If you are a sole practitioner, or work in a small partnership, the chances are that your name is part of your law firm’s name. This law practice tradition can play well to your digital marketing strategy. You want to build your firm’s authority and the quickest route to that is through personal branding. You are your firm, so make sure people know who you are and that they believe you are both an expert and approachable.
Search Engine Watch has a lot of articles that relate to personal branding this week. This article is the most directly relevant of the crop. This is just a general pep talk on the topic of personal brands and you don’t need any technical knowledge to understand it.
This Search Engine Watch articles shows the growing trend towards localizing search results. This plays greatly to the advantage of small law firms, so you need to enhance your profile in your local community to benefit from this free marketing tool being handed to you by Facebook.
Over at Moz Blog, this article is another reminder that social media marketing is no longer only about Facebook. You need to use Google+ and then combine that with Google Local and Google Authorship to establish your personal brand. These three tools will propel your firm’s site up the rankings on search engine results pages.
The biggest tip this week on getting your name noticed and respected lies in this Search Engine Watch article. Produce videos featuring you explaining some aspect of the law, such as divorce procedures, DUI options, etc. Post these on your site instead of worthy articles. Post those videos on YouTube as well and put a link back to your firm’s website. This will get your face known to visitors to your site and they are more likely to ring up and book an appointment if they feel they already know you and if you look like you know what you are talking about. On top of that, linking back from YouTube will earn your site extra traffic and better rankings.
Back at Moz Blog, Rand Fishkin, the company’s founder, talks about branded searches in one of his regular “Whiteboard Friday” slots. The important thing to take away from this post is not what Rand says, but how he does it. This is a video presentation exactly in the style you should use for your instructional videos. Rand has identified himself very firmly with his company, he has made himself a recognized authority in the field of SEO through his videos and his personal brand then reflects back on Moz. This is what you need to do.