Print on demand (POD) is a technology that my firm has made heavy use of for self-promotion. It is a fantastic technology for use by publishing companies, as well as any independent business that wants to produce its own books. In this post, I want to discuss a concept related to POD that I call “trend hopping.” The idea is to use print on demand technology to quickly create books or other products focused on very timely subjects – subjects related to your areas of practice.
POD allows you to quickly create products based on the public’s interests at the moment. One example is mesothelioma from asbestos exposure, which is a hot subject in the legal industry. Your could write a book on this subject and make it freely available to anyone who visits your web site. The book could provide more information about what mesothelioma is and what a person’s legal rights are.
Intuitively, it might seem like an expensive form of marketing, but it’s really not. To order copies of your book yourself will probably cost you $2 or $3 per copy. If you use paid search to drive traffic to your web site, you might be paying $25 or $50 per visit. So in the general scheme of things, another couple of bucks is not much relative to the cost of getting traffic to your site, and it just might improve your chance at signing up a client.
Trends always change. Just because people are interested in something right now does not at all mean that they will be tomorrow. The kinds of cases you pursue today may be different tomorrow. Traditional printing does not deal with this situation very well because it requires the publisher to estimate the number of copies of a book that will sell (or that you want to give away). Predicting when a trend will end is difficult.
POD eliminates the risk completely. You don’t have to worry about printing and storing books in advance. With POD, you will only print the number of books that you need and no more.
Contact Work Media, a Nashville-based search engine marketing firm, to learn more about using this and other strategies to promote your law firm.
My company uses a strategy that we call “staggered distribution of spun blog content.” Sounds fancy, doesn’t it? At Work Media, one of our specialties is making things sound scientific and complex. Despite the long name, it’s really just a strategy for getting the most value out of your blogging efforts. I believe if you take the time to write something of value, you should get maximum value from it for your law firm promotion efforts. It’s also related to something I blogged about previously, which is using multiple blogs to promote your web site and firm.
In my previous blog post, I stated that you should maintain up to ten blogs focused on your areas of practice. The idea is to use article spinning software to create multiple versions of a core blog post that are technically unique, and use those for updating your blogs. These blogs would be spread out among various blogging platforms and have many different names.
To carry this concept a step further, I also suggest you stagger your blog posts. In other words, rather than updating all of your blog posts on the same day with a similar spun blog post, make the posts over multiple days. Less time is required between updates the more blogs you maintain.
If you are careful, your spun blog posts will each qualify as unique content. However, there is still some risk in releasing many blog posts on the same day that are all very similar. Staggering your blog posts over time closer matches the idea of different humans updating different blogs. It sets off less of a signal.
For more advanced ideas about how to promote your law firm online, check out my book The Law Firm Internet Marketing Book.
The use of an autoresponder to collect email addresses is a technique that has been abused by some Internet marketers because it works. But it is a rarely used strategy for law firm promotion. In the marketing world, any marketer knows it takes multiple exposures to a marketing message for it to get through to your prospects. With an autoresponder, you automatically feed a series of messages to people who have indicated they are interested. It is one-on-one marketing that lets you do a “soft sell” by subtly promoting your firm while giving away valuable, free information.
The first thing you need to do is create a series of articles that will be the foundation of your email series. A divorce lawyer, for example, might create a series of lessons on strategies to make sure you receive your fair share in divorce settlements.
The next step is to use your material from the first step to create a series of emails that will be sent out over time. I suggest you set the emails to go out once per week.
To automate the process of sending your emails out over time, you will need an autoresponder. There are many autoresponders available, but two that are reputable and well-known are aweber.com and getresponse.com. There may be a required investment in time to learn how to set up your emails and use the system. Once your messages are loaded, you’re ready to go!
All that’s left now is to set up a form on your web site that lets your visitors sign up.
With this strategy, you kill two birds with one stone: you get the contact information of visitors to your site; and you automatically contact those people multiple times.
Feel free to contact me at www.workmedia.net, a search engine marketing company specializing in law firm and lead generation marketing.
I recently became aware of a web site (blog, technically) that could be of great use to anyone responsible for law firm online promotion. This blog is written by a guy who seems very intelligent and a master at his craft.
With over 20 years of experience as a writer and editor, the blogger, the mysterious “Mister Thorne,” has a lot of detailed knowledge about legal writing that he shares with his readers.
His blog is interesting because it is so specific: it deals only with the intricacies of legal writing, including web page copy. And he goes deep. For example, he has spent several blog posts recently discussing proper word spacing. This guy has knowledge that could be of great value to those looking to improve the conversion side of the Internet marketing equation.
Close more deals with better writing.
If you need help with the traffic side (getting people to your web site), well, then you need to call my company, Work Media, or check out our Internet legal marketing portal, www.law-firm-internet-marketing.net.
Today I’d like to explore another way to better leverage your time, which is making posts to blogs and social networking sites with your mobile device. This is fairly new to me, but it is a concept that can really save you some time.
For example, if you have a Blogger account, you can send a message to Blogger and they will assign you a code for your blog. The code lets you make posts with your phone. This lets you update your blog no matter where you are, even if you are nowhere near a computer.
Tumblr has another very interesting example, which is the ability to call a phone number and leave a message which is instantly converted into an audio post on your blog. This is a great way to instantly add some audio multimedia to your blog, and all you have to do is speak into your cell phone. Audio and video are excellent additions to your blog.
There are just a couple of examples that I have played around with personally, but you have lots of options for mobile blogging opportunities. Just find the directions for doing it on the platform of your choice and practice it a couple of times. Do it on a regular basis and you might even be able to keep all of your blogs updated without using your computer. It does help to have a phone with a qwerty keyboard.
For a complete search engine marketing strategy for your law firm, check out The Law Firm Internet Marketing Book (for sale on Amazon.com):
Go wide with your blogging Wide as in managing five blogs, not just one.
Whoowhee… It’s hard enough just to make regular posts to one blog, much less five.
And what would be the point? For one thing, it gives you the opportunity to be more focused on specific areas of practice. And the process creates lots of content for Google to index. The key to managing five blogs is leverage.
Here’ how to do it. At the start of the week (or Wednesday, or Thursday at 3:00 AM…whenever), create five new blog posts, each between 200 and 300 words, using article spinning syntax and many alternate passages and paragraps. In other words, each of the five blog posts should be written in such a way to serve as a seed article for numerous other technically unique posts.
Next, use article spinning software to create five versions of each blog post. You now have unique content for twenty five blog posts, which you can distribute among your five blogs over a couple of weeks.
It would also be useful to do some keyword research before you write the five blog posts so that you can write them to emphasize some specific keywords. Look for specific, niche keywords that you can dominate. Your posts should also contain a liberal amount of links to your other web properties.
Need help with this stuff? Call me. I’m Jerry Work, with Work Media. www.WorkMedia.net. You can also learn more law firm Internet marketing strategies at www.law-firm-internet-marketing.net.
We’ve started playing around with Ning, which is a very interesting concept. It’s basically a social networking site that allows users to set up their own social networking sites. So we set up one specifically for law firm Internet marketing:
I also joined another group on Ning:
Ning is the type of site that Google loves, so it would behoove you to set one up for yourself. For instance, let’s say you practice divorce law in St. Louis. Why not set up a St. Louis divorce Ning site? It would be another way for people to communicate with you and learn some things about divorce law. And of course, as the creator of the site, you could pepper it with links back to your site and place your marketing message prominently on the site. You may even find that your Ning site ranks higher than your own main web site, but that’s just fine.
The site has lots of interesting features that you can add to your own site: forums, blogs, videos, images, etc., all of which get added to the main menu. It really does let you create some powerful, interactive sites.
I invite everyone reading this to come join us on our law firm Internet marketing Ning site. You just might learn something…and you don’t even have to pay us!
I’ve been updating some Squidoo lenses this week. It had been a while since we had logged in (shame on us!), and noticed that there have been some changes to the Squidoo interface. One of the great things about Squidoo is all of the modules you can use that make the pages dynamic by updating themselves from various information sources (blogs, Google News, RSS feeds, etc.). So a Squidoo lens, if built the right way, will update itself forever.
The new Squidoo interface makes it much quicker to add modules and align modules on your page. Formerly, this was a very slow and tedious process. The new system is much better.
So why should you set up pages in Squidoo to promote your law firm? Because Google really loves it. Often, a page on Squidoo that pertains to your practice area will rank quicker and higher than your own web site. So links from Squidoo carry a lot of weight. And as you know, one of the things you should be trying to do in your law firm seo campaign is build a catalog of links from web sites that Google holds in high esteem.
You should incorporate Squidoo as part of your social networking/content distribution campaign. If you publish a blog for your law firm, you should use the RSS module to stream your blog posts to your Squidoo lenses. And use some of the other modules to stream legal news or other blog posts to your Squidoo pages. It is a simple and quick way to build a high quality industry page that links directly to youf firm.
Do you perform keyword research before writing a new blog post or article? If you do, we applaud you. If not, you’re not alone. Most lawyers (and Web content creators in general) probably do not. But starting today, you are going to do things differently. Starting today, here is what you are going to do when writing content for the Web:
1. You are going to use Google’s external keyword research tool to find a keyword related to your practice areas and markets that receives some traffic and mild competition.
2. You are going to use that keyword in your content title and prominently in the main text, and if allowed, in bold and in a header (H1) tag.
If you do this, you will have a tremendous advantage over online authors who write without regard to keywords. Why? Because your writing will have focus. It will be specific, and it will very possibly rank highly for your target keyword, helping drive traffic to your web site.
We confess: we do not always do this ourselves. If there is something you want to write about that just doesn’t match up with any particular keyword, then go ahead and write it. But the more you write with specific keywords in mind, the more of your content will show up in search engine results pages. And that’s always a good thing.
Our BRAND NEW book, The Law Firm Internet Marketing Book, is now available for purchase on the following page:
This book is written specifically for people who promote and market law firms. It compresses everything we know into a tight, cohesive law firm Internet marketing plan that incorporates MANY different elements: SEO, PPC, social networking, blogging, etc.
Currently, it is only for sale via digital download in PDF format, but in a couple of weeks it will be for sale on Amazon.com for those of you who prefer a hard copy.
Some of the topics covered by the book include:
- Keyword research to identify the keywords that people are using to search for the legal services you offer.
- On-page optimization to rank highly for your target keywords.
- How to use blogs and the SEO content cycle to create huge amounts of content to link to your site.
- Using social networking sites like Squidoo and StumbleUpon to promote your web site.
- Using social bookmarking sites to improve search rankings.
- Creating your own informational site to guide the search engines to links you want them to find.
- How to create XML sitemaps to make sure the search engines find all of your web pages.
- How to perform keyword research specifically for pay per click.
- How to manage your pay per click accounts to generate the maximum number of leads for your marketing dollars.
- How to write pay per click ads and landing pages that get results.
- Specific pay per click strategies for Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter.
- How all the pieces of search engine marketing fit together.
This is a book based on real-world strategies that Work Media uses to promote our clients.