I recently had the opportunity to speak with a legal marketing executive at a major law firm about how they were doing legal marketing online, and it was apparent to me that this was a space that they were still trying to figure out the best approach to. Let’s take a look at some of the things they had to consider.
Consumers Can Research Any Topic Online
I think the first and most important thing you’ll want to consider when entering the world of legal marketing online is just how easy it is to research any topic or issue that you might want to speak about. Back in the day, you might have had to spend some time going from article to article to find the information you needed. Times have changed, my friend. With the advent of the internet, you have at your fingertips, the entire world’s knowledge. You can find anything and everything you want or need, with the click of a button.
This is why I love the internet. It has changed everything. I don’t need to consult an encyclopedia to know what the capital of Alabama is any more. I don’t need to listen to songs on my phone to find out what a love song is supposed to sound like. I don’t need to go to sleep and wake up to read the news. Now, I can read all of those things and so much more, in the time it takes to cook a meal.
Building An Online Reputation Is Key To Success
One of the major problems that this legal marketing exec told me about was that when someone Google their name, they don’t always find positive results. To give you an idea of how important a positive online reputation can be, this legal marketing person told me that whenever someone Googled their name, the #1 result was a negative article about their firm. In many cases, this was all that showed up when someone searched for their name. Now, the flip side of that is that whenever someone searches for your name, you want them to find the positive results that you’ve chosen to share about yourself and your firm.
If you’re not familiar, Google places a value on your name and the names of your firms. When someone searches for your name, Google will give them a list of results that are determined to be the most relevant and useful to the person that’s searching. If you want to ensure that your online reputation is positive, you need to do everything possible to create high-quality content that will make your visitors engage with and appreciate your brand.
The Mobile Experience Is Of Utmost Importance
I think another thing that makes a difference is how you approach mobile. These days, mobile is not a platform that you can ignore. It’s crucial to consider how you’re going to approach mobile marketing and whether you’re going to use apps, websites, or both.
You can’t talk about online marketing without talking about mobile. The majority of people now access the internet via mobile. Since it is so easy to do so, it makes sense that your messaging would also follow suit. As I mentioned above, everything is at your fingertips. On a mobile device, that means you can access the internet easily. You can also access other applications, such as WhatsApp, Twitter, and Facebook. What’s more is that everyone has a mobile device, so your target audience will also have access to your content.
From a mobile marketing perspective, the important thing to consider is how you’re going to engage with your audience. Are you going to use text only, images only, or both? Are you going to use buttons, links, or some other form of interaction? Make sure that whatever you do, it’s easy for your users to understand and navigate.
Be Creative With Your Metaphors
One of the things that I noticed this legal marketing person doing that was different than others is that he would find metaphors and similes to be quite effective in creating a connection with readers. He would sometimes compare himself to a candy bar, for example, or a vacation spot. While these are fun ways to engage with your audience, be careful not to overdo it and make it too strange or creative. These kinds of comparisons can be effective, but only if you do it in a way that is natural and easy to understand.
Attracting A Larger Audience
One of the things that this legal marketing person pointed out to me was that even though he was doing well in terms of getting his name out there, he was missing out on a much larger audience. He wasn’t reaching the masses, especially since he was based in a small town. To combat this, he started a blog on Medium, which is a completely free blogging platform. Since everyone has access to a computer or mobile device, and most of these devices have the potential to connect to the internet, Medium is a perfect place for your content.
With Medium, you have the ability to connect with a much larger audience, which means more people who are interested in your subject matter. In his case, he chose to focus on technology and privacy law, two areas that he knew would be of interest to his audience. Thus, by creating high-quality content on those topics, he was able to grow his blog’s readership.
If you’re looking for a way to get your name out there and want to try a new platform, consider Medium.”