If Google AdWords is part of your law firm internet marketing strategy, don’t forget the “s”
One of the many law firm marketing services that we provide to our clients is management of a pay-per-click (or sponsored ad) campaign. Basically, if you go to Google (or any major search engine) and type in any term, you will see sponsored listings. On Google, these are the peach-y boxes at the top and the boxes on the right hand side of the page.
While I could spend a lot of time giving away trade secrets on how to pick the “right” and “best” keywords, one thing that people who manage their own accounts often forget is the plurals. If you use Google AdWords, you have to list every keyword you can think of and then go back and add all of the plurals. This can be a very time consuming process. For example, “product liability lawyer” also needs to be made into “product liability lawyers”, “products liability lawyer”, “products liability lawyers”, “product liabilities lawyer”, “product liabilities lawyers”, “products liabilities lawyer”, and “products liabilities lawyers”. You can quickly see how you can get bogged down in this. The reason that it is so important to have all of the variations is so that you can really track what people are typing in and adjust your campaigns accordingly.
Don’t just put in the most obvious keywords, put in some that the layperson may think to use (for example, most average people don’t throw around the term mass torts). Then go ahead add spend the time to add a few plurals. Once you get into your groove, you can add or take away more keywords. But don’t let your law firm internet marketing campaign miss out on big opportunities by forgetting the plurals.
Don’t allow your firm to become expendable to the twenty first century consumer!
As I was Watching the HBO Series “Hard Knocks, A day in the life of Kansas City Chiefs training camp” I couldn’t help but notice what a parallel sports are to business. As the Chiefs coaches were deciding what players to cut from the team. Chiefs Owner Carl Peterson described one of the players that was going to be cut as “unable to adapt to today’s NFL”. Although this player was fast as a deer and strong as an ox for his position, he was just completely unable to adapt to the Chiefs offensive scheme thus making him expendable.
This episode provided the perfect paradigm to marketing the twenty first century law firm. Adapt to the changes, or you may find your firm expendable!
The Phoenix Law Firm of Clifford Levenson hires Attorneys Online, Inc to expand law firm marketing presence.
Shortly after our visit to the Arizona Bar Convention this summer we obtained a new Arizona Client – Clifford Levenson from the Law Office of Clifford Levenson. Cliff decided to go with our company because he wanted to get more exposure on the internet with a company that knows how to market attorneys – which is what Attorneys Online, Inc does best!
We set up a Verizon Super Pages Campaign for the Phoenix metro area as well as a Google and Yahoo SNAP campaigns to target the areas law he practices.
Just this past month, we launched his SNAP law firm internet marketing campaign and we will be working with Cliff regularly to ensure that he gets the type of calls he is looking for!
Clifford Levenson strives to provide the Phoenix area general legal counsel for individuals and small businesses in the areas of criminal defense, family law, immigration, litigation and personal injury.
