Three Online Marketing Ideas For Law Firms
There’s no doubt that the web is an essential part of today’s marketing efforts for law firms. However, there is no real difference between existing tried-and-tested marketing tactics and those to be used in the offline environment. It’s much easier to generate business from existing clients who are happy with your legal services than necessarily going out and generating new client leads. When it comes to generating referrals to your law practice online, the same tactics that apply in the real world can work for you in the virtual one. It’s important therefore to focus your web efforts on a few good practices, rather than placing a large amount of effort in a scattergun approach.
Be Authoritative and Useful
What is your core expertise? In which legal services categories do you find you win the most business? If you have significant experience in certain specialty areas, make sure that your opinion and position is clear. If you have a website, start creating useful content that will be indexed by Google and other search engines, with the appropriate keywords that people might be inclined to use when searching for your services. Secondly, look to syndicate these articles with online media relevant to your practice as well as some of the free article sites, making sure that ownership is clearly stated and outbound links send people back to your website. You may perhaps also consider creating a regular podcast that can be downloaded from your website as well as from places like iTunes, providing information on your area of expertise or discussing legal issues with colleagues or past clients. Generating fresh content regularly is key to making sure you have something compelling for search engines to keep re-indexing your website. This also keeps your site fresh and relevant. If you don’t have an in-house website manager, consider setting up a blog linked to your main website, which you can edit and update regularly. And of course, offer yourself out to media as a spokesperson, and link back to articles and programs where you are quoted.
Be Social
A good reputation is essential in business for word-of-mouth referral. If you have positive client endorsements, make sure that these are used to good effect, both on your own site as well as in other relevant forums. Make sure that you make the
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most of the free social networks and professional networking sites where you can link back to your main website. You can make use of the content that you’ve generated for your website in these areas or simply link back to the articles you’ve written here. Additionally, search for people asking questions related to your area of expertise and offer assistance. A little something for free can often stimulate a repeat action. If you do have positive clients who would be happy to act as case studies or referrals, ask them to positively endorse you on sites like LinkedIn and in other forums. And don’t neglect micro-blogging sites such as Twitter, which can be actively searched by and for potential clients.
Be Discoverable
With all of these channels of communication open, sometimes it’s difficult for potential clients to make sense of all of these points of interaction, especially if they are in a state of concern. Being quickly discoverable on the internet doesn’t just mean being listed in a Yellow Pages service or having a website. More and more people are accessing the internet from mobile devices, especially if they are out of the office on a lunch break, while trying to deal with their personal lives on a restricted timescale. Think about whether your website is mobile-optimized – is it easy for them to find your contact information? A cheap and quick way of making absolutely sure that you can be found, as well as supporting search engine optimization and maximizing your investments in the free social media channels, is to set up a .tel name. A .tel domain name can cost as little as $10 per year and does not require any technical skills to set up. A .tel name is a simple site that lists all of the ways in which people can contact you. It’s optimized for viewing across all browsers, meaning it can be accessed quickly and cheaply on mobile devices, and it’s also discoverable in the same way as normal websites.
Covering these three bases will provide you with the content, communications channels and client referrals that will help you position your practice in the best possible way with relatively little investment, leveraging the reach and discoverability that the web can bring to you.
~Ben Anton, 2010
By: Ben Anton
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