Law Firm Web Marketing

    

Integrating Social Media with your Content Marketing Strategy

Content Social MarketingSocial media is undoubtedly one of the most effective advertising platforms. With most people spending a better part of their day time in the social platform, many content marketers are taking advantage of this situation to share consistent and valuable information to potential customers.

This "advertising strategy" is not about selling alone, but establishing a rapport with prospects and other clients with an intention of motivating business and devotion from clients.

The truth need be told: the creativity and effort applied by content marketers is tremendous.

Coming up with various formats of presenting information like videos, whitepapers, e-books and info graphics is not a walk in the park. More to this are the essential steps to this marketing strategy, that is, writing, then designing and finally distribution. In addition, the stiff competition posed by other content sources such that each content source requires a great deal of effort to succeed.

What then are the strategies to an effective content source? One that is available to all potential customers and yields results? Bearing in mind that the content marketplace is very competitive therefore depending on platforms like search and social media is simply insufficient. A case study for instance showed that in 2012, tweets had on average a lifespan of 18 minutes, whereas a face book post will get half of its reach within 30 minutes of being published. Search engines also prove futile since they are complicated in terms of navigation and updating of algorithms.

Owing to such challenges, content marketers therefore need to embrace advertising as the ultimate technique.

How does one create a continuous stream of visibility?

The nature of content marketing is that it is gradual and it develops with time. One with a greater number of blog posts will have a greater chance of sharing these posts on social media, and in turn these posts can be shared by others as well (acting like a pyramid scheme). E-books and whitepapers that can be easily downloaded, can be advertised along with these posts thus allowing the marketers to acquire the prospect's email address and furtherance them. Good and high-quality content gets links to other web pages, increasing the number of people that view the content.

Advertising serves as a link, and can be used to join two unrelated ecosystems for a common motive. Prospects using these networks are guided towards satisfaction, through these advertising media. To achieve this flow of advertising and realize the benefits of content marketing:

  • Create useful and important content like eBooks, blog spots or guides.
  • Enable sharing of this content on social platforms like Facebook or twitter.
  • Ascertain which is most prevalent content by referring to network activities like 'shares' , 'likes' and 'retweets.'
  • Advertise the most popular content using ad units e.g. Twitter promoted tweets, LinkedIn sponsored Updates and Facebook promoted posts.
  • Make acquaintance with new persons who look at the content that you have advertised.

This flow in social media marketing and advertising yields maximum results from the content marketed by popularizing website content that is valuable to your audience.

Advertisements that are published on newsfeed of social platforms like Facebook and LinkedIn are highly effective since they capture the audience's attention.

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Big-Picture SEO: Building Brands & Cultivating Audiences

Digital marketing and SEO have become a major part of the law firm web marketing world in the past ten years. Despite this, the fundamentals of branding are still vital for law firms to thrive on the web.

Branding gives support to online marketing efforts. Brand names boost online marketing by driving direct marketing, it is included directly in the algorithm by Google and draws links better than non-branded content. This is mainly achieved by keeping ones branding efforts consistent and up to date.

Bulding a Brand Leads to Generating Traffic

Building ones brand leads to the second largest traffic driver that is direct traffic. Many users come to ones website via social media channels, or through other websites that one has linked to one’s site.

There are those who type in the actual URL of one’s website. When business owners add directory listings, blog posts and social content to their brand identity and values they help suffers remember their name and this boosts direct traffic.

For instance when one is scrolling through their Facebook page and see a product that they may need some day for five to six times then the product stands a chance of being memorable. Most probably when one will need the product they will type in the name of the product in Google search. At times one will type in the first few letter of the product or the URL and Google will direct you to the website.

According to David Ogilvy, a brand is the intangible sum of a products attribute. The attributes have to be unique to attract the desired consumer market. Every consumer has what they value. There are those that value price over quality while other value quality over price. Companies that have a brand name enjoy direct hits from consumer searches in the internet.

Cultivating an Audience

Consumers understand a brand through its consistent messaging while Google work with its algorithm to understand what a brand offers and to whom. When people search for a certain term it attracts the search engines attention. The “follow” links that appear give a strong indication of authority in Google searches.

Online and offline marketing can work hand in hand to build a brand and traffic. Commercials, trade shows and sponsorship are an offline way of branding efforts. Online mentions of a company such as through social media drive people visit the site.

Where SEO Meets Branding

A website that has clear and meaningful branding and good SEO practices will do best than one that does not have these characteristics. Google gives more link juice to companies that have invested in their branding. Acquiring links is a rigorous exercise that takes up time and money. It also requires creativity to earn an authentic link for one’s page.

A study has shown that one looking for a good link one needs to choose companies with a recognizable brand name that is recognizable. Branding is simply building a business identity. It is a way of defining ones business to the internal and external audiences. When building a business brand ensure you know what your purpose of the business. Web marketing helps to better ones online brand presence this is by understanding what sets your brand aside.

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