Fuel Your Business: Law Firm Online Strategies
If you need to fuel your company’s business, having a solid internet strategy is very important. With so much going on, so many internet channels, multiple ways of reaching your target market, how should an oil and gas company go about making an impact?
If you need to fuel your company’s business, having a solid internet strategy is very important. With so much going on, so many internet channels, multiple ways of reaching your target market, how should an legal practice go about making an impact?
I am going to assume that you are familiar with the internet, websites, search engines, and social media. As the owner or partner of a legal practice, you may be inundated with folks giving you all kinds of advice.
It’s not as hard as many make it out to be, really. There are a vast number of tools that can help you save time and money when heading into the realm of internet marketing.
5 points for your marketing and/or web team:
- Have your internet marketing team provide you with a thorough analysis of your online presence.
Where you stand in the Search Engines, how your website is performing, and what is being done online to gain traffic and customers.
- Figure out where you stand right now.
If you don’t have a website or are not involved, this is the time to consider moving your business to the Internet. But do not do so until and unless your team can explain a solid business purpose for doing so.
- Does your online strategies mix and converge with your offline strategies?
Do your employees and marketing team understand the company goals while they blog or tweet or call? Is your message the same? You might be surprised to learn that your use LinkedIn but your just not sure how the company plays a role in that. Make sure you take into account that not only the Board of Directors but your receptionist and your business developers should be engaged.
- Are you reaching the right people? Are you trying to reach them at all?
You should ask yourself what method(s) should be used? You should be sure to target your online strategy by making sure that buyers of your product will look for it on the Internet?
I have clients that started a pay-per-click campaign, they wasted hundreds (would have been thousands) by not using the right key phrases and geotargeting properly. They were a Houston business, targeting Houston home owners but they set their campaign to target all of Texas. Meaning anyone in Dallas would get their ad and possibly click it not knowing they were a company serving only Houston residents. In contrast another client came to us with the oposite problem. They targeted only Houston but their target market would be coming from all over the U.S.
- What technologies are you using to help you collaborate with your team?
There are few things you can do help monitor, track, and merge you online message. What are you using?
Then, 4 questions for your company:
These set of questions are related to not just your marketing team but the company as a whole.
- If you have a website, how is it performing?
Is it performing as more than a brochure and capturing visitors? Are you telling them what do rather than hoping they do something? In the business of law, most don’t have the luxury of waiting and hoping. It’s competitive and you need to engage your visitors. Encourage them to take some action.
- How is your online presence with Search Engines?
Are you listed with various directories, financial websites, associations, etc. How are you listed: who you are, how to find you, and what folks might be saying about you. Do you own these listings, meaning, can you access and edit them? This includes Google Places.
- How is Your Online Presence with Customers?
Social networking sites like LinkedIn and Twitter are important when communicating directly to your customers. As with the above question regarding your message, if your employees are on LinkedIn, what are they saying? If not Twitter, they may be on LinkedIn communicating directly. For example, BHP Billiton (Natural Resources Company) has 3,861 with 4,640 followers.
Don’t expect to control your employee’s communication but you can help by giving guidelines and suggestions. You want your employees engaged by encouraging them to use these tools.
- Are you actively working with online marketing? If so, how?
Now, I know that pay-per-click seams easy but there is a bit of skill involved with it. Geotargeting, longtail keyphrases, ads, and landing pages are all very important and take research and time to develop. Adwords uses a quality ranking tool when deciding who shows up first in the sponsored list. It is not just how to you much you bid anymore but how targeted your ads are and your landing page is.
Take advantage of your expertise and share what the company can. Newsletters, white papers, and blogs are a great way of attracting new clients, keep current ones, and appeal to Search Engines.