Content marketing can be a very powerful tool for lawyers when executed correctly. Publishing your content in the right places can help you establish yourself as an expert in your area of practice. This can not only lead to opportunities in attracting quality cases, but can establish your brand reputation on the Internet.
Below we offer a few tips that will help make your content marketing efforts more effective.
Although you want to reach the masses, it is best to narrow down your niche when writing and publishing content. This means that your blog or article should have a specific focus. This will build you up as an expert in a given area while attracting a very specific audience.
It does not matter if you have clients outside this area of focus in the real world, what matters is building the image of an expert in a certain field. It is therefore important for you to select your niche.
If you can focus your content marketing on an untapped niche, or an area of practice that is less popular in your local market, this can offer even greater potential. This will give your content an enlightening edge and really distinguish your practice as unique.
If you have a blog, it is very important for you to remain on topic with your content. If you have a few different topics, such as various aspects of business law in which you want to cover, create different categories for you business blog that focus on each of these topics.
The title is huge when it comes to content marketing. Whether an article, blog post, or press release, the content's title must be compelling and highly relevant to specific group of readers.
The trick to writing a good title (without getting too lengthy) is to hint at an issue or problem that the target market may be faced with and present a solution. You can do this creatively, and in many cases, indirectly by just letting the topic or concern be present via the solution or remedy.
Some ideas for solid titles for online content is to use numbers, preferrably odd numbers, when offering several options or a list of solutions. For example, a catchy title that might grab a quality reader is "3 Things You Must Do If You Get a DUI." It is informative, action-oriented, and addresses a specific target audience.
A great SEO and web marketing technique to apply while publishing content is to make use of link building opportunities. Many article sites enable you to add links back to your webpages which is ideal for both content marketing call-to-action and quality, contextually relevant links.
Building your own blog is an effective way to have complete control over this. Just be sure to build links respectively and avoid any risks of over-optimization.
One of the easiest ways to generate and publish content is via your own blog. Whether it's an internal or an external blog, the inbound marketing opportunities are wealthy with solid blog content.
Although the content is the most vital factor in a blog, the appearance of a blog is also important. You should remember that first impressions do matter, especially online. The average internet user has a short attention span. Having a poor blog appearance is likely to put them off within the first few seconds.
It is important to capture their attention with the blog’s design to keep it long enough for them to start reading the content. You may have the best content on the Internet but no one will take the time to read it if the appearance of your blog is poor. In some cases, especially for large law firms, outsourcing your blog management services or utilizing your marketing team to manage your blog can be an effective SEO investment.
You should also strive to allow your personality to shine through your content marketing. Many readers of blogs and articles appreciate quality content because of its personal touch. Your content represents your brand and should honestly express who you are and what you can do as a legal professional.continue...
If you are running a law firm, you may very well need a marketing committee (if you don't already have one) to ensure your attracting the right types of clients and cases. It is important that you make your marketing committee as effective as possible. This ensures you do not pay money for the sitting of a committee that is not bringing in a return on investment (ROI). Optimizing your marketing committee to be more effective can rejuvenate your legal practice.
If your law firm's marketing committee is to be effective, choose the members carefully. You could hire an in-house marketing professional to head the committee, but this individual does not need to be only a marketing expert. Partners and associates who have a vested interest in the growth of the law firm are ideal candidates to head or be a part of the committee.
Another key point to optimizing your law firm's marketing committee is to consider changing the composition of the committee regularly based on the performance of the members. This will keep your members on the their toes and ensure that their efforts are in the best interests of the law firm. Additionally, the head of the committee should remunerate its members so that they are inspired to continue to do great work. Positive reinforcement is key aspect to any organization.
It is very important to set goals and objectives for the committee. This will keep the committee on a solid path to achieving success-oriented outcomes and attaining the cases that the firm finds value in.
The roles of the different members should be clearly defined, with respect to the law firm's goals and objectives. Facilitate interaction between the committee and the firm's partners, associates, and even paralegals. Furthermore, promoting interaction between the committee and clients (as well as potential clients) can contribute to great well-being in the firm and positive recognition in the community.
Insist that members take action to publicize the activities of the committee. Ensure that the committee is complementing traditional marketing such as direct mail marketing, press releases, mobile marketing, and other forms of advertising. Even more important are pursuing more popular and effective channels via Internet marketing, such as email marketing, article marketing, press releases, and PPC (pay-per-click) advertising, and website optimization.
A marketing committee will come in handy in effectively promoting and optimizing the law firm's website for marketing too. You could have the committee start a blog and keep that blog populated with fresh relevant content. Additionally, the marketing committee should not overlook the optimization of the website for search engines, since a high ranking in search engine results pages can mean greater lead potential. In many cases, the marketing committee may want to consider hiring a website optimization company to handle the intricate aspects of website marketing and optimization.
For the marketing committee to be effective, determine what will be in the committee's agenda. Every agenda should include reviewing of the marketing tools currently being used, reviewing of cross-selling opportunities, and reviewing possible targets (referral sources, prospects, and clients). Each agenda should also cover significant business development results and activities, discussion about the hottest practice areas and reports about business and marketing development successes since the previous meeting.continue...
YouTube is a highly effective video marketing and law firm branding tool since it attracts millions of viewers every day. The video sharing site is free of charge and posting here gives your firm a valuable opportunity to educate, enlighten, and inform relevant viewers. This helps to establish your legal practice with greater credibility and trust amongst your target market.
You should never overlook the optimization of your YouTube channel and videos for SEO. A high ranking video is highly desirable because videos not only stand-out in the search results, but videos help to convert viewers in potential cases.
An SEO analogy to keep in mind is that YouTube channels are like your homepage of a website, while videos are the equivalent of inside webpages. The YouTube channel of your law firm should represent the primary, all-encompassing keyword target (eg "Peoria Criminal Defense Lawyer"), while the videos should focus on specific legal areas that support the primary target (eg "Drug Possession Law in Peoria").
You should always include a description in each YouTube video script. Including the keyword phrases in the text will also help for SEO purposes, but ensure you do not overuse it.'
Also important is to have the URL of your key landing page at top of each video description. This is essentially the call to action to your law firm. Remember to include "http://" in the link, otherwise it will appear as a non-clickable link.
Yet another way of optimizing YouTube channels and videos for search engines is taking advantage of the social media connections that YouTube has built in. Linking to Twitter and Facebook opens a big door for your videos. You should encourage replies and comments, but set the comments for approval only to protect yourself.
Link building is the most effective SEO technique. For this reason along, it is smart to build a few quality links to the channel page as well as to select videos. Additionally, it is very beneficial to have external embeds of your video on your site to generate popularity for video SEO.
Just like for website optimization or organic search engine optimization for websites, internal linking will help with indexing your YouTube videos. You should therefore link popular videos to new videos through the video response feature. This will help to further establish keyword relevancy for overall YouTube optimization.
One last tip to keep in mind while performing YouTube video SEO for your law firm is using transcripts. Transcripts of what is said in the videos will give search engine spiders something extra to crawl while on your video page. This can further improve the SEO potential of your YouTube videos.
Remember, SEO = organization, and having a well organized YouTube channel that is well structured around your keyword targets will offer great potential for search engine optimization.continue...
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