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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3 Success-Oriented Perspectives for Law Firm Web Marketing

The law firm marketing game has changed drastically with the web. The tools and innovations at our disposal make it easier to find the exact type of legal help we need.

In moving forward with your law firm web marketing strategy, we outline three success-oriented perspectives to help you achieve great returns on your Internet marketing efforts.

Carve Your Niche

In today's competitive legal realm, there are few attorneys that take great pride in their general practice. This is because it is virtually impossible to represent yourself as a specialist when you claim to know it all.

When it comes to law firm web marketing, speaking to masses can be counterintuitive. Instead, carve out your niche and reign king in your specific area of practice. You will earn more respect by potential clients as well as your peers. This can result in more referrals and higher quality cases.

Creatively Standout From the Crowd

In any marketing effort, standing out from the clutter is essential. And because lawyers are often savvy marketers, the need to get creative is imperative.

The next generation of law firm web marketing will entail more than just SEO and Internet marketing. Attorneys will need to get social, as platforms like Google+ evolve in to serious marketing game changers. This will imply increased focus on a firm's local community as well as figuring out ways to be more relevant to its target market.

In addition, the online marketing executions of a firm will need some innovation to stay competitive. Do you have a great point to make? Try conveying your message in a video, rather than an article. Looking for ways to connect with other attorneys? Build an online local lawyer alliance using social media to facilitate cases and spread client referrals.

Be a Wealth of Knowledge

In the legal profession, being an educator is not only a part of being an attorney, but can also be a part of building a powerful reputation.

If you are an expert in your area of law, prove it! Create content that centers around educating your audience. Not only will they trust you and come to you for more advice, but they will be better equipped before receiving legal counsel (which contributes to more qualified leads and a more intelligent client.)

We hope these three perspectives will help you hone in on your Internet marketing strategy. Thanks for visiting the official Law Firm Web Marketing blog.

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The Importance of Article Marketing for Lawyers

Article marketing, also referred to as content marketing, is the approach of publishing valuable online content that results in a direct, or better yet indirect, promotion of an organization.

Legal professionals need to become good article marketers to better promote their services on the Web. But it's not just the promotion that makes article marketing powerful for attorneys, it's the positioning.

Better Position Your Practice

Lawyers in particular can seriously reap the benefits of article marketing. Delivering content to a relevant group of readers can help an attorney establish his or herself as an expert.

Article marketing coincides with information marketing, and that's exactly what attorney's thrive on. Legal professionals make money on providing counsel and offering legal advice. When that advice is free in the form of articles, people tend to listen.

As a result, article marketing can be an excellent way for a lawyer to promote his or her law firm. Strong content published by a legal expert can help establish a reputation, position a firm's legal services, attract new prospective clients, and increase the brand image and recognition of a firm.

Leverage Your Advertising Efforts

Lets say for example a business professional is seeking information on intellectual property law for his new software program. This individual finds a great article about IP law and how it relates to the modern digital age. At the close, the author adds a subtle call to action that says "looking for legal assistance with your intellectual property?" which directs the professional to the attorney's (author’s) contact page.

Well optimized articles that speak value to readers can be the best advertising tool an attorney can take up. They speak both relevancy and empathy to readers, which is a combination that can flourish in any advertising strategy.

The best way to begin on your article marketing endeavors is pinpoint the areas of law that you know best. Find a problem that many clients face, talk about it, and reference ways in which you can provide a solution. If the article is compelling enough, you will set the stage for a new influx of qualified cases.

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3 Efficient Web Marketing Tips for Lawyers

Legal professionals do not exactly need to spend a substantially large sum of money if they want to market their services and website on the Internet. By choosing the right channels, attorneys can promote their practice in a cost efficient manner.

Below we highlight three effective and affordable methods for lawyer web marketing on the Internet.

Building The Perfect Domain

For lawyers who are just starting out in creating their website, buying and building the domain (or website) is key. Choosing a domain name that includes relevant keywords can be highly effective, particular for lawyer SEO. This can increase the relevancy of the website on target keyword phrases, and can excel the site's performance in the search engines.

In addition to the name of the domain, the content on the website is imperative. Always dedicate the homepage of the domain to the core keyword targets, and center the content on those core keyword targets (e.g. "Business Lawyer"). Other supportive web pages of the domain will be optimized for other areas of practices (e.g. "Business Bankruptcy Lawyer"). It is important keep pages dedicated and focused on only one or two related keywords.

Articles & Press Releases

Submitting articles and press releases is a very inexpensive way to market your legal services. Articles commonly pop up in the search results for related keyword queries. If you can write optimized, compelling articles that are found by your targeted market, you can obtain highly valuable advertising exposure.

A quality written article or press release can help position yourself as an expert in your area of practice. By providing people with quality, informative content that answers questions and addresses common issues, readers will respect your content and thus your practice.

Social Media Marketing

A majority of attorneys and lawyers these days do not effectively apply social media to their Internet marketing mix. Lawyers can substantially increase their website traffic be exploring relevant social media sites.

Some attorneys will argue that social media has no value for them. These legal professionals are quick to assume that consumers are the only individuals using social media. Websites like LinkedIn offer a great way to connect with other attorneys who may be willing to refer cases and share legal expertise.

Another powerful social media tool for lawyers is video marketing via YouTube. Attorneys can highlight their legal services, address a major legal concern, or talk about unique aspects of the law. Whatever the topic of interest, videos are popular way to attract in-market leads.

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8 Facebook Marketing Tips for Attorneys

If you or your law firm are not utilizing Facebook, you may be missing out on serious opportunities to connect with one of the largest online audiences. Facebook accounts are free to create, and Facebook marketing can be one of the best ways to get the word out about your firm or your personal law practice. 

Below are eight Facebook marketing tips for attorneys. These ideas can assist you in establishing your firm's Facebook presence, and offers insights about the type of content you should consider posting to make the greatest impact.

1. Create a Business Page, Not a Personal Page

If you have a personal Facebook page, be extremely careful to keep that separate from your business or company page. Many attorneys with small, personal practices make this initial mistake when establishing their Facebook presence. Business pages allow for additional features, such as creating forms that potential clients can fill out, as well as standard features like uploading videos, images, and other forms of content

2. Engage Your Audience

Start a simple discussion by asking a question, and then when people start to post replies, you can respond and provide valuable feedback or advice. Keep in mind to never cross the line between networking and solicitation. Certain states have specific rules regarding the issue of solicitation within electronic communications, so inform yourself and adhere to the guidelines of your state.

3. Answer a Question About Legal Fees

Most attorneys are not going to be able to provide specific numbers, but it is entirely possible to explain the difference between hourly billing and contingency fee agreements, for example. Most people are not aware of the difference, and they fail to take into account the expense of additional taxes and disbursements.

4. Offer Legal Advice, Appropriately 

General answers are acceptable to user questions, but giving legal advice can be risky. Advice can be misinterpreted, and some advice may be perceived as attorney-client relationship. Protect yourself by adding a disclaimer to your page or by adding the disclaimer into the bottom of any post that can be construed as legal advice.

5. Post a Facebook Poll

Polls can be extremely serious, or they can be light. Nonetheless, Facebook polls are a great way to engage your audience and learn about what others believe on a certain topic. You can ask just about any question you like, but try to keep it the poll very related to your practice, and use the results as a tool to help you understand what your audience is looking for.

6. Post Legal News and Your Interpretation

If you have an opinion on a recent decision or an ongoing case, Facebook is a great place to provide your insight. This can also attract readers who are interested in the topic of the post. New laws can be confusing, and posting an interpretation of a new law in terms that everyday people can understand is extremely helpful.

7. Give Simple Legal Tips

If people start to read your page, and find your tips useful, they will continue to return to the page to see what else you have to say. Sharing your knowledge with people will increase the likelihood of them retaining you or your firm in the future over your competitors. This is because they feel a connection to you and you have positioned yourself as an expert in the field based on your tips.

8. Make Announcements and Create Events

For example, if you want to let people know you are moving your office, you can announce that on Facebook. If you are interested in new business, you may create an event inviting people to a seminar or some similar event that will encourage clients to do business with you or your firm.

Facebook is an extremely flexible platform and can be used as the leverage your practice. You can better position yourself as honest professional in you area of law, and share ideas, knowledge, and other bits of value with a relevant online audience.

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Tips to Optimize Your Law Firm's Marketing Committee

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.

Optimize Your Law Firm's Marketing Committee & Website

Considerations for a Solid Committee

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.

 

Have Well-Defined Goals

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.

Promote a Proactive Marketing Committee

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.

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Score Free Ad Exposure on Google

The Internet has made it possible for smaller law firms and legal practices to compete with larger entities. Thanks to Internet marketing channels like search engine optimization (SEO), Pay-per-Click (PPC) advertising, and Google Maps, attaining the exposure and visibility to ensure your practice is found is much more efficient.

Score free ad exposure on Google MapsOne channel that has proven to be extremely cost-efficient for local firms is Google Maps. With Google Maps, you are able to indicate where your office is located as well as provide information about your legal practice. However what's most attractive about Google Maps is that your company's listing is a completely free way to advertise.

To ensure your law firm is listed on Google Maps for your office location and practice area, below is a step-by-step guide to getting there.

The Step-by-Step Guide to Free Ad Exposure on Google

1) The first step is submitting your listing to Google, primarily the name, address and phone number of your business. To do this, create listing on Google+ (formally known as Google Places). If you already have a listing, choose to 'manage your page.' It is important that all information you submit is aligned with the info that is listed in your website. Any inconsistency can lead to diminished credibility and minimal exposure as a result.

2) The next step is choose the most relevant categories that reflects your primary keyword targets for SEO or PPC. Ensure that your categories are specific to your niche. You can pick up to five categories. It is often best if each category you choose is somewhat related to one another.

3) Write a description of your business. Indicate the core legal services and practice areas that your firm covers. It is also doesn't hurt to include some keywords in your description, so long as you use the respectively.

4) Next, upload a logo or image representing your business. You could use a picture of your store, office, or restaurant. It is often times best that you take the time to optimize your images for the maximum advertising benefit.

5) If you have a special offer or coupon you want to advertise, Google will let you implement this free of charge.

6) Next, visit www.google.com/local and do a search with your business name as a way of verifying if your business is already listed with an advert.

7) Visit www.google.com/local again and click on the Add/Edit Your Business tab. This is located at the bottom left side of the Web page. This will allow you to add your business to Google marketing.

8) You will get a step-by-step guide by Google. The process is straightforward. All that is required is for you to input the information as described above.

9) Google will contact you and ask you to verify your submission. Verification is done via mail or phone. You will be listed in a few weeks. You can update any information if you wish to.

As you progress through this process, you will find the instructions and content fields to be fairly obvious. In essence, the goal is to ensure that your law firm is properly listed for its location as well as its primary keywords, or practice areas.

The verification process may take some time, but be patient. The free advertising exposure is well worth the wait.

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Optimize Your Law Firm's PPC Exposure with Ad Extensions

Perhaps one of the easiest and most powerful way to improve the overall exposure of you Pay Per Click (PPC) ads is using ad extensions. "Ad extensions" is a tool in Google AdWords that offers various ways to enhance the presentation of your ads. They're a cheap and easy way to help boost you click-through rate (CTR) and stand out from your local competitors.

The various options for ad extensions include:

* Location Extensions

* Call Extensions

* Sitelinks Extensions

* Product Extensions

* Social Extensions

* Mobile App Extensions

These extensions are momentous for local PPC, especially in competitive metropolitan areas. Law firms can capture more exposure in the search results and better enhance their brand image. Depending on the type of legal practice being advertisers, only a handful of ad extension will apply. The three most effective for law firms are the location, sitelinks, and social extensions. (While mobile app and call extensions may hold their purpose, product extensions are more tailored for ecommerce PPC.)

To get to view these features, simply click the Ad extensions tab in the Google AdWords interface. You'll then see a drop down menu of all the ad extensions available.

Law Firm PPC Ad Extensions

The process of setting up each ad extension is pretty straightforward. Purely your awareness of these tools is what matters the most. Let's go into more detail on the top three extensions that can help benefit your legal practice.

Location Extensions

Location extensions are probably the most prevalent for local PPC advertisers. If you've been doing some paid search advertising of your own, you've probably noticed these enhancements which are often tied into with the Google map.

Location Extension PPC Advertising

Using location extensions will display a link below your ads listing that says "show map of (address of your firm)." Only on very locally relevant searches will the results also show the map. This is typically when this extension offers the most impact of you competitors.

Setting up location extensions is very easy. You simply confirm the login credentials with that of you Google Places page (which is now flipping to Google+ page.) In a matter of minutes, your ad can be enhanced with the location extension, which helps to make your listing look more locally legit.

Sitelinks Extensions

Sitelinks (also shown in the image above) are another great way to grow the size of your paid search ads (for better visibility) as well as funnel visitors down the right conversion path. In practice area like family law, using sitelinks can make your ad more relevant for the sub-categories of divorce, child custody, or alimony. The idea is offer options for more specified legal services.

Get creative when using sitelinks. You might want to offer a free legal consultation or some kind of incentive that will prompt users to click your ad. Similarly to location extensions, sitelinks are an effective PPC strategy to boost your ad's CTR.

Social Extensions

Social extensions are a bit new compared to some of the other ad extensions in Google AdWords. Social extensions sync up your PPC ads with your Google+ profile. And because the Google+ social network is heavily focused on local orientation, these extensions are ideal of local law firms.

Social Extension PPC Advertising

To implement social extensions, you will first need to set up a Google+ Local profile page. If you have yet to do so, this should be the first thing on your list. Once this is complete, setting up this extension is just a matter of confirming the URL of your Google+ page in AdWords.

Summary

Using ad extensions in Google AdWords is cost-efficient and highly-effective method to improve your paid search exposure and overall PPC efforts. It's free, easy, and super impactful. For lawyers that handle criminal defense or DUI cases, the call or mobile app extensions might also be a great tool in the PPC arsenal.

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Common PPC Mistakes and How Optimize Your Campaign to Avoid Them

In order to enhance web presence of a company or local law firm, PPC (or Pay per Click advertising) can be a highly efficient solution.

It is an Internet advertising method that is used to direct traffic to websites. Advertisers or companies pay their publisher who is usually the owner of a website when their ad is clicked. Companies bid keywords in search engines in the relevant target market.

PPC advertising is used by millions of companies worldwide. If you want some PPC optimization tips to better avoid most of the common mistakes (and have your metrics surge leading to more inquiries about your products and services,) you should take note of the following common mistakes. Being aware of these PPC advertising mistakes will help you optimize your PPC campaign for better performance.

  • It is recommended not to link all your ads back to your home page. You should create individual pages for each ad or product. When users reach a home page they may become distracted and bounce off. Let each of your ads have its own landing page.
     
  • Improper utilization of AdWords’ keyword tool does not let you take advantage of all the features that are on offer as well as study both longer tail phrases and broad matches. You should use contextual targeting and variations in your keyword, which usually include direct and related as well as audience keywords that cover a broad range of the search content. You should also find and use negative keywords. This is where you will choose words or phrases that will be excluded in your search results so as to ensure that you are not popping up in irrelevant and unwanted searches. These keywords are then disabled.
     
  • You should use unique selling suggestions at every stage of your advertising process. Most consumers look for unique offers that are well presented. A sale is not made just by a user clicking a hyperlink. This is great tip for PPC optimization.
     
  • Do not forget to monitor your competitors. You should regularly compare your position against your competitors. Do also find out how they are targeting as well as how much they are spending on advertising.
     
  • It is advisable to target the right audience. Imagine yourself being the customer and try to establish how people search and not just what they may be searching for. You can talk to customers and collect information about their preferences and their online habits. You should also conduct research on other companies in your industry who have been successful in pay per click advertising and learn from them.
     
  • Do not ignore to create and test great PPC ads. Careful consideration of your message and copywriting is required. If possible, you should hire professionals who will develop ads that easily grab the attention of potential customers or users. Do not exceed character limits and also remember that spaces are also characters.
     
  • One of the best PPC optimization tips is to ensure that your ads are grouped effectively so as to enhance control over your target audience and your pay per click expenditure.
     
  • Your ad formats should suit your own brand. You can advertise using different video or image formats and text. Using differ
     
  • Most importantly, uninformative and underwhelming pages that have no clear calls towards certain actions usually put off the user. Take time and optimize your PPC landing pages, even if you have hired professionals for PPC campaign management services.
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Paid Search Advertising Tips for Local Law Firms

Paid search advertising (otherwise known as "PPC advertising") is highly effective channel to reach individuals seeking specific services and needs.

Local Law Firm Paid Search Advertising Tips

For a law firm, this can offer a great marketing medium to capture pre-qualified leads and earn quality cases. However, learning the in's and out's of paid search advertising can seem like an cumbersome endeavor. To an extent, it truly is.

In this article, we share with you a few paid search advertising tips for law firms with a local target market. These tips can help you make a pronounced statement in the search results for your primary keyword targets.

5 Paid Search Advertising Tips

1. Ensure that your campaign's geo-parameters are set properly. Under the Settings tab in your Google AdWords campaign, refer to the section for "Locations." Here you can set the geographic parameters of your paid search advertising campaign.

For a local law firm, it's critical that your ads are displayed only to search engine users in target market space. You can set your geo-parameters for specific cities, counties, states, or by defining a mile radius from a given point.

2. Avoid broad match keyword bidding. The fact of the matter is, broad match keyword bidding is extremely broad. Instead, use other keyword match types like exact match, phrase match, and modified broad match bidding. This will ensure that your ads appear for the precise keywords you're targeting (and not broad generalizations that can result in wasted impressions and clicks.)

3. Leverage AdWords Ad Extensions. Perhaps the most powerful Ad Extension for local paid search advertising campaigns is "Location Extensions." This will show the address and contact information of your law firm directly in the ad copy. This one of the best PPC tips can really make your ads pop, in addition to offering a nice reference for local searchers.

4. Split-test your ad copy. One of the biggest mistakes that paid search advertisers make is only creating one ad for each ad group. Instead write three or four different ads with variant ad copy. Keep track of the ads that you split-test and make adjustments as you go. This can significantly enhance the click-through rate (CTR) of your ads.

5. Do negative keyword research. As you continue to perfect your paid search campaigns, you may want to do some negative keyword research for terms that are causing your ads to trigger for unwanted search terms. Such negative keywords might be "free" or "reviews." You can add these to the negative keyword list shown below the active keyword list in AdWords.

Interested in more paid search advertising tips? Visit the Web Presence Group blog for a wealth of PPC optimization tips, SEO strategies, and insight for other Internet marketing channels.

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