Prior blogs discussed the basics of digital marketing and content marketing. We covered search engine optimization (SEO), search engine marketing (SEM), and social media advertising. This is because TriLux Digital is a full-service digital marketing agency that offers all these services.

Full-service digital marketing is a group of services that encompasses SEO, SEM, social media advertising, listing management, and content, video, and print marketing. Law firms often have to utilize one or more of these services to stay competitive. This is especially true for attorneys operating in competitive areas such as large cities.

Below, we go into detail on how to use legal marketing techniques to pull in more clients.

Legal Marketing and SEO

Law firms would have an extremely difficult time attracting new clients without a functional website or Google Business Profile. A website and Google Business Profile can make it much easier for potential clients to connect with your law firm.

We also recommend a YouTube page that takes advantage of video marketing. Keep in mind, some of you operate in practice areas that are extremely confusing to the layperson. Since YouTube is a search engine, and videos can make much more sense than written content, it would be advantageous to explore video marketing.

If you are going to build a new website, then you should consider using a WordPress website with lead tracking. Additionally, you should ensure your site has authoritative content and utilizes video marketing techniques where able.

Use WordPress

There are a lot of content management systems (CMS) available for purchase through various platforms. However, WordPress offers an enormous number of customization opportunities that can optimize site speed, security, and usability. Google cares about user experience on websites and listings more than ever. Do not make the mistake of using a CMS that is slow, difficult to navigate, and easy to break. Always create a responsive website that can work on multiple types of devices.

Set Up Tracking

If you set up a website, be sure to track data such as form submissions as well as phone calls from your website and listings. You should also be sure to check how people are using your website. Which pages did they land on and navigate to before filling out a form? Where are most people engaging with the website? This will give you a roadmap for future content to attract customers that need your legal services.

You can set up data tracking through Google Tag Manager, Google Analytics 4, Google Ads dashboard, Meta Ads dashboard, and Google Search Console. By working with an expert team, like we have here at TriLux Digital, you can set up tracking relatively quickly.

Create Authoritative Content

As an attorney, you help people make important life decisions. Make sure your content is precise, easy to read, and factual. Remember, content marketing is an essential part of legal marketing.

Authoritative content is essential for attorneys, whether the content is posted on a law firm’s website or elsewhere. This includes video content. However, be sure to explain legal concepts in a way that your target audience can understand. If you can’t substitute jargon, explain the jargon in plain English so you’re educating your readers, and empowering them to make a good decision. We also recommend using keywords (words that people use to search for webpages, videos, and information) related to your practice areas in the video title and description so it shows up in searches.

Use Video Marketing Techniques

Posting your videos on YouTube is never going to be enough by itself – you also need to add a description to your video, as well as include links in the description to your website, relevant citations (even better if it’s your own blog you’re referencing), and your contact page with either a phone number or ideally a webform. There is a lot you can do with video marketing, even video ads on other platforms or commercials. In Lafayette, Louisiana for instance, you will see a large number of local video advertisements for personal injury attorneys.

Consider using analytical tools like Semrush or Ahrefs to identify the most commonly asked questions for your practice area. Make a video answering those high-volume questions, and then adapt the video for different platforms. 

Although Youtube is a mainstay, include your most-asked topics on your website too, but be sure the videos don’t make your website too slow. You can use Iframe to add videos to your website in a way that still allows your website to upload quickly. Other video platforms, of course, are TikTok, Instagram, Facebook, Snapchat, and X, which also fall under social media marketing. Any video that you make for your website/Youtube can be repurposed for these platforms, you don’t have to make brand-new content every time. You can even make a “trailer” of a video that you can post on social media platforms to drive traffic to your website. Video podcasts can also be helpful if done correctly.

Optimize Your Google Business Profile

You should ensure your primary category on Google Business Profile reflects your key practice area. If you are a family attorney, use that as your key category. Be sure to read Google’s terms of service to avoid profile suspensions. You can post various types of content on your profile, but be sure to use at least one high-volume keyword within the content. Consider personalizing your profile with professional headshot photos of yourself and your team to make it seem more personal, like your clients know who they are calling and not just a webpage.

Optimize Other Business Listings

There are a number of other legal and business profiles available for law firms. Choose ones relevant to your profession. Some listings are paid listings while others, like Bing, are free. Much like with Google, you will want to ensure potential clients know your key practice areas. The goal is to have consistent, accurate profiles on as many platforms as possible to get your business in front of as many potential clients as you can.

Legal Marketing and SEM

Search engine marketing, or SEM, includes some of the techniques mentioned above. However, the goal of SEM is to take up as much real estate on Google search engine results pages (SERPs) as possible. This means you should consider running Google Pay-Per-Click (PPC) campaigns, and if eligible, Google Local Service Ads (LSA).

Below are some benefits of utilizing Google Paid Ads

PPC Campaigns Appear Throughout the SERPs

You may even have an ad appearing near the top of the search results, but it would depend on your bidding strategy and competition as well as the quality of the ad copy and calls to action. In addition, it is important to try and utilize extensions that lead to other types of content on your website. These are additional site links that may appear below the ad copy.

LSAs Are Pay By Lead

No one is 100 percent sure how Google’s upcoming AI updates could affect the SERPs. However, Google LSAs appear near the very top of the SERPs at the moment, and are a pay-by-lead service. This makes them much more cost-effective than PPC campaigns for businesses of all budgets.

Instead of bidding on keywords and relying on ad copy to bring in clients like with PPC, you can rely on your budget, bidding type, targeting, and job type for LSAs. This means that if you are a tax attorney and someone calls about health, you can petition Google for a refund. Be sure to optimize the ad with photos of yourself and the team.

Always be sure to select job types (these are practice areas) you want most. If you are a personal injury attorney who focuses on catastrophic injuries, select the catastrophic injury job type. Also be sure to select types of accidents where catastrophic injuries are most likely to occur, such as motorcycle accidents.

We recommend working with an experienced team for SEM. There is a lot of work that must go into an effective SEM strategy, including tracking leads, improving content, competitor research, and landing page quality. These are only a few of many examples.

TriLux Digital has experience with Google paid ads, LSAs, PPC campaigns, and more. Set up a free consultation by clicking this link to learn more about how we can help your law firm.

Legal Marketing and Social Media

There are a number of social media platforms attorneys can use to pull in more clients. Meta, TikTok, LinkedIn and X are all examples. Be sure to include as much information as possible about your firm if you set up a profile on any platform. If possible, include a link to your website.

Simply posting on a social media account will never be enough to pull in clients. You should also consider paid advertising campaigns on these platforms. Just be sure to read the terms of service for each platform before setting up a campaign.

For example, Meta could allow you to take advantage of carousels and Reels. This type of content, especially if geo-targeted at a specific group, can lead to more conversions from ads. Be sure to set up budgeting correctly. If you are an attorney who practices in one state, it makes no sense to target the entire country with your ads.

Legal Marketing and Print Advertising 

Print advertising is another way of picking up clients for your law firm. Drive down an Interstate for long enough, and you will see billboards for personal injury and criminal defense attorneys. In fact, since accident and crime statistics are publicly accessible, you can use data to determine where to place these billboards.

Here’s an example: For Texas DWI attorneys, if there is an area on Interstate I-10  where possession of marijuana arrests tend to occur, consider placing a billboard in that location with a trackable phone number.

Get a Free Consultation

Questions about legal marketing? TriLux Digital can answer any questions about this blog and full-service digital marketing and help amplify your business’s digital potential!

Set a free appointment today. 

The post How Law Firms Can Benefit From Full-Service Digital Marketing appeared first on TriLux Digital.

There are a number of subfields within digital marketing. We previously covered content marketing and briefly SEM (search engine marketing), both of which can help businesses of all types. However, search engine optimization, also known as SEO, is one of the most well-known and most utilized digital marketing techniques. A lot of people know what SEO is (or at least they know it’s important), but don’t know how to actually perform search engine optimization or incorporate it into their business strategy.

Let’s begin by explaining what SEO actually is.

SEO is a subfield of digital marketing focused on providing a good website and listing experience for customers and clients. Instead of focusing on SEO, listing management, and paid ads like SEM does, SEO is a subfield within SEM that focuses only on the aspect of website, domain, and listing management.

The goal with SEO is to ensure your business has a good website and consistent information, especially contact details, across the web, so that search engines like Google recognize your website and list it towards the top. For this reason, SEO is primarily concerned with optimizing onsite content, domain authority, and relevant business listings. There are a number of ways to perform a SEO campaign.

Onsite Blogging and Content

We recommend using tools like Semrush to see what your competitors have blogged about to obtain traffic. It is often simple to spot potential improvements for your own site, so you can eventually surpass these competitors. Take a data-driven approach when creating new content for your website. Make sure to choose a combination of high-volume keywords and long-tail keywords that do not have as much volume.

Keywords by themselves could be an entire article, but essentially they are the words that people are using to search for information and thus, words that search engines can use to rank your content higher for people looking for those keywords.

Offsite Blogging and Content

This type of content strategy involves content such as guest blogs and press releases. It is extremely important to be careful where you post guest blogs and press releases – not every website is reputable.

From reputable places, offsite blogs can help obtain backlinks and boost domain authority over time. An example of this would be having a press release in PR Newswire. Another example would be a food blogger having their recipe featured on a larger cooking website such as The Kitchn, a larger food and recipe website that regularly features new recipes and has a dedicated following.

Website Optimizations

You must have a fast desktop and mobile site in the 2020s. For example, you cannot have issues with how site aspects load (headers, navigation bars, photos, etc). Having issues on your mobile website will cause issues with your ability to rank in the search results. It will also decrease conversion rates because people will quickly navigate off your website to try to find another one that’s faster to get the same or similar information.

In addition, your website must be easy to navigate and use. This is important for SEO and SEM, especially if you plan to use your website as landing pages for paid ad campaigns (which will be covered in future blogs!). Due to this being such a broad topic covering dozens of optimizations, expect future videos discussing how to optimize a website.

Business Listing Optimizations

You cannot have inconsistent information about your business name, address, or phone number on your website or on other pages like Yelp. This is especially true for big listings like Google Business Profile. Always make sure your information is up to date. Although not as many people use Bing listings, you should also consider making a listing on this search engine.

Backlinks and SEO

If your business’s website address (domain) appears on other domains that are authoritative and relevant to your business, then it can help SEO over time. Google and other search engines would associate your domain with these other high-quality domains.

Some businesses, such as law firms, have plenty of opportunities to obtain high-quality backlinks. For instance, co-founder and COO Dale has worked with attorneys who made national news for securing compensation against large automobile manufacturers. Having your business or site mentioned on news outlets, as mentioned above, can also be helpful for backlinks.

Professional Content Marketing and SEO

A few more points can be made about onsite and offsite content.

Onsite content is especially important for businesses who help customers or clients make important life choices. If you are a business law attorney, the accuracy and quality of your content counts more than it would for a massage therapist.

Offsite content works the same for professional businesses, such as dentists and private practice. It is crucial to remember that any content you post on other websites can also affect your own website’s search engine ranking ability.

Questions about SEO and digital marketing? Please give TriLux Digital a call at (512) 777-1230 or use the Calendly link on our contact page.

The post What Is SEO? appeared first on TriLux Digital.

Content marketing is a strategy within digital marketing that makes use of several different types of content across various platforms. Examples of content marketing include blogs, videos, and infographics. 

Within the framework of digital marketing, there are a number of ways to implement content strategies. One important rule to remember is to use them in the best way to highlight your business’s expertise and value within the field. Let us explore some examples of content marketing.

Blog Marketing

Onsite and offsite blogs are a common form of written content marketing. For example, many personal injury attorneys maintain an onsite blog while also sending out email newsletters, including through a business listing or legal news website.

There are right and wrong ways to perform a blogging strategy. Be sure to take a data-driven approach as opposed to taking shots in the dark when it comes to blog content. See what your competition is writing about, or which questions are frequently asked within your industry. If we use personal injury attorneys as an example, a common question asked by potential clients is “is it worth getting an attorney for a car accident?” That question has an average monthly search volume of almost 2,000 (at the time this blog was written).

Whether you decide to write an onsite or offsite blog, be sure you are basing your strategy on competitor or industry data. If you are going to post your blog on another website, then make sure it is an authoritative website within your industry. Posting on random websites can hurt your domain authority if you are not careful.

In addition to data, it is important to highlight your expertise within a field. If there is something that makes your business special within a popular field, explain respectfully why you are better than the competition. For example, here at TriLux Digital we take pride in providing digital marketing value beyond basic levels of service for our clients with our hands-on approach. This is a step up from the industry standard where some digital marketing agencies showcase flashy monthly metrics, where in reality, that does not really mean anything significant for the client and their business.

Video Marketing 

Videos tend to convert into new business, especially in the 2020s. There are now more platforms to share videos on, such as TikTok, Instagram, Facebook, Snapchat, X, and YouTube. This is especially effective for businesses with complicated subject material.

Much like regular blog marketing, you must take a data driven approach. If you are going to post videos on YouTube, make sure to use some high-volume keywords in the title and description. Ahrefs and Semrush can help make keyword selections that bring in more traffic to your channel.

Videos can also sometimes appear within the search results on Google, and can be shared elsewhere online. This is an important strategy that can ultimately drive traffic towards your website and increase the possibility of conversion. Analyzing and comparing your video marketing strategy against other businesses within your industry is a key aspect of staying competitive. Are other businesses using videos in ads? Are they posting them on their Google Business Profiles? Does this certain strategy fit your overall business brand?

Social Media Marketing

You can share written, video, and pictorial content on your social media profiles. Make your selection dependent on the type of business you operate. For example, if you are a roofing company, it might not make much sense to post videos on LinkedIn compared to other platforms that may be a more appropriate outlet.

If you are a private equity firm, then it would make more sense to post on LinkedIn due to the nature and tone of the platform. TikTok, Instagram, Facebook, Snapchat, X, and YouTube can all be useful for picking up new clients and customers. Get people to engage with your content. Make your content creative and enticing. For example, if you are a dentist, consider curating positive testimonial videos of your practice and services on Instagram. In addition,  couple the post with a before and after video (if given permission) of their results. You can also add another video providing education and the value of certain procedures to help people make informed decisions, including frequently asked questions (FAQs) in either video or written form.

It is also sometimes possible to post video content on Google Business Profile. If you post written content on your profile, be sure to mention your services or some special aspect about your services to drive more engagement. For instance, if your office is having some sort of special on a specific service, mention it as a Google profile post and provide a link where people can register for the service.

If other people engage with your posts, then check if they are following your page. Send invitations to people who are not already following your page, as it will increase exposure to your posts over time.

Content Marketing and Paid Ads

Content marketing is also an aspect of paid ads. Ad copy is branded content that uses enticing language to attract new leads on various platforms, such as Google Search. You must create compelling ad copy and easy-to-use landing pages to convert traffic into new business. For example, if you are a criminal defense attorney, then you should mention free consultations in the ad copy and ensure your ad extensions mention captivating language such as trial experience. The same information should be present on your landing page. 

Whether you are posting on Google or Meta, you must have compelling ad copy and an appealing landing page. Much like with other types of content marketing strategies, you must incorporate competitor and industry data into your methodology. You can improve upon their strategies to bolster your own business.

Taking guesses while creating ads is a quick way to negatively burn through your budget. Poor ad copy tends to have a lackluster click-through-rate. The CTR, also known as click-through-rate, is the number of people who spot your ad in the search results and click onto the landing page.

Conclusion

A key aspect of content marketing is providing information and value important to your audience and their search queries in a way that is easily understandable and highlights your business’s strengths.

If you would like assistance with content marketing, TriLux Digital can help most types of businesses. To further explore this service, we encourage you to set up a free consultation. You can use our contact page to schedule an appointment through Calendly.

The post What Is Content Marketing? appeared first on TriLux Digital.

Digital marketing is a necessary service for the vast majority of businesses. In fact, it can be argued in this day and age that it is absolutely essential. Without a digital marketing service, it would be much more difficult for businesses of all kinds to showcase themselves online. But what is digital marketing?

Digital marketing is a combination of skills and techniques that can help businesses thrive in a competitive online marketplace. Search engine optimization (SEO), search engine marketing (SEM), PPC (Pay-Per-Click), and social media marketing are all examples of techniques that fall under the field of digital marketing.

Let’s start by talking about two of the most important pillars in Digital Marketing – SEO and SEM.

SEO and Digital Marketing

Search engine optimization, or SEO, is one of the more well-known fields within the digital marketing industry. This includes all search engines, including Google and Bing – Google is the most important one, but certain strategies work with the rest of them as well. With SEO, you generally focus on improving the search ranking ability of a specific website or group of websites. This is a time-intensive process that requires a lot of patience, as good SEO involves the following techniques:

1. Regular technical website optimization: How many times in the last week have you clicked on a link, and because it wouldn’t load, immediately closed the tab and went back to search results? Unfortunately, your customers will do the same if your website is slow or lacks functionality. You cannot have a slow, difficult to use website. This is especially true for mobile, which has become a primary way that consumers search for goods and services. It is a commonly held belief that Google prioritizes user experience in the search results, meaning that businesses with easy-to-use websites may have an easier time ranking in a competitive online marketplace. A good website also leads to more conversions from site visitors, and ultimately better business.

2. Regular content optimization: You need to make sure any website you service receives regular content audits. If you have certain pages dipping in traffic, or are receiving none at all, then you need to take a look at content and the page’s technical optimization. Content within the context of digital marketing can include images, blogs, photos, and website aspects. However, you should always take a data-driven approach when adding any type of content to a website. If you are more tech-savvy, you can even use plugins to add structured data to pages, which can make a client more likely to appear for question-based long-tail keywords.

3. Regular domain authority optimization: You should try to obtain organic backlinks on high-quality websites within your client’s industry, meaning that your business/website is mentioned on other websites that Google can recognize. For example, if attorneys can get their cases mentioned on the news, and receive links back to their websites, then it can help build their domain authority over time. Or if a baker gets interviewed for an article to talk about a new cake flavor they created, and then provide a link to their website at the bottom, that would also be a backlink and build authority. This can help signal to Google the business is an authority within its industry.

Press releases and guest blogs can also be helpful, but this is a more antiquated technique that typically costs money and is usually not necessary in today’s landscape for most businesses.

4. Regular tracking: You must always track the information listed above. Set up email alerts if there are dips in keyword rankings or traffic for your clients. You can also set up email alerts via Google Search Console, Semrush, or Ahrefs to quickly identify and fix harmful website errors. Or better yet, click the following link for a free consultation with TriLux Digital to learn how we can track this information for your business. We provide regular updates (as we meet with clients a minimum of once a month) so you can get the most value out of your busiest days.

SEM and Digital Marketing

Search engine marketing, or SEM, is a combination of techniques that are focused on taking up as much search engine real estate as possible. For example, at TriLux Digital, we want our clients to appear in the Local Service Ads carousel, the Sponsored/PPC Ads, the Google Map Pack, and at the top of the organic search results below (these are the links that you think of when you think of a search engine, at the top of the page).

The goal of a good SEM strategy is to take up positions in as many of these spots as possible. In addition to using some of the SEO techniques mentioned above, also consider using strategies such as:

1. Local Service Ads: Local Service Ads are not available for all businesses. Whether you can run Local Service Ads depends on factors such as the client’s location, profession, and whether they have a criminal record. Ideally, you want to provide as much documentation during the mandatory background check as possible to simplify enrollment. Local Service Ads appear at the very top of Google Search Results and are a pay-by-qualified-lead service. Learn more specifically about LSAs for attorneys here.

2. Pay-Per-Click: Most businesses can use Pay-Per-Click, commonly abbreviated as PPC. PPC Search Ads are the “Sponsored Ads” you see near the top of search results and occasionally within the Map Pack. Always take a cautious and data-driven approach when setting up and conducting a PPC campaign. Every aspect of the campaign must be taken into account – the client’s competitors, the quality of the landing page’s layout and its content, the ad copy and keyword usage, which types of extensions can appear on the ad, and the budgeting forecast. 

We help clients conduct PPC campaigns here at TriLux Digital as well. However, know before going into a PPC campaign that there are fees you pay to the digital marketing agency for running it, and additional fees to Google for each click on your ad you receive. That’s why we tend to prefer LSAs for smaller/medium size businesses if they qualify for them.

3. Google’s Map Pack: Google’s Map Pack is the small square section you see when searching for a local business. The Map Pack displays Google Business Profiles for businesses, which means Google Business Profile optimization is very important for SEM. The goal is to have more reviews and a higher aggregate score than your competitors if possible (this also helps Local Service Ads performance). You should also make sure to have your products listed, if applicable. Always make sure your clients have a description with high-volume industry keywords and the right primary category. For instance, if you are a personal injury attorney, be sure to mention if you take car accident or catastrophic injury cases. Help Google and by proxy your potential clients understand which services your business can offer. You can also create posts on Google profiles to accomplish the same goal.

4. SEO and domain strength: SEO is a part of SEM. To be able to rank in the organic search results, your clients must have fast, easy-to-use, authoritative websites that receive regular updates. Keep in mind that website strength can also affect the strategies listed above within the SEM umbrella. Where else your website appears online is crucial for domain strength.

Social Media and Digital Marketing

Many of the same rules that apply to Google Ad campaigns also apply to social media ad campaigns. The first order of business is to obtain business profiles on social platforms such as TikTok, Instagram, Facebook, Snapchat, X, and YouTube. By using social media to promote your business’s content marketing, goods, and services, you can ultimately increase brand awareness and also drive traffic towards your website if done correctly.

Some of these platforms also have their own ad platforms built within that can help you create highly detailed and targeted campaigns for your clients. For example, with some social platforms, you may even be able to geofence a golf course used by the clients of your clients. You can be very specific with geotargeting with most platforms, and to some extent, how you target other people.

Free Digital Marketing Consultation Available

TriLux Digital can teach your company and its associates how to perform effective digital marketing in the 2020s and beyond. Contact us for a free consultation through Calendly on our website or call us at (512) 777-1230!

The post What Is Digital Marketing? appeared first on TriLux Digital.

Tips and Tricks to Get Catastrophic Injury Clients

July 4 is one of the deadliest holidays of the year for motorists across the country. No matter the state, you should expect an increase in drunk drivers and serious accidents. Some of these accidents may result in fatalities. Others may result in brain injuries, complete or incomplete spinal cord injuries, third and fourth degree burns, and amputations. These life-altering injuries are also known as “catastrophic injuries” among those who work as personal injury attorneys.

Types of Catastrophic Injuries

Below, we go over the common types of catastrophic injuries and how to pick up catastrophic injury cases.

• • Spinal cord injuries. This type of injury can range in severity and location, which means how a person is affected varies on a case by case basis. For instance, a person with a complete C1 spinal cord injury will almost certainly suffer more in damages due to the nature of the injury (tetraplegia). However, any type of spinal cord injury is a serious matter with the potential to cause significant disruption to a person’s life.

• • Burn injuries. Like spinal cord injuries, burn injuries vary in severity. Third and fourth-degree burns are more likely to be associated with a catastrophic injury. This severe type of burn may require amputation, skin grafts, and could lead to permanent disfigurement.

• • Brain injuries. Traumatic and acquired brain injuries may also vary in severity depending on the area of the brain affected and damage present. In addition, it is important to remember that with brain injuries, some are acquired at birth, meaning the individual and their family member could be negatively affected for decades.

The above examples may lead to millions of dollars in economic and noneconomic damages for individuals and their family members. For this reason, it is not uncommon to find personal injury attorneys who exclusively focus on catastrophic injury cases.

How to Get More Catastrophic Injury Clients

The tips mentioned below can help catastrophic injury attorneys pick up more cases. Contact us for a free consultation if you have any questions.

Use Local Service Ads

You have a number of options for pursuing catastrophic injury cases with Local Service Ads. These “Google Guaranteed Ads” you typically see with the green checkmark at the top of Google search results pages can be configured to pick up specific types of catastrophic injury cases. 

First, make sure you have the “catastrophic injury” job type selected in the Local Service Ads dashboard. Second, make sure to also add types of accidents that have a higher probability of causing catastrophic injuries, such as motorcycle accidents, bicycle accidents, pedestrian accidents, and pain and suffering. These are all options you can select within the Google Local Service Ads dashboard. It is advisable to set your budget around hospitals and areas with less competition.

Use and Optimize Google Business Profile

Make sure your primary category on Google Business Profile is set to personal injury lawyer. You should also add content to this profile (such as products or FAQs) that specify you take catastrophic injury clients. For example, you could add an FAQ to your profile that says “Does this law firm take people with brain injuries?”. It is also recommended to check how your competitors have their profiles configured.

Use Content Marketing

To get more catastrophic injury clients, you need to have content about specific catastrophic injuries on your website. Just adding a catastrophic injuries page by itself could end up being a wasted effort. Be specific about the injury, possible damages, and how to get compensation from a settlement or jury trial. 

You should also make sure there is content about your practice areas on other websites that are relevant to your practice. Martindale Hubbel listings, Lawyers.com, and others should specify that you take specific types of catastrophic injury clients. The goal is to have consistent catastrophic injury content about your firm across the web, on your website and websites relevant to the legal industry. TriLux Digital can help with a number of different content marketing strategies.

Use Social Media

As an attorney who is working in a competitive practice area field, you must pursue multi-channel marketing to be successful. This means that you cannot afford to ignore social media posting, ads and even events like AMAs on Reddit. You need to be active on social media and working with people who can think outside of the box.

Use Paid Ads Services

There are a lot of paid ads platforms in 2024. If you have visual creatives, you can use those in an ad campaign. If you have videos, your firm can put ads up on YouTube. Social media platforms also have ad services you could pursue. However, you should never just throw a budget into a campaign without extensive preparation beforehand. You will need to closely spy on your competitors, or have a marketing professional do it for you, to determine the best ways to create ad copy, landing pages, other visual creatives, and videos.

Use Attorney Video Marketing Techniques

Attorneys are unique in that they work in a profession where they must use video marketing to succeed. Why? Try explaining the complexity of Texas noneconomic damage caps and how they relate to compensation for catastrophic injuries to a lay person with no prior legal experience. They would look at you like a deer in the headlights. Use videos if you want to succeed. You cannot afford to skimp out on video marketing if you are an attorney in any practice area. 

Call for a Free Consultation

Questions about this blog? TriLux Digital is a full-service multi-channel digital marketing company that can help attorneys in most legal practice areas. Co-Founder and COO Lemuel Dale Wooddy IV has extensive experience working with catastrophic injury law firms. Contact us for a free consultation if you have questions about this blog or our services.

The post Legal Marketing for Catastrophic Injury Attorneys appeared first on TriLux Digital.

Account management is one of the most important aspects of running a digital marketing company. This is especially true if your business offers services for law firms. Attorneys are evidence-driven professionals. If you are working with a law firm, you should understand how to stay organized, not simply with tasks, but data relating to your strategy. You never know when you might need that data to get out of a bad situation. Data is often the best evidence to pull yourself out of hot water.

Many attorneys look at the end or beginning of the year as a baseline for how well you or your company performed. Some of the following tips should prove helpful if you are an account manager. 

Master Marketing Strategy and Account Management Together

Simply being an account manager is never enough. You must master your products and services to build confidence. In fact, you should be able to speak confidently on both no matter the circumstances. For example, I slept about one hour last night and felt I had the confidence to write this blog. Could I have done that 5 years ago? Probably not, as it took time to build upon my skill set. I had to master my craft first.

The easiest way to get out of a difficult situation with a client is to avoid it in the first place. What do I mean by that? You should have a strategy planned out when you first begin working with the client. Meet with the client and get a feel for what they need help with most, and offer your own suggestions based on data.

More importantly, be transparent with your data and strategy while working with the client. If they have questions, then be prompt. This is where having a lot of experience with legal marketing can help. I remember a client I had years ago that was obsessed with website content. His Google Review scores needed some work and it turned out increasing his score was more important than adding more onsite content. Furthermore, it was discovered once he did get his score up, he would be far more competitive with Local Service Ads in his area. 

An experienced account manager needs to be able to look at the data and show a client why their concerns may not even be a concern at all, or if they need to pursue a different type of strategy to be successful.

The best way to provide effective account management for a legal marketing company is to combine the roles of account manager and strategist. 

Why is this the case? Strategists must be able to defend their strategies in front of clients by using data and examples clients can understand. In my opinion, this is an essential part of account management. If you are an account manager, then consider mastering digital marketing strategy. On the flipside, if you are a strategist without account management experience, it is time to start putting yourself in front of clients to discuss your strategy.

Staying Organized as a Strategist and Account Manager 

There are a number of ways to stay organized as an account manager and strategist. Perhaps one of the easiest is to use platforms like SemRush, Search Console, GA4, Google Calendar, Microsoft Office, or even your phone. 

It is easier than ever to set reminders for tasks. Additionally, it is also easy for platforms like SemRush to auto-crawl websites, find errors, and then send alerts to your email. These are just a few of many, many examples I could provide. 

Automation is never enough by itself. You should always be sure to double-check your work and calendar on a daily basis. Automation can make your job easier, but it is not a silver bullet for avoiding problems. You should aim to develop a methodology that combines automation and diligence.

Be Available and Diligent

It is crucial to remember that other people are placing their financial and professional well being in your hands. Trust is essential. 

Treat your clients like an airline pilot treats passengers. Passengers have to trust the pilot will get them from A to B without issue. The lives of all aboard are in the hands of the pilot. Why should it be any different if someone is trusting you to grow their business, which they depend on to house and feed themselves or a larger family?

As you gain more experience with digital marketing, it becomes much easier to spot problems before they become major problems. You have to feel comfortable using a number of platforms to be a true master of account management. I suggest mastering the following platforms and skills as a start: 

• Google Analytics/GA4
• Google Search Console
• Google Ad Platforms (Including Local Service Ads/LSAs)
• SemRush or Ahrefs
• Screaming Frog because of the free version
• Chrome Devtools and Lighthouse
• Zoom
• Google Meet
• Google Pagespeed Insights
• GTMetrix (it helps to test site speed with more than one program to look for consistency)
• Google Business Profile
• Avvo/Martindale/Lawyers.com, etc
• Facebook/Meta Business Suite
• Youtube and video production
• SEO
• Website design
• Competitor research
• Hotjar for website heat maps (this program provides helpful data for site adjustments)

As you can see, the above list is quite long. However, learning and eventually mastering the platforms above can significantly help account managers working for legal marketing companies. Once you master the above platforms, it is very unlikely you will run into a question you cannot quickly answer.

One thing I would often do is get on a call with a client and share my screen. Depending on what issue they had, I would go through any of the platforms listed above. If they had questions about video production, I made sure I knew how to give data-driven advice. Although it can take years to master all of these skills, it will pay off in the end.

It would likely help if I were to post a video blog following up this written blog. I can go through each platform above and show you how to resolve all kinds of client-related problems in the blink of an eye.

Learn More About Dale Wooddy

Dale Wooddy is the co-owner of TriLux Digital. He is a graduate of St. Edward’s University and Texas State University and holds degrees in political science with a focus on international relations.

Dale has experience in all aspects of legal marketing and is familiar with personal injury, criminal defense, family law, and estate planning laws across the country. Email Dale if you have any questions. 

The post Account Management Tips for Legal Marketing Agencies – Part 1 appeared first on TriLux Digital.

The post Attorney Content Marketing Strategy Tips for the Holidays appeared first on TriLux Digital.

Chrome DevTools

Prior videos show co-owner Dale Wooddy accessing Chrome’s DevTools to perform a customized Google Search. By using this technique, you can access extremely localized search results, such as for an area near an office building. You can access DevTools by opening Chrome, clicking the three dots in the right-hand top corner of the browser, and selecting “Developer Tools”. 

You can do a lot with Chrome DevTools, not just custom Google searches. In fact, you can spot potential issues with a website, such as broken code, malfunctioning features and performance issues. 

Another really helpful tool is the Toggle Device Toolbar. This is a free tool that will allow you to access your website in responsive mode. You can view your website as a mobile device. There are many different mobile devices to choose from, such as Apple iPhones and iPads. You can also view your site from a Samsung device. Why should you use this tool? You should use it to discover formatting errors with a responsive website. Ideally, your website should have a good user interface (which provides good user experience) on your desktop and mobile website as well as across many different types of devices.

Finally, you can also generate a Lighthouse Report to check app and site performance. You should be sure to use a Chrome Incognito Window to avoid skewing the results. Additionally, make sure there are no issues with your internet connection when performing the test. Always back up a site speed test with tests using other tools and try to look for consistent issues. Google Search Console is your friend.

Moz

Anyone who knows anything about digital marketing knows about Moz. Moz is one of the premier software developers in the digital marketing world. The company is responsible for various tools, some of which are free, that you can use to identify issues with business listings or your website. 

The Domain Authority Score (DA) is a metric developed by Moz. It is a predictive score assigned to a domain. DA attempts to predict how well a domain could rank against other domains. Much of the score has to do with backlinks. Backlinks are nofollow or follow links that link back to your website from another domain. For example, many attorneys with a Lawyers.com subscription and business listing attach their domains to the listing. This means that anyone who comes across the attorney’s profile on Lawyers.com can also find a link back to the attorney’s website. 

Good backlinks, the kind that help DA, have several characteristics in common, such as: 

• Relevant to your industry and expertise. If you are an attorney, would it make much sense to obtain backlinks for a hospital’s website, or a medical business listing? No. In fact, it could cause confusion for search engines if your firm lacks any medical experience. Make sure your backlinks are associated with your industry and expertise. If you are an attorney, check which legal listings your competitors use for backlinks. Any industry can find backlinks using this method.
• Has high domain authority and low spam score. Avoid putting a link to your domain on spammy, low-quality websites. You do not want to associate your domain with crappy websites, as it will cause Google and other search engines to associate your domain with crappy websites. You can check the domain authority of a website using Moz’s free Domain Analysis Tool. Check the DA and spam score of a website before adding your domain.
• Variation. You do not want only follow links. Google will think you are attempting to game its algorithms, which could have consequences for your domain and website. Many backlinks are nofollow links, as follow links typically require some type of paid subscription or special relationship with the other domain.

Some of this is old school SEO. The rules for backlinks in 2017 have not changed significantly in the past five years. Future blogs may go into more detail on how to obtain backlinks. However, it is a very broad, extensive topic that can cover a lot of areas, such as software for finding backlinks or how to perform competitor analysis.

Moz Title Checker

Moz also has a free meta title optimization tool. You can use this tool to optimize meta descriptions and meta titles for your website. Make sure your meta titles and meta descriptions meet SEO best practices. If your title is too long, it will not show up properly on search results.

This free tool can help you shorten titles and ensure you have the greatest chance possible of having your chosen meta titles display on Search Engine Results Pages (SERPs). You can also use this tool to clean up meta title errors caught by a website audit.

Merkle Schema Generator

Schema, also known as a type of structured website data, can be helpful depending on the circumstances. You can attach Schema to a page on your website using WordPress plugins and Merkle’s Schema Markup Generator. By utilizing this technique, you provide Google with more information to attach to search results. In some cases, this extra information that appears can help improve the click-through-rate for a specific page on your site. 

There are right and wrong ways to attach structured data to a page on your website. You would want to make sure any Schema you attach is relevant to what is already on the page. For example, it could be beneficial to attach FAQ (frequently asked question) schema to a page where FAQs appear. You would make it more likely the FAQ shows up on Google Search Results, possibly in a Featured Snippet/Rich Result.

Contact for a Free Consultation

Contact TriLux Digital for a free business consultation with co-owner Dale Wooddy. Learn more about how to use these tools if you run a marketing company. 

If you are a small business owner and need help with digital marketing, you may also contact us for a free consultation.

The post Helpful SEO Tools For Business Owners Part 2 appeared first on TriLux Digital.

The post Helpful SEO Tools for Business Owners Part 1 appeared first on TriLux Digital.

The post How to Use FAQs in Digital Marketing appeared first on TriLux Digital.