Archive for the Legal Marketing Category
Many law firms believe that if they don’t have an endless reservoir of funds to devote to a marketing budget, that they just can’t make that first page of Google search results. This is not true. Search engine optimization (SEO) strategy is all about staying one step ahead of your competition, and exhaustively studying the latest trends (or hiring someone who does). Many marketing firms rest on their laurels. But SEO strategy is a science that is constantly evolving. Your marketing team needs to chase these developments relentlessly.
Geographic targeting (a.k.a. “geotargeting”) is a marketing strategy designed to help law firms reach a local prospective client base. If a marketing firm tries to sell you on the success of its geo-targeting program, and you are solely a mass torts practice, you should probably think twice. Geo-targeting tends to work much better for practice areas like personal injury—practice areas that draw on one-off, single event incidents, like a car accident or a slip-and-fall.
Some of the most powerful international conglomerates have weighed in on an issue that impacts businesses (and law firms) of all sizes – call center outsourcing. Time Warner, Inc., Hershey Foods, and The Wall Street Journal have all reportedly slashed costs by outsourcing their call center workforce. Other big names, including Dell, Capital One, and JPMorgan Chase have shut down their call center outsourcing operations, claiming that the savings did not outweigh the benefits. So, what is the takeaway for law firms?
What is Pay Per Click (PPC)?
Also called cost per click, this is an online advertising model where law firms pay a hosting service every time their ad is clicked on. The most common and most successful form of this is where a search engine serves as the platform. With search engines, law firms can bid on keyword phrases relevant to their target market. For example, the keyword phrase “best new york divorce lawyers” will probably cost you a pretty penny, because it is likely to be a highly searched phrase. With PPC, you only pay for visitors that actually click on the link to your website.
[This is the third of a 3-part series discussing Lead Generation strategies for law firms.]
Simply put, opt-in marketing is when potential customers, or interested visitors to your website, are invited to “opt-in” to receive certain benefits or information. For example, you may have a form on your website allowing prospective clients to “sign up for news and updates.” They fill out the form, and then receive information about your firm and services. You can use opt-in forms on your website to collect contact information from prospective clients, and maintain a connection with them over time.