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

 

 

 

Endeavor to Be Useful: Legal Marketing Tips 12.21.11

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

  • 14 Quick Tips for Kick-Ass Lead Management | HubSpot
  • 36 Social Media Sharing Resources for Business People | SEOptimise 
  • 5 Tips for Injecting Personality into Your Online Presentations | Content Marketing Institute
  • 6 Reasons Why ‘Less Is More’ Will Be the Social Marketing Mantra in 2012 | ClickZ
  • 5 Effective SEO Strategies to Optimize Your Business Blog | Entrepreneur.com
  •  6 Simple Mistakes to Avoid when Creating an Online Video | Jeffbullas’s Blog
  • Turn Staff Contributions into Social Media Gold | Heidi Cohen

SEO for Law Firms: A Cautionary Tale

One of the (few) upsides to the legal profession’s slow adoption of SEO techniques for blogs and websites is that most legal marketers don’t get wrong-footed by Google continually changing the rules of search. The following infographic from SEO Book chronicles the rise and fall of the “organic link.”

How Google Hit Organic Links.

SEO Infographic by SEO Book

Endeavor to Be Useful: Legal Marketing Tips 12.10.11

A digest of social media advice and tips for legal marketing.

Endeavor to Be Useful: Legal Marketing Tips 12.02.11

A digest of social media advice and tips for legal marketing.

 

Endeavor to Be Useful: Legal Marketing Tips 11.09.11

 

Endeavor to Be Useful: Legal Marketing Tips 11.02.11

Was Dudley Moore an SEO Prophet?

Over the past several months I’ve been listening for law firm promos on Austin public radio station KUT in preparation for an upcoming post. I’ve heard many, most of them undistinguished and unmemorable. An ad this morning was different. It wasn’t inspirational, aspirational, punning or poetic, and that’s like what made it stand out: I remember the firm and what they do.

The experience reminded of Dudley Moore’s 1990 movie “Crazy People,” a send-up of the advertising industry. Moore’s character is an ad exec suffering a mental breakdown that results in highly successful campaigns distinguished by blunt, plain-language taglines like “”Volvo — they’re boxy but they’re good.”

Isn’t that keyword-driven SEO in a nutshell? Boxy + Good = Volvo.

So back to this morning. Similar clarity and simplicity enables me to recall FosterQuan, a Houston-based immigration law firm with an office in Austin. The copy was straightforward — the firm’s name and the type of law they practice. The announcer even spelled out “Quan.”

In contrast to that, most law firms are still addicted to combinations of high-minded but ultimately generic terms in their advertising (i.e. what firm doesn’t have “experience?” ).

I don’t need an immigration lawyer, but if someone ever asks me for names, guess who I’ll mention.

[youtube=http://www.youtube.com/watch?v=H-ZSQDo_mTE&fs=1&hl=en_US]

Attorney Bios as Street Fashion

Legal marketers would be wise to heed fashion writer Teri Agins’ advice in today’s Wall Street Journal: “Pay close attention to the daily fashion parade.”

The legal marketing street buzz that currently intrigues me is personalized attorney bios, because 1) it’s a blessed respite from blogging-as-cutting-edge-marketing paeans, 2) it hints at the humanization of the profession and innovation in legal marketing, and 3) it has valences to SEO, WOMCRM and content marketing.

The transformative power of personalized content and engaging visual style is coming to legal marketing.

One of the catalysts has been a string of recent posts on attorney bios by Dion Algeri on The Great Jakes Blog, particularly the post “The future of attorney bios. How personal is too personal?” In it, Algeri critiques the website attorney bios of Axiom and Edelson McGuire, in both cases netting out that they might be too long on style and short on substance. A post today by Algeri explores the visual — and brand — impact of attorney headshots.

Lawyer-turned-therapist Will Meyerhofer, whose blog The People’s Therapist is carried on Above the Law, makes a case for innovation in attorney bios with his own attention-grabbing, John Waters-themed post “A sick and boring life”:

“There’s no sense of an actual person in those pages – only a scary apparition from the world of the serious and very grown-up.

I still recoil, looking at those bland, comically formal law firm directory pages – just as I wince looking at my old photo in the Sullivan & Cromwell facebook.”

I’ll conclude this post the way I started it, with a fashion axiom from Teri Agins that also is finding resonance in legal marketing: “The most original dressers have one thing in common: They tend to experiment with bold, unexpected colors.”

Now don’t go crazy — this is still legal marketing — but experimenting with bold design and personalized narratives could get you attention and help tell your story in a more compelling, impactful, memorable and influential way.

UPDATE: Speaking of going crazy, check out this off-the-hook website for French attorney Justin Conseil.

Lindsay Lohan Has a Long Tail

I originally was going to call this post “Six Degrees of Lindsay Lohan: Blawg Edition,” but I could not resist a once-in-a-lifetime headline that combines pop culture, jarring wordplay and a substantive lesson about social marketing for law firms.

So here’s the story…

Back in May, Austin criminal defense firm Sumpter & Gonzalez’ website was deluged by Lohan-iacs, all because of an FAQ that had previously languished in obscurity.

Here’s how blogmaster Dan described it in a June 17 post:

“…[W]e had an entire FAQ devoted strictly to explaining the SCRAM device…[In the process of exporting content from their old website to a new one], we noticed that the SCRAM page had been visited about 4 times in 18 months, and decided it was not worth migrating over.

Then, late last month, Lindsay Lohan gets ordered to wear one. Suddenly, the world is trying to figure out what on earth a SCRAM device is, and typing the words into Google. Since apparently the Internet is not full of great information on SCRAM devices, we end up getting massive traffic spikes – thousands and thousands of Lindsay Lohan fans, eager to better understand the tribulation their hero will now be facing, landing on our site.”

A textbook “Long Tail” phenomenon.

If you’re not familiar with the term, Long Tail describes the statistical property behind search engine optimization, the upshot of which is that combining common search terms with obscure or “niche” keywords can rocket your website or blog to the top of search listings.

Clearly Sumpter & Gonzalez’ felicitous result was serendipity, but it underscores how a well-crafted keyword SEO/SEM strategy based on specialization and unique content can pay off for legal marketers.