It is standard practice these days for every firm—large, medium, or small—to have some type of blog. Some of the larger firms have complex pages with many different sub-niche blogs. Why? It’s plain and simple: blogs draw traffic to your law firm’s website. And if your blog is good, it could even convert a site visitor into an actual client. If you are thinking of starting a blog, or struggling to keep pace with the demand for new content, there are a few tips and guidelines that can get you moving in the right direction.
Most of us associate “reputation management” with the idea of hiring someone to do public relations (“PR”) when some type of crisis has negatively affected a firm’s public image. However, the field has evolved considerably since the Internet has taken over. Now, we have “reputation marketing,” a kind of hybrid between old school “reputation management” and new school “brand marketing” (aka “branding”). Nowadays, consumers of services hold a lot of power. There are no shortage of websites and apps where they can quickly and easily post reviews of lawyers and law firms. In this climate, “reputation marketing” means managing all of your online feedback as a way of attracting new clients.
Companies of all sizes sponsor events in order to gain visibility and reinforce their image as a benefactor in the community. Some common associations that come to mind are hospitals or health insurance companies sponsoring runs, banks sponsoring sporting events, and small businesses sponsoring little league teams. Law firms can also benefit from sponsoring events, by reinforcing their brand, or even bringing in clients more directly.
Google My Business is a must have marketing tool for law firms. Everyone knows that lead generation is largely about showing up on the first page of Google search results. These days, search results are no longer just a list of websites on a page. Rather, there are three types of search results on the first search result page—sponsored ads, organic search results, and map listings. By optimizing your Google My Business profile, you can beat out a lot of the big firms in terms of SEO, because you can target the map listings and vault your firm onto that coveted turf.
Legal matchmaking sites have been around since the dawn of the Internet, and ethics committees in many states are still struggling with how to deal with them—do these services constitute permissible marketing, or do they violate rules against fee sharing and paid recommendations? As with so many legal questions, the answer is “it depends.”