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Search Engine Marketing For Lawyers

Search Engine Marketing For Lawyers

 

Everything About Search Engine Marketing For Lawyers

When you begin using search engine marketing tools to improve your web marketing strategies, you'll see an increase in clicks and conversions on your law firm website.  This guide will help you learn more about search engine marketing for lawyers, whether you're just getting started or have been dissatisfied with your previous SEM strategies.  You'll learn about common mistakes that lawyers make when using search engine marketing tools and techniques, and about how to get the most out of your search engine marketing strategies.

Search Engine Marketing for Lawyers: Common Mistakes

Because search engine marketing for lawyers is relatively new, it's easy to fall prey to common misconceptions that can drain your advertising budget without bringing in the new clients you need.  Here are a few of the basic mistakes that lawyers make when they're trying to use search engine marketing tools:

• Bad Website Content.  If you're generating plenty of clicks but your search engine marketing for lawyers still isn't getting new clients, you may want to take a look at your website.  Does it contain information that clients really care about, or just summaries of attorney education and experience?

• Bad Website Design.  Even if you have terrific content, a website that looks dated or has missing links won't impress potential clients.  When your search engine marketing tools show that you have low conversion rates, bad design is sometimes the culprit.

• Thinking in Generalities.  Unless your firm is a behemoth with hundreds of lawyers and several locations, you can't be everything to everybody.  Thinking too generally can lead to overpaying for keywords and failing to be specific enough in your use of search engine marketing tools.

• Putting Your Eggs in One Basket.  If you focus on only one strategy for search engine marketing for lawyers, you could find yourself in a difficult position if that type of marketing goes through sudden changes.  With websites changing regularly, you're better off using your search engine marketing tools to diversify the ways in which you market your niche to clients.

• Changing Too Often.  While it's important to keep what works and ditch what doesn't, give new search engine marketing tools time to work before dismissing them as useless.  Good search engine marketing for lawyers can take time to bring in clients as you build your content base.

Search Engine Marketing for Lawyers: Finding Your Niche

One of the best things that search engine marketing tools can do for you is help you find the niche that your firm attracts the most clients in.  Understanding niche marketing can ensure that your dollars spend on search engine marketing for lawyers go as far as possible.  

You can use your search engine marketing tools for reporting on what search terms have led to online inquiries and phone calls, then build landing pages around those search terms to bring in even more clients.  Search engine marketing for lawyers can also be enhanced by buying pay per click ads pertaining to the specific niches that your firm does best.

Search Engine Marketing for Lawyers: Putting Your Best Foot Forward

When you start using search engine marketing tools, you should already have your website ready to go.  A poorly designed website can steer clients away, but a well designed one can stop comparison shopping clients in their tracks and generate consultations every day.  In order to have the best results with your search engine marketing for lawyers, make sure that you've thought about the brand identity of your law firm.  It's not enough to just be competent—what makes your firm special, unique?  What keeps your clients coming back?

Whatever your firm's best qualities are, make sure that they're represented in the content and design of your website.  Once your firm's brand is consistently represented on your website and in all its content, you'll see more conversions when you look at reports from your search engine marketing tools.  If you're not sure how to build a brand identity for your law firm, you may want to consult with advertising firms that can help you to construct your website's brand.

Search Engine Marketing for Lawyers: Keeping it Fresh

When it comes to marketing your website, content is king.  You can use your search engine marketing tools to figure out what phrases are bringing clients to your website, and maximize the content on your site that pertains to those phrases.  One way to keep new content appearing on your website all the time is by using a blog.  A blog is one of the best search engine marketing tools you can use to make sure that your content reflects the newest search results bringing clients to your website.

When blog entries for your website are written—whether by an attorney at your law firm or an outside freelancer—you should make sure that they reflect the brand image that you are trying to create for your website.  Consistent tone and branding will ensure that your website is seen as organic and professional, rather than as a glorified advertisement.

Search Engine Marketing for Lawyers: Branching Out

No website is an island, and making sure that your website is linked on as many other sites as possible and that your firm is mentioned on other websites can help to ensure that your organic search engine results are as high as possible.  You may want to make sure that your website is linked in chamber of commerce directories or on other local websites to increase your visibility to clients from your hyperlocal area.

Search engine marketing tools can also help you improve your presence on social media websites, which drive an increasing amount of web traffic today.  If you make your social media presence known to clients and have content that is likely to be shared, you will be increasing your number of page views without needing to spend additional dollars on advertising.  Especially in areas where not many competing lawyers have yet established social media pages, his type of outreach can set you apart from your competition.

 

Advanced Web Analytics

Advanced Web Analytics

 

Everything About Advanced Web Analytics

The basics of web analytics for law firms can be tough to master.  But once you already know about your conversion rates and your unique site visits, you may be confused about which web analytics report gives you the results you need to really change your website's effectiveness.  If you want the best results—20 to 30 percent conversion rate increases, doubling of web traffic—you'll need to use advanced web analytics.  Going beyond the basics of your tools can ensure that you're getting exactly what you want out of your web analytics reports.

Why Standard Web Analytics Reports Aren't Enough

Looking at your first web analytics report can be tremendously confusing, but as you've used web analytics reports more frequently, you've probably familiarized yourself with the statistics that are important for your law firm.  You may also start to notice problems—blind spots in your statistics, things you can't figure out from a standard web analytics report.

When you started investigating your web traffic, you may have been surprised at the sheer number of web analytics reports available with your reporting tool.  What you may have learned through trial and error is that one great web analytics report can often be more useful than a thousand that don't give you exactly what you need.  

Quantity is much less important in advanced web analytics than quality.  Many analytics professionals refer to standard web analytics reports as “data pukes.”  It's easy to see why: in spite of the amount of data provided in a web analytics report by Google, Yahoo, or other tools, it can be hard to know how to translate that data into the kind of real-world results that matter.  

For example, your standard web analytics report may report your conversion rate and which keywords are bringing traffic to your site, but you may not know how to figure out which keywords are bringing in the best potential clients.  Advanced web analytics can help you differentiate between keywords so that you can focus on the ones where there is the most potential for improvement.

The important thing to remember is that your business is unique.  Google didn't set up its web analytics reports to help your company specifically.  If you want the best results from your web analytics report, you'll need to use advanced web analytics that keep your firm's goals in mind.

Custom Web Analytics Reports

Creating great advanced web analytics reports means that you'll need to understand exactly what you're looking for.  What are your goals?  What frustrates you about your web analytics report tools?  What information would make your web analytics reports more useful to you?

For example, you may be frustrated by how many bounces are included in your web analytics reports.  While some companies focus on eliminating these bounces altogether, maybe they don't matter as much as you think—especially if you're getting bounces from search engine results, not paid clicks.  This can happen if, for instance, you're highly ranked in search engine results for a topic that involves multiple types of results.  The bounces you're getting may not be possible to convert into paying clients—so why focus on them?

If this happens, You may want to create advanced web analytics that can focus only on your non-bouncing site visitors, so that you can understand how they interact with the website.  You can design a custom web analytics report that helps you focus on the clients who may be most interested in your website—for instance, those who have looked at several pages or watched at least one of your law firm's videos.

Social Media Web Analytics Reports

An increasing amount of web traffic today comes from social media like Facebook and Twitter.  When you want to increase the conversions you get from social media sites, you need advanced web analytics to understand your social traffic.  A standard web analytics report about social media can give you part of the picture, but if blogs, Twitter and Facebook are a major part of your marketing strategy (and they should be), you need to go deeper.

A custom web analytics report can tell you a great deal about how your firm is perceived on social media sources.  You may want to know if a new social media strategy—for instance, starting a new Twitter feed about your law firm's results—has paid off.  When you use advanced web analytics, you can produce a custom web analytics report that details exactly how much value each Twitter or Facebook click has had for your firm.

When you're using custom web analytics reports, it's much easier to keep your goals in mind at all times.  A narrowly tailored web analytics report can give you much more granular information much more quickly than using basic reports, so remember to use advanced web analytics techniques instead of just using what Google or Yahoo provides.

Using Advanced Web Analytics for Redesign

Once you've got your custom web analytics reports, you may want to look into redesigning your website for better traffic flow and increased conversions.  You may, for example, want to use a custom web analytics report that shows which of your pages are generating the most conversions and which are driving clients away from your website.

Next, you can begin to analyze the differences between those pages.  A key part of advanced web analytics is getting inside the minds of your clients by looking at which pages drive your traffic.  If a particular type of content—for example, video—seems to keep people looking at your website for longer according to web analytics reports, you may want to include more video.

Keep in mind that once you've redesigned your website, you shouldn't stop using advanced web analytics.  Using the same type of custom web analytic report can keep you on top of trends that are affecting your client base.  By being proactive with your advanced web analytics, you'll be able to anticipate changes to demographics and site traffic before your competitors using standard web analytics reports even know what's going on.

 

 

Hosted Web Analytics

Hosted Web Analytics

 

Everything About Hosted Web Analytics

With over 50% of Fortune 500 companies using hosted web analytics tools, you may have begun to think about what kind of web analytics you need.  There are a wide variety of hosted and self-hosted solutions that can help you track and analyze visitor data, but trying to figure out which tool you want can be a hassle, especially if you're not familiar with the basics.  There's no one right solution that works for every firm—this guide will help you understand the strengths and weaknesses of hosted and self hosted web analytics so that you can make the call that will work best for your clients.

What's the Difference?

The terminology surrounding web analytics and hosting can be a bit confusing.  In general, web analytics refers to tools that gather data, analyze your website traffic and make changes based on the data you've gathered.  Hosted web analytics are the most common type of tools available for the novice analyst.  These are tools that are “hosted” on another website, like Google or Yahoo.  In order to work, these tools need your computer to be connected to one of their host servers.

The opposite of hosted isn't non-hosted, it's self-hosted—in other words, a piece of software that you run on your machines.  Self hosted web analytics are software packages that don't require you to be connected online at the time when you use them, and they keep your data on your machines instead of sending it elsewhere.

Hosted Web Analytics: Pros

There's a reason that the majority of companies use web analytics software hosted by other companies.  Google and Yahoo each have significant market shares for hosted web analytics because these search engines have already put a great deal of work into making search results better.  Helping content producers create better, more user-friendly content is in the best interest of these websites, and they can use the data to make the search user experience better.

One of the biggest advantages of using hosted web analytics is cost.  It may sound too good to be true, but the vast majority of these analytic tools are actually hosted completely for free.  You won't have to pay for expensive software licensing if you use hosted web analytics, and it's also free to upgrade when these web analytics tools get new features.

These tools often offer the widest range of standard reports.  If you're new to using analytics, hosted web analytics can be your best bet because they give a tremendously wide range of data.  There is also more training available for this type of analysis software—not because it's more difficult to use, but because it's so much more common than using self-hosted analytics.

Hosted Web Analytics: Cons

While using another company's hosting has benefits, it also can present problems depending on what your firm's goals are.  An increasing number of law firms don't want a company like Google or Yahoo to have access to all of their data, fearing that it could actually help competing firms as much as their own.

While the range of information available through hosted web analytics can be intoxicating to a new analyst, people with more experience often find that a wide range of standard reports just creates vast amounts of irrelevant data.  Creating custom reports using hosted web analytics can sometimes be difficult, and will usually require additional training.

Self Hosted Web Analytics: Pros

If you choose to use a self hosted analytics application, you can get software that includes a “dashboard” of basics like Google or Yahoo, or a very narrowly tailored program that works on specific types of custom reports.  This flexibility lets you choose analytics that are designed to work for problems exactly like yours.

Self hosting also eliminates any problems with giving up your data.  Instead of having your website traffic data stored off-site and being analyzed by search engineers, you can maintain total control over your information.  The value of maintaining your data depends on what you expect that it will be used for—many law firms simply don't believe their reports need to be kept in-house, and are quite comfortable with using hosted web analytics.

Self Hosted Web Analytics: Cons

If you're using a self hosted solution, you should probably already have a grasp on what metrics are important for you and what your firm's website traffic and conversion goals are.  That's because most self hosted web analytics software costs money—and sometimes a lot of it.  Because analytics are a long term, ongoing process, choosing the wrong tool for your analysis can cost a lot of time and money.  You will want to carefully research reviews of any self hosted web analytics software before you make a purchase.

Because your data is only being stored on-site, you'll need to take special care with backups if you are self hosting.  Hosted web analytics are substantially less likely to experience major data loss problems.  Give some thought to what you'd do even in the unlikely event of a natural disaster, and consider secure off-site data storage or cloud storage.

Which Hosted Web Analytics Software Is For Me?

Everyone's preferences are a bit different when it comes to web analytics.  While Google Analytics is sometimes considered the gold standard of hosted web analytics, other hosted services offer great all-around analytics and specialty analytics as well.

The best way to find out what software you like best is to simply experiment.  Just as the process of analyzing and editing your website involves trial and error, feel free to try out several different services until you find one that you feel comfortable with.  You may find that the graphical interface of one dashboard seems more intuitive and easy to use, or that the tools of another are particularly robust for letting you look at a particular interesting metric.  Because upgrades to hosted web analytics software occur all the time, you may also want to check out different tools periodically just to see if they have anything new and useful.

 

Web Analytics Best Practices

Web Analytics Best Practices

 


Everything About Web Analytics Best Practices

 

Ten years ago, most websites didn't use any web analytics when trying to attract customers.  Some law firms today have still been slow to catch up to web analytics best practices, and because of that, your firm can take advantage of web analytic services to get a leg up on your competition.  You can use this guide to start you on your web analytics journey—once you know more about the terminology and best practices involved, you'll be able to seek out more in-depth information.

 

Web Analytics Best Practices: Key Performance Indicators and Goals

 

When you invest in web analytic services, one of the first things that you need to think about is what defines success for your law firm's website.  What are you hoping to generate with your website's content?  Are you hoping for clients to fill out an online contact form or call your offices?  Identifying these goals can help you understand which metrics should be considered your key performance indicators (KPIs).  

 

You should use caution in deciding what your KPIs should be.  While some law firms initially identify site visits as a KPI, most web analytic services will advise against this.  Total traffic doesn't really make a difference to your firm unless that traffic is converting into clients.  Web analytics best practices require you to give careful consideration to which metrics will really best represent your firm website's overall performance.

 

You also need to develop your goals for improvement.  While these goals will change over time (more on that later), web analytics best practices include identifying how much you want your KPIs to change, and to set clear dates for achieving those goals.  If you're having difficulty figuring out what reasonable goals would be, you may want to hire web analytic services to help you develop actionable goals.

 

Web Analytics Best Practices: Identifying Your Ideal Clients

 

One of the most important aspects of preparing for web analytics data is knowing what kind of client you're hoping to attract.  Every firm has a different ideal client, and if you're having a hard time articulating what kind of client is best for your firm, you should consult with web analytic services to get a better handle on your client goals.

 

When you have identified the demographics and desires of your ideal clients, you can begin to create a website that caters to those clients specifically.  If you hope to attract several different types of clients, current web analytics best practices avoid “one size fits all” websites and focus on differentiating the customer experience for each type of client.  

 

You may want one landing page or website to draw in clients looking to sue after a car accident, but a wholly different page for those who want to sue a doctor after a child was born with birth defects.  For every type of client, consider using different content to drive the maximum number of conversions—even if that means your web analytic services are designing several different websites for your firm.

 

Web Analytics Best Practices: Continuous Improvement

 

When you seek out web analytic services, you may initially be considering using these services for just a short time—perhaps long enough to do an overhaul of your website or see an uptick in conversions.  In order to get the most out of web analytic services, though, you'll want to stay with a service for a long period of time.  Web analytics best practices call for a process of continuous improvement that extends beyond a single site redesign.

 

Ideally, web analytic services can create a positive feedback loop for your law firm.  The more data that is generated by your website, the more that a service can help you to use web analytics best practices to revise your site, improve your search placement, and get the clients you want.  Every improvement can create new opportunities for even bigger goals, so there's no reason to stop with just a few months of analysis.

 

Web Analytics Best Practices: Testing and Experimentation

 

When people start to use web analytic services, they often want instant results.  To get the best results for your firm in the long term, though, web analytics best practices require you to work a little bit more slowly.  Taking your time to test hypotheses and experiment with your data can be the difference between a slight increase in client conversions and having as many calls as you can handle.

 

When you begin to test your hypotheses by creating new content, changing your advertising strategies, or redesigning your website, you gain a wealth

of data that can help you for years in the future.  Remember that even a failed experiment is still, in some ways, a success: knowing what not to do can often be nearly as valuable as knowing what to do.

 

Web Analytics Best Practices: Beyond the Click Stream

 

Web analytic services examine your website's “click stream”—the patterns of traffic flow within your site—using their analytics tools.  When you really want your website to shine, though, it's important to look beyond the click stream for improvements.  Conducting user surveys and demographic research as well as focus group testing is vital if you want to really key in on what customers want.  

 

Trying to figure this out through experimentation based solely in your click stream research can be a process of trial and error, with a lot more errors than successes.  Instead of guessing what your clients want, ask them—especially if what you've tried before hasn't seemed to work.

 

Web Analytics Best Practices: Time Management

 

One of the best pieces of advice for any law firm looking into web analytics is this: hire someone full-time, or hire web analytic services.  If you try to balance the time of a member your staff between web analytics and other critical services, odds are that they won't be able to use web analytics best practices and really give you the results you want.  Hiring web analytic services can be a good alternative for firms that don't want to have a full-time analytics guru on staff, but make sure you get to keep your data for future use if you use one of these services.

Web Analytics Analysis

Web Analytics Analysis

 

Everything About Web Analytics Analysis

 

Today, more people look for attorneys online than in the newspaper, phone book, television, and radio combined.  It takes more than just an accurate or frequently updated website to bring in clients today.  Doing web analytics analysis (not just reporting) can expand your law firm's client base and identify potential areas for website improvement.  Whether you're looking to reduce your web analytics bounce rate (the number of people who leave your website after just a quick glance) or want to know how to use analytics to develop your site for mobile web traffic, this guide can help.

 

The Difference Between Web Analytics Analysis and Reporting

 

Most law firm websites today, especially for larger firms, do some form of web analytics.  However, there's more than one way to use analytics tools, and the sad truth is that most firms aren't doing the best they could do with their information.  Instead of performing real web analytics analysis, many firms simply look at reporting tools without really understanding what the numbers say about their business.

 

Web analytics reporting is easy with today's software packages: you just make a few clicks, and you'll see a report on your dashboard that illustrates one or more metrics.  But web analytics analysis goes deeper: for example, instead of just finding out that you have a high web analytics bounce rate through reporting, you can analyze your bounce rate to see what's causing potential clients to leave.

 

Web Analytics Analysis: What Your Web Analytics Bounce Rate Says About You

 

One of the biggest website statistics that can stop law firms from implementing their marketing plans is the bounce rate—how many clients leave too soon to see enough content to convert.  When you want to reduce your web analytics bounce rate, it's important to know why your bounce problem is occurring if you want to come up with the right solution.  Guesswork leads to wasted time and effort, and web analytics analysis tools allow you to get to the real answer.

 

To figure out what's causing your bounce problem, here are some things to check.  The web analytics bounce rate can be measured in several ways.  The default for most web analytics analysis software is looking at clients who have visited only one page of your website.  But what if that doesn't represent your true web analytics bounce rate?  If someone stays for several minutes, watches a video on the first page, and then calls your firm using the phone number, that's not a bounce—it's a conversion.

 

In order to get a better view of what your true web analytics bounce rate is, consider looking at the difference between reports from the default “bounce rate” and those for site visitors who stay 10 seconds or less.  If the numbers are about the same, you can safely assume that the default represents your true bounce rate.  If clients are staying on one page for a long time before clicking away, though, you may want to focus on making calls to action or attractive links that keep potential clients clicking.

 

Lowering Your Web Analytics Bounce Rate

 

There are several ways to use web analytics analysis to lower the number of potential clients who bounce away.  Keep in mind that one of the biggest reasons that your web analytics bounce rate may be high is that your website is not sufficiently search engine optimized.  If a large number of people are arriving at your website through searches for irrelevant search terms, your web analytics bounce rate will increase every time they click and realize you're not what they're looking for.  Make sure to keep your content clean and focused on your firm's strengths, and verify that any keywords for PPC advertising are related to your firm's practice areas.

 

Another way to lower your web analytics bounce rate, if  your firm uses primarily PPC advertising, is to use negative keywords.  Web analytics analysis may show that a number of people are bouncing from your website after searching for (for example) “free divorce help in Phoenix.”  If you want to make money, you'll need to avoid paying for clicks from people seeking free services.  After you add some negative keywords (like “free” or “sliding scale”), you may see a significantly lower web analytics bounce rate.

 

If you still have a high bounce rate, odds are your content is the problem.  You may want to conduct user surveys or focus groups to help your web analytics analysis and find a content solution.  With some experimentation, you can usually significantly reduce the web analytics bounce rate through diligent analysis and creative problem-solving.

 

Lowering Your Web Analytics Bounce Rate for Mobile Traffic

 

The mobile revolution has significantly impacted web analytics analysis.  Within the next year, up to a quarter of all web traffic will come from mobile devices, and if your firm's not ready, you could see high web analytics bounce rates that just climb higher as time goes on.

 

The best way to make sure that your bounce rate stays low when clients search for a law firm on their phones is to redirect clients to a useable mobile site.  Don't neglect content on these mobile web pages: while you can make content more abbreviated in order to attract more mobile clients, if there's not enough quality information most people will still just leave.

 

It's particularly valuable for law firms to have mobile websites.  When a potential client searches in this way, they already have their phone in hand—and all it will take is a quick touch to call your firm.  This is the perfect environment for generating conversions, so make sure that any conversations your firm has about web analytics analysis includes mobile marketing.

 

Web Analytics Analysis: What Comes Next?

 

The biggest trends in web analytics today involve mobile traffic and social media marketing.  If your firm wants to get ahead of the competition, you need to keep updated about the latest web analytics analysis tools.  Because the field of web analytics has changed so much in just a few short years (very few analytics companies even existed a decade ago), consider analytics to be another area that will require continuing education if your firm is to continue to prosper in a web-centric era.

Social Media Marketing Services

Social Media Marketing Services

 

Everything About Social Media Marketing Services

 

Just a few years ago, the web wasn't much of a social arena, especially for lawyers.  Today, social is king: over 80 percent of law firms report some social media marketing activity.  Maximizing your marketing through social media can be tough, especially if the attorneys at your small firm aren't internet experts. Because of this, many firms today have turned to social media marketing services.  If you're not sure whether your firm could use a social media marketing service, read on: they may be even more useful than you think. 

 

Client Referrals and Marketing Through Social Media

 

Today, the online social media world has, to some degree, largely replaced the traditional social sphere for a number of potential clients of all ages.  Word of mouth referrals today are more likely than ever to come through Facebook or LinkedIn rather than an actual face to face conversation.  What this means is that marketing through social media can get you not only a loyal client base, but a loyal client base that tells their friends, relatives, colleagues and acquaintances about the quality of the legal services you offer. 

 

Business to business marketing is also much easier when you use social media marketing services.  Making connections on LinkedIn or Google Plus can be easier than in-person networking, and allows you to do a great deal of research on potential B2B connections that would be difficult or impossible without marketing through social media.

 

Why Would I Outsource to a Social Media Marketing Service?

 

When law firms start to look at marketing through social media, they often debate creating their social media presence in-house or using social media marketing services.  While some firms can afford to hire a full-time person to handle their marketing through social media, this is a luxury not every firm has.  If you can't get someone to do social media full-time, your next best option is a social media marketing service.  These services employ experts who know best practices for marketing through social media today.

 

When you outsource your social media presence to social media marketing services, you don't have to lose control of your brand.  A good social media marketing service will work with you to meet your goals, and won't stop you from changing your strategy when you need to (though they may advise against a strategy that goes against established practices).

 

Trying to do all of your marketing through social media in-house instead of using a social media marketing service can lead to big problems.  Juggling multiple responsibilities including social media marketing services can be very difficult for a law firm employee, especially since the social media world is in constant flux and requires constant continuing education to stay on top of new developments.

 

Blogging With a Social Media Marketing Service

 

In addition to managing your presence on social media websites like Facebook and Twitter, many social media marketing services also offer blogging services.  Blogging is one of the best ways to increase the amount of quality, relevant content on your website, and can enhance your page rank in organic search results.

 

A social media marketing service can not only make sure that your blog is maintained and has fresh, interesting posts, but can also monitor comments and moderate any discussions that occur as a result of blog posts.  This can help your firm to interact with potential clients who have questions and aren't yet ready to make a phone call.  Maintaining a helpful, frequently updated blog is a form of marketing through social media that can generate a steady stream of new clients for your law firm.

 

Creating Your Brand with Social Media Marketing Services

 

The key to winning clients at any law firm is differentiating yourself from the competition—something a social media marketing service can make possible.  Too often, all law firms can look the same to potential clients.  Marketing through social media can change that, because the human factor makes a difference: for example, clients are up to 50 percent more likely to call a law firm that has videos on its website.  A social media marketing service can create a Facebook and Twitter presence for your firm that gives your brand a voice and an identity, making you seem different from your competitors and easier for potential new clients to talk to.

 

When you use social media marketing services, you can discuss your goals for marketing through social media.  A social media marketing service can help you to create a brand if you haven't done much with branding, or can help you to project an already existing brand image across a wide range of social media platforms.

 

Reputation Management with Social Media Marketing Services

 

One of the biggest reasons that law firms today hire a social media marketing service is to handle their online reputation.  If you've tried any marketing through social media, you may already know how quickly your reputation can suffer online.

 

Social media marketing services can monitor the reputation of your law firm across a wide range of websites, including common social media sites and ratings sites.  If you receive a negative review on a ratings site, your social media marketing service can get to the bottom of it: in some cases, it may have come from a competitor rather than a real client, and it may be able to be completely erased.  Social media marketing services can also help you to work on getting better reviews from clients, and give you good tips for asking clients to write a positive review.

 

Reputation management can also help you know when an action taken by your law firm may be drawing fire from your community.  This can be especially critical for firms handling cases involving sensitive matters relating to the finance community or for criminal defense attorneys.  Finding out early about a potential public relations issue can help you to do damage control right away, rather than waiting for it to spiral out of control.

 

Blog Advertising Rates

Blog Advertising Rates

 

Everything About Blog Advertising Rates

Studies show that because blogs are so much more targeted than other types of websites, blog advertising results can be up to 50 percent better than results for advertising on social media sites like Facebook.  Keep reading this guide to find out more about the kind of law blog advertising rates that you can expect to charge for people wanting to advertise on your blog, and how to get the best blog advertising results when you start to use ads on your website.

A Word of Caution: Things To Avoid

When some bloggers hear that they can start seeing money from blog ads, they set their blog advertising rates and just accept anyone who can pay them as an advertiser.  Law firm blogs need to be especially careful to maintain a professional image when accepting advertisements.  

While ads from other law firms in different geographic areas might be a good idea, there are some types of advertisements you should avoid at all costs.  Try to keep politics and political campaigns off of your blog, even if they are offering to pay your full blog advertising rates.  Campaigns can see great blog advertising results, but will all of your readers want you to take a side on political issues?

You should also ask to see any advertisements that will be placed on your website.  Your blog advertising rates should generally be set high enough that get-rich-quick schemes and belly fat advertisements stay off of your blog, but you'll also want to avoid any ads that could be potentially disturbing to the intended viewers of your website.  

For example, if your blog is about drunk driving, you shouldn't accept any advertisements from liquor or beer companies.  If your blog is about stillbirths or maternal death, your blog advertising results for maternity clothing could be not just dismal, but also generate complaints to your firm.

Setting Your Initial Blog Advertising Rates

Typically, the amount that you will be able to charge for blog advertising depends on the number of page views that your blog brings in in a typical month.  The term that you'll see repeated a lot in discussions of blog advertising rates is “cost per mille” or CPM.  This refers to how many thousands of page views an advertisement gets.

If advertising on your blog brings in great blog advertising results, you will be able to charge a higher CPM.  Blog advertising rates on typical blogs right now are less than $10 for a thousand page views, and often less than $5.

Because blog advertising rates can vary significantly from blog to blog, you may want to ask other law bloggers in your area what kind of blog advertising results they've seen and what you should charge initially.  The trend in recent years has been for CPM to steadily decrease, so you should make sure not to charge rates that will strike advertisers as too high for the level of blog advertising results they can expect.

Adjusting Your Blog Advertising Rates

As your blog grows, changes and becomes more popular with your intended audience, it's likely that blog advertising results for your advertisers will change.  When this happens, you need to be able to adjust your blog advertising rates to continue making as much as possible from your blogging efforts.

Don't ever move your blog advertising rates too much at once, as this is likely to scare away your existing advertisers and make it difficult to find new ones.  If you want to increase what you're charging, you'd better be able to show your advertisers blog advertising results that are really different—keep in mind that for many blogs, ad rates are currently decreasing.

If you're not getting enough advertisers at your current blog advertising rates, you may need to consider decreasing them.  However, before deciding that your rates need adjusted, you may want to ask a professional marketer for help—they may be able to help you improve your website and make changes that can help you improve blog advertising results so that your rates can stay the same or even increase.

How to Improve Your Blog Advertising Results

The single best way to improve the results of the ads on your blog is to make sure that your blog and its advertising are relevant to each other.  Does the same group of people want to read about the topics in your blog and the topics being mentioned by your advertisers?

If you're not having a mismatch, perhaps the reason that your blog advertising results aren't what you want is that your content isn't keeping people on your blog long enough.  Consider using some new techniques to bring new viewers to your blog and keep them there longer.  For example, you may want to get some new guest bloggers to write engaging posts about areas of the law you personally aren't as familiar with.

Analyzing Your Blog Advertising Results

If you want to be able to change your blog advertising rates for your existing advertisers, you'll need to start using analytics tools to make sure that their results have been great.  Google Analytics allows you to look closely at web traffic, including the route that people tend to take through your blog.  

Using analytics can help you decide which advertising positions are most valuable and which may need to be revised so that they aren't wasting your advertisers' money.  Often, analytics will give you some valuable clues for redesigning your blog in a way that makes visitors more likely to stay longer and participate more—both of which are likely to improve your blog advertising results.

If you're not sure how to use analytics tools, it's a great idea to talk to a company that specializes in web analytics.  These companies can analyze your traffic so you don't have to, and give you a report about your blog that helps your firm decide what it's doing right and what it's time to change.

 

 

Using Google Profile Directories for Law Firm Marketing

Using Google Profile Directories for Law Firm Marketing

Google, with its nearly 67 percent market share, is the proverbial 800 pound gorilla in the search engine marketing world.  It's no surprise, then, that Google profile directories are some of the biggest and most relevant directories for law firms to become a part of.  If you're not already using the Google profile directory as part of your marketing strategy, there are several reasons that you may want to change that.  Keep reading to learn more about how Google profile directories are already helping attorneys across the United States, and how you can get onboard.

What the Google Profile Directory is For

Google's goals involve becoming a market leader in a huge variety of tasks involving information gathering.  Google profile directories were made in a way that makes them scalable all the way up to becoming a sort of giant global telephone book.  By creating a Google profile directory entry, you make your business more easily searchable by people looking for you.

Google profile directories also are a valuable source of link juice for many businesses.  Because Google's own pages are often relatively high Page Rank pages, and because the search engine ranks its own pages higher in its search results, you can give yourself a search boost by becoming part of the Google profile directory.

Local Search and the Google Profile Directory

One of the most innovative aspects of the Google profile directories is that they allow businesses not only to include their location, but also to have those location results displayed on a map.  This means that Google profile directory users can find the businesses that are closest to them and that would be most convenient for them to drive to.

Currently, Google profile directories including Google Places have been renamed to Google+ Local.  However, Google+ has not been as successful as the tech giant had perhaps hoped.  This means that there's a strong possibility the Google profile directory could go through another name change in 2013 in order to better reflect the ways users are actually using the site.

Local searches now represent about 30 percent of overall searches, and a higher percentage of searches for attorneys.  You're much more likely to get conversions from clicks you get through Google profile directories and local search than from clicks you get from traditional search engine rankings.  This means the Google profile directory is a great time investment for any law firm that primarily draws its client base from a small local area.  Firms that have a very specific legal field but nationwide geographic practice focus may have a harder time drawing in users from Google profile directories.

Creating Your Profile

When you create a profile on the Google profile directory, you'll be asked for a substantial amount of information.  There's always a temptation to put in only barely as much as is required and say “we'll come back to it later and fill it out more completely.”  However, that's not really putting your best foot forward, and this kind of short-sighted thinking is no way to get started on your search engine marketing campaigns.  Fill out all the information in a way that makes your website inviting for potential clients to click on.  You want to portray yourself as informed and professional, but not too stuffy for people to contact freely.

Also, this should go without saying: double check all of your data before you submit the profile to Google profile directories.  You don't want to have your Google profile directory entry accidentally direct people to an incorrect phone number or address.  If people make a mistake based on the entries you've placed in Google profile directories, they're unlikely to become a client of your firm—who would want an attorney who wasn't detail oriented?

Maintaining Your Profile

If any aspect of your law firm changes, from the name to the phone number to the focus of your niche marketing efforts, you should update your Google profile directory entry.  Google profile directories aren't somehow updated automatically, and you will need to manually input any changes to your firm in order to make sure that your directory entry stays current for prospective clients.

Monitoring Reviews in the Google Profile Directory

One of the more interesting aspects of Google profile directories is that business profiles allow people to actually write reviews about businesses they've patronized in the past.  You should check your reviews in the Google profile directory at least once a week after you have created your directory entry.  Keep in mind that even one or two negative reviews, if they're particularly harsh, can make it much more difficult to get clients.  People today have a tendency to look for reviews before purchasing any products or services, especially when those services are expensive.

There's always a chance that some or even all of your negative reviews are not written by disgruntled clients, but rather by your disgruntled competitors.  If you suspect that a review is not actually from a customer, you can report the review.

Keep in mind that not all negative reviews are just from the jealous competition.  Be smart enough to respond in a positive and optimistic way to genuine negative reviews.  There's nothing that looks worse for a company than loading off all of the blame onto a client who had a bad experience.

Incorporating Google Profile Directory With Your Marketing Campaign

One of the smartest things you can do with Google profile directories is encourage your best past clients to post reviews.  If you've received negative reviews from real clients, this is your best way to make those reviews irrelevant.  Enough positive feedback will start to overwhelm the negative reviews until prospective clients simply don't listen as much to the negativity.  Ask your social networking contacts to give you a positive review if they've had a good experience at your firm—this can be a great way to help you generate inbound links and great reviews.  You can re-post the call for reviews every few months, so that new followers see it.
 

The Do’s and Don’ts of Yelp for Lawyers

The Do's and Don'ts of Yelp for Lawyers

Yelp is one of the biggest websites for posting reviews of services all over the world, with over 50 million visitors a month visiting the site to check reviews while researching their purchases.  Yelp for lawyers can help with your law firm marketing and make it much easier to get new clients converting just based on your web presence.  This simple guide will help you understand some basic things to do and things to avoid when you're becoming part of the Yelp lawyer listings for the first time.

DO Take Charge of Your Own Yelp Destiny

Keep in mind that even if you're not among the legions of attorneys who have already become Yelp lawyers, clients can still post reviews of your firm on Yelp.  If you are a Yelp lawyer, on the other hand, with a full profile, you'll be able to check your reviews more easily and make sure that any reviews you get are the genuine article.

Don't let other people get to your profile before you do.  Yelp for lawyers works best when attorneys are taking charge of their pages and making sure that they contain correct information.  Yelp lawyer listings should be updated on a regular basis if your firm has any changes that could affect the accuracy of the information already contained in your profile.

DON'T Ever Post False Reviews on Other Profiles

When first using Yelp, lawyers often notice that some reviews are posted that don't appear to actually be from real clients.  This is one of the most deleterious parts of Yelp lawyer listings for attorney marketing, and you may think that posting reviews like that for your competitors would help you get ahead.

However, if you're found to be posting fake Yelp lawyer reviews, you could face severe disciplinary action from your state bar association.  This kind of conduct is considered extremely unethical, and on Yelp lawyers are expected to work only on their own profile rather than on profiles belonging to other firms or attorneys.

DO Solicit Reviews for Your Services on Social Networks

If you're already using LinkedIn, Facebook, and Twitter, you probably have some friends and followers who will click on just about any link you post.  If this is the case, try asking your social networking friends whether they'd be willing to contribute a Yelp lawyer review for you.

Often, the people you're connected with on a social network will be more willing than other clients to help you by giving positive reviews to help you better compete with other Yelp lawyers.

DON'T Solicit Reviews from Non-Clients

Even though your great aunt Sally and your roommate from college want very much to see your legal career succeed, it's never a good idea to solicit reviews for your Yelp lawyer profile from people who've never actually been on your client list.  Make sure that it's clear when you make your social network call for reviews that you're only looking for reviews from real clients who can speak to your legal decisionmaking abilities.  Yelp lawyers who knowingly allow positive reviews from non-clients to continue being posted on the website may face disciplinary action, the same as if they had created the reviews themselves.

DO Ask for Misleading Reviews to Be Deleted

If you have received a negative review that sounds like it's not from any client you've ever had, you can immediately notify Yelp to let them know that someone has posted a false review.  Yelp lawyers find that this happens relatively frequently, and it's often difficult to track down which Yelp lawyer posted the negative review to defame you.

Generally speaking, the best way for Yelp lawyers to deal with receiving a false negative review is to report it, have it removed, and move on.  Trying to get a competitor disciplined is a waste of time unless you have very good proof of who created the false Yelp lawyer reviews for your firm.

DON'T Respond Unfairly to Real Criticism

When you see something negative said in your Yelp lawyer reviews, some attorneys have a tendency to get defensive.  But when reading reviews on Yelp, lawyers should look at negativity as giving an opportunity for improvement.  If you comment on a negative Yelp lawyer review, your comment should be constructive and contrite, rather than defensive or aggressive toward the reviewer.

If potential clients see that someone is giving extremely vitriolic feedback to negative reviewers, they won't be very likely to contact your firm.  The best web presence for Yelp lawyers is to look collected and professional, even if someone's saying things about your law firm that are deeply negative and hurtful.

DO Monitor Your Reviews Frequently

By finding that your Yelp lawyer profile has received a negative review early, you can do a lot to mitigate the damage.  You can, as many of the best Yelp lawyers do, respond in a thoughtful and kind way to the negative review, which will improve audience perception of your practice.  You could also make sure that you now solicit positive reviews from some of your best clients, in order to drown out the voices of the disgruntled clients who had posted a review.

DON'T Panic Over One Negative Review

It's easy for Yelp lawyers to become panicked at the idea of a negative review if they've never received one before.  Some attorneys with Yelp lawyer profiles have even gone so far as to sue for defamation.  However, as long as the reviews were posted by actual clients, it's very hard to collect on this type of suit.  Most businesses, including law firms, that have tried to sue due to Yelp reviews have had the case thrown out and been forced to pay the attorney fees for the defendant.

Use positive techniques to regain trust from your internet audience if you've lost some of it due to a negative review.  Suing typically just makes it so that the lawsuit is forever a part of the Google results when someone searches for your law firm.  That's not what any firm wants on the front page.

7 Ways for Lawyers to Improve Their Social Media ROI

7 Ways for Lawyers to Improve Their Social Media ROI

 

Today, social media marketing is the fastest growing area of internet marketing.  Most law firms have stopped sending a lot of direct marketing e-mails and have instead replaced them with pages on social networks and internet directories.  If you're looking to improve your social media ROI, you've come to the right place.  This guide will teach you ways to really get more for the money you're spending on social media marketing for your law firm—and all without sacrificing your reputation for the sake of getting new clients in the short term.
 
#1: Don't Waste Money on “Bad Fit” Social Media
 
One of the mistakes many firms make when they're new to the world of social media is getting into every new social trend without really evaluating whether that trend is relevant to their typical client base.  Let's say that you're an attorney who primarily works on wills and estates for older people in a small town.  If that's you, using a service like Foursquare—which trends toward younger and more urban people—is probably not going to generate the social media ROI you were hoping for.
 
Instead, make sure that the customers you're trying to reach really do exist on the social media sites you're using.  Keep in mind that your social media ROI for a particular website can vary significantly depending on where your law firm is located, so don't just assume that because a few law firms have had success with a social media platform that it's the answer you've been looking for.
 
#2: Target Customers, Don't “Shotgun” Advertise
 
If you want to give yourself the worst social media ROI possible, the best way is to waste money on paid impressions that will only be seen by people who have no interest in what you're offering.  Many attorneys who are new to the social media advertising game decide to show their ads to people indiscriminately.
 
One of the best ways to target clients on social media websites in order to get the most out of your social media ROI is to use features allowing you to market exclusively to people who are connected to your already-existing connections.  That means that when your advertisement is seen by someone, they'll also see that a friend of theirs has already connected to you—which makes you seem much more trustworthy.
 
#3: Don't Try To Be Something You're Not
 
Too many companies try to do things that really don't play to their strengths in the hopes of enhancing their social media ROI.  If you aren't a particularly funny place and don't tell a lot of jokes in your office, that's a fine way to be—but you probably shouldn't attempt to make your comedic debut in your Twitter statuses.  If you're a place that trends younger and has a tendency to be more laid-back, don't try to dress up your language so that you sound more like what you think an attorney should sound like.  Keep it professional, of course, but don't make yourself sound stilted.
 
#4: Engage With Customers Through Free Techniques
 
Not every way of marketing through social media costs any money at all.  One of the best ways to increase your social media ROI is to make the most of the ways you're able to get in contact with people for free.  Consider monitoring Twitter and Facebook for mentions of your firm, and responding (always politely) to people who give you a mention.  This can be a great way to nip potential public relations problems in the bud—responding thoughtfully to criticisms without being peevish or unapologetic can increase the level of respect you get in the web world.
 
#5: Network With Other Attorneys Through Social Media
 
Maintaining a high social media ROI is even easier when you don't constrain your social media presence to one that's all about consumers.  While consumers should definitely still get the bulk of your social media marketing, you can also talk to attorneys in order to get more client referrals sent your way.  Some networks, like Facebook, allow you to only make some updates visible to some lists.  When someone connects to you on Facebook, you can classify them as a consumer or as an attorney, and make sure that the updates they see from your firm are the right ones for them.
 
#6: Keep In the Loop About New Advertising Trends
 
The cheapest time to jump on a new advertising bandwagon is before everyone else has done it too.  After markets become oversaturated, it's much harder to generate a high social media ROI from a particular strategy.  That means that to get the best return on investment in the social media world, you need to do your homework.  If you're not learning about trends in new websites, new features, and user statistics, you aren't doing enough to increase your social media ROI.  Social media is a fast-changing universe—take Myspace, for example.  Years ago, its meteoric rise was followed by an equally rapid fall.  You don't want to be the person still spending money on a social network after everyone else already knows it's played out and has left.
 
You can keep up on the newest trends in increasing your social media ROI by keeping up with the articles here at lawfirms.laws.com, or by reading blogs or listening to pod casts about the types of social media advertising and marketing you're interested in doing.
 
#7: Learn from Your Competitors
 
While it's not a good idea to duplicate a competitor's strategy in social media—you should find your own voice instead—there's no reason to ignore them.  Paying attention to what your competitors are doing right and what they're doing wrong can give you a better idea of how to do a better job for your clients and potential clients in the future.  If you notice that your competitor's Facebook page has been seeing more comments than usual, check them out—maybe they're using a new strategy for developing topics, or are helping to keep conversations going.  If you see people outraged about something a competitor (or any other company) has done with their social media presence, you need to find out what they're mad about and think about how to avoid a similar scenario for your law firm.