Digital marketing combines traditional marketing methods with new technology. It often seems that advancements in technology open up new methods of marketing, but actually most of them are just new channels to perform tried and tested marketing techniques. Whatever your marketing and business goals are, you would benefit from employing a range of channels. This list of five different methods should give you some useful advice on how you can diversify the digital marketing effort of your law firm. In this week’s SEO Trends report, you will find out about some of those new channels for old tricks. This selection of advice comes from Search Engine Land , Search Engine Watch, and Search Engine Journal.
I don’t think anyone had ever written off dynamic remarketing as only being an option for retailers. However, anything that gets the topic of remarketing into an SEO Trends report is a good thing. The technique of dynamic ads is particularly useful for law firms that have a number of practice specializations. The idea of a feed of products would work well for a law firm that has a range of services in their practice specialty. For example, a firm specializing in corporate law could list a series of business-related legal services to be advertised to potential clients. To get the most out of remarketing, it is important to record exactly which of your services a customer looked at when visiting your website. For this reason, it is useful to have a range of pages, each of which speaking about specific services. That will help you work out which service that website visitor is looking for – you can’t get that information if your site only has a home page.
Previous research into paid ads in search results suggested that people avoided them. This also ties in with studies that show Web users actively resisting advertisements, even to the point of refusing to look at the area of the page that has an advert on it. This factor is a big problem for companies like Google, and you have probably noticed that the search provider has altered the format and location of paid adverts on its results pages several times over the past few years. If this research paper is correct, Google’s work has been worth the effort. Apparently, half the population can’t even spot adverts in search results any more. Even the author of this article finds those results hard to believe. However, this research was carried out by Ofcom, a British statutory body, so there are no commercial fact-bending incentives driving the results of the study – it’s credible. So, if you have (rightly) been avoiding paying for ads in search results, maybe it’s time to reconsider that strategy for your law firm’s advertising spend.
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Everybody says that social media is a great channel for marketing. There is no reason why the power of Twitter and Facebook should not be used to channel clients to law firms. However, not many legal services providers try to advertise on these outlets. Maybe it seems too frivolous a platform for law firm advertising. However, if you have tried and failed at social media marketing it may just be you didn’t set up your ad properly. This article leads you through the process of posting an advert so you can avoid the painfully familiar errors that are illustrated at the beginning of the piece.
Pay-per-call marketing is a very powerful advertising channel. Basically you put an advert on someone else’s site and you only pay them for the number of people who call that number. In the old days you would be able to track the ad that the caller saw by giving out different numbers for different ads and logging the number of calls into each. With click-to-call technology on mobile-accessed Web pages, tracking the source of the call is even easier. You have to download a report in order to read these recommendations, and by doing that you get into a list for an email campaign. However, that’s not such a bad thing, because the follow up emails you will get recommend other digital marketing studies that will help you to develop you law firm’s digital marketing campaign.
Everybody hates pop-ups, but Web marketers still use them, because they work. Things are a little better these days when the pop-up comes in the form of an overlay panel that the user can dismiss rather than appearing in a new window. Pop-up forms are particularly useful for getting people to subscribe to your mailing list. That gets them into your email marketing campaign – a very powerful method of marketing, which is still astonishingly underused by law firms.