You need three things to work together to provide a strong owned media presence. A website that’s integrated with your social channels, that’s also integrated with a Google Business profile.
Following a basic set of tenets will ensure your owned media properties work together to achieve a stronger brand presence.
First is consistency. This may sound trivial, but your “NAP” (name, address, phone) data has to match exactly across your website, Google Business profile and all social media channels. Google needs to see that all your properties are uniform and interconnected.
Second is specificity. Many attorneys want to say they do everything, but when it comes to marketing, being more specific and topical is better because Google starts to recognize you’re an expert in the particular field that you’re focusing on. And Google wants to serve your firm up to people who are looking for services in those fields.
Next is cross-linking. Wherever possible, link back to your website, social channels and profile, because that signals to Google that your domain has authority. Google’s algorithm ranks sites that have a lot of links to and from it higher than other sites.
Fourth is interactivity. A lot of features across your owned media properties have the ability for a potential client to contact you, ask a question, or leave a review. The worst thing you can do is not reply to those interactions in a timely manner. Make sure that you or the agency you’re working with are monitoring them so that you can respond to each, demonstrating to Google that you’re active.
Last is frequency. This is probably the hardest for the law firms that we work with. It’s all about showing up and consistently putting that topical content on your website, your social media and your profile, so that Google sees that you and your firm are active and trying.
Interested in how Convert It can help you create a powerful online brand with our owned media services? Complete the form to learn more.
Ready to grow your firm?
Get a customized marketing plan to help your firm attract and retain more clients.
About the Author
Carly Shelton is the Director of Marketing at Convert It. For the past 10 years, she has worked with legal marketing agencies to grow their businesses by creating engaging content, building a polished online brand and generating high-quality leads.
Convert It Marketing
For the past 13 years, Convert It has provided easy, effective and affordable marketing services to solo and boutique law firms nationwide. Our marketing strategies are designed to attract, engage and convert prospects into paying clients, then amplify their positive experiences to attract more clients.
Perspectives 