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“Follow the Money”: Why Your Law Firm Needs to Add Mobile Marketing!

Jason Weingarten — Thu, 28 Feb 2013 16:52:05 GMT

In the Oscar-winning film "All the President's Men" informer Deep Throat tells investigative journalist Bob Woodward that the key to understanding the Watergate mystery is to "follow the money."

If you're wondering whether mobile marketing — paid search and smartphone/tablet display advertising — is right for you, I recommend that you do the same.

Consider these four points.

#1: Mobile device spending is exploding.

The number of people buying mobile devices and accessing the Internet on those devices hit a major milestone in 2012, with accelerated growth to come. According to Boston research firm Strategy Analytics, there are more than 1 billion smartphones in use globally. The researcher projects that number to double by 2015.

#2: Mobile ad spending has taken off.

With so many potential clients accessing the Web via mobile devices, is it any surprise mobile marketing is taking off as well?

According to the digital marketing gurus at eMarketer, mobile ad spending worldwide reached $8.4 billion in 2012, more than double the amount spent in 2011. By 2016, eMarketer predicts that global spending on mobile advertising will nearly quadruple to roughly $36 billion.

More importantly, eMarketer reported the greatest increase in mobile search and display ad spending occurred in North America, especially in the United States, where it increased some 220 percent.

#3: Not all digital ads are created equal.

Not all digital ads are "mobile optimized." Your pay-per-click advertising must be as easy to read on a 3- to 4-inch smartphone display as it is to view on a laptop. Talk to your provider to make sure you are accommodating visitors from mobile devices.

Be sure your attorney Website — the place a person lands after clicking on the mobile ad — is mobile optimized. The mobile version must be simple, with only the most important information on the homepage. Also, visitors are typing with their thumbs, so use pre-populated phone/email contact fields with check boxes and buttons, not text boxes.

#4: Follow the mobile spending trail to success.

Find your market by following the money. Increased spending on mobile devices is driving increased spending on mobile marketing. Talk to your provider about making mobile part of your marketing mix. It's 2013 and this is one trend your firm can't afford to miss.

To learn more about mobile marketing, contact a LexisNexis Law Firm Marketing Specialist.

MUST-SEE WEBINAR FOR ATTORNEYS: How to Generate More High-Quality Leads from Paid Search Advertising

Jason Weingarten — Fri, 22 Feb 2013 19:04:00 GMT

For the first time ever, in 2012 U.S. online advertising spending exceeded the total amount spent on print magazines and newspapers, and is projected to eclipse television advertising by 2016.*

Why?

Today, not only are there more than 3 billion searches every day on Google, but search advertising is also now extending to the millions of users and their searches on more channels, from Facebook to YouTube to thousands of high-traffic websites.

Paid search marketing, or online advertising, can deliver an amazing return on investment and generate more, higher quality leads. However, not properly applied, paid search can also be an expensive, ineffective drain on your marketing.

Please join me as I co-host a complimentary one-hour webinar, THE BIG PAY-OFF OF PAID SEARCH: How to Generate More High-Quality Leads for Your Law Firm. We'll help demystify paid search for solo practitioners and small law firms, with answers to such questions as:

What is paid search and how can it drive more, higher quality leads for my firm?
What are the different channels (Google pay-per-click [PPC] advertising, YouTube, social media marketing, website advertising, etc.)
Where can I effectively integrate paid search with my other marketing tactics?
What is a Google Adwords Partner and how can one help me be more effective with PPC?

Google Representative to Join Presentation

During this presentation, I will be joined by Eli Romberg, Strategic Partner Manager, Legal Channel Sales team for North America, Google, who will provide an overview of how a Google Adwords Partner can help generate more visibility and business for your firm.

Click here to register for this event.

If you need help with your online advertising, contact a LexisNexis Law Firm Marketing Specialist.

*Source: eMarketer, Jan. 2012

YouTube™ Advertising Increasingly Effective for Small Law Firms

Jason Weingarten — Thu, 14 Feb 2013 17:56:20 GMT

Video and paid search advertising on YouTube^TM can be a productive addition to your law firm's online marketing arsenal. Here's why.

The benefits of video:

Video gives you another way to increase your visibility. It lets you personally introduce your firm and put potential clients at ease before they walk in your door. Provided it's allowed in your state, lawyer video marketing is ideal for legal tutorials, client testimonials and legal alerts.
According to its parent company, Google^TM, YouTube is the second-most visited site in the world. Every month, more than four billion hours of video are watched on YouTube and the site receives more than one trillion page views per year.
Posting your video to YouTube increases your visibility by putting you in front of millions of potential clients. Link to video from your firm's homepage, blog, lawyer social media including Facebook^®, and other pages on your website.

The benefits of YouTube paid search advertising:

In many instances, consumers are going directly to YouTube to search for information instead of using search engines like Google and Bing^TM. In fact, a 2012 Google survey found consumers age 18-34 are twice as likely as those in other age groups to use video when deciding which company to purchase from.

Creating and placing a video ad on YouTube is like placing text-based pay-per-click advertising on Google — it makes you stand out when someone is looking for legal information on YouTube.com. Here's how it works:

Say you're a bankruptcy firm and a local consumer is searching YouTube for bankruptcy information. You can:

Place your video ad on top of the search results page, or in the "related videos" section to the right of organic (free) video results;
Have your ad appear after a generic video that explains what personal bankruptcy is all about;
Run a small text ad along the bottom of a generic video, linking the text back to your video ad.

Granted, leveraging all the benefits of video and YouTube paid search will take some doing. You'll need a strategy that includes law firm SEO, keyword-rich video titles and ad copy, geo-targeting, HTML coding and meta descriptions.

But it's well worth the effort. Talk to your provider about making video and YouTube part of your online marketing mix. It's 2013 and consumers are flocking to YouTube in record numbers. If you want their business, you'll need to migrate with them.

To learn more about our video solutions, contact a LexisNexis Law Firm Marketing Specialist.

Top 10 Essentials for Law Firm Blogging: #10. Consider a “Stand Alone” Blog

Jason Weingarten — Tue, 11 Dec 2012 02:57:55 GMT

Fresh content from a blog can increase the search engine optimization value of your website. But if you already have a strong blog on a well-performing website, you may want to consider building on your success to generate even more leads.

Developing a blog independent of your site enables you to own more of the search engine results page (where your stand-alone blog, your website and your pay-per-click ad can all appear for the same search). Multiple blogs can also help your firm promote multiple areas of practice.

A stand-alone blog is not a replacement for a blog on your website, but it can help generate business results:

Enable your firm to potentially rank several times in a single search engine result for a key topic (for content on that blog, the general website, and separate pay-per-click online advertising).
Promote a specific practice area and drive high-quality leads attracted by topic-driven content on timely legal subjects that legal consumers are searching for online.
Market to different audiences and/or geographic locations, especially if your firm has multiple offices.

Click here to download a free copy of the complete list of "Top 10 Essentials for Law Firm Blogging."

If you need help starting a blog and promoting it on various social channels, contact a LexisNexis Law Firm Marketing Specialist.

Top 10 Essentials for Law Firm Blogging: #9. Research Ethical Considerations

Jason Weingarten — Mon, 03 Dec 2012 17:36:12 GMT

Concerns about violating ethics guidelines for online marketing and social media should not limit your ability to effectively market your firm.

Proceed with caution. But definitely proceed.

Here are a few quick tips.

Ask Your Bar: Contact your state bar and ask specific questions to ensure compliance. Your state bar may have some form of guidance to share and may host events to cover this topic.

Approve All Comments: Be sure you approve all comments made on all social media platforms that represent you or your firm before they are posted.

Stick to the Facts: Focus on the facts and refrain from making false, misleading blog post comments, website content, tweets, status updates, and client testimonials.

Assume Your Responsibility: If you work with a vendor, even if you're not making the communication, you're still responsible.

Engage Carefully: Being mindful about what you are doing, it is entirely possible to engage in social media without creating an attorney-client relationship. If an online request or conversation becomes specific, simply set up time for an offline consultation.

For additional guidance, I highly recommend you download and view, "Ethics Essentials for Successful Online Legal Marketing," a free webinar we recently produced on this subject.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

In the coming weeks, follow me to read the "Top 10 Essentials for Law Firm Blogging." With each post, I will provide proven techniques to attract more, higher quality prospects through blogging and social media marketing. Next up: Consider launching a stand-alone blog.

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #8. Have a “Complete” Strategy

Jason Weingarten — Tue, 27 Nov 2012 14:00:38 GMT

While you can tinker with Twitter for personal uses, your law firm's social media marketing should be a well-defined strategy supported by a complete program.

Not sure how to get started?

Once you establish your social media marketing business objectives (as well as review my "Top 10 Essentials for Law Firm Blogging"), begin with a blog that will serve as the cornerstone of your larger social media program.

To round out your firm's social media marketing program, use the checklist of must-haves on the right.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #7. Maintain Control

Jason Weingarten — Tue, 20 Nov 2012 02:16:00 GMT

Your law firm's blog and social media profiles are now an integral part of the identity of your firm.

Ensure you safeguard that identity and project a polished presence by having the tools and triggers in place to maintain control over your law firm's social media marketing program. Here are just a few techniques you should implement to ensure you maintain that control.

Select an Easy-to-Use Content Management System (CMS)

A blog CMS is a Web tool used to post blog content and pictures, edit posts, respond to comments and perform other tasks. Select an easy-to-use CMS that you are comfortable with, even if you delegate posting to another member of your firm. And make sure the CMS provider offers training and on-demand tutorials.

Review All Copy

Depending upon the amount of time you can devote to social media marketing, you may want to supplement your blogging with assistance from legal content writers. If you do, make sure you have the opportunity to review all copy before posting. This is not only to ensure accuracy, but to make sure the tone of the writing is in line with the personality you want to project.

Manage "Comments"

Make sure visitors' comments do not appear automatically; instead, adjust your settings to ensure you can moderate (approve/reject) comments before they appear publicly. In most instances, you likely would not engage potential clients in a legal discussion via your blog or social media channels. But these are effective means of establishing that initial connection. So make sure you are receiving email alerts anytime anyone comments on your blog or social media profiles.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #6: Blog on Topics Relevant to Your Law Practice

Jason Weingarten — Tue, 13 Nov 2012 17:12:15 GMT

Cyberspace is littered with the orphaned remains of thousands of abandoned law firm blogs.

This does not have to happen to your attorney blog!

One of the reasons in social media marketing that so many law firm blogs are enthusiastically begotten, but then soon forgotten, is the challenge of coming up with a steady stream of topics that consumers want to read about AND that you want to write about.

Whether you write your own attorney blog posts or work in tandem with a professional copywriter here is a list of techniques and tips to help you generate topics for your blog:

Read Google Alerts, newspapers and magazines.
Ask yourself, "What is my target client's biggest concern?".
Research what's trending on social media — know what people chatting about.
Scan through a newspaper or news website and ask a question based on a current event that is trending.
Make a prediction.
Create a Top 10 list about a recurring legal issue.
Create a regular feature.
Respond to the comments on your blog.
Write a sequel or follow-up to a past post.
Recruit a guest.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #5: Blogging & Social Media Done Right

Jason Weingarten — Mon, 05 Nov 2012 22:38:40 GMT

Not all social media channels were created equal.

When developing a social media marketing strategy for a law firm, it helps to have an understanding of how social media channels differ from one another. Here is a quick list of major social media channels and their functions for law firm marketing, to help you better formulate your strategy:

Firm Blog: Position yourself as an expert, generate calls from the media, respond to comments, and feed your social media profiles with fresh content. Also helps improve traffic to your website, as search engines reward fresh relevant content with higher rankings.

LinkedIn: Make contact with business clients and potential clients, and connect with more referral sources.

Facebook: By far the largest social media channel, with more than 1 billion registrants to date. Be found where social media users spend the most time and converse directly with your target audience.

Twitter: Position yourself as an information source, share your own content and attract followers.

Google+: Participate in this growing social media channel and ensure visibility in search engines for local searches in the communities you serve.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #4. Integrate Social Media and SEO

Jason Weingarten — Mon, 29 Oct 2012 19:50:00 GMT

Social media marketing and search engine optimization (SEO) should not be stand-alone silos in your law firm marketing strategy. In fact, sound social media tactics can help fuel higher search engine rankings.

Here's how it works. Search engines reward fresh, relevant content with higher rankings. (For more info, read: Google's Penguin Emphasizes Need for Quality Content.) Blogging generates that type of fresh content on a regular basis.

So basically, every blog you post is a fresh page of content that search engines such as Google will "index" so they can rank your site against many other similar sites. There are other elements of SEO, but your content strategy is important.

Develop an Overall Strategy

Your online marketing strategy should be tailored to enable you to attract visitors in your geographic area that are seeking for information and (hopefully) representation in the specific area of law you practice.

So whether you are deciding what topics you should be blogging about or what types of information you should include in your attorney profiles, your content should be fed by the same overall strategy.

Therefore, you need to select the right "keywords," or the words your potential clients will enter into search engines when seeking legal information in your legal practice area. The same keywords you use to attract Web visitors to your website should also be sprinkled throughout your blog posts.

However, selecting the right keywords can be tricky. There are tools to help you figure out exactly what are the best performing keywords, such as Google Analytics. However, if you are not entirely certain what keywords you should use, reach out to a specialist to save time and money.

The sooner you marry your social media marketing and SEO strategies, the sooner you'll reap the rewards of more effective online marketing program.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #3. Project the Right Image

Jason Weingarten — Mon, 15 Oct 2012 21:09:00 GMT

For law firm, a blog is not a vanity project, but a vital component of an overall online marketing strategy.

Every design decision made will have consequences on how productive that blog is in helping generate new business. Your blog represents your firm, so make sure it looks professional, inspiring the confidence consumers need to contact your firm for a consultation.

"Does My Blog Project the Right Image?": Take Our Simple Blog Design Self-Assessment

Assume the mindset of a consumer who finds your blog. Ask yourself these questions and make sure to BE OBJECTIVE:

Does the branding and style of this blog match the firm's website?
What adjectives spring to mind when I view this blog?
How does the visual quality of this blog compare to other legal blogs?
Is the area of law the firm practices obvious or ambiguous in the design?
Does the blog look fresh and current, or does it appear stale?

Make sure branding (text and images) is consistent across all channels (website, blog, LinkedIn®, Facebook®, Twitter®, Google+^TM, JD Supra®, etc.). Use appropriate images and have a separate set of eyes proofread all content prior to posting.

Like many of your competitors, you may want to hire professional designers to help you achieve the visual quality you demand.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" - or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #2. Make the Best Use of Your Time

Jason Weingarten — Tue, 09 Oct 2012 13:07:00 GMT

A law firm blog is a terrible thing to waste.

While there are no current statistics on the number of abandoned law firm blogs littering the Internet, Technorati, the Internet search engine for blogs, estimated that as many as 95 percent of blogs are eventually discarded.

Why Are Law Firm Blogs Abandoned?

There are many reasons why a law firm blog may be abandoned:

A blog is not generating enough new business for the firm or traffic for the firm's website
Writing and regularly posting a blog becomes cumbersome for the firm's attorneys
The practice of law and managing the firm leaves little time for consistent blog posting
There are recurring technical issues with managing the blog platform
No one is reading or commenting on the blog posts, or linking to the blog

Far too many attorneys rush into blogging and social media without a sound strategy, ultimately resulting in abandonment.

It doesn't have to be this way.

Make the Best Use of Your Time

Even the experts need a helping hand.

Design and development, analytics and content creation are the top three areas that social media marketers are outsourcing, according to the "2012 Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses," sponsored by Social Media Examiner.

Of course you "can" figure this out, with enough time and effort. But wouldn't you rather spend your time actually blogging, instead of building your blog or figuring out how to get the latest WordPress plug-ins to work?

Once you have identified your law firm's business goals, decide how much time you can put in, and then how that time will be spent.

And if it makes sense for you, working with support professionals (designers, researchers, writers, proofreaders, etc.) will enable you to spend more time blogging and connecting with potential clients.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

Top 10 Essentials for Law Firm Blogging: #1. Start By Identifying Your Business Goals

Jason Weingarten — Thu, 27 Sep 2012 19:36:00 GMT

When done right, a blogging and social media marketing strategy can produce real business results. In fact, one out of two respondents to the American Bar Association's 2012 Legal Technology Survey (from firms of nine attorneys or fewer) who are blogging reported retaining clients directly or via referral as a result of their legal topic blogging. That's not just leads, but paying clients.

But don't just jump into blogging and social media. Like any other aspect of your law firm marketing, you need an actionable strategy. To formulate that strategy you first need objectives.

Identify Your Business Goals

Answer these critical questions to get started with your blogging and social media program.

For which areas of my law practice do I want to be known?
Do I want my blog to focus on local or national issues — or both?
Do I have the time to learn the different social media networks and set up my profiles?
How much time will I be able to devote to blogging every week?

These answers will form the basis of your blogging and social media marketing strategy.

Follow My Blog Series: "Top 10 Essentials for Law Firm Blogging"

If you'd prefer to jump ahead, feel free to download our recent paper: "Be a Social Media Rock Star With Your Firm's Blog" — or if you prefer, listen to the free companion webinar.

When you're ready, schedule your free consultation to receive a complimentary, custom "Blogging & Social Media Grader Report Card," or email me at Jason.Weingarten@LexisNexis.com.

Don't get left behind!

IN CASE YOU MISSED IT: Free Webinar Recording, “Be a Social Media Rock Star with Your Law Firm Blog”

Jason Weingarten — Tue, 07 Aug 2012 15:07:00 GMT

Does your law firm have a social media strategy? If not, you need to view this recorded webinar.

The American Bar Association now reports that of the small law firms (2-9 attorneys) it recently surveyed that maintain a blog, 50 percent said they retained clients directly or via referral as a result of their legal-topic blogging.* It is no wonder this webinar was so well attended! Click here to access a free recording of Be a Social Media Rock Star - Top 10 Law Firm Blogging Tips for Lead Generation.

The webinar covered recent surveys and statistics on social media usable among small law firms. We heard from Dr. Michael M. Wilson, M.D., J.D., a successful Washington, D.C.-based medical malpractice attorney, who shared his experiences with generating new business through his firm's blog (http://www.wilsonlaw.com/blog/), and reviewed some best practices.

Attendees Have Practical Concerns

We enjoyed a high volume of questions (always the sign of a successful webinar). Most attorneys had practical concerns, such as requesting suggestions for where to find topics for their blogging.

As I shared with our audience, you should blog on topics relevant to your practice. Topics can spring from many sources. Read Google alerts, newspapers and magazines. Ask yourself, "What is my target client's biggest concern?" Re-purpose research from your actual case work. Make a prediction or share info on a verdict and/or judgment. Create a Top 10 list about a recurring legal issue. Write a sequel or follow-up to a past post. Or, recruit a guest.

More Practical Advice For Your Firm

For more tips on how your firm can leverage social media successfully, watch this recording, or try these other resources:

Or, schedule your free social media consultation and evaluation, where you can:

Compare your blog or website with those of competitors
Evaluate whether you are using the latest best practices
Learn how to measure ROI
Talk with a law firm marketing expert

To schedule your free evaluation today, please click here or call us at 877-440-5783.

* Source: American Bar Association's 2012 Legal Technology Survey

MUST-ATTEND WEBINAR FOR SMALL LAW: “Be a Social Media Rock Star”

Jason Weingarten — Mon, 23 Jul 2012 18:11:00 GMT

With more than 60 percent of small law firms (1 to 9 attorneys) who maintain blogs reporting that they obtained new clients as a direct result of their blogs, according to the American Bar Association's 2011 Legal Technology Survey, blogging and social media marketing are becoming vital marketing channels for small law firms.

Join me as I co-host a free one-hour webinar, Tuesday, July 31^st, at 12:30 pm ET: "Top 10 Law Firm Blogging Tips for Lead Generation." You can be a social media rockstar with your firm's blog and win more business.

If you're a small law firm or solo practitioner interested in law firm blogging, or if you have a blog that's yielding limited results, then this webinar is for you!

SPECIAL GUEST PRESENTER

I am very pleased to report that we will have a very special guest presenter, Dr. Michael M. Wilson, M.D., J.D., a successful Washington, D.C., medical malpractice attorney, who will share his experiences with generating new business through his firm's blog (http://www.wilsonlaw.com/blog/). Dr. Wilson will emphasize that your blog is an opportunity to project the interests, personality and special capabilities of yourself and your law firm to an audience that is both local and national. He will also address where blog ideas can come from and the importance of spending time developing your blog on a regular basis.REGISTER TODAY — and if there is something you'd like to see me touch upon during the webinar, feel free to contact me at Jason.Weingarten@LexisNexis.com.

HOW CAN BLOGGING HELP YOUR FIRM?

For a small firm or solo practitioner, including a blog in your online marketing plan can help establish a positive online personality, position you as an expert in your area of practice, and help leverage social media to generate new clients.

IN THIS FREE 1-HOUR WEBINAR, WE'LL SHOW YOU HOW TO:

Generate quality leads that convert to new business
Establish your law firm's personality
Showcase your legal expertise
Maximize your online visibility
Improve your search engine rankings