Law Firm Web Marketing

    

Mobile Text Message Marketing for Law Firms

Law firm mobile marketing is becoming a highly effective method to obtain quality cases and retain respected clients.

Many legal practices both large and small are taking advantage of mobile marketing strategies, particularly in the form of text message marketing. Especially for law firms with a local market focus, the opportunities to go mobile are very significant.

But what exactly makes text message marketing for attorneys so great? That answer comes in many forms.

Strategic Text Message Marketing

Text message marketing or SMS (short message service) marketing is good method to obtain more traffic, but you need to execute this appropriately. The first step is building your opt-in database, or list of recipients who are willing to accept your text message blast.

After a sufficient list has been established, whether through social media, email marketing, or other creative methods, the task of tailoring SMS blasts begins. Here it is important to empathize with your market and send them an incentivizing message that offers value.

Below are 3 good examples of creative text message marketing strategies for law firms:

  • Coupons that offer a free legal analysis or consultation
  • Reminders or promotions regarding events or enticing offers
  • Setting up short codes to facilitate client communications (e.g. “text ‘APP’ to 12345 to get make an appointment.)

Mobile Marketing for the Legal Profession

Every practice offers something unique with respect to its areas of law. This means that each strategy for law firm mobile marketing is original. It is important to take into consideration the advertising and marketing objectives of the firm, and implement strategic mobile components accordingly.

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5 LinkedIn Marketing Tips For Legal Professionals

LinkedIn has emerged as one of the most successful social networking sites for business professionals. The facilitation of referrals and interaction with like-minded individuals has made LinkedIn a valuable tool, particularly for lawyers.

Recent studies have indicated that about 2/3 of legal corporate counsels use LinkedIn for marketing purposes. Additionally, executives of all industries and professions are using LinkedIn to explore new avenues and expand their business.   

To help legal professionals establish a valuable LinkedIn presence and attain better cases, we have identified 5 tips that prove highly valuable.

1. Develop relationships with the referral sources – This will do wonders for the long run. For instance, a lawyer who practices copyright law can find networking opportunities with members of a corporate or business law firm. This creates a relationship for business reciprocity and sharing opportunities with another.  

3. Network with potential clients – This is one of the best lawyer LinkedIn marketing tips that is similar to the latter. Let’s say you work in bankruptcy law. Some of the greatest relationships you can build on LinkedIn is with lenders and bankruptcy professionals who can pass business along to your practice.

3. Build relations with members of the media – More than 91 percent of media professionals are on LinkedIn, and this is really big number as compared to other social media sites. This includes journalists, reporters, and editors of regional, national, and local publications. Not only can these relationships lead to greater opportunities to market and publicize your practice, but establishing credibility with media professionals is sound reputation management.

4. Showcase your practice more personally – Investing in legal services can be daunting for both businesses and consumers. By presenting your practice from a more personal perspective, you can instill peace of mind in your potential clients.

Depending on the size of the law firm, each attorney should have their own profile on LinkedIn, and it should be linked to the main site of the company. This will help your customers know who it is they are working with.

5. Bolster relationships with existing clients - Whether a business or individual, existing clients are also a powerful source of good referrals. To keep yourself better organized, create a LinkedIn group dedicated to existing clients. That way you can better manage these valuable assets in your marketing efforts.

6. Broaden your network for expert witnesses - LinkedIn can help you establish connections with niche specialists whom can act as expert witnesses. This can empower your practice, and provide clients with the confidence to hire your for their case.

For all types of legal professionals, being LinkedIn can deliver many great things. Whether career seeking, networking, or marketing your practice, LinkedIn offers a wealth of opportunities to grow. We hope you appreciated these 5 LinkedIn marketing tips for legal professionals.

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Social Media Marketing Tips For Lawyers

Social media is significantly underused by attorneys and law firms alike. Only the most savvy of the legal profession are effectively using social media to enhance their practice.

Depending on the area of law, the right social media marketing strategy can work wonders for a law firm. Not only can social media help a firm interact with new and existing clients, but having a social media presence can greatly enhance a firm’s search engine optimization efforts.

Why Go Social?

There are so many reasons why law firms should be taking the social plunge. To some Internet users, social media platforms like Facebook are used as their primary search engine. And because geographic relevance is automatically factored in to the Facebook search results, having a law firm Facebook page can promote further and free advertising exposure.

But social media for the legal profession extends much further than Facebook. Many attorneys are realizing a huge competitive advantage by optimizing their YouTube videos for select practice areas. In addition, some firms are finding strong cases by marketing their articles on StumbleUpon and Digg.

Almost any lawyer will agree that one of the strongest resources to get good cases is referrals from other attorneys. Social media can play a role in facilitating this as well. In essence, the possibilities for social immersion are virtually limitless to the typical law firm. All one needs is to be a bit creative with respect to their practice and their target audience.

Social Media Tips for Lawyers

  • YouTube videos are one of the best social media tools for lawyers looking to enhance their marketing strategy. A short discussion about specific legal issues can not only improve an attorney’s credentials as an expert, but optimized videos are also quite powerful for SEO.

  • Audio recorded podcasts are also great for explaining basic tips on various legal issues. Similar to videos, podcasts offer a rich medium for relevant users to interact with your brand.
  • Get social through local or regionally-relevant social sites. Here you can post events or content to a more in-market audience. This can help establish your local brand image along with your online brand image. 

  • LinkedIn is social media platform that is must for the legal profession. This goes back to the value of referrals, and LinkedIn is the ideal site to communicate with other like-minded professionals.
  • The more common social platforms like Facebook are still important for many types of law firms. Particularly for attorneys in consumer-focus practice areas, such as criminal law or family law, a Facebook page enables relevant information seekers to learn about the firm. Here users can also see what others are saying about a firm, thus establishing greater trust.
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Partial Linking for Lawyer Web Marketing & SEO

There is no doubt that link building is now the powerhouse to stronger search engine rankings. For law firms with regional SEO focus, or those who are optimizing for locally-targeted practice areas (e.g. "Dallas business litigation lawyer,") the strategies for link building come in many forms. 

It is not only important to consider what sources for link building a law firm should use, but also how links are built. In this article we discuss a great linking strategy for lawyers who have a local SEO focus. To learn more about the general practice of link building, read this post about SEO link building tips for lawyers.

Partial Linking Defined & Described

Before we can define partial linking, we must first define "anchor text." Anchor text is used to define the visible words that are displayed in a link. Using customized (or optimized) anchor text substitutes the need to use the URL for the link. As a result, a search engine spider can better evaluate the keyword relevancy of the anchor text to that of the webpage’s content. This is a big factor in SEO, for it makes websites more popular on certain keyword phrases.

The practice of partial linking means using only a part of the link destination's keyword target in the anchor text. For example, a law firm web marketing blog wants to build an optimized backlink to a website for a corporate lawyer based out of Boston. The blog writer could script the link's anchor text to include all keyword in the targeted search phrase (e.g. "Boston corporate lawyer" or "corporate attorney in Boston.") However from a partial linking perspective, the blog could publish the anchor text to include only the city "Boston," or perhaps only the practice of "corporate" law, in the link.

Why Partial Link Building?

Some might ask, why script the anchor text of link to read only a portion of the true keyword target? For one, SEO is long-term endeavor. Google interprets websites based on single words and the density of those single words. Although keyword phrasing is important, becoming more relevant on single words is sound strategy for local Internet marketing and long-term link building.

The homepage in particular is the most important page of a website when it comes to SEO. The home domain supports a number of keywords, and may be relevant on several un-related terms. Partial link building is highly effective for backlinks pointing to the homepage. This helps to focus the keyword relevancy of site one word at a time. And although this might appear less efficient than linking with a full keyword phrase, the result can support greater, long-term rankings on both local and globally-targeted keyword phrases.

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Local Internet Marketing Is Ideal For Lawyers

The web is now buzzing with various exciting opportunities that offer ways to increase your revenues though Local SEO (Search Engine Optimization.) With the fast penetration of the Internet in every nook and corner of the U.S., now searches for legal representation and counsel are happening from many local areas.

As per the latest reports of Google, about 8.3 million searches are now being done for “lawyers” on search engines alone. Therefore, local Internet marketing for lawyers offers many opportunities to capture relevant searches that could result in a huge case.

Advantages of Locally-Targeted Online Marketing

Local online marketing for lawyers is much more cost-effective than a phone book, television, or radio advertisement. These channels offer limited information and ad exposure. But in case of website marketing, you can obtain top search engine visibility from your prospects and target customers. The cost of impressions for a PPC ad or organic search placement is significantly less than a print ad. And when users hop on Google to find a "personal injury lawyer in Dallas, TX," that's just what they want.

Realize a Better ROI

Many lawyers still prefer newspapers, TV, law directories and similar advertising mediums. Though few attorneys may have got some success with these venues, but the real question here is that how much returns they are getting on their investment. In most of the cases, search engine optimization campaigns are highly cost effective and can generate long lasting results. While newspaper ads or direct mail campaigns are recycled or thrown as waste, local website marketing for lawyers continues to generate quality leads for them. Now the lasting effect of this kind of marketing means that your marketing budget is being well utilized and generates more revenue for you. Maximum leads with less money, as well as quality of leads, make local Internet marketing for lawyers a clear choice where they should spend their marketing dollars. 

Gain Maximum Online Visibility

As we discussed above, SEO can help you in getting higher rankings on major search engines resulting in higher traffic to your site and more business. Companies providing local SEO services for lawyers actually work for maximizing their online exposure. All major search engines such as Google, MSN/Yahoo and Bing now show results depending upon the location of the user. Therefore, if your site is optimized for local SEO, you can gain better ad exposure from in-market users.

A good local SEO company will target keywords of local/geographic relevance combined with practice areas keywords (for example, "Atlanta criminal defense attorney".) This can rank the site of an Atlanta-based attorney on the top of search engine result pages for queries that relate to criminal defense. They will choose the keywords that are used by relevant clients for searching lawyers in their area.

Aside from this, providers of local SEO services also use other Internet marketing techniques, such as manual directory submission, PPC marketing campaigns, article and blog submission with links to your site, and even social media marketing. These services are starting to replace traditional forms of marketing and serving ideal for law firm web marketing.

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Significance of Google PageRank for Law Firms

Google is the Goliath of search engines, and when it comes to law firm web marketing, search engine optimization is the bee’s knees.

Along with relevant content, Google determines its search results based on the PageRank algorithm. Both of these factors are huge when it comes to search engine rankings, which implies a need to address both to achieve the best outcomes. 

The significance of search engine optimization to law firms is crystal clear. High rankings through organic search can be result in cost-efficient advertising. The answer to the question of how to achieve this goal lies in getting a good grasp of how the Google algorithm works. 

The Google Search Algorithm

Google's search algorithm is complex and difficult for marketers to gauge. However there is one major theme that supports any search engine marketing campaign – and that is relevance.

Relevance is simply a measure of how well your website’s content matches the search words or phrases used by the targeted searcher (or potential client.) Relevance is usually determined based on the website’s content which includes the Title of the page, the meta data, and the page copy.

The Google algorithm then ranks your page according to relevance, along with the many other law firms and legal practitioners. Google determines what your website is about by looking at its content as well as looking at other sites that are both linking from and to your site. Google uses this data to determine the relevance of your website to keywords and phrases entered by a user.  

Google PageRank

PageRank is an independent means of measurement which relies on Google's perception as to the authority, quality and credibility of a web page. It does not depend on any search words or phrases as these are taken cared of by relevance. If yours and a competing law firm have the same relevance, the one with the higher PageRank gets the higher ranking. Google scores PageRank from 0 to 10, with 10 as the highest

Generally, Google considers inbound links a confirmation of authority, quality, and credibility; however not all inbound links have the same value. Websites that are considered to have more credibility are valued higher than those that have less credibility. In turn, this credibility is measured by their PageRank which means that your inbound links should come from websites that are also ranked high.

For instance, if your law firm has inbound links from a website that has a PageRank of 3, it can still help you but you'll need a lot more of them to get a higher PageRank. On the other hand, if your inbound links are from websites with PageRanks of 5 and up, then, you'll have better chances of scoring a higher PageRank with just a handful.

As PageRank is calculated on a logarithmic scale, there are wide gaps with say, PageRanks of 4 and 5 and PageRanks of 3 and 4. The difference between PageRanks 4 and 5 will have 5 to 10 times the difference as compared to PageRanks 3 and 4. Expectedly, websites with lower PageRanks are more prevalent, and if your website is ranked 6 or higher, this means that you are among the elite. 

Determining Your PageRank

You can determine your PageRank using two methods:
• You can download the Google Toolbar and activate the PageRank feature upon installation.
• Use the Website Grader tool which, aside from determining PageRank, offers other relative information as well.

Find out where to download and enable the PageRank feature by visiting this page about Google PageRank Toolbar.

In summary, there are two essential steps your law firm website needs to accomplish to get high rankings particularly in Google. One is to work on the relevance of your content. The other is to aim for the highest PageRank possible by developing a SEO link building strategy from related websites with high domain authority (PagRank.)

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