Whoa. We haven’t posted on the AttorneySync Blog since February 29?
It’s truly time for us to get back on track. For those of you who subscribe to the AttorneySync Blog, our apologies, and hopefully our thanks for not pruning us from your feed readers.
I won’t waste your time with all the details, but needless to say, we’ve been busy. And part of this business has been re-framing some of our content strategies.
But enough with the small talk, let’s talk strategy.
First, if you haven’t been tracking Google’s search quality updates, I highly recommend that you do so. There’s really no better place to keep current with where Google is, and more importantly, where it’s going. Pay particular attention to the updates related to news, profile indexing and anchor text. A lot of lawyers are still hitting the anchor text link building pretty hard. If this is part of your playbook, I recommend that you dial it down.
Second, if you haven’t made the switch from advertising-thinking to publishing-thinking, you’re falling behind the curve. Now don’t get me wrong, there’s absolutely nothing wrong with internet advertising, if you’re doing it in the right place. Where advertising really doesn’t have a place is in your social sharing and networking initiatives. It also doesn’t really have a place in your blogging and content publishing. I know, you’ve been doing advertising for years. You’re comfortable with it. You “get” how it works. But have you noticed that your content isn’t getting shared? Have you noticed that no one re-tweets or at-replies you on Twitter? Is your law firm’s Facebook page lame? Meaning are they not getting much interaction from folks on Facebook? If so, it’s probably not internet marketing, it’s how you’re doing it.
Finally, are you creating new, as well as, nurturing old relationships online? Are you developing internet networking skills? You’re a lawyer. Word of mouth referrals are always going to be central to new client development.
And just like we use written correspondence, emails, and our phones to build new client relationships, so too will online communication technologies assist lawyers in marshaling evidence of their reputations and nurturing existing professional relationships.
Thanks again for your patience and loyalty. We are committed to getting back on track in providing our take on online client development for law firms.