Oftentimes, attorneys are asked to speak at an industry conference or seminar. I advise that attorney to offer his or her assistance in assembling and moderating a panel of experts in lieu of the solo speaking engagement. Why do I push for the panel? Doesn't it take some of the spotlight away from the attorney?
The reason is that moderating a panel offers a number of business development opportunities that would be unavailable if the partner were alone on the podium.
Many law firms began to adopt content promotion as part of their overall social media strategies. However, the growth of content promotion brought many negative connotations to the name of 'promotions.' The biggest problem with most content promotion strategies that law firms have is the push for quick results, instead of an investment in a long-term plan.
Yes, content promotion can provide quick boosts and great short-term results. Unfortunately, those results appear as quickly as they can sublimate into the sunset. If you plan on investing in content promotion, then you shouldn't waste successes; instead use them to build your network, social media assets, and brand.
1. Who is the decision maker for the client? Frequently you will work with numerous people who represent your client. They may all have valuable input, but you need to agree on which one is in charge. Who has the final say if a decision needs to be made? If you don't determine this before moving forward, any answers you get to the following items may come into question if there is a problem down the road.
PPC management is just like any other practice, such as SEO or even nutrition, in which there are many ways to accomplish a goal and everyone has an idea of the best way. We spend a lot of time talking about what to do and how to do it. And when all of those ideas find themselves in the same PPC campaign, it's usually a disaster.
New components and signals from social aggregation, diverse & natural linking portfolios, social sharing & Facebook Likes as wells as traffic and influence can absolutely differentiate your incoming links from that of a competitors. If a link in a relevant piece of content builds traffic to your site, or better yet residual traffic values, then that link is actually doing its job … it's sending a user to your site.
That's what links were originally intended to do; help a user navigate or find a new site from a site or published content that is relevant to the target site. Somewhere along the way, linking was misconstrued as a ranking manipulator.
What does your content say about your product or service? Is it clear and concise? Keep in mind, linkbait is more than a press release. Blog posts, infographics and videos are just as, if not more, effective.
Is your linkbait relevant to your audience? You have a target audience. Cater to them. Give them something useful – something that will make their lives better. Teach them something they don't already know. They will then rely on you for information and continue buying your product or service.
Since law firms often rely heavily on local interest in their firm, placing high on Google's local ranking is crucial. But let's say that you're not, that given the relevant key words associated with your business and location, you simply aren't showing up: what to do?
First, check to see if there are duplicate listings for your business. Google will lower the relevancy of a business that has multiple listings, so simplify matters by posting only one local listing. Search out other listings through a query of your business name or address, or variants of your name and phone number.
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