Webcast Follow-Up: Your Marketing Questions Answered

There’s no shortage of good questions when it comes to making marketing work for your law firm. That was the case last week during our webcast, How to Gain Exposure for Your Firm in a Crowded Marketplace. Attorney Lauren Clark joined me, and we covered a lot of your questions but didn’t have time for all of them. Here are our responses to those we couldn’t get to.

What’s the difference between “blogging” versus simply posting articles or other content to a website? Is there any impact on how quickly Google indexes the content?
While both types of content are valuable, blogs are more useful for rapid results. Google indexes blogs much more frequently than “traditional” website content. As a result, blogging regularly can help get you quicker visibility in searches relating to timely, newsworthy topics. Remember, blog posts are typically short statements about a current topic that link back to relevant pages on your website. They needn’t be a challenge and really do add a lot of value to your existing site.

Is it important for individual attorneys to have a Facebook page, or is a LinkedIn page sufficient?
While it is important to have a business Facebook page, a personal Facebook page (your profile) does not tie to your business and is not required, nor encouraged. An individual LinkedIn profile is a must for any working professional, and you should take regular steps to ensure yours is up-to-date.

As a young lawyer, how do I find networking opportunities with potential referral sources instead of with my competitors?
It might not seem obvious at first, but the best referral sources are often other lawyers who practice different areas of law than you. Every attorney gets clients with needs they cannot address. In this situation, make sure you’re the person who comes to mind. The reputation you build among peers can make a huge difference in your bottom line. Networking isn’t easy for everyone, but start attending local bar events and becoming socially active among your colleagues. This includes social media.

Using custom phone numbers for call tracking isn’t making sense for our firm. Where should we use tracking phone numbers v. local numbers?
Draw a hard line here. Tracking numbers and local numbers should never be seen together. Only use tracking numbers on websites or legal directories that you’re trying to measure. Your local number should be the only number appearing in other, non-tracked, listings. A meaningful tracking capability is critical to determine ROI, but it’s also dependent on clean data. Only by keeping your various phone numbers separate will your firm have a clear view of their effectiveness.

How to you handle Spanish speaking potential clients? Should your website provide translations?
At a minimum, make sure you have “Se Habla Espanol” highly visible on your site. With regards to translation, we suggest that firms translate relevant pages into Spanish and adapt the website navigation as necessary.

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