All of my business comes from word of mouth and referrals...
If I had a nickel for every time I read or heard this phrase I would be able to pay all 4 years of my daughter's private college tuition with one check!
This is a hope strategy and it's not a long term solution for any business. We are in the age of the Internet and we're never going back to the yellow page days where consumers only rely on the word of a friend or family member.
Google is the online search engine god.
The challenge with the attorneys that believe that they don't have to market online is that each one of them are trying to figure out how to get new business. Consumers are savvy and they will go online to research and they will Google your name. They are not going to Google your law firm. That's like going to search for a product and Googling the manufacturer.
Consumers that are looking for an attorney online are searching for information. They are searching for answers to their questions. All attorneys should, at a minimum, have the following:
1. Website
2. Blog
3. An Optimized LinkedIn profile (it shows up on page 1 when consumers search for your name)
Your website is your most valuable asset online.
It is your 'house' online and the place where your prospective clients will find you or simply visit when referred to you from a family member, friend or other attorney. You're not different from your competition because you have a website.
At a minimum your website should have the following pages:
Home
About Us
Practice Areas
Results
Blog
Contact
If you at least have these on your website then I want to congratulate you on being average. Yes, average. You're doing the least amount of work to just get by. It goes without saying that you should have pictures of the firm partners and associates, staff and pictures that accompany the blogs.
The average person puts only 25% of his energy and ability into his work. The world takes off its hat to those who put in more than 50% of their capacity, and stands on its head for those few and far between souls who devote 100%. ~Andrew Carnegie
If you want to move from average and standout from your competition add the following tactics to your online marketing strategy.
1. Videos
2. Free Guide, eBook or Report
3. YouTube channel
According to HG.org, Video is eye-catching, dynamic, and hugely popular. It gives your clients a personal connection to you and your firm. It bolsters your business’ legitimacy, and it sets your website apart from other sites that are based solely in text.
Video is not a standalone strategy. It complements your marketing plan and helps you standout as 'the expert' and 'authority' in your practice area. One of my favorite sites that incorporates videos is http://www.bubbahead.com. Add videos to optimize your LinkedIn profile and online directories such as Avvo.com
Videos can also be transcribed and used to create a report that you can offer as a free gift that prospective clients can download after completing the form.
If your competitors are offering a 'free consultation' your free guide/report can help position you as a thought leader and expert.
YouTube is the 2nd largest search engine in the world and it's no longer optional. In 2006, Google purchased YouTube, which in turn increased the prominence and importance of videos to search engines. Since then, videos are being found and ranked in Google searches more than ever before.
When your consumers are searching online for information you want to provide them with content they can easily find.
Greg Wildman from HG.org said it better than I could so I thought I would quote him here, While the Internet community is quite receptive when it comes to home-made video, it is important to remember that a poorly shot or edited video is much worse than having no video at all. If you are not comfortable with making your own videos, it is not recommended that you represent your business in this manner. It is also not a good idea to use a low-quality webcam, especially if it has an internal microphone. The last thing you want is a video about your business becoming the next viral joke on YouTube.
About Creative Internet Authority:
Creative Internet Authority is a digital marketing company that specializes in producing and promoting videos for law firms. We use a 7 step process to create educational, informative and relevant videos that position law firms as thought leaders and authorities in the industry.
Helping Lawyers and Law Firms with the ABCs:
► Attracting the Right Prospective Clients
► Building Authority so that Prospective Clients Trust You
► Converting That Traffic Into Clients or Subscribers
To learn more about Creative Internet Authority and how you can use videos to increase visibility and exposure download our guide below.
