One of the many pieces to your Law Firms’ online brand expansion are Client reviews.  In a perfect world these reviews would only be from actual satisfied clients.  However, sometimes they also originate from a variety of SPAM (anonymous users), competitors, and even ex-employees.  As one of the proactive measures you can take to ensure your firms online reputation is intact, Big VooDoo recommends periodically monitoring Google Places, Yelp, and The Rip-Off Report (www.ripoffreport.com).

Suggested Steps to Take if Correction or Response is needed:

Google Places:

• If a negative review is posted from an actual Client we recommend responding and explaining the situation.

https://support.google.com/places/answer/184271?hl=en

• If a negative review is false or a competitor trying to slander your reputation we recommend flagging the listing as inappropriate.

https://support.google.com/places/answer/184271?hl=en

• We also recommend asking Clients to add reviews to your Google places listings,  at a rate of 2-3 per month maximum.

Yelp:

• We encourage clients to post, share and actively participate in Yelp especially if negative reviews are found.

https://biz.yelp.com/support/responding_to_reviews ;

The Rip-Off Report:

• We have found that a number of overseas SEO firms are using www.ripoffreport.com to engage in the dark side of “Reputation Management” the new “digital extortion”.  Some of them even falsely imply that they work for or on behalf of Rip-Off Report.

Be sure to coordinate your online efforts with your Big Voodoo Interactive Account Manager.

In the days before the internet, a full page ad in the Yellow Pages printed directory or Yellow Book was a must for any lawyer who wanted the phone to start ringing. Unfortunately, those phone calls came at a price. The Yellow Pages charged categories such as lawyers/attorneys far more than it charged for other advertisers. But in the modern era of search engines and social media, some attorneys are questioning whether they should even invest in a print ad in the Yellow Pages at all.

Is an ad in the big yellow book still worth it?

For some firms, the Yellow Pages continue to be a marketing tool. While searching online for a lawyer is not for everyone, the younger demographic has shifted away from printed directories. With smartphones so immersed in our culture, consumers are going right to their phone to find what they need online.

If you do choose to invest your valued marketing budget on the Yellow Pages print directory, we recommend a few useful tips:

• Don’t overspend! Sometimes a bold-line listing is all you need.
• Use a unique tracking telephone number to gauge traffic. With proper tracking, you can determine the ROI of your advertising inquiries.
• Cross-reference any call that lasts for more than a few minutes to determine if you signed an actual case, and if the call data is legitimate

Yellow Pages Online Listings

While Yellow Pages representatives continue to sell print ads in their directories, they are also putting more effort into selling internet advertising. Generally the Yellow Pages setup duplicate sites for their pay-per-click and SEO campaigns and can dilute your online brand profile.

Some of the things you should watch out for when working with online advertisers are:

• Duplicated websites, which are known to tank organic SEO rankings.
• Use of directories for primary searching listings. These can be a good add on, but not recommended for a Primary Search strategy.
• Pay-Per-Click campaigns with duplicated landing pages

Before you do anything on line be sure to coordinate through your website management team.

At Big Voodoo Interactive, we firmly believe in using any online tool necessary to boost a client’s online presence.  Without question, social media is one of the powerful tools in our box. We assist clients in setting up and managing their social media, including Facebook, Twitter, Google+, LinkedIn, YouTube, and Pinterest.

Why Does a Law Firm Need Social Media?

Social media allows people to engage with your law firm in a personalized way.  Why does that matter? A Facebook post or a “tweet” might lead to a comment from an injury victim or family member who has a potential multi-million dollar case. Your “status update” might prompt a positive comment from a current or former client, which can be a deciding factor for a consumer who is on the fence about contacting you. Social media also is a way to address any customer service issues. You can set the record straight if somebody posts a negative comment.

The Upsides of Social Media

• Search engine optimization: Whether we are promoting your latest blog about the dangers of drunk driving or we are highlighting a partner’s latest achievement, we know that a “like,” a comment or even a simple click through to the article will send a strong message to search engines. It’s a message that says you are relevant and an authority in your field.  Google rewards businesses that have active social media accounts with higher page rankings.

• Customer engagement: We also use social media to promote your interests, either professional or personal. While your website is packed with information and might include some personal details in your bio page, social media is the way to get up-close-and-personal with former, current and future clients. Whether you are running in a marathon, your office is throwing a Halloween party, or your firm is sponsoring an anti-texting-while-driving campaign, we can make it part of the social media conversation.  Photos of the office party or a picture of a senior partner training for a 5K race create a strong human connection to a potential client who is scanning your social media pages.

• Generating leads: Remember, whether it’s the post about your personal hobby or the update about your firm’s philanthropic effort, you never know what might be the tidbit that converts an on-the-fence visitor into a qualified lead.

• Building loyalty: Loyalty to your brand should never be underestimated, and social media can enhance this. Your former clients may “like” you on Facebook or share an update showing those amusing Halloween photos, which creates more visibility for your firm.  Social media allows you to broadcast your values and shine a light on your personality.  You may be able to share a heart-warming story from a former client whose life was improved thanks to your work on his or her case.

• Getting your message across: You may want to add a quick status update stating your opinion about a new law in your state.  Or you may want to post a link to a video on YouTube in which you discuss a recent verdict or settlement.  Social media lets you get the message across quickly and allows you to start a conversation.

Our experts at Big Voodoo Interactive have helped you get organic search results based on relevant search terms. But if you have the budget for it, we strongly recommend investing in pay-per-click.  PPC is paid search advertising, which can give you the edge you need to dominate your market.

What is PPC?

Pay-per-click is an internet advertising model used to direct traffic to a website. You pay a fee each time your ad is clicked. While you will receive traffic through organic results, you can use PPC to “buy” visits to your site. Google AdWords by far is the most popular PPC advertising system. AdWords allows business to create ads that appear on Google’s search engine and other Google properties.

How Does PPC Work?

You bid on keywords for your placement in a search engine’s sponsored links. Each time a consumer initiates a search on Google, the search engine digs into the pool of AdWords advertisers and chooses a set of “winners” to appear in the prominently displayed ad space. For example, when a consumer types into a search engine “personal injury lawyer” for your city (or some other search phrase you are targeting), he or she will see the PPC listings above the organic search results. PPC is located just below the search box – the most valuable space on the page. The PPC listings typically are grouped in a box labeled as advertisements. Your position is based on the amount you bid for the keywords. Consumers who click on your PPC link will be directed to your website.  You pay a small fee for each click, but keep in mind that every click is potentially a multi-million-dollar case.

How Are the PPC ‘Winners’ Chosen?

Google uses a combination of factors to determine the placement of a PPC link, including the quality and relevance of the advertiser’s keywords and ad campaign as well as the size of their keyword bids. So, even if your competitor has bid more than you, you can still win a higher position with highly targeted keywords.

Can I Control My PPC Costs?

You can let Google know how much you are willing to spend.  You choose a daily budget you’re comfortable with, and you can change it over time. You don’t pay anything when your ad is displayed. You only pay when someone clicks.

What are the Benefits of PPC?

Reach potential clients fast: Unlike organic search, PPC can be launched quickly.

Target the leads you want: Your PPC campaign also will bring in targeted traffic and quality leads.

Become an authority: Your firm will get the most search engine visibility for the keywords you are targeting, which helps establish you as a leader in that area.

Zoom in on geographic regions: PPC ads can be used to target specific geographic regions, which lead to better cases.

Run at a specific time: PPC can be turned on and off.  That means you can strike when a particular topic is “hot.”