Create a Legal Marketing Internet System for Less Than $400
No matter how much I harp on the need for diversity in law firm marketing, attorneys still come to me looking for a way to attract clients via the internet.
And they want this to cost them nothing.
In reality, there is nothing in business that does not cost you one or more of the following: Time, Heartache or Money.
You invest financially, emotionally and/or physically in just about every aspect of your business.
But I have developed a system you can use to attract clients via the internet with some effort and a little financial investment.
In the audio program below I outline this system and I give you the costs of each component and the vendor you can use.
I do everything except serve coffee and dessert.
Listen now because I’m going to take this podcast down soon.
I use this system myself. It includes no SEO “tricks” and no “link building.” It is relationship development applied to the internet world.
Listen to it today, right now, because I’m going to pull it down in a few days.
My clients tell me I give away too many of my secrets in these articles so I’m going to start putting an expiration date on some of them.
This one will expire in 2 weeks.
Your Website as Your Primary Web Presence
Social media has exploded onto the scene and added a new element to marketing for lawyers. This element is the interaction of your friends, acquaintances and peers in the on line world. It is foolish to think these interactions will not have an effect on a person’s decision to hire a lawyer. They most certainly will.
You can take advantage of social media to help you educate your clients as they decide which law firm to choose. But the role of social media is not to broadcast your message to potential clients. Its role is to influence prospective clients to find out more about their situation and educate themselves on the options they have available.
That’s where your primary web presence comes in. Your website is your primary web presence. It should be education central for your area of the law. You should regularly post video, articles and audio content on your blog and you should point people to it as a resource.
The more education a prospect receives on his situation, the better the quality of his decision-making when selecting a lawyer. And if you are the best lawyer for the job you will be the natural choice.
All your social media properties should drive people to your primary web presence.
Here is a video that explains this process in detail.
Remember, the role of your website is to educate your client, differentiate you from everyone else who does what you do, and motivate the prospective client to call you for help.
Here are three additional articles that will help you organize your website and make it your primary web presence:
Your website should do four specific things for your law firm. It should: generate leads, educate prospective clients, qualify prospective clients and position you as an expert. This article outlines all four of the critical elements of your website.
There are several good reason to blog more frequently. In case you forgot them, I have outlined those reasons in this article.
Here are the five most common mistakes made with your law firm website. We also cover how you can avoid these mistakes. This article is enough to keep you out of serious trouble.
Are You Up To The Challenge?
Here is some good news for you.
Whether or not you are on track to reach your goals, this is the perfect time to take specific steps to grow your law firm revenue and your income. The best way to do that is by taking massive action.
There are five systems in any law firm marketing plan. They are:
- A system to develop new relationships by speaking at conferences and events
- A system to attract new client interest through writing and publishing written content
- A system for establishing new client relationships through networking
- A system for creating new relationships with clients via the internet
- A system to help you follow-up with all the new prospective clients and existing clients in your portfolio
Overall law firm growth comes from taking action to increase the number of relationships from each of these systems.
Our focus for this article is growing your client relationships via the internet.
If you have spent any time with me, you know I am not a huge fan of internet marketing for lawyers. Search engine optimization has always been a black art and many practitioners of this voodoo marketing are unethical.
Google (and by proxy all other search engines) are aggressively working to stamp out the unethical SEO charlatans and social media (on-line interaction based upon relationships) is quickly expanding its influence on search results.
Today the outcome of an internet search is just as likely to be based upon your interactions with other real people on line as it is to be influenced by a guy in a room in India building links. But the trend is moving toward search results based upon your relationships with real people and away from false results influenced by gaming the system.
This legitimization of internet search, and the positive user experience it creates, makes the internet impossible for lawyers to ignore.
For this reason, I have identified the on-line marketing system as an area of rapid growth for both me and my clients.
That’s why I am issuing this challenge:
Together we are going to double our revenue from client relationships initiated via the internet during the next six months.
You read correctly. We will double our money from internet marketing in the next six months.
Don’t worry. I have a plan for us.
Listen to this weekly podcast as I outline our plan for growth during the next six months.
I also “pull back the curtain” and give you an exclusive look into my own results from internet marketing. They are not so exciting right now, but they will be in six months.
So are you up for the challenge?
Will you join me in doubling your number of on-line clients in the next six months?
Marketing For Lawyers On The Internet Is About Clients Not Traffic
You build a great website and it becomes a critical part of your marketing strategy. You start blogging and you write about important, timely and relevant topics. You post links to your articles on social media sites. You engage other lawyers in conversation on Twitter. You send email articles to everyone you know and you wait.
After a few days you log in to your Google Analytics account and you check the numbers. That’s just the beginning.
The beginning of an addiction that is as powerful as smoking crack.
You become obsessed with the amount of traffic to your website.
You focus on the number of visitors, where they are from, what they were looking for and how long they stayed.
While these numbers are helpful for a number of reasons they are, in one sense, fools gold.
Traffic is meaningless. Clients are the goal.
Your website exists for one reason and one reason only – to drive people into the chair in front of your desk.
You can be the Earnest Hemingway of bloggers but if your prose does not motivate people to make an appointment and run to your office, it is worthless.
Over the course of the next few days we are going to discuss website conversion tips that will lead to clients in your office and ultimately, money in the bank.
If you have not been thinking of your website as an educational tool designed to motivate clients to engage you, you need to adjust your mindset. Marketing for lawyers is complicated. Using the Internet properly in that function does not have to be.
Your website is not just a replacement for a Yellow Pages advertisement. It can be a powerful tool to help you attract the right clients but, like hammer used to tighten a bolt, the wrong application of this tool will produce poor results.
Lawyer Marketing and Google+: Is It Time To Pay Attention?
Something interesting is going on with Google search results.
A couple of years ago Google launched Google+ which was designed to be a social network competitor of Facebook.
Many people have turned up their noses at the prospect of Google’s foray into this genre. Some don’t like the design. Some don’t like the utility. Some say “You can’t out Facebook, Facebook.”
All those criticisms are fair.
But many people overlooked one thing.
Google still dominates online search. And it strives to provide the most relevant results to the user.
So it is logical to surmise that Google engineers will somehow find a way to incorporate Google+ results into their algorithm when you search for a product or service.
Wouldn’t it be valuable to you, if you were searching for a Chinese Food restaurant in Poughkeepsie, to know what your Google+ connections in Poughkeepsie considered the best Chinese Food Restaurant?
Supposedly, you connected to people on Google+ because you knew them, liked them and trusted them. So their opinion on everything they comment on in their Google+ profile is fair game for search engine formulas.
Now we come to lawyer marketing.
If you are a lawyer marketing your services in a specific geographic area, it makes sense to have people on Google+ link to you (add you to their circles) and talk about you, and write reviews of your services.
Because this will, in theory, improve the likelihood of your law firm placing better in search engine results for searches of keywords used by your potential clients.
Sound like a great deal of work? It is.
But there are teams of people, right now, in India, the Philippines, Bangladesh and a dozen other countries, working on this for lawyers marketing their services. Yeah, that’s rigging the game.
But you might want to pay a little attention to this. You might want to at least set up a profile and post your articles on it. People will eventually connect to you.
Lawyer marketing happens on the internet too. Some attorneys obsess over it. I don’t want you to obsess over Google+ (or anything related to Internet marketing).
But you need to know that this development (Google+) is not new but it is picking up steam.
By the way, the podcast I pointed you to yesterday is officially now our most downloaded podcast EVER!
Check it out by following this link: How to get clients as a lawyer