That's what an SEO expert told me. I thought to myself, "And they are going to get burnt yet again through your services for search engine optimization."
As successful legal practices know, it takes a lot more than SEO to bring in the right business. The old term for the approach of leaders in the legal sector is "integrated marketing." Those players do everything.
Sure, they do some SEO. But they also carefully plan special events. They publish articles and commentary in what their target markets consume. They participate in panels. They give keynote addresses. They make friends with media and are frequently quoted. They continually review all systems to catch if the phone protocol is off-putting.
Law firms which aren't successful might invest in the new book "Promote Yourself: The New Rules for Career Success" by Dan Schawbel. It's targeted at Millennials. But in a marketplace which keeps changing, aren't we all Millennials? Schawbel hammers the importance of going beyond social media. The number-one strategy is leveragiing high Emotional IQ. At Jones Day Michael Pohl has that down cold and at media property Abovethelaw.com so does head writer Elie Mystal.
Want to hear more on integrated marketing from the horse's mouth? Here you can join in the book launch.