One of the challenges of online marketing is determining how to best divide your budget between available methods. A number of forces continue to converge that make this decision ever more complicated. Google's successful efforts to encourage high-quality, contextually relevant content and penalize sites that try to take short-cuts coupled with the growing influence of apps and mobile search are forcing firms to employ multiple tactics. And the question of how much social media activity and influence may (or...
Read MoreJun 13
Five tips for getting the most engagement out of your Pinterest pictures
After a year of gathering data about how people interact with images on Pinterest, the team at Curalate believes they can predict whether or not your pictures will get noticed. Curate is a social media image analytics company that counsels businesses on how to optimize pictures for maximum engagement on Pinterest and Instagram. They have been steadily amassing a database of millions of images, which includes physical details about the picture - like colors, textures, aspect ratio and saturation...
Read MoreJun 5
Back to basics: How healthy is your law firm brand?
Branding is a commonly maligned concept in the legal world, too often associated with low-quality advertising and a move away from focusing on client service. But branding and practice are not mutually exclusive; they can and should work to support each other.
No, a snazzy logo alone will not bring in more business. But your brand is much more than just a logo or a tagline; branding and...
Read MoreJun 4
Who really owns your content?
After paying for your website, volumes of useful content, and blog entries, you may be surprised to learn that your content does not really belong to you.
If you are like thousands of other attorneys, you will never know, unless you decide to move to a new service provider – at which point, your legal marketing company may inform you that you have no rights...
Read MoreMay 31
Keep your email marketing fresh: Study confirms it still produces results
Research released in Monetate's Ecommerce Quarterly (EQ) report for Q1 2013 reveals that email is still an important marketing tool for businesses. According to data collected during the first quarter of this year, email is actually a larger driver of conversion than search.
The study examined over 500 million shopping experiences and found that email marketing converted more than 3 percent of the time, while search came in...
Read MoreMay 28
A Link-Free Future for Marketing Your Firm
Google Penguin 2.0 rolled out last week and Matt Cutts' assertion that it's targeting black-hat SEO seems to be viable. The first Google Penguin caused a lot of collateral damage for websites that inadvertently crossed the ethical link-building line. Thus far, Google Penguin 2.0 appears to be more discriminate, hitting websites...
Read MoreMay 10
Find balance with your search and social marketing efforts
Each new, highly publicized update Google releases causes some frustration among businesses that see their rankings fluctuate as the changes take effect. And Google will continue to hone its algorithm in an attempt to make search results as helpful as possible for those in need of information or services.
However, through all of Google's updates, the basic rules have remained the same. And so has the underlying formula: a combination...
Read MoreMay 9
Get more out of your thank you pages
In a highly saturated market, firms must pay attention to every piece of their marketing efforts. Small details may be the things that ultimately push people to choose you over the competition.
Convincing a website visitor to contact your firm is just a first step; the ultimate goal is of course to convert that visitor into a client. The more you can personalize their experience and convince them that...
Read MoreApr 25
Expand your influence beyond your own blog
Having a regularly updated website and attorney blog are both important factors in any search marketing campaign. In addition to the basic SEO value of well-written content, frequent posting helps to establish trust with potential clients, who will come to see you as a reliable source of helpful information. Being the expert who people can turn to for helpful knowledge has good marketing potential.
But there is a whole world...
Read MoreApr 19
Five Things the Most Effective Websites Have in Common
Law firms may not want to think of themselves as small businesses, but competing for new clients increasingly requires the implementation of business strategies, from law firm practice management to holistic marketing plans. As traditional methods of attorney marketing continue to move toward obsolescence, online marketing efforts are taking a larger and larger share of marketing dollars. Because of this, your website must be effective.
MarketingProfs published a Read More