Authentic Web Marketing-Moving On

While I have had a great time with FindLaw, I am moving on. FindLaw and all of the people there are fun and foster a wonderful corporate environment. I still believe that Lawyers along with every other business and professional, solo to Fortune 500, need to market themselves and maintain their online reputation. Thus I am working with some top professionals in design, computer graphics and programming, search engine optimization, online video and social media, such as blogs, Facebook and Twitter.
We are working together to take internet marketing for small to mid size businesses and professionals to the next level.

I believe Search Engine Optimization and great web design are important, but there are so many important aspects that must be attended to as well. Social Media and Online Reputation Management must be actively managed and, if done right, can actually amplify Search Engine performance. The tools are out there for anyone who does a great job in their industry to create an online following that actually does a lot of the work for you. The issue is that if this is done without a plan or in a manipulative fashion, a lot of hard work in building a great website will be undermined. The result is the foundation of your web presence can be eroded and your business could collapse around it.

Along comes evolveALOUD and Authentic Web Marketing. By understanding exactly the strengths and core differentiators of the business are and who the ideal clients are, a doctor, lawyer, catering company can utilize the proper tools and social media outlets to create a targeted and encompassing web presence that engages your ideal clients and creates customer evangelists.

SOOO, for the time being, this blog is going to become more opinions on marketing and the internet. I will also be writing for the evolveALOUD business blog. This will be more informational on building your brand and your community on the internet.

If you have any questions feel free to email me from my contact form or call my cell. In the meantime, keep reading to stay ahead of the pack!

Online Reputation Management, the vigilant attorney, and a yellow pool

"Dude, you can't take something off the Internet.. that's like trying to take pee out of a swimming pool."
-Joe Rogan on NewsRadio.

It used to be a rumor was a rumor, a myth, a myth and your knew the squeaky wheel could never be oiled enough.
Everything has changed with the internet. Now anyone with a beef and a free email account can smear your reputation up and down the block without consequence.
Most companies hire public relations firms and the larger ones monitor these events. The real victims are qualified professionals.
No one, no matter how honest, competent, diligent and hard working can please all of the people all of the time. There are many sites out there that allow commentary on events and persons. There are alos many sites out there that are not monitored in any way but because of being well optimized, linked and verebose often show up.

What does this men for attorneys? A variety of corners where you can be miquoted, slandered, plagerized and all of the other foul words for the abuse of written language.

How do you prevent it? Besides being the best possible lawyer, there is not much you can do.

How can you erase it? You can make sure there are things to counterbalance any negative effects. Updating your Findlaw Profile is one way. Making sure you monitor your search results is another. By that I mean watchin what comes up when you google your name, in a variety of spellings as well as keyword combination. One way to do this is to pull up your keyword report from your site and type in any of the results that has your names. That way you can at least address any comments.

If there is a large enough repsponse I will add a section on this in my quarterly newsletter with things to do to manage your online reputation.

Update your profile and get the right word out.

“When lacking water, People will drink the sand” The internet allows people to know something about everyone. The problem is you have little control about what others post so you must make sure your version is more prevalent. There is information about you out there. Make sure it is the information you want people to read and representative of who you truly are. Even if the potential client is a referral they will Google your name. Current clients of 20 years most likely will as well. I know I research everyone I deal with because it is so easy. Sometimes the background check is intentional, sometimes there is just a free moment in front of a computer. With your site and FindLaw profile you can insure the information that is found is putting your best foot forward.
A lot of work goes into a FindLaw website. Thought and planning go into the design, the writing, the technical aspects. We work hard to make sure not only is the site really great looking but it works as well. Then we collaborate get people there and get them to know what the firm is about.
Regardless, there are countless options when choosing a firm if someone digs deep enough. Even if you are found on FindLaw.com, there has to be a compelling reason to call you. The design and content keep them there. More often than not, the profile is the clincher. (Come for the pretty colors, stay for the profile) Attorneys must make sure that they not only have their experience and background but a narrative as well. Despite what we think, most people do not know many or even one lawyer. Very rarely are they looking for an attorney during a happy event. This said the potential clients must relate on certain level to an atotrney. Yes, they are looking for experience, but most of the degrees and accolades mean very little to the layperson seeking counseling. Credentials are great but must be translated into value to your client. A good narrative about an attorney will translate, personalize, and transform the professional into a person who can not only perform the task but understand the client’s needs on a deeper level.
I am not saying write a deep existential essay, but do let your guard down a little when discussing who you are as an attorney and what you do. Pretend you are writing to a friend you have not seen since high school, or trying to explain what you do at a family reunion. Do not be afraid to speak highly of your accomplishments, as long as you think a majority of the populous will understand the ramifications of them. Explain what they mean to someone who would (or has) retain you.
Ways to improve your profile
Add Photos
Get recommendations
Add/update your Narrative
Write why you became an attorney, as long as it was not to get rich and take over the world.
Site cases but in lay terms
What make s you standout?
Add value to your credentials example “I sit on the Father Right’s committee of my bar organization so I have the ideas and input from a variety of attorneys. This allows me to….”
Checkout MySpace or Face book pages. Get some creative ideas. Make it a little fun. You can be professional while being accessible, personable and fun. (I think they go hand in hand)

. Check out some other good profiles to get ideas. Here are some examples
Matt Greenblatt, Real Estate Attorney
Donald Neumann, New York Insurance Defense Attorney
Jasleen Anand, New York Real Estate Attorney
Scott Agulnick, New York Litigation Attorney
Louis Stober, New York Litigation Attorney
Law Offices Of Louis Stober (Great Firm overview)

Get creative. Image becomes more important everyday and your profile allows you to have more control over it. Take action on this immediately and regularly. Your image is integrated with your reputation. Without your reputation, where is your business?