There is more to internet exposure for your business than search engines.
To be sure, Google, MSN, Yahoo and the like are all excellent ways of getting your name out there. But it can take a long time to get your site to the top of most of the major categories, and since the number of categories is only limited by the imagination of the typical Google user, getting the results that you want can sometimes take awhile. So while you are waiting to move up the rankings, what else can you do to improve the web presence of your law firm? What can you do to get more clients? What can you do to get better cases?
For one thing, you might want to take a look at what your kids are doing on their computers.
Facebook and MySpace are the scourge of teachers and employers everywhere. In many schools, a student caught looking at one of these sites during class ends up in detention, and younger employees caught on these sites during working hours can get reprimanded or worse. Wikipedia, which is an encyclopedia site that gives brief or lengthy summaries of almost everything, is also the scourge of academics because, since it is updated by users, it can be inaccurate. Many are the lazy college students who have been caught cutting and pasting a Wikipedia entry on their term papers.
While these sites are ridiculously popular with teenagers, they aren’t the only ones using them. Adults have caught on to the Facebook and MySpace craze, seeing them as a great way to stay in touch with friends and to find old ones. In terms of finding old friends, it has been said in some quarters that Facebook and MySpace may be the end of the high school reunion, simply because the internet makes it very easy to find and keep in touch with all of your old classmates.
YouTube, which is a site that allows people to post their own video content and others to view it free of charge, has enjoyed immense popularity, so much so that Google actually purchased YouTube in 2007 to the tune of about $2 Billion. So can you make these sites work for you? The answer is an emphatic yes, and the good news is that you can do it fairly simply.
Social Networking Sites
Signing up for Facebook and MySpace is absolutely free. What they allow you to do is to create a profile page, in which you can put whatever information you deem appropriate.
MySpace allows for more decoration and personal touch than Facebook, but as of right now Facebook is more popular. But considering that both are free, you should feel free to sign up for both. In the sections that you fill out to tell people about yourself, tell them that you are a personal injury attorney and tell them the practice areas that are your specialty. You are also given the opportuníty to include links, so give them the link to your website.
In order to make the site truly work, it helps to have “friends,” which is what happens when you link up to other members with their own pages. If your employees have accounts, become friends with them. If one of your clients has a MySpace or Facebook account, become friends with them. If your teenager can stand the utter embarrassment, be friends with him or her. All of this increases your profile and also gets picked up in Google and other search engines. MySpace offers you a blog to update, which is always good, and both sites allow you to post videos. This brings us to YouTube.
YouTube Video Sites
If you have already shelled out the money for a commercial to be aired, why not double up on the exposure by putting it on YouTube? And unlike paying for television air time, YouTube is completëly free. If you don’t have a commercial ready, you can certainly make one, or simply record the testimony of a satisfied client. You no longer need a high profile production team. These days, all you really need is a camera, some basic video editing software, and an imagination.
Wikipedia
Most people don’t like the idea of writing about themselves in the third person, but Wikipedia gives you a great opportuníty to post your professional biography and accomplishments online. Also, in the “references” section, you can link to your website, any articles that you might have written, or any newspaper articles describing cases that you have won. Also, due to its popularity, a Wikipedia page routinely pops up in the first page of Google for almost any subject that you can think of. These are only a few of the many ways that you can improve the web traffíc of your law firm. It doesn’t take much time, and the benefits greatly outweigh the effort that it takes to get started.
By Tom Foster (c) 2008
Dealing with website development issues can be an overwhelming task. There are many things your marketing team must consider, in fact, there are so many things to bear in mind that many of the most important ones never get dealt with, or are buried under competing interests.
To avoid project paralysis you should focus on certain key areas of concern from which all other issues flow. Whether upgrading your existing website or developing a new webmedia initiative from scratch, consider these four vital questions that need to be answered:
- What content should be included?
- How should content be delivered?
- How is your website going to be marketed?
- What will visitors remember?
What Content Should Be Included?
Content is a function of purpose. Unfortunately many websites don’t have a clearly thought-out realistic purpose; and orders alone, is not an adequate website objective. Obviously every company needs sales, that’s a given, but sales are a result of all the marketing elements you put in place, and the degree to which your presentation distinguishes you from your competition.
There is a prevailing view that traffic translates into sales; this viewpoint may be valid for websites whose economic model is commodity or advertising-based, but businesses that don’t compete on price alone, or are more than an excuse to deliver advertising, must be structured around a purpose that is more meaningful, and far more compelling than ‘give me an order or don’t bother me.’
An over-emphasis on search engine friendly site design ignores the fact that when someone does a search for what you do, they’ll not only find you, they’ll also find many of your competitors as well. And even if you appear first in the search, nothing will stop potential clients from clicking on any of the other organic or advertised listings, or even the numerous Adword links on the side of the page.
The biggest website design problem companies have is not the amount of traffic generated from search engines, but rather how visitors react to your content. Are visitors engaged, enlightened, and entertained so that they stay on your site long enough to get your marketing message, and is that message compelling enough for them to remember it?
There are many misconceptions about advertising content, one of the biggest is that people hate it, but the truth is, what people hate is bad ad content; qualified clients actually look forward to good advertising because it presents a relevant problem, and provides a believable solution, in a distinctive memorable presentation.
If your content doesn’t engage your audience with a persuasive, memorable presentation then you’ll never achieve whatever website marketing goals you’ve set.
How Should Content Be Delivered?
We know the vast majority of people don’t like to read text on a computer screen, so they scan for relevant information concentrating on bulleted points, captions, and headlines, but does that truncated information really get your message across? Website text is really designed for search engine spiders, which is fine, but how about paying a little attention to people and how they absorb and remember information?
We also know people are impatient and are ready to abandon your website with the click of mouse, often in mid sentence before they ever get to the point you are trying to make. Your clients are sophisticated media consumers raised on video games and television, and are used to making quick decisions on limited information; this kind of leap-of-logic protocol demands a clever focused presentation.
Your audience will be gone in seconds no matter how convincing you think your content is, if it is not presented in a media-savvy manner that holds viewer attention, otherwise your website is nothing more than a glorified Yellow Page ad.
Audio and video has the potential to deliver information in a form and format that attracts and holds viewer interest while it makes a memorable impression. But even audio and video will fail if it is badly conceived, poorly written, and amateurishly performed.
How Is Your Website Going To Be Marketed?
Everyone is concerned with traffic and how to drive it to their websites. Search engine optimization is only one marketing technique, and it’s one that ignores the impact of content on your audience in favor of attracting the attention of search engine robots. By all means, build search engine friendly elements into your site but don’t ignore people-friendly elements as well.
Having text-based articles on your site is an excellent way to provide search friendly information, but presenting that same information as a professionally produced audio option, or a lively video presentation is certainly more memorable.
An entertaining webmedia presentation makes a lasting impression that viewers are more likely to recommend to colleagues, thereby increasing your traffic and reputation. Word-of-mouth is the best way to generate qualified traffic, and the best way to generate interest in your site is to make your site’s presentation a rewarding experience.
What Will Visitors Remember?
In a brick-and-mortar environment, visitors are more likely to make a decision to purchase on the spot, simply to avoid driving halfway across town to save a few dollars, but on the Web jumping from New York to California is as easy as the click of a mouse. People are just more likely to shop-around because it’s so easy.
Of course what people think they want is the lowest príce, but providing the lowest príce only attracts the least profitable buyers and ignores the biggest obstacle website businesses need to overcome, and that’s credibility. Who are you, and can you be trusted? And after visiting ten different websites all selling the same thing, can they even remember who you are?
Your presentation has to be memorable and establish credibility so that when all the searching and browsing is finished, your site is the one they remember and go back to; your site must be the one visitors can trust to deliver what’s promised.
How to Hire A Web Video Firm
The ability to produce an effective video or audio presentation requires more than the possession of some cool hardware and software. Owning an expensive camera doesn’t make you a producer, and even the technical ability to edit doesn’t qualify you as a commercial marketing expert. When the time comes to hire someone to add video and/or audio to your website what should you be looking for? Below are eight things you should consider when hiring someone to create webmedia.
- Can the webmedia provider deliver a turnkey solution from concept to implementation, or do you have to act as a producer yourself hiring different people with different skills complicating the project and creating both technical and conceptual implementation problems?
- Can the webmedia provider produce everything from scripts to custom music in-house, or do they have to farm-out some of the work increasing costs?
- Does the webmedia provider understand how to use verbal and visual performance to create a convincing, memorable presentation, or do they substitute expensive production techniques for cost-effective psychological persuasion?
- Does the webmedia provider just shoot video, or do they have the ability to analyze your offering and purpose, and focus it into a consistent, meaningful, branded presentation?
- Does the webmedia provider have the ability to think strategically as well as tactically? Can they implement and repurpose your investment into your existing website, create a targeted mini campaign site, and provide alternative versions ready for ad implementation?
- Does the webmedia provider have the ability to create lasting campaigns that can be rolled out and built upon, or are they just interested in making a quick buck from a one-off effort? Are they willing and able to be your ongoing webmedia marketing advisor?
- Does the webmedia provider have the ability to turn advertising into content, and content into an experience, or can they only produce nondescript infomercials?
- Does the webmedia provider understand business, marketing, branding, and what can and can’t be achieved so that you have appropriate achievable expectations?
Commercial presentation production requires a multitude of skills and talents. Big companies solve the problem by hiring advertising agencies that drive the cost of production beyond what most businesses can afford. By understanding what’s needed to create an effective webmedia presentation, you can look for a firm that possesses all the necessary talents in-house; an approach that keeps costs down, while producing an exciting Web video campaign that achieves corporate marketing objectives.
By Jerry Bader
Free, Legal and Online: Why Hulu Is the New Way to Watch TV
“What’s a hulu? In August 2007, this question ricocheted through the blogosphere to a chorus of derisive laughter. Fox and NBC were going to make the Internet safe for television! They were building a ‘YouTube killer’! And they were calling it Hulu! It was almost too perfect—an absurdist topper to the idea that two major broadcast networks could devise an Internet video service people would actually use. The name was even more delicious than the venture’s placeholder moniker, NewCo., which the online world had changed to Clown Co. And now Hulu? It means ‘snoring’ in Chinese, one blogger declared. ”Cease’ and ‘desist’ in Swahili,’ Michael Arrington reported on TechCrunch. ‘Perhaps they should have just stuck with Clown Co.,’ he added.
Jason Kilar read these posts and winced. A 36-year-old ex-Amazon.com executive newly relocated to Los Angeles, Kilar had followed—even admired—many of these bloggers for years. Now he was Hulu’s CEO, and their ridicule wasn’t so funny.
What’s a Hulu? Kilar had gotten the same question from Jeff Zucker, chief of NBC Universal, and Peter Chernin, president of News Corporation, Fox’s corporate parent. In English it means nothing. In Mandarin, when pronounced another way, it means not snoring but ‘bottle gourd,’ which, in an old Chinese proverb, stands for a ‘holder of precious things.’ If you say so, they responded.
Even Kilar was starting to wonder whether he could make this thing work. Along with the new name, he had just announced that Hulu, which he had been running for only seven weeks, would launch in beta in two months—much later than expected but far too soon for a team that had barely gotten started. He was heading an operation of 20 people holed up in an office suite in West LA. To meet the deadline, he had turned the place into a bunker: Newspapers covered every window. People were sleeping on air mattresses on the floor. Half-eaten pizzas littered the empty cubicles. Fruit flies were the only visitors.
But Kilar would make it work. He and his crew would emerge from their dismal cave with the sleekest, easiest-to-use, most professional video site on the Internet. Not only would it deliver shows and movies from Fox and NBC Universal, it would take you to programs from every other major network and studio. Full-length episodes. Entire seasons. For free. Within months of that late-August announcement, Hulu would be among the top 10 US video sites in number of clips streamed. Om Malik, one…
(Via Wired News.)
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