New developments on the internet have made online marketing more effective than ever. The Perceptio marketing firm reports that more clients searching for an attorney found them from internet content than they did from referrals. This confirms earlier research by LexisNexis reported in 2014 that most consumers go online to look for an attorney.
Here are 7 hot ideas for you to get your share of new business online.
1. How to become a legal expert for news organizations.
Who needs a PR agency when there is newsjacking? It’s a great technique to get quoted in breaking new stories. First, do research on Twitter to find out the reporters you would like to reach. Then set up a Google Alert on a topic where you have expertise. When you are alerted about a breaking new story – and reporters are still researching the story – you should immediately create a blog post or short cell phone video stating your comment. Then go to Twitter and send the link to the news reporters. They’ll see your comment and will likely quote you in their article.
2. How to use popular Twitter hashtags to get new leads from social media.
Some attorneys are using hashtags (#) successfully to get leads from Facebook, Twitter and Instagram. The trick is to use a hashtag that is already highly popular and is being followed by many people. The mistake many lawyers make is using an unpopular hashtag or one that is too broad like #lawyer. Lawyers can determine the best hashtag to use by visiting two free websites:
com – You can take a hashtag and test it. The site will describe the activity and exposure for the hashtag, and identify who is using it the most.
org – You can plug in an entire tweet with a hashtag, and the site will tell you if the hashtag is “hot now” “overused” or “underused.” It will also suggest hashtags to use to get new leads.
3. How to begin using legal domain name extensions.
There’s no compelling reason to get one of the new .lawyer, .attorney, .law or .legal web domains. You should buy one only to reserve your own firm name (as you might with .net or .info). “There is no evidence that I’ve seen that a .law domain will provide an advantage in search engine ranking,” says Dan Jaffe, CEO of LawLytics at http://bit.ly/LawDomains “Regardless of whether you use a .law, .com or any other domain extension, make sure that you are creating quality, original content for the site, that the content is relevant to potential clients and referral sources, and that you don’t engage in dubious practices like purchasing links or stuffing keywords.”
4. How community involvement can generate leads.
You can generate new leads by doing good works, making a difference in society and leaving the world a better place. A top approach is to offer a scholarship – it’ll be the best $1,000 of marketing money you’ll ever spend. A law firm can offer scholarship money and ask a school to promote it, decide who will receive it, develop a hashtag and link back to your site (so you’ll get a valuable .edu domain linking to you).
Be sure to create a public event when the scholarship is awarded. Announce it on all your social media accounts. When it takes place, have your staff attend with their cell phones to take pictures, and to livestream the presentation on Periscope or Meerkat. Other users of the app can tune in and watch the live event.
It’s a great way to generate website traffic, promote your brand, get engagement with others and generate backlinks to your site.
5. How video production can transform your law practice.
More people than ever are getting information via video as opposed to text. By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. To capitalize on this trend lawyers should invest in high quality video production about themselves and their practices. Studio-quality video will convert more visitors into clients than amateur video. Working in a studio that’s well-lit with top-quality editing services makes a big difference. Consider using the resource I use for my own videos (see http://bit.ly/1NawuSG), Local Lawyer Guide, which has 35 studios across the US, see www.locallawyerguide.com.
Options include creating an FAQ video, a video book about a case, or an “explainer” video about your practices. Once you’ve recorded it, upload it to all your social media accounts, online legal directories and you own website.
6. Key differences between video hosting on YouTube and Facebook.
Video on Facebook, which is relatively young in comparison to YouTube, which launched in 2005, is now delivering 4 billion daily viewers. You should upload your videos directly to Facebook, and not simply paste in the YouTube embed code. Facebook is great for an immediate surge of exposure – it will appear in updates by friends for at least a week. YouTube is more useful for long-term exposure and the development of a channel with many videos.
7. How to generate new clients with online video advertising.
You can place your video as pre-roll advertising on any site that carries video – the Huffington Post, ESPN, Comedy Central, Hulu, NBA.com, or even the Words With Friends app. Online video advertising is not just for large corporations anymore, and it’s much cheaper than TV.
The average cost is $0.03 to $0.10 per impression or $3.00 to $6.00 per click. Your ad can be precisely targeted according to demographics, geographics, search history on Google, keywords people are using and even visits to competitor websites. An advertiser can expect detailed reports on views, cost-per-click, completion rate, and click-through-rate.
For example, a personal injury lawyer seeking people who were recently in car accidents can target 45-year old males who bought a six-figure car, recently visited a body shop and went to an insurance company website. It’s that granular.
Start to use these 7 hot ideas to get new clients online. You will get more leads if you follow internet trends like live streaming, using popular hashtags and creating studio-quality video. Don’t ignore the rise of video on Facebook and upload your videos to as many sites as possible. There’s never been a better time to use the Web to generate new leads.