Marketers like to talk about positioning, unique selling propositions and differentiation. Differentiate or die! is a common refrain heard among marketing gurus young and old.
Given the sheer number of firms competing within the same geographic areas, attorneys certainly face a challenge when attempting to set themselves apart from their competition. The reality of the legal profession is that it is not possible for firms to offer a service…
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Tricks or treats, which is your website handing out to you? While you are gathering your costume or procuring your candy, your website is still out there, speaking on your behalf and functioning as a brand ambassador twenty-four hours a day. Do you know what it is doing when you are not watching? What it says about you behind your back?
Simply throwing up a static brochure site…
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Visual social marketing is creating buzz due to the rapid growth of companies like Pinterest and Instagram. Instagram is unique in that it is both a photo sharing application and a social network. People who take pictures with Instagram can share them across the app’s native network as well as other social networks like Facebook, Tumblr and Twitter.
Instagram is young, even by web standards, especially considering the amount…
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YouTube is changing the way videos are ranked in an attempt to promote more quality content. This month, the YouTube Partners and Creators Blog announced an adjustment to the YouTube search algorithm that moves away from a system rewarding clicks toward one rewarding time spent watching videos. The new algorithm replaces view count with watch time.
This shift in focus began in earnest earlier this…
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Attorneys who use social media as a part of their marketing efforts face challenges that are exclusive to the legal industry. Professional services marketing in and of itself is very different from product marketing. Added to this are restrictions on what attorneys may or may not be able to say according to ethical guidelines, which can vary from state to state.
Since it is not efficient for attorneys…
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It is easy to forget about email with all the buzz surrounding social media and with marketers clamoring to be on the cutting edge of new technologies. But while email is not new or showy, it is still effective. According to email marketing and list management company iContact, over 70% of people check their email more than 6 times a day. A study published by
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Great web design is many things, but above all it is functional. One of the first lessons new designers learn after they have left the cocoon of the classroom is that no matter how pretty their work may be, clients are only happy if it accomplishes certain objectives. In terms of law firm website design, this means turning visitors into prospects and prospects into clients. Attorney websites must convert.
Because of the need…
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Much has been written about using social media to build a community, engage with potential clients and establish expertise. But what about the SEO benefits your firm can gain from a social media marketing strategy?
The potential value of social media activity for a firm’s own SEO efforts is often underrated. The two do not exist in a vacuum – social media, blogging and website optimization must all…
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Facebook has been taking steps over the past several months that show a growing understanding of how businesses and individuals are using its service for marketing purposes. The site now has areas dedicated to building business pages, resources for businesses, success stories, advertising tips and apps that help companies manage their pages. Law firms are better equipped take advantage of the platform to position themselves as leaders and build…
Content Marketing: Hail to the King
The key to a truly successful law firm marketing strategy has always been producing a steady stream of relevant content. Even before Google released Panda and now Penguin, the most reliable way to promote long-term goals – both of being found and converting visitors to clients – was to create value through quality, meaningful content. Now, with Google supposedly cracking down on…