Challenges in Online Marketing for Lawyers

Every week you are faced with new challenges in online marketing. And every day, something else happens: The tools you use grow more sophisticated, the search engines improve, and the market grows more complicated. The question is: How will you cope? It is easy to get panic when faced with challenges in online marketing, but there is no need for panic. Remember that there is always another challenge, another angle to take.

Challenges in online marketing can be categorized into two parts: those that appear only for a short time, such as new algorithms published by Google; and those that appear long term, such as new search results algorithm revisions. New challenges in online marketing can be tough to overcome. New Google search results often change things dramatically. In addition, changes in the way search engines rank websites affect the ranking of individual webpages. But there are some SEO strategies that are immune to these short-term fluctuations.

  • Strategies built around the integration of video, images, social media and other types of visual content are especially well-protected against the short term fluctuations in SEO.
  • A well-planned, integrated marketing mix including relevant videos, rich visual content and carefully selected keywords will most likely outlast any short-term fluctuations.
  • This is because social media users tend to be much more patient than their search engine counterparts.
  • They tend to spend longer periods on a site before making a decision to leave.

Video is an excellent medium for presenting information and building brand awareness. But videos themselves are not static; they constantly change. Internet users have an inherent desire to see new video clips on a regular basis. In addition, they are constantly exposed to images, photos, artwork and other types of visual content. All of this makes it difficult to maintain a consistent marketing strategy across the different platforms.

But video is not the only aspect of a website that can be affected by changes in SEO. For example, certain business domains are simply better optimized for certain search engine keywords than others. For example, video websites such as YouTube receive more traffic than non-video sites such as Blogger. This means that a video-centric domain name may be a better fit than a non-visual website for an online marketing campaign. This is one of the many challenges in online marketing.

When planning a legal SEO strategy, it’s important to consider how the various components of the site will interact with each other. Will the law firm use video in order to draw in more clients? Will the blog fulfill its primary function of providing law advice? How will the social media platform be used? The answers to these questions and others will determine which SEO strategies will be employed. The ultimate goal is to attract new clients and increase revenue.

Law firms that have embraced SEO must not forget their traditional marketing efforts. In fact, those efforts should continue even after the SEO work has been completed. Having well developed and authoritative blogs is only the first step. A solid social media strategy is equally important for any law firm that wishes to stay a player in the ever-changing online market. Law offices that fail to engage with their clients and their communities in meaningful ways will find that they are quickly losing clients.

While online SEO is certainly important for increasing client exposure, it’s not enough. It takes a comprehensive marketing plan to compete in this highly competitive market. Law offices that recognize the challenges in visual media marketing will adopt proven methods of engaging with their clients and using the latest tools available to them. They will also utilize the newest forms of social media such as Facebook and Twitter. If a law firm wants to remain on top, they need to think outside the box and adopt a comprehensive plan that includes search engine optimization, social media marketing, and visual content marketing.

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