While the practice of law has changed dramatically in recent years, with law firms embracing technology and making marketing part of the fabric of the firm, for many law firms, the status quo rules. Consider the reluctance of your colleagues at other firms to make changes as a tremendous opportunity for your practice to leap ahead in the coming year.
Video. Video. Video. Making an attorney video seems to be the final hurdle when it comes to estate planning and elder law attorneys getting fully engaged with marketing their personal brand. It is a commitment of time and money. We get that. But we also see the data from clients who have made video part of their web and social media platform.
Get Social. Pick a platform—Twitter, LinkedIn Facebook, Google+—whatever you are most comfortable with. Get to know it by using it on a regular basis. Have a team member (most likely a millennial) work with you if you really cannot figure out the fundamentals. If you need us, we are a support ticket away. Create a calendar for a week or a month; go as far out in time as you can. And just start. Be kind, focus on providing positive information and don’t engage in angry vitriol.
Stay In Touch With Your Data. Looking at Google Analytics once a year just isn’t enough anymore. Schedule a quarterly review to stay current and be prepared to make changes if they are needed.
Focus on Providing Quality Information in All Marketing Efforts. Unless you are working at Google, it is not likely that you will know exactly how and when the algorithms will change. What you can do is remain consistent in providing good information through your website and social media and keep it fresh.
Automate What You Can. The key to building estate planning and elder law firm profitability is to automate marketing functions so that you are freed up to practice law and have a balanced life. This is not a myth; it is a reality. Our E2-CRM offers many IMS clients this best of all worlds scenario. If you haven’t yet taken the steps to upgrade, we hope you’ll consider moving forward in 2017.
One thing that has not changed: content is still king. English majors love this. If you were part of last week’s IMS webinar on SEO, you heard it there and if you didn’t, you need to hear it from us here. Google’s SEO is focused on providing users with the best possible experience. That means Google loves long-form content that is well written. Our Essential Blogs are written to provide you with fresh updated content that is relevant to your website visitors. Articles that you write for consumers are also great content for your website. Write early, and write often!