As the trend of eschewing Yellow Pages ads in favor of using technology to attract clients continues, firms will increasingly notice new clients saying, “I found you online.” Generally, if more people are finding your firm online, that is a positive development. The Internet helps level the playing field between large firms with abundant resources, mid-sized firms, and smaller firms who like to focus their practice on a limited number of cases. Everyone can use online marketing to expand their footprint.
However, an important question to ask clients when they say they have found you online is: Where? Do not simply assume that prospects went straight to your website. Your name is likely out there in many places you are not even aware of. Some of them may be working for you, but others may be detrimental to your firm.
A successful online marketing strategy requires that you control your message and presence to the greatest extent that you can. Your firm must be reaching out to clients and peers consistently across all platforms, from your website to directories to social media interaction. In order to do this, you must be aware of where and how people are getting information about you.
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