Targeting Your Core For Stronger Online Marketing
Whether you’re just starting out or a seasoned veteran to online marketing, it’s easy to lose focus on what really matters to your business. With the sheer volume of advice populating the Internet, attorneys will often dive deep into the latest marketing trends hoping to earn big gains overnight. But to see results from these new opportunities, your online marketing needs to have a strong core.
So this week, take a little time to revisit some of the fundamentals. The work you do on these core elements will provide a strong base for your other activities online.
Crunch Your Website – Your website drives so much of your online marketing. Do you know how it’s performing? Take a look at your site’s analytics (see item #3) and “check the oil” regularly to keep things running smoothly.
Flex Your Content Muscle – Websites that deliver value also deliver clients. Web users and search engines alike have begun prioritizing information over sales pitches. So when you have time to work on your web site, use that time to create valuable content that educates and informs your visitors.
Tone Your Legal Directory Listings – Some of the most influential off-site contributors are your directory listings. These need to be current and accurate. That means names, initials, addresses and even abbreviations must all match 100 percent for your firm to get the benefits.
Push Your Publicity – Far too many law firms overlook the importance of well-earned publicity. Items like media interviews, citations on other credible websites or professional recognition all contribute to your reputation online. Keep your expertise up to date at all times and make publicity a part of your workflow.
Lift Your Advertising – Even the best websites can’t do it all on their own. To be seen and heard above the noise of every other law firm online, adopt a prudent paid advertising or PPC strategy. It will supplement your organic search results and help your site get the attention it deserves.
Obviously, there are other valid tactics not mentioned here. But if you’re overwhelmed, take a step back towards the basics. Your overall marketing health can always benefit from some core work.