Targeting the Right Market: Planning Makes Perfect
When you sit down to think about the many things you can do online to promote your law firm, or begin an online marketing campaign, you may read through a ton of information. The truth is, you don’t have to do that. In a sense, yes, you will of course have to dig through a great deal of information, however, why not take the ‘SEO’ approach to the way you do this, also? The best way to work search engine optimization is in gearing your keywords towards a target audience- so why not gear your marketing strategy towards what you hope to accomplish with it?
The first thing to remember is that you have to make your plan before you can take the steps to make it happen for you- just like anything else, if you’re wanting a specific outcome, there are liable to be specific steps. So what do you do to successfully market yourself as an attorney with an online presense? You need to make sure that you have the tools you need, the right tools that are up to date and not misinformed and unfortunately, there’s alot of misinformation out there that just isn’t with it. So, make a plan, and find the right information. Understand that timing is crucial and what may work wonderfully today, tomorrow will not- unless, it’s specifically targeted towards exactly what you want.
There’s a great deal to be said for SEO, itself. There’s a wealth of information as to how to make that happen, how to use both social networking and marketing in general to come together and make a splash on the internet. One thing always remains the same- know your client base. Especially in law, where there are specialized fields, and a nation full of attorneys here and there doing everything from criminal defense to tax laws- only speak to the crowd you’re wanting to draw in. If you are a family court attorney in Tulsa, Oklahoma, it doesn’t do you any good to be throwing out key words relating to family court in Sacramento, California. If your keywords, titles and web address anchors are all vague, that’s exactly what you are doing. If you write web content- keep it relevant to the state which you practice law. Throw your bigger cities in as keywords alongside the others. Keeping it targeted and local, keeps you visible and gets results.
Once you’ve got your target, it’s easy to talk about local charities, local events- work you yourself are doing in the area and other things that directly impact those who you mean to serve. Showing such an involvement improves not only your SEO but, by being able to have tons of quality content, but it also improves your overall reputation amongst the client base. The more content you have within your website, the more consistently you keep it up to date with information this particular target wants, the more informed and capable you show yourself to be as well.