At our LegalTech New York 2013 panel — "Taming the Wild West of Social Media: The Secrets of Social Media Success in the Legal Profession" — moderator Steve Mann, chief marketing officer of the Research & Litigation Solutions business at LexisNexis, pointed out that roughly one-half of all law firms are now using blogs as a way to reach potential clients. He asked our expert panelists to weigh in on how firms can assess whether blogging is a good marketing strategy for them.
As a business owner, attending a rainmaker retreat may be a worthwhile investment of your time and money.
When it comes to communicating with clients, listening is often more important than talking. It is by listening that you learn what clients want, and then you can give it to them. Which makes for more referrals and better client retention.
Once again, The Rainmaker Blog publishes a compelling post. Many times you will have window shoppers on your website, read below for 8 ways to turn those browsers into buyers.
1. Position your firm as a specialist. When people search for attorneys online they have a specific problem (DUI, personal injury, etc) and they are searching for specific answers. If your firm has more than one practice area, the best practice is to have more than one website, especially if they have a very different clientele.
2. Offer free, educational information. Only a small percentage of website visitors are ready to commit to a consultation the first time they visit your website. Providing visitors with educational materials to help them make the best decision is a tried and true technique in Internet marketing. If you are an estate planning attorney, give them a free report on the "Top 10 Questions to Ask Before You Hire an Estate Planning Attorney."
3. Use fitting photos. Almost every legal website makes the mistake of using the same photo of the scales of justice or the courthouse steps. Be sure the pictures on your website are congruent with your message and your perfect client.
4. Give visitors easy ways to connect with you. I'm still astounded at how difficult many websites make it just to find their phone number or an email address that goes directly to an individual versus a "faceless entity." Make it easy for prospects to find all your contact information, even on their cell phone.
5. Create a mobile friendly site. Last year smart phones outsold computers! With slower speeds, smaller screens, the need for more immediate information, and the potential desire to easily call your office directly from their cell, a mobile version of your website is no longer a nicety, it is a necessity!
6. Tell visitors what the next steps are. If you want them to download your free report or call your office for a free consultation, tell them!
7. Use video clips on your website. Video is a proven converter. It gives visitors a way to see you as a real person, to hear in your own words how you can help them, and how you are distinct in your approach.
8. Provide a clear and compelling reason why you are different from your competitors. Online buyers of legal services visit an average of 5 websites prior to moving into the decision making phase. Explain to them in an easy to understand manner how your firm is different from others.
On Monday, Stephen Fairley of the Rainmaker Blog, wrote about his next webinar that is to be held tomorrow, January 24th at 1 p.m. ET. Read on to learn how you can register for this webinar that will provide ways to bring your dream law practice into reality.
Today we’re celebrating Martin Luther King, Jr. Day and I know that many of you have a dream, too...a dream of building a law firm that allows you to live the life you’ve always wanted to live while doing satisfying work that you enjoy.
The question plaguing most of you is, how?
Start by signing up for my webinar this Thursday, Jan. 24 at 1 p.m. ET/10 a.m. PT: The 5 Best Strategies to Beat Your Competition in 2013.
Knowing which legal marketing strategies are working in today’s economy gives you a huge advantage. Implementing the correct business development strategies allows you to spend less money and get better results faster!
Join me on Thursday, Jan. 24 at 1 p.m. ET/10 a.m. PT for a one-hour webinar where you will discover:
- Why you can’t afford to dismiss social media any longer (Google is forcing you to use it)
- 3 major ways to triple your website traffic in the next 90 days
- How to use online tools to generate more offline referrals
- 3 keys all the best law firms are using to turn more website browsers into buyers
- 2 critical numbers you must track every month to measure your success
- Specific ways to jump-start your marketing efforts fast…even if you’ve stumbled before
- Last year many of our clients experienced their best year ever! How is that possible when we are in the midst of the biggest recession our generation has ever faced?
It’s simple, they developed a game plan based on best practices and proven strategies and then they consistently took massive action! Notice I said it was “simple” not “easy.” There is no “easy” way to build a million dollar book of business, but if you’re willing to do the work we can show you the right path to take.
Click on this link to register now for The 5 Best Strategies to Beat Your Competition in 2013 webinar on Thursday, Jan. 24 at 1 p.m. ET/10 a.m. PT.
All registrants will receive a recording of the webinar to watch at their convenience, so if the scheduled time doesn’t work for you, you can still get this critical knowledge by getting your own copy of the webinar recording.
Colleague Stephen Fairley at The Rainmaker Institute, offers 5 ways to bring more traffic to your website.
Attracting more visitors to your website allows you to engage more with current and potential clients, which can result in a boost to your bottom line. Use these tactics to create more traffic for your website:
Fresh content – too many companies create websites and then let them languish. You need to add fresh content regularly to not only give people a reason to return to your site, but also to attract search engines, which love fresh content!
Add video – video clips add interest and a new dimension to your site, and current research shows that sites with video convert more browsers into buyers. Address a problem that your clients have or discuss whatever is of relevance to your target market, and then post it to your site and YouTube for even more views.
SEO – search engine optimization (SEO) is critical to any website. You need to be sure you have included the right keywords that prospective customers use to search for what you sell. If you don’t know anything about SEO, consider hiring a company that specializes in it to boost your rankings and viewership.
Publish – publishing online articles and press releases can help drive traffic to your site. There are a number of web sites that will publish your articles and press releases for free; just be sure to add a link to your site at the end of each piece you publish.
Comment – identify the top blogs in your industry, visit them and comment on relevant posts. This is not a forum for you to sell directly, but indirectly by adding a link to your site or a relevant blog post with your commentary.
Read more here.
Here is an excerpt from a recent paper from LexisNexis demonstrating social media’s viability for law firm marketing purposes.
When a consumer faces a crisis—a failing business, an unfaithful spouse, a family member in trouble—that person is more likely than ever to turn to the Internet looking for answers to his or her legal issues.Three out of four consumers who sought an attorney in the past year used online resources, including search engines, websites, YouTube™, Facebook® and other tools at some point in the process, according to a recent survey.
Samantha Miller, the Senior Director of Product Management for Web Visibility Solutions at LexisNexis, recently posted about high bounce rates. Is yours too high?
The American Bar Association has reported the results of it's 2012 Legal Technology Survey. According to respondents, blogging is the way to drum up new business.
The infographic below from Mashable describes:
- What's an e-reputation.
- Why your online reputation matters.
- What potential employers are looking for.
- What you can do about it. While there are companies like Reputation Defender out there to help you manage your online reputation, there are still plenty of things you can do on your own. Feel free to check out my PowerPoint slide show "How to Monitor & Enhance Your Reputation on the Internet as a Lawyer."