Social Media for Law Firms: Free HubSpot Report Offers Trove of Valuable Marketing Data

The best things in social media research are (frequently) free.

That’s certainly the case with HubSpot’s new report “ The 2012 State of Inbound Marketing.” Highlights include:

  • Survey results of 970+ professionals reporting on their company’s marketing strategy and results
  • How to drive more leads at a lower cost for your business
  • Why social media and blogs are the most rapidly expanding marketing channels
  • What to expect from the future of inbound marketing
As an added bonus, on March 1 HubSpot CMO Mike Volpe will be headlining a live webinar to go over the report’s key findings — also FREE.

Or you can shell out $500 for the new report from ALM Legal Intelligence that quizzed 180 law firms, providing anecdotal support for what we already know about social media marketing at law firms.

Websites for Law Firms: A Graphic Argument for Hosting Your Blog on Your Website

For the typical small or solo law firm, it does not make sense to host a standalone blog and a website. Websites that include a blog component typically perform better and require less time and expense.

As Jennifer Bourn succinctly framed it last year:

  • Your blog allows you to easily publish new content your site on a regular basis, it is built to be search engine friendly, and it is simply easier (and cheaper) to manage one site instead of two!
  • It is much easier and less confusing for your prospects and leads to find you, contact you, interact with you, and buy from you when you are directing them to just one website.
  • You typically don’t change the sales content on your main website pages like your about page and your services pages, so by keeping your blog as part of your main website, the static pages of your site benefit from the optimization and fresh content published on your blog.

A new infographic from IMPACT Branding & Design breaks that argument down step by step, and adds an exclamation point:

A blog on your website generates 400 percent more indexed pages (opportunities to be found through SEO) and 55 percent more traffic.

 

The Inbound Marketing Process Infographic

Law Firm Websites Need to Master Inbound Marketing Basics

If the primary objective of your next website is to “inspire and present the right firm image,” then don’t be surprised if it doesn’t perform much better than your former site.

While law firm websites are getting more visually interesting, they will not generate more inquiries that lead to new business until the primary focus is on helping clients easily find the information they are looking for.

Think Like a Potential Client

Before you get carried away with the aesthetic sweep of your website, heed the guidance of “Chicago School” of architecture progenitor Louis Sullivan — “Form ever follows function.” As Jessica Meher notes, that dictum starts with your site’s homepage. “A homepage needs to wear many hats and serve many audiences who come from many different places….In order for a homepage to work, it needs to meet its purpose and contain key elements that attract traffic, educate your visitors, and convert browsers into buyers.”

The following HubSpot annotation illustrates how to build a functional framework for a law firm website homepage. Once you build this, you can overlay it with “strong, compelling, and emotional images” that animate your brand.

 

 

 

 

Endeavor to Be Useful: Legal Marketing Tips 12.31.11

A digest of social media “how-to” advice and tips for legal marketing.

  • Legal technology predictions for 2012 | Legal Currents
  • SEO Copywriting Tips for Improved Link Building | SEOmoz
  • The KISSmetrics Guide to Keyword Research – Part III: 40 Top Keyword Research Posts of 2011 | KISSmetrics
  • SEO Strategies and Inbound Marketing Best Practices for 2012 | Kaiserthesage
  • Top 25 Social Media Blogs For Businesses / Flowtown
  • 50 Awesome Posts on Email Marketing | Unbounce
  • 5 Steps to a Better SEO Strategy| Quicksprout