When you’re marketing your law firm online it’s easy to get caught up in the blogging whirlwind. After all, that stuff takes nothing more than time – and it’s entirely within your control. There are technical issues to contend with, but they’re easily tackled.
Most people will tell you to work on excellent content and optimize it for the search engines. Once that’s done, optimize for actual readers to decrease bounce rate, increase time on site, and overall create an environment that makes it easier for potential clients to interact with and, ultimately, hire, you.
But what’s missing for this equation is that by providing excellent content and optimizing it, you’re taking too passive of a position.
That’s right, I called you passive. Your online legal marketing efforts are reliant upon someone stumbling on your site. It’s like opening up a store on a dead-end street and hoping that someone will magically find it.
Not gonna happen. At least, not quickly.
The toughest part of your online legal marketing efforts are to get as many qualified prospective clients to your websites, blogs and social media circles as possible.
Your need to promote your content overtly by using Twitter, Facebook and other social networking sites, and indirectly by establishing yourself as a trustworthy professional who knows a thing or two about your field of practice.
How? You need to fish where the fish are. In the world of online marketing, you still need to (and I dread this statement) get yourself out there.
I’m talking about consumer finance listservs, debt and credit forum sites, and blogs that discuss personal finance issues. You can hang out on the lawyer listservs too, but that’s for you – not your online marketing. Use the lawyer sites for education and camaraderie, but don’t expect to get much business there.
You’ve got to fish where the fish are. And those fish are on the consumer finance sites. You need to take the time to get to know these online communities and start answering questions. Give from your base of knowledge – without promoting yourself or your sites. In time, people will come to realize that you’re a smart lawyer and will begin to rely upon you as a referral source.
Yes, it takes time. But so does any relationship. You didn’t marry your spouse on the first date. You didn’t wake up one morning with a new best friend or business partner. It took time. So does this. But it will also give you the reputation that’s earned only when people know and trust you. People who are your potential clients and referral sources.
People who may need help someday – help you can give. And isn’t that the goal?
Photo courtesy of bogdog Dan.
Jay, would you mind giving an example of a good consumer finance site to fish in?
You have to be involved not only of with what you do but also by being conscious of what others are doing.
Katherine, there are tons of personal finance, bankruptcy and credit/debt related forum sites online. A quick Google search will pull up more than you can shake a proverbial stick at.
Great post. I've got a little niche – bicycling and motorcycling cases… my "marketing" involves me doing a lot of work – writing articles, keeping up on news stories, working on advocacy issues – and then making hay with those efforts on facebook, the website, etc.. The fish are cyclists, and they are techie and facebookish and like their $4000 bikes and their RIGHTS… I started seriously marketing the "Bike Lawyer" brand a couple years ago and am pushing it now after going out on my own after 27 years… so far,having fun…