Paid search advertising programs, like Google Adwords, allow for the placement of text-based ads next to the ‘natural’ search results, and can provide access to the desired audiences that many law firms seek. But what do they actually deliver? Are these ads effective for attracting clients? How much web traffic will they bring? Is it better to offer a paid ad or to show up in the natural search results? While paid search marketing has its place, and has generated billions in revenue for Google, this is also a form of advertising I advise clients marketing legal services to stay . . . [more]
Archive for the ‘Legal Marketing’ Columns
Yahoo Pipes is a tool that we’ve covered a few times here on Slaw. And having fielded a few questions myself on its use for RSS feed mixing, I thought it might be nice to demonstrate how simple the process is with a tutorial.
What you’ll find below is pretty granular in detail, with way too many screen captures. But if you like the KISS principle (a.k.a. Keep It Simple for Steve), a little hand-holding never hurts. So… go over to Yahoo Pipes, create an account, click on the big blue Create A Pipe, and let’s get . . . [more]
The Internet is getting big and ugly. While our personal experience is still what we make of it, web-culture is seldom more than a reflection of our greater society. We take the good along with the bad; unfortunately, when it comes to web marketing, things don’t appear to be shaping up much different.
How bad is it? I recently came across this April 9th post by Steve Rubel that drives the point home: “94% of all email is spam, 64% of all English language blogs are splogs, and click fraud for sponsored links rose by 15% last year alone. Can . . . [more]
This month’s edition of Web Law Connected could be seen as a bit of a rant, but the honest intent here is to explore the underlying marketing value offered to lawyers by what has become the 800-pound gorilla of social networks – Facebook.
It’s difficult to refute the fact that Facebook is the fastest growing entity on the web today, and the adoption rate within the legal community has been no different than that of any other group within the Facebook walls – it’s expanding, and fast. While some law firms are guarding business productivity by blocking access, we’ve also . . . [more]
There are a number of situations where a lawyer’s personal brand can take a hit on the modern web. From an unfavourable newspaper story being permanently codified within the paper’s archives, to casual web participation showing up in the search engines for a lawyer’s name. Reputation management has quickly become a very important consideration to how professionals choose to participate online. And since almost all content eventually hits Google, lawyers are now faced with the ongoing challenge to monitor (and mold) what clients and potential clients can see about them.
The intent of this piece is not to scare, but . . . [more]
The selling of ‘expertise’ has always been a crucial element to legal marketing. Why else would lawyers with heavy billable targets take months of their valuable time to write a book? Expertise, even more than having years of experience, is an important measure of qualification, and a tool used to grade the modern professional. So the question presents itself: does an Expert rise from the ranks and develop out of peer acknowledgment? -OR – is an Expert a created entity carefully crafted by profile building and marketing? It is my contention that the answer is likely found in that ‘grey . . . [more]