The world is a very different place than it was 20 years ago. I would even say it’s a very different place than it was 2 years ago. Technology has thrown our personal and professional lives into overdrive.
Dating? There’s a website for that. Shopping? Most of us have started our holiday shopping online. Marketing your firm? You might want to hop online for that as well.
Everyone is online, this means your clients. If you aren’t marketing your firm online you are missing out on opportunities to build relationships and grow your practice. You’re probably thinking to yourself, I have a website, isn’t that enough?
Here are things to consider when getting your online marketing in line:
1) Do you have a website? If you answer yes to this question, pat yourself on the back. The website is typically the first stop for the 21st century client looking for an attorney. However, it’s not enough to have a website. Your website should be informative, resourceful and provide a snapshot of your practice. Here are some follow-up questions:
- Is my contact information easy to find?
- Does my website give an accurate snapshot of my firm?
- Is my website easy to navigate?
- Is my website mobile-friendly?
- Is my website client focused?
- What can I do to improve my website?
2) Do you know what people are saying about you online? You may not be online, but that doesn’t mean that people aren’t talking about your firm. Get in the habit of conducting google searches for your name and your firm’s name. You may be surprised at what you find (or don’t find).
3) Are you active on social media? Social media is an important part of online marketing. Social media can take your online marketing to the next level. Don’t feel pressured to create a profile on every social media site. Find what works best for you and your practice. Encourage your attorneys to begin with a LinkedIn profile. LinkedIn gives attorneys a place to showcase their practice areas, accomplishments and work history. The LinkedIn Pulse platform even gives attorneys a place to post in blog format. In addition, clients and other legal professionals are able to share their opinions about you and your work (don’t worry you control what’s posted to your profile). Here are some other social media sites that may be of interest to you:
The key to implementing social media lies in consistency. Set a schedule and stick to it. Social media will give you a chance to engage with potential clients and others within the industry. Social media is a great way to build and maintain relationships and extend your reach.
4) What do you want to accomplish? It’s important that you have a plan and know what you want to accomplish with your online marketing. Outside of wanting more clients, what else are you looking to accomplish through your online marketing? Do you want to establish yourself as a thought leader? Are you hoping to expand your network through your online marketing? Think about the content you want to share on social media as well.
5) Where should you start? If you’re excited about getting your online marketing in line, but have no idea where to start. Here are some suggestions:
- Take a look at the our Social Media Toolkit
- Lawyers Mutual also offers a lending library that includes titles such as:
- Internet Branding for Lawyers by Jeff Lantz
- Online Law Practice Strategies: How to turn Clicks into Clients by Jabez LeBret
- The Lawyers Guide to Marketing on the Internet by Gregory H. Siskind, Deborah McMurray and Richard P. Klau
- Consider hiring a consultant to review your current online marketing and analyze what is working and what needs work.
As you begin to prepare for next year, it’s imperative that you think of ways to market your firm online. A strong online presence will help your firm compete and stand out in the busy, digital world we live in. For more tips, be sure to check out our Byte of Prevention blog for our weekly Marketing Monday posts.
Monisha Yowell is the Marketing Coordinator for Lawyers Mutual. Monisha connects Lawyers Mutual with our insureds and the legal community through the use of social media. You can reach Monisha at 800.662.8843 or firstname.lastname@example.org.