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The average day of a marketing coordinator at a law firm is far from average. At this point, you may be an expert at the balancing act of time management – juggling deadlines, schedules, timelines and meetings, all while trying to find new clients and market the firm.
Sometimes you need a little help clearing your plate. One option is to explore marketing vendors who you can partner with to grow the business while saving you time. Today, consumers are searching for attorneys online more than they ever have, and that’s only going to increase as younger generations raised on the internet come into peak buying power.
As you’ve undoubtedly seen, the problem is that the internet has a (practically) infinite number of opportunities for making a connection. That sounds nice on an individual, human scale but for a business trying to make connections, it creates a brutal environment. This crucible effect becomes abundantly clear when you compare law firms who take a simplistic approach with an underdeveloped website and those firms able to successfully coordinate their efforts in social media, blogging and pay-per-click advertising. Being able to navigate the twists and turns of the internet is essential to bringing additional clients to your law firm.
If it doesn’t sound easy, that’s because it isn’t. Thankfully, a competent marketing vendor can help. Almost all established marketing providers will come with experience to one degree or another. And almost all of them will claim to save you the trouble of learning the ins and outs of digital marketing. But as you know, what is essential for law firms is knowing how to differentiate reputable marketing vendors from those that cannot cater to your unique needs.
Here are a few questions to ask before trusting someone else with your firm’s brand:
01 – Do they know the legal landscape?
Plenty of companies tout themselves as internet experts. But very few can honestly say they know the legal industry as well. That matters because legal consumers aren’t like other audiences. Their behaviors are drastically different from a typical Amazon shopper. A good marketing vendor needs to understand the means by which clients find, contact and hire an attorney.
Ask the vendor you’re meeting with what kind of legal specific research they have at their fingertips.
Do they survey consumers? Do they survey attorneys?
How much information do they have on practice area-specific decision making?
Do they understand the law or the legal process? If they don’t know the difference between a plaintiff and a defendant, they may not be the right fit for your firm.
02 – Do they offer customized solutions?
Legal marketing is not one-size-fits-all. What works for a DUI solo attorney in Dallas probably won’t deliver the same results for a mid-size PI firm in San Francisco. Piggybacking on the earlier point of legal marketing’s specific needs, a marketing vendor should know your target audience, but it should also know how much exposure you need to reach them.
Some established firms are built on referrals from past clients. For these attorneys, aggressive visibility campaigns aren’t always the perfect fit. In contrast, smaller firms simply don’t have the luxury of relying on any one strategy to deliver them prospects. Putting all their eggs in one basket opens these firms up to potentially devastating risks in the volatile world of online marketing. A flexible marketing vendor should have a realistic perspective on which levers they should pull in order to deliver your form a steady stream of leads. Sometimes that means a complex, integrated strategy where all of your marketing elements (website, social, blogs, ads, etc.) work in harmony. Sometimes it means understanding where your business is and crafting a business development solution that’s the right size for you, like starting with a manageable presence on a legal directory.
03 – Are they promising the world?
Too many lawyer marketing providers say they can place their customers at the top of Google’s search results, when they should know it’s an empty promise. Internet marketing is more nuanced, consumers are savvier than ever and Google doesn’t look kindly upon yesterday’s approaches to “gaming” the system. A vendor that still relies on outdated pitches like “page one Google rank placement” is one that’s behind the times.
Instead, a legal marketing vendor should know SEO and about long-tail searches. They should be willing to work with you to discover the most efficient and cost-effective phrases on PPC rather than chasing the most expensive options. They should have a pragmatic attitude toward paid social media – and they should approach all of these things with an understanding that your number one goal is running a law firm that delivers results for your clients.
There is no shortage of noise in the digital marketing arena, and it’s often up to you to separate marketing fact from fiction. Asking the right questions and being more informed will help you cut through the clutter and make sense of the options.
Learn how to secure a steady stream of new clients
Download Client Acquisition Strategies For The Solo Practitioner, our free marketing playbook exclusively for the one-attorney-shop.
In the first Building Your Online Authority post, we discussed the importance of quality informative content on every page of your website. Of equal importance to your site’s success is a linking strategy.
The links that point to your website—and the sites you link out to—say a lot to the search engines about your site’s reputation. And while you don’t always have complete control over which sites link to yours, there are steps to ensure that any incoming or outgoing links on your site benefit your online authority and help boost visibility to search engines.
Designing an Effective Linking Strategy
The first step in building your linking strategy is to establish as many quality incoming links as you can. To start, your web address should be in the information you provide to all your bar associations, alumni groups and other organizations that maintain an online directory. If you or your firm is in Super Lawyers, U.S. News – Best Lawyers Best Law Firms or other industry-related directories, be sure they have your web address to include in your listing.
Links from these types of reputable sites register as a sort of professional “like” to search engines and gives your website credibility that can help place you above your competitors in the search results.
Outgoing links are a little different. First, you want to be pretty selective about which sites you link to from yours. There was a time when sites used to have “Helpful Links” pages on their sites that linked out to local statutes sites, non-legal service sites related to their practice areas or even competing law firms. Over time, however, these types of pages proved to have little impact on a site’s performance.
If you are going to link out to other sites, make sure that you are linking to valuable information—ideally information related to your firm’s areas of expertise. Search engines have gotten extremely adept at identifying quality versus non-quality links. More quality links from your site to valuable information can help improve your site’s credibility.
One important note on outgoing links: if you plan to link out to other sites, code the links to open in a new window. From a marketing perspective, you don’t ever want to provide a link that allows a user to leave your site completely. By coding links to open in a new window, the user is more likely to revisit your site before closing out of the browser.
A Good Linking Strategy Requires Ongoing Attention
Like your website content, the best linking strategies are continually updated with current information. While no harm is likely to come to your search rankings due to outdated links, your online authority can only improve if you actively seek out and link to the most current and informative content.
There is a lot more for you to consider in the optimization of your website. Learn more about building a comprehensive SEO strategy with a free download of our SEO playbook, “Rise Above the Rest: The Key Ingredients to SEO Success for Law Firms” [Link Pending].
The early- to mid-2010s was a time of immense change in the world of search engine optimization (SEO).
The rules were updated, and the bar was raised in terms of which sites got the top spots in the results. It was during this time that search engines began placing a premium on quality, informative content. This forced law firms to make their websites something bigger than just an online brochure.
When most people think about appealing to the search engines, most think about Google, and nobody else. While Google’s algorithm changes will dominate the discussion in this post, it’s important to remember that the unique requirements of Bing, Yahoo! and other search engines must be considered in any SEO strategy.
How Google’s Algorithm Updates Changed the Way Law Firms Created Their Websites
In 2011 and 2012, respectively, Google released its Panda and Penguin updates. These were two of the first updates that made content quality a primary focus. The impact was a complete game changer for law firms trying to win approval from search engines.
Pages were now being judged on whether their content provided worthwhile information based on the searcher’s intent. And, in the case of the Penguin update, over-optimization of thin content was sniffed out, and Google dropped many sites from its top search results.
So, Exactly What Is Quality Content, and Why Is It Important to My Firm’s Website?
Indeed, this is the—perhaps literal—million-dollar question. If your law firm is relying on its website as a primary source of prospective clients, you’ll want to do everything in your power to ensure that it’s as attractive as possible to the search engines. Because, as mentioned previously, the quality of your content is now a major consideration in the ranking of your website.
Quality web content provides the user with deep information about the searched topic. Blogs, scholarly articles and other information-based pages get high marks from the search engines. That is not to say there is no room for marketing messages and calls to action in website content—there certainly is. It’s just that the search engines want more from the page than marketing.
So, when you go about creating your page on copyright infringement, use the majority of the page to tell users about the nuances of copyright infringement and less of it to tell them why they should call your firm to handle their case. It seems counterintuitive from a marketing standpoint, but it’s one of the best ways to get a higher ranking from the search engines.
Quality Content Goes Beyond Making Your Firm’s Website Relevant to the Search Engines
There are more advantages to creating quality content than simply appealing to search engine requirements. A focus on creating quality, informative content can help to position you as an authority in your selected practice areas—an attorney who cares about helping people understand their legal issues rather than simply looking for new clients.
It takes time, energy and what seems like an endless amount of new ideas to create fresh forms of content for your law firm. And getting your firm’s attorneys involved in content or blog writing can always feel like an uphill battle.
But it’s also necessary. Content marketing plays a critical role in building awareness around your firm, generating leads and capturing clients. In fact, it results in six times higher conversion rates than any other method and can also majorly influence SEO success.
What that means is, your work is never done. By the time you publish your firm’s latest blog, it’s time to write another. And social media is a whole other ballgame, needing daily, if not hourly, attention to stay relevant and visible.
The way to stay ahead and be successful with your content marketing approach is to be smart with your time – and ideas. Here’s what we mean:
Content marketing results in 6x higher conversion rates than any other method. – Content Marketing Institute
Build your Content Pillar
You’re likely one of the only people who create frequent content in your office. Before you spend hours next week brainstorming topics, follow the content pillar method instead.
This method starts with a substantial piece of content on a specific subject – think white paper or research report – and allows you to break it into snackable bites of derivative assets to use in the future, like a series of blogs, social posts, quizzes, guides and more.
Think of the method as a way of creating a well of content. Instead of spending a lot of time coming up with the next topic of less impactful pieces, you can draw from your well, creating more clear and defined boundaries.
Another benefit of pillar content is its positive effect on website performance. The lengthier the piece, the longer a reader will typically spend on your firm’s site. Additionally, Google favors the research, quality and richness long-form content tends to provide.
When you’re ready to build your pillar, consider these four strategies for inspiration:
Core practice area you serve: If your firm focuses on personal injury, you could write a white paper on “slip and fall cases” or host a webinar on “personal injury laws in Florida.”
A problem you solve: This goes beyond the actual service you provide and looks at the problems you solve for clients. Case studies, recommendations and online reviews are a great place to look for ideas.
Emerging trends: Where do you see the legal industry going in the next 10 to 20 years? These forward-looking pieces can educate attorney colleagues and entice prospects.
A niche you serve: Maybe you specialize in estate planning for young people or boating accidents. When you narrow in, you’re able to set yourself apart from competitors.
Plan out your content. The right way.
Our free content calendar Excel template allows you to organize and schedule content all year long.
The Components of a Content PillarDefined audience
First and foremost, you need to understand who you’re trying to communicate with before you put pen to paper. This means researching the demographic background of your audience, such as age, race, gender and average income, as well as the various marketing channels they use when making purchase decisions.
For instance, if your typical clientele are middle-aged fathers, you might want to focus your efforts on LinkedIn and less on Snapchat. For more help defining your firm’s target audience, read our blog on buyer personas.
While you want to be specific, you also want the main theme to be broad enough so it’s easy to break into subtopics. Make it too specific and you can run into a roadblock when coming up with derivative content.
Let’s say you work for a firm that focuses on family law. An idea for your next content pillar could be an eBook on the financial impact of divorce. While deliberate enough to appeal to the right audience, the topic is general enough to give you room to be creative when writing supportive material. This kind of content can come in many forms, including:
Online advertising (pay-per-click/display ads)
Think of subtopics as branches extending from your core theme. They are shorter pieces that typically answer a specific question about your pillar piece. For instance, if you did end up writing that eBook on divorce, your subtopics could look like:
An infographic about what happens with credit card debt after a divorce
A four-week blog series on divorce trends in America
A PDF resource detailing the average timeline of a divorce attached in an email blast
It’s 2019. You already know online advertising, social media, blogging and the like are necessary to your law firm’s success. But let’s not forget about the human factor.
There’s power in face-to-face interaction, and one of the best ways to cultivate relationships with your clients and peers is by hosting an event. When you invest in people, you are able to develop a deeper connection that is oftentimes missed online.
However, it’s easy to overlook all of the logistics that come from event management. There are schedules to coordinate, budgets to set, invites to send and messages to promote. Even the most seasoned event planner can miss a deadline or detail if not careful. Stick to this guide closely to help stay organized and stress-free the next time your firm hosts an event.
FOUR TO SIX MONTHS IN ADVANCE
From the moment you get the green light, it’s time to put a plan in motion.
Determine your goals and purpose of the event.
Before you build out the publicity plan and contact your speakers, have a clear idea of why the event is happening in the first place.
Who is the target audience? Current or past clients, attorneys, community members
What are the objectives of the event? Lead generation, networking, brand awareness, educational
How will you measure success? Satisfaction surveys, social media engagements, attendance, live polling, revenue, number of leads
Set the details.
The date and time of an event is often out of your control due to the venue or speaker availability, so make sure you have these details set in stone early before you promote it to the masses:
Select two or three dates and contact the host and/or speaker to determine availability. Tip: Make sure the tentative date does not fall on a religious or cultural holiday.
Identify and book your venue, caterer and other vendors. Tip: Verify the rules around bringing outside food and drink inside the venue if you’re planning to use a caterer.
Determine if you will provide attendees with a +1. Tip: If the event is dealing with client appreciation, it’s proper etiquette to let them bring a guest. It’s about celebrating them after all.
Settle on a firm date and time. Tip: If you can, avoid Friday for an evening event, as many people are tired from a long workweek.
Find a partner.
Depending on the event, it could be a good idea to partner with another non-competing law office or other organization around town to host your event. It’s a win-win – doubling your resources while also fostering relationships with community members.
Create the publicity plan.
When building your marketing plan around the event, keep these questions in mind:
Will the event need its own website?
Do I have the bio and headshot of my speaker/host?
What topics tie to this event that I can blog about?
What visuals do I need for social media and the website?
Will I send invitations digitally or in the mail?
How do I plan on receiving and tracking RSVPs?
Are your marketing strategies driving success?
Or are they costing you?
Learn which web metrics are worth paying attention to and those you should avoid going forward.
As the date approaches, it’s time to nail down the specifics.
Confirm the guest list.
Work with your office to determine who you would like to invite. Use your customer relationship management (CRM) tool or a spreadsheet to create the list, including name, email, physical address, relation to the firm, diet restrictions (if the event will have food) and a column to track if you have received an RSVP.
Design and/or order your invitations.
Deciding if you want to go digital or traditional? Here are some pros and cons of each:
Pros: Saves money, speeds up response time, ability to import RSVPs online, can include hyperlink to maps/directions Cons: Easy to miss amongst email clutter, can create an informal vibe
Pros: Ability to reach everyone (some guests might not have an email address), more personal, creates a lasting memory
Cons: Costly, not environmentally friendly, inability to easily track RSVPs online
Put your publicity plan in motion.
What should be completed:
Event webpage created
Press release on website and circulated to all media partners
Event posted to all community calendars
Blog post on event topic
Social media announcement
Figure out how you will track RSVPs.
Whether you send an email invite or a physical invitation, you need to have a way to organize RSVPs. Free online management tools like RSVPify and Eventbrite are available if you don’t want to manually update a spreadsheet.
ONE MONTH IN ADVANCE
As you get closer to the event, the main details should be solidified. Now is the time to firm up plans and spread the word.
Design and print event programs.
The most important elements to include in your program are:
Date, time and location
Social media handles (with unique event hashtag)
Schedule of events
Map or floorplan of venue
Send out your invites.
A good rule of thumb is to send out your invitations three to four weeks in advance. This timing ensures guests have plenty of time to plan around the event while also making sure it’s not forgotten.
Continue with the publicity plan.
What should be completed:
Paid promotion (social and pay-per-click)
Guest post on blog from speaker or host
Ongoing social media promotion
WEEK OF EVENT
The time is almost here. Finalize the small details so the day of the event is a breeze!
Finalize your message.
If you don’t have it already, ask the event speaker and/or host for their script.
Take a trip to the venue.
When you’re there, make sure to:
Test out audio and video equipment
Map out electrical outlets and ask if you should bring your own extension cords
Verify when you can access the room the day of the event
Take a picture of the venue in case you need to recall the layout
Send out a reminder.
Email guests who have yet to RSVP as a final push to increase attendance. If you know someone personally, it’s never a bad idea to pick up the phone and call.
Circulate contact information.
Include phone numbers of everyone involved with the event, like the caterer and any other vendors you are working with.
Finish out your publicity plan.
What should be completed:
Last-call email blast
Paid promotion (social and PPC)
Teaser video or graphic on website and social
AFTER THE EVENT
It’s over – you can breathe. But don’t forget to seal the deal with a few final items.
Send out a thank you email to all attendees.
Tip: Send a “Sorry we Missed You!” email with photos to invited guests who couldn’t attend.
Conduct a satisfaction survey.
This is also the perfect chance to ask for testimonials. Common questions to ask in your survey are:
How was your overall experience?
Was the topic relevant to you?
How would you rate the venue?
What was the highlight of the event?
How would you rate the speaker(s)?
Was the registration/RSVP process easy?
Share event photos on social media and your website. Pictures increase engagement and also remind attendees of the experience (as well as show people who couldn’t attend what a good time was had!).
DON’T STOP THERE
Are your other marketing strategies driving success to your law firm? Learn which web metrics are worth paying attention to and those you should avoid going forward in our white paper, Your Traffic Report is Lying to You.
From gaining new connections to joining groups related to your primary practice area to creating content for a blog post, there are plenty of activities to keep lawyers busy in LinkedIn.
However, time and time again attorneys glaze over the most significant task for the longevity of their LinkedIn presence. Creating an active, professional and brand consistent LinkedIn profile is too often interchanged with a laundry list of prior work experiences and accolades.
Your LinkedIn profile is the cornerstone of your professional social brand. A well thought out profile allows you to make a good first impression with referring attorneys and those in search of legal services.
LinkedIn is soaring terms of its user base and now is home to more than 500 million members. In addition, 40 percent of monthly active users use LinkedIn daily. This consistent jump in popularity is an even bigger reason why you need to allot time to optimize your profile. Our tips below can help get you there, but getting your hands dirty with some of the platform’s functionality is the key to prolonged growth and visibility.
This photo is going to follow you all around LinkedIn, whether it’s when you join a group or comment on one of your connection’s post. It is the first thing a potential client will see and it’s vital to have a professional headshot that conveys competence, authority and likeability. As an attorney you must have all three characteristics shown. You don’t want to seem over-the-top likeable and come off as someone who can’t get the job done in the courtroom. Conversely, you can’t seem unapproachable and give the sense that working with you would lead to a standoffish relationship.
2. Paint A Picture With Your Headline
Your LinkedIn headline is the one to three lines directly under your name and serves as prime real estate for telling other users what it’s like working with you. When crafting your headline it’s wise to give something of benefit to the viewer and make sure the phrase is no longer than 120 characters. An example of this would be, “Dedicated DUI trial lawyer seeking client referrals in Broward County. Always willing to pass on cases.” As you can see in this example, the headline explains in plain language the end goal for the lawyer while attempting to gain rapport with referring attorneys.
3. Make Your Work Experience Short And Sweet
You don’t want to highlight all your work related details, duties and achievements on your LinkedIn profile because that is what your resume is for. Instead, your LinkedIn profile should show your job titles, the law firms you have worked for, the exact timeframe you worked in each role and a one bullet summary of the overall responsibilities. You want to do just enough to pique the interest of referring attorneys and potential clients without telling them everything. Also, for consistency purposes, make sure your work history matches what’s on your attorney biography on your firm’s website.
Spending a little extra time up front on your LinkedIn profile can go a long way.
With a complete profile, valuable and varied content, and a broad network, you’ll stand out from the crowd. Our latest playbook will show you how here.
58.9 million people. That’s the US Census Bureau’s estimate for the number of Hispanic Americans in the United States as of mid-2017. Not only is there a large number of Spanish-speaking individuals already, Hispanics are now the fastest growing demographic in the U.S. By 2060, Hispanics are predicted to make up approximately one third of all Americans.
This generally highly connected demographic has an estimated buying power of $1.7 trillion by 2020, making Hispanic Americans a powerful economic force that you can’t afford to ignore. There might not be a large Hispanic culture in your law firm’s service area right now but statistically, many of your future clients will be Spanish-speaking individuals.
If you’re not familiar with marketing to this demographic, here are some tips to keep in mind:
Internet use is also high among Hispanic Americans, but primarily through mobile devices. In fact, Pew Research found that three in four (76%) Hispanic Internet users access the online world on a cellphone, tablet or other mobile handheld device at least occasionally. With the growth of mobile devices in the U.S. as a whole, this reinforces the crucial importance of having a mobile version of your firm’s website.
Understand the diversity within the demographic. The Pew survey uncovered a number of interesting trends. For one thing, Hispanics don’t always use the term. Some prefer Latino, others prefer an identification with their home country or those of their forebears–Honduras, Chile and so on. In fact, only 24% of survey respondents said that they use the terms “Hispanic” or “Latino” to describe their identity–21% reported a preference for the term “American.”
Don’t assume a language barrier. Though Hispanic Americans feel a strong bond to the Spanish language–38% of all Pew survey respondents were Spanish dominant, with the same percentage bilingual—most see English fluency as essential to success. Including the phrase “Se habla español” on your website and marketing materials will encourage Hispanic clients to contact your firm. But Spanish fluency may not be absolutely essential for you or your staff.
A couple major marketing points follow from these observations. First, this is a very local market. So setting up your online presence to take advantage of local mobile searches is a must. To learn more about the importance of a local mobile strategy, download our whitepaper or reach out to us directly.
Second: Given the economic and ethnic diversity of the Hispanic demographic, it pays to really get to know your market and its distinctive local characteristics. As you do this, remember to differentiate between cultural trends and your individual clients. To learn more, download our report on Spanish-speaking consumers.
So be sensitive to cultural differences and never stop learning about your potential market. Reach out. A growing pool of future clients is waiting to hear from you.
Understanding the details of your market is key to developing a marketing plan that gets results. Grow your knowledge of legal consumers by reading Legal Marketing 101 – a free playbook from FindLaw.
Editor’s Note: Originally published October 24, 2014 and updated May 17, 2019
If you’re over the age of 34, the idea of tossing out your desktop or laptop computer and moving to a mobile-only experience probably seems crazy. Then again, ten years ago, we thought people who had ditched their land-line telephone were outliers.
But if you want a sense of what the future holds, look to the Millennials. Nine percent of those 18-34 year olds are mobile-only web users. That doesn’t sound like much, but break the numbers down a little more and you’ll find something really fascinating: Hispanic millennials are mobile-only at an astonishing 40 percent!
Put another way, nearly half of the fastest growing demographic in the largest generation since the Baby Boomers are so accustomed to the mobile computing experience, they may never see your website as you envision it today.
Let’s put it all together: Millennials make up the second largest legal consumer base in the U.S. and within that group, the fastest growing segment is so accustomed to their smartphone or tablet that it’s their only conduit to the web.
So what’s a law firm to do?
We’ve addressed some general tips for reaching the Hispanic market before. But in light of the information above, embracing the mobile tendencies of the Hispanic consumer is an obvious choice.
First on the docket is getting your website mobile-friendly. Google’s April 2015 change already brought this to the forefront of every marketer’s mind. But if you’re targeting a Hispanic audience, go further than “mobile friendly.” Invest your time and money in a fully responsive design that presents your firm in the best manner possible on the small screen. Remember, the mobile configuration of your website may be the only version your target market ever sees.
Once your site is ready to wow your audience, bring them to you with mobile-focused advertising. If your law firm’s practice area supports the demographics, a PPC campaign that targets Hispanic mobile users just might be the secret sauce your firm has been looking for. Imagine it: a targeted, informed ad campaign that delivers the contacts you want to a website that works.
Lastly, support your online presence with off-site activity as well. Spanish-language legal directories are an easy way to put your name directly in front of an audience that is clearly intent on finding a lawyer. Plus, these listings don’t involve a lot of legwork to get running.
For small law firms, the dream of targeting a specific segment of consumers with sophisticated market data is possible. But certain aspects like responsive websites and granular advertising take serious expertise and insight. If you’re ready to make the most of the opportunity Hispanics represent, reach out to a professional today.
Editor’s Note: Originally published April 25, 2016 and updated May 17, 2019
You might think that negative stereotypes and poor public opinion come with the territory of being an attorney. But what if you could help dispel those misconceptions through the simple use of Instagram?
Let’s start with a reality check that probably won’t surprise you. A 2018 Rasmussen Reports national telephone and online survey found that 43 percent of Americans don’t trust lawyers. In addition to this mistrust, there are certain obstacles that attorneys face. For instance, the amount of time you have to make a positive impression in the online world is minimal, and it can be a difficult place to garner trust in comparison to the intimacy of face-to-face interactions.
Don't Trust Lawyers
Are you ready for the good news? Instagram gives you a way to combat those negative stereotypes by providing a visual platform where you can build trust and foster connection with potential clients through pictures. As the fastest growing network with the highest engagement rate, Instagram can assist you in reaching your target market and improving public perception for your firm.
Not sure where to begin? Don’t worry. Below are some essential tips that will help you pave the way to Instagram success.
#1 PAY ATTENTION TO YOUR BIO
Your bio is one of the most important features of the Instagram platform. It is the first thing your followers see, so it’s vital to make a good impression. You will have exactly 150 words to successfully communicate who you are, what you do and how you can be found. Therefore, choose your words carefully and try to include a little personality. See how Kyle M. Moore, Esq. added a personal touch to his bio.
The only place where you can include a link to your website is in your bio so take full advantage of that opportunity. In addition to your website link, you have the option to add hashtags and profile links. This makes it possible to include multiple Instagram handles for different parts of your practice or hashtag categories in which you post. One final but important word of advice, make sure to create a business account and not a personal account so that you can better track your analytics.
#2 USE HASHTAGS
If you are new to social media, the big thing to know about hashtags is simply that they are labels for the content you post.
Hashtags serve to categorize your posts and attract your target audience by using phrases that interest them and are relevant to your post or practice. They are essential if you want to grow awareness for your firm.
For example, “Motivation Monday” is a social trend where users begin the work week with inspirational posts using the hashtag #motivationmonday. Big Horn Law, who represents victims of motorcycle accidents, used the hashtags #doesyourlawyerride #motorcycleaccident and #motivationmonday to get their brand out there and connect with social trends.
Let the public know that you are active in your community by posting pictures from a charity event, using their hashtag. Now anyone who searches that event’s hashtag on Instagram will see your post. Take the example of Greenberg Traurig who sponsored an event for The nsoro Foundation with the hashtags #GTCares, #StarfishBall2019 and #nsorofoundation.
One last tip is to add a few lines of space between your captions and hashtags to prevent looking too spammy on mobile. This way the hashtags won’t be viewed in plain sight. See the previous example post from Greenberg Traurig. Notice how they added a few lines of space between their post and hashtags, effectively hiding the hashtags until you scroll down the post.
#3 BE CONSISTENT
In the land of Instagram consistency is key. Think about it – having a consistent presence is one of the main ingredients for any brand to be successful, and it’s no different for attorneys on Instagram. Seeing you in their daily feed keeps your firm top of mind for any future legal needs.
Consistency is also the best way to increase engagement. By interacting daily with followers, you are creating relationships and building trust. Make sure that you are responding to individual comments and to avoid any long lulls in your posting cadence, create a schedule of once daily and stick to it. Your followers will appreciate your predictability.
To maintain a clean, homogeneous look across your profile pay attention to the images you post. Make sure they have a similar aesthetic and steer clear of filters and stock photos. Instead, focus on high-quality images that portray your firm’s authenticity. Give your followers a glimpse behind the scenes of your firm and share your personality, interests and community involvement. Follow the example of Caralee Fontenele who maintains a visually appealing and consistent look throughout her Instagram page.
Last but certainly not least, be on your best behavior. You will from time to time receive a negative comment. It is crucial that you always maintain your cool and respond with professionalism and integrity. How you handle negative comments will speak volumes to potential clients. Remember that you are writing your response for the next reader.
Marketing your law firm and finding new business could be a full-time job by itself. So, taking advantage of anything that helps streamline the process is something every firm should make a priority.
Your firm’s website is a perfect example. You can build a site with the most compelling content that tells prospective clients why your firm is the best choice for their legal needs. But, without a sound search engine optimization (SEO) strategy, those prospects may not find you at all.
What Makes a Good SEO Strategy? Start by Attracting People Who Are Ready to Buy.
Some firms think that adding the right keywords to their practice area pages is enough to satisfy search engines. While it certainly helps them understand the topic of your pages, keywords alone won’t do much to get your website in front of viable prospects. You need a comprehensive SEO strategy to give yourself a fighting chance.
Perhaps the most important thing you can do is to optimize your site for terms that indicate the searcher is closer to hiring an attorney. The key is understanding searcher intent. In general, people search the internet for one of two reasons: to get more information about a topic or to take action.
Turn Your Plan Into Action
Get ahead of the pack and rise above the rest with our newest playbook on the key ingredients to SEO success.
Think about the difference between a person who searches “real estate boundary disputes” and a person who searches “real estate boundary dispute attorney near me.”
People who search for “real estate boundary disputes” could have done so for several reasons. Maybe they are trying to determine a valid dispute against a neighbor. Or, maybe a neighbor is threatening them with a dispute and they are looking for initial information about the process.
The person who searched “real estate boundary dispute attorney near me,” on the other hand, is likely in the midst of an active legal issue. This search indicates a person who is much closer to hiring an attorney. By understanding the differences between a searcher who is looking for information and one who is actively seeking legal counsel, you can proactively design your SEO strategy to attract the prospects you want to your site first.
Keywords vs. Optimization
While you certainly want to include more general terms to provide context for the search engines, when it comes to optimization, you would do well to focus on more action-oriented terms.
The inclusion of keywords that you know prospects use in searches can only help improve your position on the search engine results pages. The problem is that many firms are basing their entire SEO strategies on those more competitive terms.
By optimizing your site for the more action-oriented or “buy signal” terms, you give yourself the best possible chance of getting in front of the people who are looking to make immediate contact with an attorney.
Build a Comprehensive SEO Strategy That Supports Business Growth
Understanding searcher intent is an essential piece of building an SEO strategy that gets your site in front of prospects looking for a firm just like yours. But, there is much more to learn.