Looking beyond search: How Google’s tools can help your firm with lead generation
Although primarily associated with search, Google also provides a number of additional tools that may be of valuable assistance for lawyers in relation to their online marketing efforts. With competition for clients tougher than ever, any tools that lawyers can use for lead generation can be priceless, and the following Google products and services may benefit your practice in trying to reach new clients.
Yes, believe it or not Google has a social media offering and although it doesn't have the amount of users that Facebook or Twitter has, it's still important for lawyers to create a company page for their firm. Why? Well, quite simply by having a presence on Google+ can assist with your firm's search rankings, and any "+1" may also have a positive impact on your firm's rankings when compared to Facebook or Twitter.
Google My Business
Google My Business is the new kid on the block integrating both Google+ and Google Places into one handy platform. The advantage of Google My Business is that it should make it easier for potential clients to find your firm if they are using Google search, maps or Google+ - especially with Google's emphasis on serving up local search results. For firms to take advantage of Google My Business, your firm needs to set up a profile and then Google will send you a verification key so you can get started.
With more than a billion visitors, and over six billion hours of video consumed every month, YouTube may be the cheapest and most effective way to reach the type of audience that was previously only possible by taking out a television ad. Lawyers can gain mindshare by posting videos that are informative and educational because the public is constantly seeking free, quality legal information, and if your firm is able to provide that via YouTube, you may also be attracting a new client as well.
Google Trends is exactly what it sounds like - a site that tracks what people in your geographic region is searching for. For the savvy lawyer, taking a look around Google Trends can provide a snapshot of what potential clients are searching for, which may then in turn provide inspiration for your firm to produce either a blog or social media post that can be a honey pot for a motivated client.
There's no requirement that lawyers have to use the aforementioned tools, but in a business environment where any advantage that can help make your firm stand out from the crowd, should at least be considered.
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