Imagine a scenario in the “Mad Men” era of marketing where the technicians who kept the printing machines running were invited into the decision room to critique and comment on the ads they would be printing. Frankly, it would never happen. Those mechanical engineers weren’t generally going to provide the best insights on marketing, any more than the marketing personnel could solve ink spatter problems.
Fast-forward to 2015, and you may find that IT personnel are actively involved in reviewing and commenting on search engine marketing data for law firms. In fact, when presenting search engine marketing strategies, account managers often get instructions from lawyers to “explain it to my computer guy.”
The problem with this request is that your website and search engine optimization strategy fall under “marketing and communication” much more than they do “tech”. Your IT personnel will be interested to know the specifications of your hosting environment, web (more…)
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.
Podcast: Play in new window | Download (4.2MB)
Generally, the consequence for taking a shortcut with your search engine marketing is some sort of disciplinary action from Google. But a law firm in San Diego is getting more than an SEO problem; the online review and business directory, Yelp, is suing the firm, claiming their employees posted fake reviews to the company’s Yelp profile.
The firm owner, Julian McMillan, believes there is no merit to the case and that the lawsuit is more about retaliation. “They’re an Internet bully and they abused their dominant Internet position for advertising contracts,” he told ABC News. “Here they are trying to squash my freedom of speech in small claims court, which awarded me back $2,700 for my advertising contract.”
Marketwatch suggests that the law firm in San Diego, McMillan Law Group, is not an isolated matter. Yelp says it has been stepping up efforts to squash fake reviews and taking on advertisers that they (more…)
When measuring the success of search engine marketing, many law firms look at the leads emailed to them from their website. While lawyers notice an increase in cases, they often come via a very limited number of emailed leads.
The trend of leads using contact forms is decreasing while the ROI of online marketing for law firms is sharply increasing. How is this possible? Many people are opting to call rather than fill out a contact form.
We reviewed the calling data from a sample of our clients who use call tracking. The calls that we reviewed came in through phone numbers that were exclusively used with their online marketing efforts, not from any other advertising outlet. Those with enhanced call tracking (where the number displayed on the website changes based on the visitor referrer – i.e., if searching Google organic with a keyword, they see a tracking phone number, but if searching (more…)
We recently conducted an internal study, looking at how law firm marketing companies manage working for competing law firms. If a company is providing search engine optimization services, this is of particular importance, as there are only 10-15 natural listings between standard and local.
Over the last four years, the number of online marketing firms which claim to focus on attorneys has dramatically increased. Much of this is due to the economic downturn that started in 2008; many search marketing firms looked to lawyers to maintain their revenue, as law firms in many practice areas were not as severely effected by the economy as other industries.
Some search engine optimization companies offer exclusives, agreeing to only work for one law firm per city and practice area. Others, like SEO | Law Firm, limit their market size to three attorneys per keyphrase – thus, they would not work with more than three “Boston (more…)
A recent article on forbes.com points out a growing disconnect between what marketing and business executives think consumers want and what those consumers actually want when it comes to interacting with companies online. While business leaders talk of building a community and engaging users, most consumers are just interested in getting some sort of perk or discount for following companies online. Being a part of a community is not their top priority.
This presents a unique challenge for attorneys who cannot rely on inventory blowouts, buy one get one specials or other retail-oriented gimmicks to get clients to engage with them online – and by extension to use their services.
Attorney marketing is similar in some ways and distinct in others from retail-oriented marketing. Attorneys are selling both their services and themselves; personal branding is inexorably linked with firm branding. However, attorneys can take lessons from studies in retail consumer (more…)
It is a puzzle as old as currency and trade. Reducing expenses to maximize profitability. While some law firms do this by utilizing virtual office space and allowing attorneys to work from home, others go straight to the largest piece of the expense pie, law firm marketing.
Integrating a complete online marketing strategy has helped many law firms shave $50,000 to $100,000 off of their annual marketing expenses. This is often done by taking money currently spent on Yellow Page advertisements and placing a percentage of that into a comprehensive online marketing strategy.
Here are a few things to look for in an effective online marketing strategy:
1) Performance Oriented Web Design – Your website is going to be an interactive resource for your potential clients. You can customize a large website or utilize a less expensive Semi-Custom Website, but ultimately you need something that is of noticeably high quality. Visitors can easily detect (more…)
In this podcast, Sierra Winter talks about the importance of making a good first impression with your clients on your attorney website.
Podcast: Play in new window | Download (2.4MB)