In part one of our Internet marketing for law firms we talked about things like Email marketing, SEO, and attorney web design services. We are now going to expand on this some to give a more rounded approach to law firm marketing. Again, a key approach to any successful attorney Internet marketing strategy whether for a law firm or a plumber is to have it be multi-pronged so that you may not be so dependent on specific strategy such as search engine optimization while capitalizing on all ways to gather traffic for visitors looking for attorney services.
Law Firm Contextual Marketing
Contextual marketing is one of the smartest techniques that can be employed in attorney internet marketing. It’s smart in the sense that it brings relevant and desirable content to the user. It works in quite an interesting way: While a user is surfing a page, the tool will analyze the content on hand to identify the interests and needs of the user. After processing the results, the page will return advertisements, which are of great relevance to the user. Using the history of viewed pages and other similar techniques, contextual marketing sends targeted offers instantaneously.
Law firms can equally benefit from this technology. What they have to do, is subscribe their website to an ad serving website that manages advertisements on several high traffic websites. As a result, when a user is browsing a page and is found to be observing content with keywords, for example, business legal solutions, the ad serving website will automatically bring up your website advertisement. This is an efficient method to attract targeted audience and increase conversion rates.
Social Media Marketing for Attorneys
Social media has reshaped how we communicate with each other. New platforms are constantly coming along. So, just when you believe that you know everything about it, a new feature drops in. For example, just recently LinkedIn has launched a new feature – Company Pages. This complements the previous one called Company Profile, which provided quite limited information about the company. Lawyers can now use the latest feature to share more detailed information about their law firms.
Another important medium is Twitter. Research concerning the usage of Twitter by the largest 100 legal firms, was published in the Boston Business Journal. The results revealed that only 15% of the firms have their firm-branded accounts. However, there are a number of convincing reasons to use Twitter.
- You will stay in contact with people, as people begin to follow you. Although, you may conclude from scarce comments, that no one is hearing you, they are.
- At least, search engines are hearing you. Using a Twitter account is an effective way to get your website displayed in search results.
Law Firm Blogs
Blogs integrated into law firm web sites can prove to be an effective tool of internet marketing for lawyers. A blog can help lawyers increase their visibility on the internet, show their expertise in specific areas and prove their metal. Lawyers can demonstrate their knowledge in their subject by writing fresh blogs or commenting on others.
Search engines have more affinity to blogs than to other typical web sites. Whenever a blog is published, search engines are automatically alerted about it. While content on other websites waits to be searched by search engines, blogs come into notice automatically. Using blogs can significantly increase your visibility on the internet and make your website more accessible.