There is a growing misconception in the legal marketing industry that social networks are becoming more important than creating new content. However, this is not the case at all. Social networks are powered by content.
What is changing is the content itself. Whereas the online marketing strategies of the past involved producing a lot of long, extensive articles and content pieces, the new law firm marketing strategy is about more, shorter pieces of content. But this presents challenges of its own.
To keep social networks like Facebook, LinkedIn, Twitter, Google Plus and Pinterest relevant, law firms need to post interesting comments and links. Otherwise, those profiles become just another advertisement rather than a community.
At the same time, if a law firm posts links to brief pieces of content that are worthless or too abridged to provide any real information, then those social network profiles are essentially spam. They will not lead (more…)
Social networks can be a good way to give your law firm exposure and establish expertise within your practice area. Attorneys can comment on news items that are of particular relevance to their area of practice, and they can use social media to convey positive press about their firm. But social networks can also be a good way to make your firm look unprofessional or out of touch. Attorneys and firms that participate in social networks must do so with a targeted strategy.
Before beginning the process of setting up accounts and profiles, take the time to put some thought into your brand. In social media situations, developing a personal brand is particularly important. Personal branding is simply the method by which you market yourself to the world. The concept has received a lot of attention in reference to celebrities, but personal branding is not just for high-profile public figures. Everyone (more…)
Talking about business cards on a law firm marketing blog may seem anachronistic – sort of like punishing a teenager by taking away phone time. What person under 20 talks on the phone anymore, anyway?
But business cards, the venerated elders of the marketing world, are still relevant. And they have to work hard for your firm. They must give a memorable first impression and keep working long after they are handed over. They are your mini brand ambassadors.
Your business card may be the only physical item colleagues and prospects have connecting them to your firm. While online referrals are an increasingly lucrative source of new business, attorneys still have ample opportunity to hand out business cards at social and professional events. You never know when you are going to meet a potential client. Someone you ran into months ago at a convention or yesterday at a luncheon may one day need (more…)
We recently covered design and color schemes for divorce lawyer, personal injury lawyers, and bankruptcy lawyers. This week, we wrap up our two-part series with immigration, criminal defense, employment, and estate planning lawyers.
Whereas many areas of the law should project a compassionate image, immigration lawyers can be less fluffy and more inspiring. A design that instills hope will best communicate with their target market. It would be completely inappropriate to stand in a dark room, looking tough, arms crossed, and holding a gavel. That would not communicate with hopeful citizens. You should inspire hope with your design while instilling confidence with credentials. A “land of opportunity” theme is a better choice than a “tough angry lawyer” theme.
Criminal defense attorneys have it a little easier. Depending on their target client base (white collar, DUI, domestic violence, sex crimes, etc), the style they should approach can vary. A white collar criminal (more…)
There is a difference between web design and web development. The design is the style, layout, graphics, and more. Development is when the design meets programming with content integration and page building. In this section, we will focus on the design.
A website is much like a work of art. It needs to say something to the visitor before they read it. Communication through design is why it is vital to have a professional website. Your website’s color schemes, graphics, imagery, and overall design need to psychologically communicate with your target clientele before they ever read one word of your content.
I have outlined a few areas of law and explained what their design needs to say in order to communicate with their target market. This week, we will cover Divorce, Personal Injury, and Bankruptcy.
Divorce and family lawyers probably work with the most stressed out client base of any practice area, (more…)
Conversion friendly design is a must for a legal website. Law firm websites need to serve two audiences: readers who want quality content and those who want to connect with a lawyer right now. Learn how to create a lead funnel and design for quick conversion to create a bigger law firm.
Podcast: Play in new window | Download (2.4MB)
Law firms that want to build their businesses can find out more about how Law Firm Newswire refers more traffic to lawyers’ websites than the online yellow pages, Lawyer.com, and other legal directories. Attorneys that publish their news on Law Firm Newswire receive hundreds of site visits and the potential to earn more clients.
Podcast: Play in new window | Download (2.9MB)
At the center of every online law firm marketing campaign is content. Whether it is content on your website, blog entries, or distributed content like press releases or articles, what gets your firm attention is valuable content.
As users turn to Facebook, Twitter, Tumblr, and Google Plus, we see an obvious trend change regarding what people like and what gets them to “like” or “+1” your firm. People like brevity.
From short Tweets to brief blog entires, content that is direct and to the point with just 100-200 words is what gets attention. While long content is preferred by Google on your website, short content that is heavily shared on Google Plus will still get preferable treatment in the search engine…temporarily. Which is why it helps to know when to go short and when to write long detailed pieces.
Long, detailed content is best reserved for your website. Explain the legal (more…)
It is important to make the distinction between thinking social and acting social. Just being on a social network is about as useful as just having a website. The key to success is having an active presence on the social networks to market your firm.
In this month’s issue of the Bigger Law Firm magazine, they talk about Google Plus and how to utilize Google’s new social network to grow your firm. You can pick up an issue at seolawfirm.com/blf-magazine/.
Currently, the most activity is on Facebook and Twitter. The key to success is activity and activity means content. Here are a few ways to stay active on Facebook and Twitter without using up hours of valuable time.
1) Create a Facebook page. Go into your profile to create a page. You do not want your personal profile to become the face of your law firm’s Facebook presence. Create a page for your firm, (more…)
It is an exciting time to be an elder law and estate planning attorney. Your target audience is larger than they have ever been and they are getting more technologically savvy. This means you can reach out to them in a number of different ways that are relatively inexpensive compared to traditional television and print advertisements.
The modern elder law firm needs to be focused on education. A lot of people hear about “elder law” or talk with their friends and family about “estate planning” but they may not know what it is, why it is important, and what it really entails. If you become their educator, you will be become their lawyer.
Before you start drafting articles, you should know that with a more technologically savvy audience comes many opportunities to educate and generate leads beyond articles and print literature. Let’s look at a few.
1) Video Libraries – Nobody wants to watch (more…)