Law Firm Web Marketing

    

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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Best Practices of Blogging

Blogging has emerged as a full time income source many different individuals. Marketers in particular are joining the blogging endeavor, for the cost-effectiveness and ease of success offers great potential to gain exposure, generate leads, and improve revenue streams.

However, solid blogging requires a lot of effort and smart implementation to become successful. Below we outline some of the best practices of blogging:

Write With Meaning

If you want to earn leads (and money) by blogging, you should definitely be a proficient writer. When you are coming up with a blog article ideas, find something creative, interesting, and relevant to talk about. The objective is to create content that captures the interests of a target audience, and hope that your audience follows your blog for the long haul.

Market Your Blog

In order to attract readers to your blog, you will need to invest some time in marketing your work. Some of the most efficient ways to obtain a strong readership is through social mediums. Twitter is great way to expose your content to a relevant audience, and it's free. Also free are tools like Facebook, which can help you attract a more long-term following and help your blog become more viral.

Be Patience

Patience is very much needed to become a successful blogger. It is not uncommon to invest several months into your blog without seeing any true value in return. It takes some time to get noticed by people. In addition, it takes time for search engines to index and rank your blog, so it may take awhile before you start realizing search engine traffic.

Consistent Interaction

It is also key to interact with your visitors regularly. Make sure that you answer their queries in the comments section of your blog, and provide honest feedback when necessary. Interaction is also key with your social media marketing efforts - respond to Facebook comments, Tweet regularly, and post alluring incentives or comments that attract readers.

Be Humble

You need to be a humble blogger; character will help you to sustain the reputation of your blog. If you come across as courteous, creative, honest, and respectful, people will honor your blog and offer you respect (and readership) in return.

When it comes to blogging for a legal practice, these best practices are essential to be successful. They help instill a greater sense of confidence in your audience, and can turn curious readers into quality clients.

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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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Delegating Your Law Firm's Social Media Marketing Duties

Law Firm Social Media MarketingAs a lawyer or law firm marketer, is critical to have clearly defined roles within the firm. And although social media marketing might seem like a task best left for a minion, if you will, delegating social marketing duties often demand a more conscious approach.

Depending on the size of your firm, social media marketing might be quite the undertaking. For larger law firms, communicating to hundreds and thousands of Facebook or Google+ followers can have a major impact on the firm's brand. It is thus important that you find a person, or orchestrate a team, that is well suited to take on the firm’s social media marketing campaign.

If you’re on the fence about social marketing, it's important to keep in mind that social media marketing can work for any type of business model. But like any marketing endeavor, it's paramount to build a plan and have roles clearly defined.

Once you have established the groundwork and game plan, you can use social marketing to reach new markets and client, both locally as well as internationally, as well as connect with other lawyers for client referrals. Additionally, social platforms enable you to interact with your clients on a more personal level, helping to build the trust and credibility your law firm brand needs.

People will trust your firm if you come forth as an authority in your legal practice area. This can be established by ensuring your social media marketing promotes highly relevant content that offers value. For this reason, the individual or team behind these efforts should have a well-defined role in what they're supposed to do.

If you're seeking assistance on how to go about delegating the responsibilities behind social media marketing, below are some tips to get you started.

1. Ask. If you do not know much about social media marketing, inquire to many of the peers amongst the firm. Regardless of the type of law firm of business, there are usually always a few individuals who are sharp on social marketing platforms. It is however important that these individuals are both familiar and interested in helping to promote the firm.

2. Outsource. If you struggle to find someone within your company to socially promote the organization, do not be afraid to outsource these services. There are a number of different options you could pursue when it comes to outsourcing social media marketing services. Just be sure to consult an experience company with a solid track record. Often times going local is the best bet.

3. Collaborate. Let the people of your law firm collaborate on the social media marketing duties. Perhaps start by having a meeting and put everything out on the table. Teamwork can often create a great balance in delegating the social marketing roles and responsibilities, while keeping everyone in check.

You may already have someone in mind that loves performing the firm's social media marketing duties. This may be an individual that is highly efficient at navigating through the myriad of social media networks and is enthusiastic about connecting with prospective clients both online as well as offline for the law firm's marketing.

In other situations, you may be the one that is tasked with the social marketing duties of your firm. If this is this case, there are plenty of resources online that can help you get underway.

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3 Essential Social Marketing Platforms for Law Firms

Social Marketing PlatformsAlthough most law firms have been cautious to dive into social media marketing, now many legal practices are realizing the significance of going social as an effective and efficient part of marketing their legal services. Not only does social media contribute to acquiring more and better cases, but having a strong social media presence can help a firm establish a powerful and well-recognized brand image.

There are three social media platforms that are essential for lawyers and law firms alike. Below is an overview of these three platforms, along with some tips on how to build law firm web marketing strategies for each of them.

Google+ for Law Firms

For geo-relevant, lawyer-related keyword searches, some law firms are positioned higher in local search results. This is because these local firms have created well-optimized Google+ Local pages. These pages are huge advertising sources for locally focused companies.

It is recommended that you build a Google+ page for both for your law firm brand (a Google+ Local page) as well as personal page for yourself. Besides increasing your online visibility and potential rankings in organic search results, Google+ is a social media platform that can connect you with potential clients and fellow legal professionals (for referrals.)

To help you optimize your Google+ pages, consider these following tips:

* Verify you firm's Google+ Local page to be a legitimate location or place

* Populate your firm's "About" information with keyword rich content

* Upload professional, audience relevant images

* Make use of videos and other media that will help market your law firm

* Add a link to your firm's website or other online resources

* Establish Google authorship by linking to you blogs

Facebook for Law Firms

With so many individuals on Facebook, it's hard for lawyers and law firms not to take advantage of this social touch point. Here are a few tidbits that may enlighten you on how to use Facebook as a social marketing platform for your firm.

* The average duration a common user spends on Facebook is 55 minutes per day. That’s a solid chunk of time. Your brand needs less than one minute of that time to make its impact. Be sure to post only valuable content that speak to their interests.

* Utilize different types of Facebook pages. Contrary to your personal Facebook profile page, branded Facebook page allows your firm to build a credible presence online, establish an area for open discussions, automatically accept followers, and share legal knowledge and insights by promoting you content.

* Create space for more Facebook fans. The average Facebook user has about 193 friends on their account. In addition, if one person likes your firm's Facebook page, friends of that person may see interaction through their Facebook Newsfeed. This can further promote you brand's visibility while growing your following.

* Take advantage of Facebook advertising. Facebook ads can help you make your law firm more visible online, especially from a local market approach. Facebook ads enable marketers to tailor highly focused campaigns based on many different targeting tactics, such as location, gender, interests, or age.

LinkedIn for Law Firms

Perhaps one of the most valuable social marketing platforms of attorneys is LinkedIn. LinkedIn is a professional social media network with a lot of potential to connect with other attorneys for case referrals and legal insights. Below are just a few of the advantages of LinkedIn for law firms:

* Connect with other attorneys for case referrals

* Earn exposure from prospective clients

* Share you content and establish your professional credibility

* Build the company's web presence with more search visibility

* Staying up-to-date on news and insights in you legal practice area

LinkedIn continues to grow as one of the most powerful social media platforms for many different users. Its diversity and growth makes it one of the best for law firm and business web marketing.

To learn more about social media and it's impact on search and other Internet marketing channels, visit this page that defines "SEO'cial," a new approach to SEO and social media marketing.

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9 Creative Social Media Marketing Tips for Your Law Firm

At the Law Firm Web Marketing blog, we have compiled some of the most powerful social media marketing tips for your law firm. We hope some of these tips will inspire to be a better social marketer.

* Create a dedicated group on Facebook to keep in touch with colleagues and prospects that you met at past meetings and conferences. These social groups are a great way to great a meaningful community for collaboration, but more importantly, law firm branding.

* Measure the ROI of social media by using performance software. You may make comparisons regarding traffic quality brought to your website from social platforms, and guage which are most effective.

* Your social media strategy needs to answer a few easy questions: Who is your law firm's target audience? What do they expect from your firm on these social media platforms? How is the firm's social media marketing strategy going to evolve?

* You have a blog for your law firm and use the great content of your blog as promotional tool via social media. This is called content marketing, and it's a highly powerful way to gain more clients and quality relationships with other law firms.

* The social medium is not the purpose of you strategy, but rather your message is the purpose. Therefore, keep in mind that Facebook, Google Plus, and Twitter are to be used as a tool for delivering your message and not the strategy.

* Create blog content for your target visitors rather than for your law firm's brand (or SEO efforts.) This is very common with startup law firm. They often blog about entrepreneurship, marketing, and other topics that are not of interest to their target audience.

* If you intend to use the social media for customer service, try to picture your working hours on Twitter in terms of the working hours you have for your own support team.

* Consider social media marketing as storytelling and image your clients as the characters of the story. Try to imagine what can motivate them and the patterns they portray. Let their wants, actions and needs drive your story.

* Hashtag-stuffing tweets will not work to drive you more traffic. Research has revealed that Tweets having over three hashtags have received fewer click-throughs compared to those with no hashtags.

There's obviously more to social media marketing than these tips. However these tips are often valuable for law firm web marketers. To learn more quality tips about social media marketing, visit this page about social marketing insights and services.

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How Law Firms Can Leverage Social Media Marketing

Law Firms Social Media MarketingMany legal professionals have yet to leverage the full potential of online social media sites. Social networking sites, like Facebook, Twitter, and Google+, have become such powerful marketing tools that they offer as much opportunity as search marketing and other advertising mediums.

This makes it essential for law firms and legal professionals alike to learn how to take advantage of these online social platforms. In this article, we share some insightful tips on how law firms can leverage social media marketing. As a result, a firm can grow its audience, position its brand, and earn quality cases.

To leverage social media it is important to identify the target audience. On the Internet, receiving targeted traffic is the most important thing. Networking sites provide lots of tool to make this possible. A lawyer wanting to target only clients from the local area can do so easily using the tools provided by some social media sites, particularly Facebook.

It means that posts (promoted posts,) and ads can be restricted only to people who are from the local area. There are other tools as well that can be used to target people of particular demographics. The audience selection can be narrowed according to location, age, gender, profession and interest of individuals.

If required, a professional designer should be utilized to design the social media page's graphics. Other than effective presentation, it is also important to keep the page's content easy to navigation and clear. Online users lack patience and do not want to waste time searching a site for the information they need.

Social media sites should not be used solely as advertisement mediums only. It is more of an interactive medium that requires regular interaction with visitors and clients. Lawyers trying to engage with present and prospective clients must provide valuable information at regular intervals to their online visitors. This can be done by regularly posting information that people find useful and educative.

A regular interaction ensures the brand recall value remains high and a person who has been kept in the loop knows whom to contact when the time comes to seek legal services. It is not necessary to provide legal consultation to prospective clients free of cost; they can be simply informed that their problem is solvable and they need to contact immediately for proper professional consultation.

Legal professionals can also post something that is not related to their main service area. For example, posts related to a local seminar on the related subject, opinion about changes in a law, and even photos of an office party are something that can be used with great effect to keep people informed and engaged.

Social media sites are mainly about sharing so any post that excites people and motivates them to share the content with their friends and followers is good for business. Building brand awareness through networking sites is an excellent way to increase site traffic, build a long-term relationship with clients, and generate more leads.

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How to Integrate Social Media in Your Law Firm Web Marketing Strategy

There is no question that social media is a serious marketing weapon for any firm's arsenal. Billions of web marketers from all over the globe can leverage social media to market their services and earn new clients.

While running a law firm, there are numerous social media marketing techniques that can be used for law firm web marketing. Below we share some of the most powerful social platforms and how a law firm can leverage each for optimal marketing benefits.

Creating a Professional Page on LinkedIn

If you do not have a page on this site, it is high time that you thought of creating one. This will not only give you an incredible branding opportunity but it also gives you a great opportunity to reach the target audience. Get exposure and target your services. It is possible to grow a large following the business regardless of the size of your personal network. You can ask employees to help administer and manage the page in a bid to promote it. Here you can also create "click through banners" one of the ways to entice your target market to the sales page, website, commerce sites or any other social media pages that you might running to give you positive response for law firm web marketing efforts.

Interact With Your Market on Google+

Google+ is one of the social media sites that allows you to just hang out with your target market thus it is a great interaction avenue that helps you connect with potential as well as existing clients outside the business environment. Using Google+ for marketing enables your legal team to discuss come legal issues and answer questions that your target audience faces. This is best achieved via Google+ communities and hangouts. However, don't give out too much information, but enough to let the people you are interacting with want to work with a trusted law firm when they need such legal counsel.

Take Advantage of Facebook Advertising

Another technique that can be used for law firm web marketing is Facebook Advertising. After you have already created your page and have gotten many people to like it you can create Facebook advertisements. These are paid messages that your firm can use for highly targeted marketing and advertising campaigns. Facebook advertising can also make use of social content that encompassed valued blog posts, articles, videos, and other forms of web content. Spend time to come up with high quality Facebook advertisements that will attract the kind of attention you need from the market to take your firm to the next level.

Become the Wikipedia of Your Legal Practice

Another way that can be used to for the benefit of law firm web marketing is to become the go to source when people are looking for information on the industry. You will be surprised as to how many loyal clients and followers you can get simply by providing them with the kind of information they are looking for on social media. This is because they will keep coming back to talk to you and this can lead to the growth and expansion of the business in a way that you could have never imagined.

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Web Presence Optimization: The "New" SEO

Web Presence ManagementIn 2014 businesses need to be thinking beyond search engine optimization (SEO). What's working now is what we like to call web presence optimization. Web presence optimization is looking beyond simply trying to "game" Google and Yahoo to gain higher search engine rankings.

Web presence optimization is about developing your overall web presence through the different pillars of online marketing. In addition to organic SEO, below we look at why the holistic approach of web presence optimization works and what your business needs to do to take advantage.

Pillar #1: PPC Advertising

Pay Per Click (PPC) advertising is one of the most important pillars of web presence optimization. PPC advertising has a major benefit that SEO lacks - predictability. With PPC you can guarantee a certain amount of visitors to your website or landing page, provided that you have the budget for it.

Unlike some other forms of online marketing strategies, there is little waiting time with PPC. Start a PPC campaign and you can have visitors to your website in minutes. PPC is also very good at delivering targeted visitors which have a high degree of probability of turning into buying customers. PPC advertising platforms include Google Adwords, Facebook Advertising and Microsoft Adcenter.

Pillar #2: Social Media Marketing

Social media marketing is one of the most important pillars of any web presence optimization strategy. Social media marketing is one of the most effective and least expensive ways of interacting with your audience and building your brand presence online. Compared to many other types of marketing it is relatively inexpensive. Sending out a tweet or updating your Facebook fan page is typically much less expensive than advertising in your local newspaper or on the radio.

Social media marketing is also essential because it can positively impact your SEO efforts. Social media marketing helps to broadcast the content that you produce to a wider audience. If your content is interesting or amusing your fans will share it with their own friends, family and co-workers. Social media marketing also allows you to interact directly with your audience. This can help you to your improve your products and services and offer superior customer service.

If you're hiring a web presence optimization company or freelancing expert to help in optimizing your web presence, they will need to be well rooted to your company's social media presence. In essence, they will need to learn the in's and the out's of your brand, its image, and overall tone.

Pillar #3: Content Marketing

The final pillar of your web presence optimization strategy should be content marketing. Content marketing can include blog posts, articles, videos, podcasts, infographics and presentation slides. By producing quality content that entertains or helps your prospective customer, you will naturally attract visitors to your website.

Creating great content is also very important for SEO. Google wants to deliver the best possible search results for its users. That means offering up high quality content. If you are producing consistent quality content you can be confident of achieving better search engine rankings. Great content is also one of the best ways to establish your industry expertise and build trust with your prospective customers.

A web presence optimization strategy involves taking a more holistic approach to the way that you are market your business online. By diversifying your marketing across the pillars mentioned above you will be building a stronger foundation for your business, not only now, but also in the years to come.

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The Role of Social Signals on Search Rankings: Myth or Fact?

Social Signals Search RankingsIn 2014, the head of Google Web spam Matt Cutts (now retired), came out clearly to tackle the argument of whether or not social signals affected Google ranking. Although he had strong points and facts to support his statements, it appeared there were still some inconsistency with what he said back then.

Cutts' Initial Statement on SEO & Social Signals

He said that social media sites like Facebook and Twitter were treated equally like any other webpage on the internet. So if anything occurred in any of those pages and their algorithm was able to crawl those sites, it would return those results on Google.

However, he also added that if a specific social media page had social signals such as a huge number of followers, likes and many others, their algorithm didn't have a signal that would allow that page to rank on Google. In other words, he was saying that Google's algorithm doesn't consider these signals when ranking a webpage.

The Observation from a SEO's Perspective

Some time back, Moz began ranking for articles titled "The Beginner's guide to SEO...". This happened nearly the same time Smashing magazine tweeting on the same topic. There are also reports that a SEO company called Shrushti moved from page 400 to the 1st page of Google because they had some really nice social signals, i.e. +1's, shares, pins and so forth.

How This Correlates With What Cutts Stated in 2014

Google's algorithm changes frequently, so we can't rely on what he said a few months ago. But generally, it's safe to make assumptions based on what we've observed during this period (not unless he's able to disapprove it in another video this year).

The things that Google is interested in:

1. Tweets and re-tweets a site has

2. The authority of that tweet or the person tweeting

3. The number of likes and shares on Facebook

4. The number of +1 a post has

Case Study

Moz published an article entitled "The Beginner's guide to SEO". Then another site called Smashing Magazine tweeted it out to its massive social media following.

After a short while, the page ranked in Google for the keywords "The Beginner's Guide", and this was followed by massive traffic back to the site. The moral of this action was that tweets from power users had the ability to influence short term ranking for chosen keywords.

Experimenting with Social Signals

An experiment was conducted with 6 similar sites in the U.S. The sites were basically on the same niche, so they shared the same audience. The results were attributed to social shares that those sites received. Here are the stats.

  • One of the sites received 300+ Google followers and their ranking shot by 9.44%.
  • Another site received 50% Facebook likes and 70% Facebook shares and their ranking shot by 6.9%
  • Lastly, one site received 50 tweets and their ranking went upwards by 2.88%

Conclusion

As you can see, this is quite contrary to what Matt Cutts had said back then. These observations are solid evidence that indeed social signals have a way of impacting Google's ranking. So what do we believe at this point? It is only a matter of time before the truth comes out. In the mean time, keep focusing on meeting all aspects of a solid SEO checklist and ensure your social presence is strong and legit.

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