Consumers are searching for attorneys online. So how is your law firm marketing to connect with these consumers?
U.S. Consumers visit an average of four websites before contacting an attorney and the majority of consumers only consider or contact one attorney before making a hiring decision.
It’s all about being found. There are three places you can potentially show up on page one of Google Search results for relevant searches. Keyword ads or pay-per-click, organic search results and the local search pages.
Law Firm Marketing
If your law firm marketing includes a budget for buying keywords, you can get some quick traffic but there is no long-term, enduring strategy for buying clicks, triggered by keywords.
Organic and local optimization has a much longer-lasting impact on your business They do not have an immediate impact, but the time and effort invested are well worth the effort. On a search results page, the ads triggered by keywords are clearly marked as ads and they only receive about 20% of the clicks. The organic and local results are where most of the action is. While there are many factors to address to rank organically, a primary one is content. Content that is written by you and by your customers or clients. Your website content and the internal and external links to it.
Law firm marketing is getting someone who has a need to know, like and trusts you. One could argue about what “like” or “trust” is in any given industry, but now more than ever, this definition gets at the heart of the game.
Your content and publishing efforts must be focused on achieving two things: building trust and educating. These two categories of content strategy must be delivered through the creation of very specific forms of content, not simply through sheer volume. Every business is now a publishing business, so you must start to think like one.
Law Firm Marketing Content
Social media. The First step in the social media content game is to claim all the free opportunities to create social media profiles on sites like LinkedIn and Facebook. Also claim your profiles within the Business Week, Entrepreneur and Inc. magazine communities. Building rich profiles, and optimizing links, images and videos that point back to the main site is an important part of the content strategy play.
Ratings and reviews sites such as Yelp! Merchant Circle and CitySearch have become mainstream, user-generated content hubs. The fact that Google, Yahoo, and Bing all allow others to rate and review businesses makes these sites an increasingly important category of content that your businesses must participate in. Proactive, aggressive monitoring of this channel is a must.
Customer Testimonials are a powerful form of content. Every business today should seek customer content either written, video and/or audio. This type of content adds important trust-building endorsements and makes for great brand-building assets on Google and YouTube.
Referrals now rely heavily on an organization’s online reputation, ratings, and reviews.
While the physical business location has always mattered, now the online location for the local business has become a life and death matter.
Using examples of actual clients is a tremendous way to help people learn from other individuals and businesses just like them. When prospects see themselves in a success story, they can more easily imagine getting those same results. This is another form of content that begs to be produced in video.
Every business should have a well-developed core story that’s documented in the form of a white paper or eBook. This content is a look at what makes a firm different, how the company approaches customer service, and why the firm does what it does. This idea is expounded upon in the Referral Engine. This is the primer for a law firm marketing’s educational content push.
Today, people want information packaged in ways that will help them get what they want. Presentations, workshops, and seminars (online and off) are tremendous ways to provide education with the added punch of engagement. Turning one’s point of view white paper into a 45-minute, a value-packed session is one of the most effective ways to generate, nurture, and convert leads.
Answering Before Asked
FAQs to proactively provide answers to specific things about the firm or approach. Go beyond routine questions and include those that should get asked but don’t, particularly the ones that help position the company favorably against the competition.
All businesses, regardless of industry, have become what we like to refer to as O2O (online to offline) businesses.
Build a law firm marketing strategy with online engagement at the center, focused on driving people online to engage offline. In that effort, the online core web presence has significantly heightened responsibilities. To be successful, your web presence must extend beyond your website.
Small businesses must change the way they think about and approach lead generation. They must think more in terms of being found and less in terms of finding.