Believe it or not, there is much more to digital marketing than search engine rankings. And while SEO has a place in the marketing world, SEO has long been positioned as the magical solution for online growth when the reality is far different. Marketers have tricked business owners who don’t truly understand how SEO or the internet works into believing that being on the front page of a Google search will automatically result in a flood of new business.
But that’s a myth. While there is a place for SEO, there are many online marketing functions that are more important than SEO. This article will highlight five of them and explain why they have more impact on your business than where you appear on a search result.
1. Developing a Clearly Defined Brand
Why did you become a lawyer in the first place? Did you open your own firm because of your entrepreneurial spirit, to make a ton of money, to help people in need? What do you do differently that sets you apart from every other attorney in your city?
How effectively you brand yourself goes a long way toward determining the success of your firm. Being “just another lawyer” in your city isn’t going to work. The internet allows customers to conduct more research on their options than ever before. You need to brand yourself as THE expert in your city and stand out from the crowd. You need to make yourself so memorable and attractive to your target clients that they view you as the ONLY choice for their legal needs.
2. Having a Website That Highlights and Reinforces Your Credibility
Does your website reflect your expertise and make you look like the credible professional that you are? A website is like the digital version of your physical office. You’re probably not working out of a derelict shack, so why would you allow your website to be the digital equivalent?
If you’re spending the majority of your marketing budget on SEO and your website looks terrible, you could actually be doing more harm than good. Sure, being on the front page of Google is nice, but if hundreds of people are arriving at a bad website, they’re likely to go somewhere else and you’ve lost out on their business.
3. Forming a Solid Networking Strategy
The internet is great, but it’s not a magical place that immediately sends eager clients to your door. You still have to get out there and build relationships in your community. Referrals are the best way to grow your business, and your marketing presence should support your networking and referral strategy.
What’s your strategy? Are you active in local business groups like BNI, Rotary, or the Chamber of Commerce? Look for speaking engagements, too. If there’s nothing in your area, start your own monthly event to bring people together.
4. Attracting the Right Clients
While SEO has the potential to drive additional traffic to your site, unless it’s done by someone who knows what they’re doing, you’ll likely get a lot of irrelevant traffic to your website. We’ve seen SEO tactics that would bring in hits from the other side of the country from people who aren’t even relevant to the client’s practice area. If the goal is to increase website traffic, then SEO has done its job. But if your goal is to get qualified prospects through your door, SEO alone won’t get the job done.
While the higher number of website visitors looks impressive, the results are meaningless unless they translate to new clients. Alternatively, by building referrals and having an online presence that brands you as the expert in your community, you’ll attract the right kinds of people that you want to do business with.
5. Implementing an Unforgettable Follow-up System
People are busy. If you’re not following up and checking in on past clients or referral sources, chances are they’re going to forget about you and what you do. Having a system in place where you can remind people of what you do and how you can help them not only provides an extra touch of customer service, but it contributes to the growth of your business.
The easiest way to do this is by having a monthly or bi-monthly email newsletter. Social media is great too, as you can create daily touchpoints with those in your community and people already connected to your firm. Both of these methods remind people of who you are and what you do.