Pay-per-lead or pay-per-action Internet advertising can be an excellent option. Under this model, law firms pay advertisers a fixed fee for each potential client inquiry that is generated. While the way these programs are implemented need to be mindful of professional ethics considerations, these performance-based services can be a source of some of the most efficient marketing. Unlike many subscription-based models, pay-per-action services align their incentives with yours. If they can’t produce potential client leads, they don’t get paid.
However, it’s important to be mindful that paying per lead presents its own set of concerns. If the leads being generated aren’t producing qualified leads, a percentage of which turn into new clients, then they too will fail to generate a positive return on investment. If you’re considering pay-per-lead services, take a look at Total Attorneys and ExpertHub. Their performance-based marketing products have produced great success for some of our own clients.
If content is king, then content distribution is queen. Having great web content is critical to having success with Internet marketing for your law firm. However, if nobody sees your content, then it is unlikely to generate new business.
Leveraging content distribution platforms, like JDSupra, ExpertHub, as well as article directories, will give your content exposure to a much wider audience. In many instances, it will also generate new links back to your website, which is critical to your own site’s search engine visibility.
One thing to keep in mind about content distribution is duplicate content. You don’t want to plaster the exact same article all over the web. If a search engine deems your content as a duplicate, it will only serve up the most authoritative copy in its results.
Check out the rest of the posts in the series:
Law Firm Internet Marketing Series Part 1 of 7: Websites & Blogs
Law Firm Internet Marketing Series Part 2 of 7: Search Engine Optimization
Law Firm Internet Marketing Series Part 3 of 7: Content Production
Law Firm Internet Marketing Series Part 4 of 7: Paid Search Advertising
Law Firm Internet Marketing Series Part 5 of 7: Online Legal Directories
Law Firm Internet Marketing Series Part 7 of 7: Social Media Marketing