In Matters Of Online Marketing, You Need To Be The Expert

alchemyWe want to write a check and be done with it. For more of us, that’s not in the cards.

You’re a solo attorney, or maybe you’re in a small firm of 2-5 lawyers. You juggle your responsibilities as well as can be expected, but there are only so many hours in a day.

Of course, business needs to come in the door so you can keep your practice afloat. You put up a website, maybe a blog, and commit to creating great content.

Part of your job is now creating that content and getting it into the hands of those who are most likely to need your help. This is your target audience, and unless you reach out to them there’s no sense in existing online at all. [Read more…]

Why Nobody Likes Your Blog (And How To Fix It)

law firm boring blog wastelandYou’re a bankruptcy lawyer and decide to start up a blog. You get a designer, learn WordPress, and launch your site.

Each day you publish a new article to your blog, complete with a photo and a zippy headline. You write like a pro (or hire someone else who does the job for you – I don’t like it, but I’m not Polyanna about the world) and hone each article with masterful SEO techniques.

At the end of 60 days you check your stats and realize this blogging thing hasn’t moved the needle whatsoever.

Same at 90 days.

What gives?

[Read more…]

Follow This Simple Tip To Get More Clients From Your Website

selfish clientsYour website visitors are self-centered and selfish.

Potential clients aren’t initially coming to your website to see how great a lawyer you are or to see what solutions you have to offer for their legal troubles.

Fact is, the couldn’t care less about you. They care only about themselves.

Their needs. Their wants. Their world view.

Nothing wrong with that. The sooner you learn to live within those confines, you’ll be better able to help them with their problems.

Here’s what I mean. [Read more…]

When Thinking About Search, Think Bigger

online findability optionsIn the beginning there was Lycos and AltaVista. Then came Yahoo and Google. You can see them all in the rear-view mirror.

Lots of us are conditioned to finding information by going to the ubiquitous Google search box and typing to our heart’s content. When we hear online marketing professionals talk, it’s in terms of search engine optimization. The information they sling is largely the same as it was a few years ago – get more links, create more content, look to user experience in creating a more profitable site.

And to a large extent, they’re right. But there’s a critical piece of the story that’s missing. [Read more…]

Stoke The Embers

law firm marketing embersBuilding a fire is fun. Roasting the marshmallows is usually a treat, and sitting around watching the flames is one of the primal joys of our species.

It’s around a fire, after all, that our ancestors spent countless evenings telling stories, singing songs and generally deciding the fate of the entire tribe.

When the fire burns low, we’re left with embers.

We grab a poker and try to bring up some fire and keep the magic going a bit longer, but any fix is temporary. We were a few dancing sparks, maybe a bit more heat, but that’s it.

In order to bring the fire back to life, we’ve got to add something. More kindling, more wood, and more effort.

So, too, in the way we practice law. To bring in business, you’ve got to add something. What worked a decade ago isn’t doing the trick in the age of digital communication. People are finding their own answers in new places, reaching out to nascent networks for help.

Notice that I didn’t say you should be moving all of your business building efforts online, or to the “flavor of the week” social network. That would be irresponsible of me.

Your existing marketing channels worked for a long time without help, so unless you’re not getting any return on your investment you should remain there. The trick is to add an online component in a way that complements your existing strategy.

Which media you choose to add – a blog, a podcast, video, social networking platforms, or whatever else is out there – depends on where your prospective and existing clients can be found. Failing to do that almost ensures the failure of your online efforts.

And we all know it’s a shame to see a good fire die out for lack of tending.

Image courtesy of  colorblindPICASO