link changes, to battle spam within their search results. Now, Google can piece together information about your firm.
Our fictional law firm, Smith & Smith has a Google+ Local profile with their address in Chicago, IL and the categories divorce and family law. If they submit a news release about child custody, Google will see “Smith & Smith” and know that they are a law firm in (more…)
Attorney marketing is tricky in many ways. You must sell a service that only a certain percentage of the population will ever need, and you do not have the same ability to manufacture demand as large retail companies like Nike or Apple. Attorneys are also restricted in many different ways by a variety of recommendations unique to each state bar’s interpretation of best marketing practices. Lawyers must even approach marketing differently than other service providers who face fewer constraints on they ways in which they can present themselves to the public.
However, attorneys can learn from traditional retail marketing in one very important way: The predominant message of successful campaigns is a focus on benefits rather than features. This is true of top national brands that may not mention a product at all until the end of a spot to local businesses. A commercial for a landscape architect will not showcase (more…)
When measuring the success of search engine marketing, many law firms look at leads sent to them from their websites. It seems leads via mobile are changing website lead dynamics.
Pinterest announced on its blog last week that it would be expanding its current bundle of rich pins to include article pins. Article pins will contain additional information, like the headline, author, story description and link to the article, within the pin itself. The feature will be rolled out over the coming months, with larger publishers already seeing access to the new pins.
Previously, when a publisher pinned an article, the post would contain only a picture associated with the article and a link to the story. (Remember, always attach pictures to your blog posts and articles if you want to encourage pins.) People had to guess from that limited context whether the pin was relevant to themselves or their followers.
Pins present a particular challenge for attorneys, whose business is much more difficult to visualize than that of other industries, like fashion or food and beverage, that can (more…)