Law Firm Web Marketing

    

How Law Firms Can Leverage Omni-Channel Marketing

Law Firm Omni Channel Web MarketingThe world of web marketing is undergoing a number of major and rapid changes. The legal profession is moving away from the arena of "push" based marketing and towards a more personalized form.

Unfortunately, as it pertains to multi-device, it is apparent that with omni-channel marketing consumers are slightly ahead of law firm web marketers.

What is Omni-Channel Marketing?

Omni-channel marketing refers to a significant shift where marketers are now required to provide consumers with an experience that is seamless no matter the device or channel. Consumers are now able to engage with a company via social media, a catalog, a mobile application, a website or a physical location.

Legal services can be accessed by either calling or the utilization of a web enabled device. Each component of the customer experience is to be complementary and consistent. Moreover, omni-channel marketing is the viewing of the experience through the eyes of the consumer while orchestrating across all channels seamlessly.

In the most basic sense, omni-channel is multi-channel done right. This is a form that is able to anticipate that may move to other channels as they progress to a resolution. The integration must be consistent and solely for the functional benefit of the consumer.

The following are recommendations for law firm web marketers that are seeking to implement a perspective omni-channel marketing:

Place Yourself in your Client's Shoes

It is important to review regularly your customer's experience in regards to product connection, purchasing and research. From there, you will need to test the experience by placing orders, submitting support cases, interacting with the available channels and more. If plausible, this testing should been done by testers that are both internal and external. This will allow you to thoroughly determine the answers to the following questions:

  • Did everyone have an experience that was pleasant?
  • Are any unnecessary barriers present?

Measure Everything

Due to the fact that data is everywhere, therefore making it possible to measure success in terms of the response of actual people over time. This data measurement will allow marketers to customize offers and messages in an appropriate manner according to the channel.

Segment your Audience Accordingly

You will need to gain an understanding as to what data points will be helpful and you will need to segment your audience accordingly. The use of marketing automation will allow you to capture the information needed so that you will be able to create rich profiles regarding your customers and their journeys. It will be this information that will be translated into consumer use cases that will build your buyer personas.

Develop Content that is Able to Address Behaviors and Use Cases

The use of messaging and content is a key factor here. Should a consumer engage previously with the company, you will want to consider that behavior in your marketing strategy. Even when a customer simply places an item into their cart and leaves it unpurchased, this behavior will help you to better market to the target demographic.

Don't Limit to Marketing

Listen to your customer service efforts, outreach teams, and the support team so that their data can be considered as well. The collaboration of this data will further allow for seamless integration and a truly omni-channel form of marketing.

On Preferred Channels & Devices, Listen and Respond

Given that more and more people are using multiple devices during the process of a single transaction; ensure that you will be able to respond and listen to the interactions.

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SEO in 2015: Mobile Now Makes Up a Majority Of Google Searches

Google Search MobileIt is now official: Google mobile searches have surpassed both tablet and desktop searches. This was announced by Google some time ago. The company went ahead to state that this is happening in ten countries, including Japan and the US.

This does clarify Google's recent focus on mobile search which they tweaked their algorithm to favor mobile-friendly sites. With user search experience being at the top of their concerns, it does not come as a surprise that they would strive to ensure that the experience on its search engine site and app is interesting and friendly.

Implications on SEO in 2015

For businesses keen on running any SEO campaign, this is a really big deal when you take into consideration Google's recent implementation of the mobile friendly algorithm which is anchored on connecting mobile or smartphone searches with sites that are mobile friendly sites. The direct implication of this is that if your site is not responsive or mobile friendly then your page ranking with Google as a search engine is bound to significantly drop; negating your SEO campaign goals in the process.

Even though it is true that the organic SEO profession is one of the most fluid marketing spaces, this current change is bound to call for some far reaching changes in terms of strategy. With such a huge number of people using mobile devices it is imperative for any SEO campaign to take into consideration this fact when planning and executing their campaigns.

Embracing a Mobile-friendly Web Marketing Strategy

Being fully aware that most of the times, the required answer to a clients search query may not even lie on the web page but rather on the content that's found within the mobile app, the company has already started offering links to pages contained in mobile apps for all mobile searchers on any android device.

This change is bound to have a huge effect for sites and especially so ecommerce sites that have installed good apps and may be having problems in increasing the user numbers. A good SEO campaign can now use the search results from Google to increase the installation rates of apps and also come up with ways of boosting engagement from already existing users.

Could Apps Be the New Major Marketing Investment

It is also worth mentioning that for an SEO campaign, even though optimizing pages in the app store is bound to improve the overall visibility of the app store, the key though is to optimize the app itself so as to increase the number of people gaining access to the app from virtually all the Google mobile searches using an Android devices.

This does imply then that many Traverse City SEO campaigns will now pay more attention to not only the visibility of the app store but also ensure that the apps being developed are also optimized so as to attract the traffic.

It important to take note that even though responsive design is considered to be mobile friendly, separate mobile sites can be considered mobile friendly, this remains the case provided the appropriate mobile annotations are applied on the site as is outlined in the search engines mobile guide. That's why it is important to run your site's major pages into the 'mobile friendly test' so as to confirm its mobile friendliness.

google, seo, mobile search, 2015, mobile, smartphones, design, strategy, mobile appsThis will go a long way in dictating whether you site will follow prospective clients to the mobile search space where they are currently headed or whether you will remain with the standard searches. No business can ignore this any longer and still survive in the online market space.

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How to Hire a Solid SEO Provider (Insights from Google)

So your company is doing well and now you want to hire an SEO provider? This is a major decision and your future investment depends on how well you can make this choice. This is because many SEO providers make vague claims about what they can do, while never providing results.


Ecommer SEO Service Provider

However, SEO providers that can show their results with proven track record and dates, usually are the ones you should trust, but usually charge heaps of money.

According to Google, here are a few things you should pay attention to before hiring. Check if SEO providers have such services:

  • Analyze your site's content structure
  • Study content development procedures
  • Learn about website development technicalities like JavaScript use, error pages, redirects, hosting, and others for example
  • Learn how online business development campaigns are managed
  • Learn how to perform keyword research
  • Undergo SEO training
  • Know what geographic market specificities mean

Google does not charge to display your website in its search results. That is different than paid advertisement on Google's Adwords. There you pay for your site to appear in Google's Ads and in their partners network.

Questions to Ask Prospective SEO Providers

Before you hire an SEO provider you should gauge their skills, tactics and expertise by asking them a few questions to know their consultancy level. You should do this with many SEO providers so that you can learn how the top ones answer your questions, and what you can expect as you proceed to make such types of meetings. Questions include:

  • Do you provide cases studies or success stories of your previous work?
  • Do you offer initial SEO site auditing prior to any formal program
  • Is your work compliant with Google's Webmaster Guidelines?
  • Do you have consultancy services to complement your online search and marketing services business?
  • How long have you been in the industry?
  • What's your experience with providing local SEO in specific countries/cities?
  • What are your main SEO strategies and techniques?
  • What's your experience in this industry?
  • How long has your company been operating?
  • How can I know the progress my marketing campaign is having with you? What are the communication means you use, and how do you make reports, and show me progress statistics?

Research The Industry

Use Google in order to find the best SEO companies in your market. It's best that you act locally so that you can make office visits, and speak in person with your SEO agents, among many other benefits.

If choosing an SEO provider that's far away from your location, however, you should choose reputable companies with established businesses, that have many genuine reviews from previous customers.

Linking To An SEO Shouldn't Be Required

Many SEO providers have the habit of requesting a link back to their site. This not only goes against Google's Webmaster Guidelines, but it is a way of reducing your site's link popularity rate. So it would be the same as paying to build your own service provider's website.

These are among the main pointers that Google has to help you hire the best SEO company you can. Also, if by any chance you have been deceived by an SEO service provider, you can report unfair business practices to www.ftc.gov. If the company is located outside the US you can report them to www.econsumer.gov. Doing this ensures that only the legit SEO providers remain in the market. Also check out Google's article on do you need SEO? at the Google Webmasters Blog.

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