Lawyers and attorneys have unique challenges when it comes to Internet marketing. Here’s how you can reach more prospects for your law firm with SEO and social media.
When I was out in San Diego at Social Media Marketing World a few months back I met Bill Turley from Trust Based Lawyer Marketing. Together we did a brief interview on how lawyers could better market themselves online. You can watch the video or read the transcript below.
It was interesting that the video was just posted, as suddenly we’ve been asked to come in and do some group and one-on-one consulting for attorneys and law firms around they area. Specifically to train lawyers to better use LinkedIn for prospecting and increase their visibility with blogs and video.
Lawyer Marketing Transcript
Rich: My name is Rich Brooks, I work for an web design company, we do internet marketing, we help people get found and generate more leads online.
Bill: Tell us about your entrepreneurial journey.
Rich: My entrepreneurial journey, I was working for another company and I built them a website, this was back in 1997, and they didn’t know it at the time, they said, “That sounds great,” and they said, “From now on you’re not our salesperson, you’re our marketing guy,” which lasted about 6 weeks until I quit and then I started my own company and ever since then I have been building websites and helping with search engine optimization and social media ever since.
Bill: What tips can you give our viewers about SEO, what’s the number one tip you’d give them?
Rich: Well, I guess if you’re a lawyer and you’re looking for more business, you want to think about what is in your client’s head? If you are helping people with personal injury, think about the kind of questions they’re asking in Google and make sure that you’re writing content, probably in a blog format, that answers those questions and that’s a good way to do it. The bottom line is these days, there’s so much competition, especially for lawyers. You’re going to have to spend some money on pay-per-click advertising and that’s one way to get in front and also a lot of people shop locally. So the search engine results page is broken into three sections, you got your organic search results, you got your pay-per-click, and the other one is local search. You want to make sure that you’ve optimized your website for local search as well, make sure that you’re using the right keywords that you’ve submitted to all the local directories, you’ve got a Google Places for Business, all that stuff is definitely going to help your visibility.
Bill: What type of businesses do you build websites for?
Rich: We are not really industry specific, so we have actually done lawyer websites, we do a lot with healthcare, we do a lot with small businesses. We’re up in Maine, we don’t have just Maine clients, but we do a lot in the tourism business as well.
Bill: If our viewers wanted to get more of you, where would they go?
Rich: That’s a great question, because we have a website, Flyte.biz, but we’re about to re-launch under TakeFlyte.com. Go to either one and you’re probably going to end up finding something about us.
Bill: We’re here at the Social Media Marketing World. Tell us what social media you would do if you were a lawyer, where would you go with social media?
Rich: I always think of social media as broken into channels and platforms. There’s platforms where you really get to say what you want to say and then people can respond. Those are like blogs, podcasts, YouTube and SlideShare, which is like YouTube for PowerPoint. Then you’ve got your networks, which is like Google+, LinkedIn, Facebook, and Twitter. I recommend a lawyer would choose one of each. One platform and one network and depending on the type of law you do, it might change things, but a blog would be excellent so you can really kind of establish your credibility and get some search engine visibility and then depending on your business, maybe LinkedIn if you’re doing more corporate stuff. Maybe Facebook if you’re doing more of the consumer-oriented law.
Bill: So tell us about LinkedIn, what type of tips would you give lawyers for using LinkedIn?
Rich: I know it’s a heavily-regulated industry, so I would definitely make my profile as vibrant and interesting as possible, I would join a lot of local groups, because law does seem to be practiced locally. In Maine, there’s a group called Living and Working in the State of Maine and that’s the most vibrant group there, but whatever community you’re in, I would make sure that I’m connecting to all these people and then just answer their questions and be a member of the community. You only need to spend five minutes a day on LinkedIn and you can get incredible value out of it.
Bill: How important is it for lawyers to have video on their website? Rich: Video is engaging, it depends on the kind of law you’re doing, but the bottom line is, people do business with people they like and trust. If you’re putting your face on the video and you don’t come across as like super aggressive and you’re like, “Hey, we’re here to help,” I think that can be very powerful and that can really—I do video and a lot of times people who buy from us are like, “I saw your video and I just knew that I could trust you, I knew you had my best interest in mind.” I think that can be very helpful.
Bill: Hey, thanks so much for joining us tonight.
Rich: My pleasure.