I spend a lot of time talking to lawyers about the Internet. Quite often, usually at our first meeting, I will hear the comment: “We don’t get any business at all from the internet”. This is usually said in one of two ways; with pride or as a lament. Those who talk with pride believe their reputation alone brings them work, and thus they have no need of ‘internet work’. Those who speak with despair talk of their website never serving up business opportunities, either through not being prominent online or the site being nothing more than an online brochure, which doesn’t in any way articulate their expertise and service offering.
Our last blog discussed what tools law firms could use to enhance their online reputation and increase the likelihood of being found in search results. Like so many pieces relating to online marketing, there was one search engine that dominated the blog. That was, of course, Google.
In the past, we have analysed whether or not legal content is held to a higher standard by Google and what must be done to excel in Google rankings. We have also mentioned the importance of search engine optimisation, and have shared countless articles on our social media accounts about this search engine giant.
However, today, we take a look at why, when conducting business online and implementing an SEO strategy, it is vital that you take into account other search engines.
Most people associate Instagram with young people, celebrities, and bloggers. However, what is often overlooked is the business case for using the social media platform, and whether it is an appropriate tool for professional industries such as the legal sector. The social network boasts a community of 150 million users. Users that are well informed, and highly attune to brand identity. If you have been wondering whether your firm should delve into the world of Instagram, you are not alone. In fact, some major firms have already begun to harness the photo-sharing platform to shake the image of the law firm as being unapproachable and intimidating. Firms choose to display ‘behind the scenes’ photos of law firm staff and their interests, to show the softer side of their business. This post looks at why so many large brands including law firms and other professional services are now using Instagram to promote their brand and also how the platform could be utilised to win business for your law firm.
Artificial intelligence is on the horizon, and it’ll be able to achieve feats far superior to those the humble human brain is capable of. But lawyers and law firms shouldn’t worry too much – it’s an opportunity to put our sluggish biological lumps of grey matter to better use.
Following Episode 2
In the previous episode, Andrew begged his colleagues to create some content for their new website but could not understand why their content was not performing, despite having no strategy in place.
SpaceX – the first private space transport company to successfully launch, orbit and recover a spacecraft – is changing space travel, commercialising and revolutionising the industry; it's innovations challenging the old school and injecting some healthy competition. But this isn't all down to good old capitalism or free economics; it's also an example of how a company's underlying ethics, vision and culture, and its founder’s personality, can stamp itself on public consciousness – something lawyers and law firms can take inspiration from when thinking about how to market themselves in the modern world and improve their brand’s equity.