Memorial Day is here, summer is about to begin and life may slow down a little. So it’s probably time to review how your Internet marketing efforts are progressing. Let’s assume, for example, that your website has been up and running for some time and you’ve been reasonably faithful posting to your blog. Has the feedback on your site been restricted to casual comments from clients or colleagues?
There is a better way.
You need an analytics program. A program such as Google Analytics, which is free, can be incredibly useful. It can track the traffic to your site and help you answer all kinds of questions such as:
• How many people visit my website?
• How do they get there?
• What pages are most popular?
• How long do they stay?
• Where do the users live? or
• Are they using a mobile device and, if so, which one?
To install Google Analytics, you first need a Google Account—the same one you use for Gmail, Google Drive or Google+. Go to Google Analytics and click the sign in button in the top right-hand corner, sign in and follow the directions to set up Analytics on your webpage. (If that fails, find a techie type to do it for you. I did.)
To judge the effectiveness of your site, you’ll want to know how many visitors stop by and how long they stay. The overview report will tell you the number of visitors. The statistic, called bounce rate, tells you the percentage of people who leave your site after seeing one page.
If your bounce rate, for example, is 75%, it means that ¾th of your visitors left after one page. A bounce rate of 50% or less is considered good. If your rate is 50% to 70% your site could use some revising and, if higher, a complete overhaul may be needed. There is a statistic for “Average Session Duration” telling how long visitors stayed on the site. If there is a high bounce rate but visitors are staying for more than 10 seconds—then maybe a little updating of the site will do the job.
You also want to know how your readers got to your page. Again, Google has the answer. To find an overview of all your traffic sources click on Acquisition > All Traffic > Channels. This report tells you the number of people finding you through:
• Direct--people typing your site name in their browser,
• Social networks,
• Referral--links from other sites to get to you,
• Email, or
• People clicking through from search engines.
Want to know how your Tweets, posts on Facebook or LinkedIn are working?
Google has a report on social media found under Admin on the main page. Click on Acquisition > Social > Network referrals. At-a-glance, you can see which social network sends you the most visits to your website. The report is available in numbers—most to least—or as a pie chart.
The amount of information available from Google Analytics is extensive. If you want to narrow the results, you can set up goals for your traffic statistics. Using the goals template found on the main page under Admin, you decide which actions you value most whether it’s time on the page or how visitors found you or if they landed on a particular page on your website. For example, you could set up a thank you page for a contact form submission. Once established Google will track how many visitors completed the form and received a Thank-you, giving you the number of visitors who took action or the conversion rate.
Knowing what is working on your website is vital to your marketing campaign. Google Analytics can help you find some answers.
Monday, May 30, 2016
Monday, May 16, 2016
Twitter in 2016
Twitter, a social media platform, which began as a way for friends to stay in touch, has grown to be both a networking tool and news source. Adding Twitter to your marketing plans gives you a way to connect with your peers, state and local bar associations and potential clients. It is an easy to use, inexpensive way to promote your firm.
Twitter is social. To get the most out of Twitter, remember its social relationship aspect. It is a conversation, which means you should respond to your follower’s tweets with a comment, re-tweet (forward a tweet to your followers) or indicating a tweet as a favorite.
Twitter is a news source. Spend a little time to find and post interesting news items that relate to your clients. Rather than simply tweeting copies of your followers, find something humorous, unique or insightful to share. If another has posted a bit of breaking news, add a comment to help readers understand it.
Twitter can boost your reputation. Tweeting interesting content for the general public can bring visitors to your website and build relationships. Adopting a friendly tone can ease consumer’s angst at contacting an attorney. Consumers are more likely to call someone who seems approachable.
Twitter promotes your firm. When you write a new blog post of interest to your clients, tweet about it. If you are featured in your local paper or going to speak at an event, let your followers know with a tweet.
Twitter tips:
The experts recommend that of ten tweets, five should post links to news articles, blogs, newsletters, three are interactions with other twitter users, one for your promotional materials and one for personal interests. It’s very possible someone in Twitter land enjoys sailing or knitting or the opera and would like to set up a conversation.
Remember that everything you write is public and can’t be erased. And you know to never give legal advice or answer complicated legal questions--stick with news and posts in your area of practice. If in doubt about the content of your tweet, call your State Bar Association for information.
Twitter can be a great resource of information, a place for you to network with other lawyers in your area of expertise or your city, a way to keep in touch with clients and develop your personal brand. Use it wisely and, over time, you will add followers, build relationships with potential clients and your practice will grow.
Twitter is social. To get the most out of Twitter, remember its social relationship aspect. It is a conversation, which means you should respond to your follower’s tweets with a comment, re-tweet (forward a tweet to your followers) or indicating a tweet as a favorite.Twitter is a news source. Spend a little time to find and post interesting news items that relate to your clients. Rather than simply tweeting copies of your followers, find something humorous, unique or insightful to share. If another has posted a bit of breaking news, add a comment to help readers understand it.
Twitter can boost your reputation. Tweeting interesting content for the general public can bring visitors to your website and build relationships. Adopting a friendly tone can ease consumer’s angst at contacting an attorney. Consumers are more likely to call someone who seems approachable.
Twitter promotes your firm. When you write a new blog post of interest to your clients, tweet about it. If you are featured in your local paper or going to speak at an event, let your followers know with a tweet.
Twitter tips:
- Limit your tweets to interesting information relevant to your practice.
- Set up a realistic schedule for posting—one you can live with—once a day, once every two days---don’t be an absentee tweeter.
- Read before you post. Sending out tweets full of errors does nothing for your reputation. Read tweets carefully to be sure they say what you want them to say.
- Should “trolls” or critics appear, don’t reply. Let it go.
The experts recommend that of ten tweets, five should post links to news articles, blogs, newsletters, three are interactions with other twitter users, one for your promotional materials and one for personal interests. It’s very possible someone in Twitter land enjoys sailing or knitting or the opera and would like to set up a conversation.Remember that everything you write is public and can’t be erased. And you know to never give legal advice or answer complicated legal questions--stick with news and posts in your area of practice. If in doubt about the content of your tweet, call your State Bar Association for information.
Twitter can be a great resource of information, a place for you to network with other lawyers in your area of expertise or your city, a way to keep in touch with clients and develop your personal brand. Use it wisely and, over time, you will add followers, build relationships with potential clients and your practice will grow.
Tuesday, May 3, 2016
How to Network Face to Face
Face to face networking should be a big part of your marketing plans.
Meeting people face to face, sharing experiences, ideas and interests is a valuable opportunity to keep your name and practice a step ahead. Meeting in person lets your online acquaintances put a face to the name they see on the blog or e-mail or website and helps build trust while creating a positive rapport for future discussions.
In person networking takes time and there is a slight risk you will be off your game that day. Be that as it may, face to face meetings are an opportunity to build stronger and mutually beneficial relationships. And, don’t forget, professional networking can take place at dinners, social events, your child’s football or dance recital and even in elevators.
Once the decision to network in-person is made, the next questions are: “Who is your ideal client? And, what trade, industry or civic groups would they join?”
For example, if you’re are an animal law attorney, you might attend animal law conferences, volunteer at the local zoo or animal shelter or offer a workshop on establishing a trust for your pet. You can’t be everywhere so research to find associations that permit meaningful involvement and have active committees you can join. Simply joining the group isn’t enough—think about where your interests lie and what skills you can offer. Come to be known as a person who can add value to the group.
Before you attend an event, think about how to make the most of your time:
Now you’re at the event, it’s the cocktail hour, everyone is milling around. Some of you are naturals at these events—you can schmooze with the best of them. Most of us could use some opening lines, such as:
Leave the conversation gracefully. You can do this by introducing the person to a new arrival if known or simply comment on how much you’ve enjoyed talking with them and excuse yourself. Then move on.
You aren’t done simply because the event is over. If you promised a follow-up, do it or you will lose credibility that you can never get back. Within a week of the event, follow through with your new or recharged contacts. If you provided them with promised information, or introduced them to a new contact check to see if things worked out.
A healthy network is made up of contacts from all parts of your life. Be sure your family, friends, acquaintances, vendors at the office, your staff and court staff all know what type of law you practice. Face to face networking added to your Internet campaign will help your practice grow.
Meeting people face to face, sharing experiences, ideas and interests is a valuable opportunity to keep your name and practice a step ahead. Meeting in person lets your online acquaintances put a face to the name they see on the blog or e-mail or website and helps build trust while creating a positive rapport for future discussions.
In person networking takes time and there is a slight risk you will be off your game that day. Be that as it may, face to face meetings are an opportunity to build stronger and mutually beneficial relationships. And, don’t forget, professional networking can take place at dinners, social events, your child’s football or dance recital and even in elevators.
 |
| Networking at a reception |
For example, if you’re are an animal law attorney, you might attend animal law conferences, volunteer at the local zoo or animal shelter or offer a workshop on establishing a trust for your pet. You can’t be everywhere so research to find associations that permit meaningful involvement and have active committees you can join. Simply joining the group isn’t enough—think about where your interests lie and what skills you can offer. Come to be known as a person who can add value to the group.
Before you attend an event, think about how to make the most of your time:
- Pinpoint your networking goal,
- Discover who will be there, decide who you want to meet and ask yourself what you want to know about them,
- Have a 10 second introduction ready. People want to know both your name and area of practice, and
- Think about what you have to give to others.
- How long have you been a member of this organization?
- What keeps you busy outside of your practice?
- What got you interested in ________________?
- I read your book, blog, article …,
- I just saw on LinkedIn that we went to the same college.
Leave the conversation gracefully. You can do this by introducing the person to a new arrival if known or simply comment on how much you’ve enjoyed talking with them and excuse yourself. Then move on.
You aren’t done simply because the event is over. If you promised a follow-up, do it or you will lose credibility that you can never get back. Within a week of the event, follow through with your new or recharged contacts. If you provided them with promised information, or introduced them to a new contact check to see if things worked out.
A healthy network is made up of contacts from all parts of your life. Be sure your family, friends, acquaintances, vendors at the office, your staff and court staff all know what type of law you practice. Face to face networking added to your Internet campaign will help your practice grow.
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| Face to Face Networking |
Monday, April 18, 2016
Use a Story to Grab Your Reader
Once upon a time; it was a dark and stormy night; the cell was 8 feet by 10 feet--these are opening lines to a story--lines the writer hopes will keep you reading on. Since the beginning of time, stories have been used to entertain,
teach lessons and pass on the values of a culture.
Today, businesses and professionals use stories to connect with their audience. Readers appreciate a story that can make complex laws or court decisions understandable and relatable. Simply stating the facts of the matter loses readers, but stories with characters with identifiable problems engage more of the brain and keep the reader on the page.
Why use stories?
• Stories can simplify complicated issues.
• A story helps consumers adopt a new idea.
• Stories make concepts memorable.
• A story can inspire consumers to act.
What makes a good story?
Here’s where the realm of fiction comes to aid of the world of non-fiction.
Each story has a beginning, a middle and an end. The main character is challenged in the beginning, tested in the middle and solves the problem in the end. Assume your article is about how consumers find lawyers. You could start with Candy Consumer staring at her computer, trying to decide what search terms to put in the Google search box. She types in some words and soon is on her way. The story gives a background for you to move into a discussion of how to find a lawyer on the Internet.
In the world of the law, all cases start with the facts, the story or problem the client brings to you. You take those facts and search the law to find resolutions to the client’s problems.
For example, perhaps many of your clients ask about Wills and Powers of Attorney. So, when you write a new blog post for your website, create a fictional couple in their late 50’s with grown children who want to know the difference between a will and powers of attorney. You have set up the problem using a story format, now you can define a will and a power of attorney in general terms thereby helping readers to understand what they are and when each is used.
Not all blog posts need to start with a story, however, every once in a while give it a try. Stories can build trust around the writer, draw the reader in, making them willing to learn a little law and motivate a consumer to contact you.
teach lessons and pass on the values of a culture.
Today, businesses and professionals use stories to connect with their audience. Readers appreciate a story that can make complex laws or court decisions understandable and relatable. Simply stating the facts of the matter loses readers, but stories with characters with identifiable problems engage more of the brain and keep the reader on the page.
Why use stories?
• Stories can simplify complicated issues.
• A story helps consumers adopt a new idea.
• Stories make concepts memorable.
• A story can inspire consumers to act.
What makes a good story?
Here’s where the realm of fiction comes to aid of the world of non-fiction.
Each story has a beginning, a middle and an end. The main character is challenged in the beginning, tested in the middle and solves the problem in the end. Assume your article is about how consumers find lawyers. You could start with Candy Consumer staring at her computer, trying to decide what search terms to put in the Google search box. She types in some words and soon is on her way. The story gives a background for you to move into a discussion of how to find a lawyer on the Internet.
In the world of the law, all cases start with the facts, the story or problem the client brings to you. You take those facts and search the law to find resolutions to the client’s problems.
For example, perhaps many of your clients ask about Wills and Powers of Attorney. So, when you write a new blog post for your website, create a fictional couple in their late 50’s with grown children who want to know the difference between a will and powers of attorney. You have set up the problem using a story format, now you can define a will and a power of attorney in general terms thereby helping readers to understand what they are and when each is used.
Not all blog posts need to start with a story, however, every once in a while give it a try. Stories can build trust around the writer, draw the reader in, making them willing to learn a little law and motivate a consumer to contact you.
Friday, April 1, 2016
What is Your Brand of Lawyering?
The other night Geoffrey Feiger and Sam Bernstein both ran ads on the evening television. Feiger stressed the fight; “you don’t want Geoffrey Feiger across from you in the courtroom.” Bernstein was more about our family helping your family.
Both are personal injury firms, however, the difference in branding is clearly apparent. Both offer large awards—Feiger through aggressive confrontation; Bernstein portrays a calm, tough litigation style.
Their marketing approach supports their brand. Feiger emphases the battle—clients expect a fight. The Feiger Law Firm font, colors and style are harsh, tough, confrontational. Bernstein, on the other hand, uses warm colors, pictures of the family and the message is clients are family and we’re here to help.
Branding
Branding is the cornerstone of your practice. It is the framework, the basis of all your marketing decisions and the way you communicate your values as a lawyer. It tells consumers what you are and how you practice law. And, if they like what you are and how you practice, they will hire you and refer others to your door. Your particular brand is what pulls people to you.
Branding v Reputation
Brand is not the same as reputation. Brand focuses on what type of service the firm promises to its clients. The brand is how the customer differentiates your service from that of another firm. Your brand helps communicate that your firm’s services are uniquely qualified to meet a client’s needs. Its strength depends on how well you fulfill your promise to your clients over time.
Reputation is a concept that focuses on the credibility and respect your firm has with employees, other lawyers, the community as well as customers. Your reputation is affected by your financial performance, management skills, treatment of employees and handling of ethical issues. A strong reputation is important because you depend on the goodwill of the local community in which you operate to be successful.
Consistency protects brands
To protect your brand, it’s important to be consistent. Successful law firm brands will be those that provide a consistent client experience. Law firms also need to be consistent in the physical expression of their brand such as using the same colors, logo, imagery and promotional language over a period of time so as to be easily recognizable to their present and future clients. Placing the firm name or using the wrong words in the wrong place can damage the firm image. An elder law firm would not use the same images or words as a litigation firm. Brand consistency is a factor in achieving recognition.
How do I find my brand?
Spend some quiet time thinking and you will discover your brand. A brand that will complement your marketing strategy, reflect who you are and be consistent in how the firm is perceived. The right brand is the foundation of a successful practice. It will resonate with your target clients. Be sure to understand and protect yours.
Both are personal injury firms, however, the difference in branding is clearly apparent. Both offer large awards—Feiger through aggressive confrontation; Bernstein portrays a calm, tough litigation style.
Their marketing approach supports their brand. Feiger emphases the battle—clients expect a fight. The Feiger Law Firm font, colors and style are harsh, tough, confrontational. Bernstein, on the other hand, uses warm colors, pictures of the family and the message is clients are family and we’re here to help.
Branding
Branding is the cornerstone of your practice. It is the framework, the basis of all your marketing decisions and the way you communicate your values as a lawyer. It tells consumers what you are and how you practice law. And, if they like what you are and how you practice, they will hire you and refer others to your door. Your particular brand is what pulls people to you.
Branding v Reputation
Brand is not the same as reputation. Brand focuses on what type of service the firm promises to its clients. The brand is how the customer differentiates your service from that of another firm. Your brand helps communicate that your firm’s services are uniquely qualified to meet a client’s needs. Its strength depends on how well you fulfill your promise to your clients over time.Reputation is a concept that focuses on the credibility and respect your firm has with employees, other lawyers, the community as well as customers. Your reputation is affected by your financial performance, management skills, treatment of employees and handling of ethical issues. A strong reputation is important because you depend on the goodwill of the local community in which you operate to be successful.
Consistency protects brands
To protect your brand, it’s important to be consistent. Successful law firm brands will be those that provide a consistent client experience. Law firms also need to be consistent in the physical expression of their brand such as using the same colors, logo, imagery and promotional language over a period of time so as to be easily recognizable to their present and future clients. Placing the firm name or using the wrong words in the wrong place can damage the firm image. An elder law firm would not use the same images or words as a litigation firm. Brand consistency is a factor in achieving recognition.
How do I find my brand?
Spend some quiet time thinking and you will discover your brand. A brand that will complement your marketing strategy, reflect who you are and be consistent in how the firm is perceived. The right brand is the foundation of a successful practice. It will resonate with your target clients. Be sure to understand and protect yours.
Tuesday, March 15, 2016
Facebook Page—It’s for Lawyers
The next time you’re standing in line at the movies, or sitting in a restaurant or waiting in a court house hallway, look around at the people on their smartphone, laptop or tablet. How many are checking their Facebook account?
Since there are 1.591 billion monthly Facebook users and 65% of those users use it daily for 20+ minutes, it’s save to assume many of those around you are on Facebook reading and responding to others.
Facebook is a social network. All are welcome, including lawyers. It can, however, cause problems for lawyers. Your personal and professional life should be separate. Posting the latest link to a news article of interest to your clients or potential clients shouldn’t be posted next to a picture of your daughter’s birthday party.
Facebook has a way to avoid such conflict. Set up a Facebook Page for your law firm and keep your personal posts on your home page.
What is a Facebook Page?
A Facebook Page is a distinct site for businesses, brands, and law firms. You create a page from your personal account, customizing it by posting articles, videos and photos and adding links to items of interest. People who like your Page and their friends can get updates in News Feed.
Create a page with your professional profile picture, a picture of the firm members in the cover photo and your logo.
How to find followers:
• Invite friends and email contacts to like your Page,
• Include the name of your page on your marketing materials such as a business card or an email,
• Add a link on your website, and
• Announce your new page with link on your Twitter account.
What do I post on my Page?
Keep followers engaged with interesting content. Include links to posts written by others in your area of the law, to your blog or to news items in your field. And, be aware that Facebook pages are public. Anyone who can see the Page can see your comments or posts.Marketing experts recommend that half of your posts should connect readers to interesting and informative online content, thirty percent should be responding to others’ posts and twenty percent can be divided between self-promotion and your personal interests.
Photos and videos are important in 2016. Use them when you can—they foster the greatest response. Include pictures of the people from your law firm or events in the community—posting them helps humanize your firm. And, most of all, determine to be active on your Facebook page with interesting content. If you believe you can’t keep up with it, don’t start.
Remember the ethics rules. Don’t give legal advice or answer complicated legal questions--stick with news and posts in your area of practice. If you have a question about a post, check with your local bar association.
Wednesday, March 2, 2016
Marketing ROI and Why You Need It
We’re into the third month of 2016, Easter is coming, the time change is a few days out and the urge to spring clean is upon us. For lawyers, the urge to clean means looking back at your business development aka marketing strategy to determine its cost and results. Do you need to clean out the non-producers?
Generally, a marketing strategy consists of promoting the firm online, in print, on radio, TV or at in-person events. In order to determine what is working, you need to calculate the return on investment (ROI) for each aspect of your marketing.
While not all marketing is equal, meaning some efforts take longer to produce results, the following three steps will give you information you can use:
For example, to calculate the ROI for mailing or e-mailing information to clients:
Use one of the web analytics programs to track the results of your website, your blog and social media. The software can provide details such as how many visited the site, how many of those visitors were new, how they came to the site, how long they stayed and what links they clicked on to read more. With this information you can determine ROI and under-performing site content that needs changes.
Assessing the impact of your efforts is vital to planning. One method is to ask your receptionist to keep a record of telephone inquiries, including how they came to call the firm. Also include a line on your new-client information sheet for identifying referrals. Capture the same information from all prospects no matter how they come to your office. In this way, you can easily compare results to the costs of your business endeavors to determine the ROI.
Be aware that some marketing strategies such as volunteerism, sponsorship of events, pro bono work or sitting on boards may score low in immediate financial results but still generate brand awareness and plant seeds for future business. Keep them as part of your long-term planning.
It’s not easy to evaluate the marketing return on investment for a law firm, but it is worth the time and effort. Using the information, you will be able to make educated marketing decisions; investing more time where results are good and reworking those areas that don’t produce as well. 2016 could be the year where you are on solid footing for your marketing plan, which will bring in more clients and a better yield on your marketing costs.
Generally, a marketing strategy consists of promoting the firm online, in print, on radio, TV or at in-person events. In order to determine what is working, you need to calculate the return on investment (ROI) for each aspect of your marketing.
While not all marketing is equal, meaning some efforts take longer to produce results, the following three steps will give you information you can use:
- Track the leads generated from the Web, print ads, radio, television, lectures and event sponsorships,
- Determine the costs of those leads,
- Decide which efforts produce quality prospects and which need fine-tuning.
For example, to calculate the ROI for mailing or e-mailing information to clients:
- Count the number of pieces being mailed or e-mailed.
- Determine the cost for producing the piece including cost of graphics, lawyer time to write content and staff time to distribute.
- Divide the costs by the number distributed to determine cost per item.
- Now, track responses from recipients. Divide this number by the total distributed to provide percentage of impact.
- If work is generated, estimate the revenue versus the cost to produce. This is your ROI.
Use one of the web analytics programs to track the results of your website, your blog and social media. The software can provide details such as how many visited the site, how many of those visitors were new, how they came to the site, how long they stayed and what links they clicked on to read more. With this information you can determine ROI and under-performing site content that needs changes.
Assessing the impact of your efforts is vital to planning. One method is to ask your receptionist to keep a record of telephone inquiries, including how they came to call the firm. Also include a line on your new-client information sheet for identifying referrals. Capture the same information from all prospects no matter how they come to your office. In this way, you can easily compare results to the costs of your business endeavors to determine the ROI.
Be aware that some marketing strategies such as volunteerism, sponsorship of events, pro bono work or sitting on boards may score low in immediate financial results but still generate brand awareness and plant seeds for future business. Keep them as part of your long-term planning.
It’s not easy to evaluate the marketing return on investment for a law firm, but it is worth the time and effort. Using the information, you will be able to make educated marketing decisions; investing more time where results are good and reworking those areas that don’t produce as well. 2016 could be the year where you are on solid footing for your marketing plan, which will bring in more clients and a better yield on your marketing costs.
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