In his article, Is the Website Becoming Irrelevant (only available by registration), Scott McDonald makes some key observations about how customers, employees, and partners are accessing your information, products, and services online:
A consistent online brand presence across multiple channels and platforms, including websites, mobile phones, social media sites, e-mail, syndication, and widgets.
Internet usage is evolving faster than it ever has. People are finding things online much differently than they have in the past. And businesses and service providers have to find ways to keep up.
It used to be that a businesses online presence of consisted of a website and nothing more. A great deal of time and money was invested in planning, designing, and executing a professional looking website. Graphics, flash video, and other website bells and whistles were at a premium. Wow have things changed.
Now make no mistake, having a professional-looking website is still important. However, with advancements in web technologies, implementing a professional website can be accomplished at a fraction of the cost and time than it was even five years ago.
Therefore, whether you’re “breaking Internet ground”, or evaluating your established web presence, you have to understand the distributed web.
When it comes to marketing a law firm online, the concept of the distributed web is especially important. It is more important to get your content in front of your targeted audience than it is to drive them to your website.
That is why legal blogs, social media, and content platforms play such an important role in building your web presence. They allow you to disseminate your content to a much broader targeted audience.
In our experience, blogging is probably the single most important component of online professional reputation building. There are a multitude of ways to implement a legal blog. However, in the distributed web, you need ways to get your content in front of targeted Internet users. That is why joining a legal blog network, like LexBlog, is so beneficial. They provide not only the education, tools, and technology for successful blogging, they also have a vast distribution network for distributing your content.
Benefits of Guest Blogging Include:
Social media and networking are the buzz of the web today. However, many still fail to grasp the true advantages of these tools. In addition to content distribution, social media provides an outlet for interacting with professional contacts and potential client. In the distributed web, Internet users are spending a great deal of time on places like Facebook, LinkedIn, and Twitter. However, they’re not looking for your advertisements. For these social media networks to work for your law firm, you have to engage the users.
Legal content platforms like ExpertHub and JD Supra provide an outlet for legal professionals to distribute their content to a large audience of targeted users. With ExpertHub’s powerful network of authoritative domains, they help attorneys, who might otherwise not have great search visibility, appear in Google for relatively high volume and competitive search terms.
Now please don’t misunderstand me. Gaining visibility for your firm’s website is still a piece of the online puzzle. However, in the distributed web, instead of being the whole pie, it’s now just a piece.