The Google Map Pack and SEO

Posted on September 15, 2019September 15, 2019 by Nick Augustine, J.D.

Use Lone Star Content Marketing to Position You for the Google Map Pack

Google determines your local results based on relevance, distance, and prominence. While you may not be able to do anything about location and distance from people searching, you can affect your relevance and prominence on Google.

Google Map Pack and Search Engine Ranking Factors We Can Control

Take advantage of opportunities you can control in your Internet marketing strategy. You want people to find you online and that starts with Google. Telling Google who you are and what you do seems obvious, but there are simple opportunities people often miss.

Google determines who appears on the maps and search with several factors. Google wants to show the best search result options on maps and search results. Google offers helpful articles like this: Improve your local ranking on Google. The article explains how important it is to take a few of the following steps in your Google My Business (GMB) page:

Verify your location(s);
Keep your hours accurate;
Manage and respond to reviews; and
Add photos

Nick Augustine, Lone Star Content Marketing founder on relevance and prominence, “Completing your online business profile and using consistent business information everywhere you are can affect your search relevance. The prominence part is more complex. We can’t see the algorithms, but we know what seems to work when we see results.”

Google My Business Optimization for the Google Map Pack

Just like the best websites are the easiest to use and find, a Google My Business profile needs to be perfect. Be able to simply communicate and make yourself look like a relevant authority people want. How quickly can someone can understand what you do and whether you are good at it? Try Googling a common thing you look for online and take a closer look at well-known companies that appear in the map pack. It can take lots of time and work to make it look seamless.

Citation Signals for the Google Map Pack

Citations in search engine optimization are online references to your business name, address, and phone number. For example, your business is listed on a chamber of commerce or civic group website is a citation. People often think a link to their business is necessary for citations. This is not true, but often the same place you have a citation, you also have a link. These citations show Google that your business has authority when its name, address and phone number appear on the Internet.

On-page SEO for the Google Map Pack

On-page SEO is the reason we have “content marketing” in our agency name. When people talk about keywords and content they are talking about on-page SEO, the practice of optimizing individual websites pages and blog posts to rank higher. The higher-ranking sites get more relevant traffic in search engine results. If you want people to find you in the Google Map Pack for “Divorce Lawyer Georgetown, Texas,” you have lots of work with that longtail keyword. The more you publish, the better you rank. It can take three to six or more months to rank for certain keyword combinations. Google rewards hard work, the frequent publishing of original content.

Use Lone Star Content Marketing to write your on-page SEO for the Google Map Pack and search engine result pages. Call Nick Augustine at (940) 498-2863 or contact Lone Star Content Marketing to get started.

Effective Law Firm Marketing and SEO Requires Content Marketing and Auditing

The best and the worst things about content marketing is the long haul to success. So while you tune your Google Ad words to make the phone ring immediately, keep those keywords handy for your on-page SEO work. Whether you write and publish all your own content or use a website content marketing agency, make sure you make the plan and work the plan. If you are not technically trained in writing keyword content in the right structure, don’t waste your efforts on what Google may see as filler content that does not help establish your relevance and prominence.

“Over 15 years in law firm content marketing I’ve put together a combination of written, audio, and video content that Google seems to love.” – Nick Augustine

Use Lone Star Content Marketing for Google Map Pack Strategy and SEO (940) 498-2863

Lone Star Content Marketing is a well-known Texas digital marketing agency serving law firm, politician, and business clients. The monthly content marketing strategy and content research, writing, and publishing are tested with the most current search engine auditing software technology. The right tools take the guesswork out of content marketing strategy.

Nick Augustine, J.D. decided instead of practicing law, he wanted to make law practices better. Nick operates Lone Star Content Marketing as a boutique digital marketing agency with subcontractor talent who work on all the online marketing elements you can imagine. Lone Star Content Marketing is a one-stop Internet marketing agency for lawyers, politicians and business professionals.

Don’t put it off any longer, start boosting your online presence today!

Website Maintenance and Search Engine Optimization: We Speak WordPress

Posted on August 10, 2019August 13, 2019 by Nick Augustine, J.D.

WordPress is a Website Content Management System for Website Construction and Maintenance

Since 2005, Nick Augustine, J.D., founder of Lone Star Content Marketing has been building, maintaining, and creating written, audio, and video content for WordPress websites. While most clients are Texas lawyers, judge, elected officials, and service industry professionals, Lone Star Content Marketing works for everyone with a website, including brick and mortar retailers and those who sell products online. We love website maintenance and search engine optimization.

website maintenance and search engine optimization — Use Lone Star Content Marketing for Website Maintenance and Search Engine Optimization

“I love that WordPress was Texan born and built to change the face of the Internet. Every year I go to WordCamp in Fort Worth and learn what is new and how we can better serve our website clients. The developer community is like a big family, always sharing and helping one another.” Nick Augustine, Founder, Lone Star Content Marketing.

All websites need regular maintenance to attract and maintain search engine ranking. Website maintenance is also necessary to maintain the value of the website. When a website is updated with current technologies that make everything work right, that website can be reskinned with freshly updated looks and navigability options. On the other hand, a website that is not updated should usually be scrapped and replaced by a new modern site. What is modern versus out of date can be a matter of months or a few years for purposes of website maintenance and search engine optimization.

A Quick Note About Domain Age and Value – Keep the Domain and Rebuild the Website

Google technologies are advanced and Google rewards you for being in business for a long time, for posting blog articles, and updating your website. When you have a domain that has been in use for 10 years, Google appreciates that your site is authoritative and relevant to people searching for a business like yours. So always make sure to renew and keep a great domain address because even if you don’t want it later you can sell it to someone else.

When your domain ranks well on the search engines it is worth more. Search engine ranking comes from a variety of factors including the frequency of originally published content. An optimized site is one that fits the formats used by Google to index and rank your site.

Meanwhile, if you have an old website that has not been updated monthly, and has not been updated in a long time, it may be impossible to bring it current and you will have to start fresh. Remember, a website is nothing more than a visual, functional representation of code. The website is mutually exclusive of the domain, usually hosted and managed through GoDaddy.

Let’s all thank this code writer who creates the great WordPress templates that make us all look good. Call Lone Star Content Marketing today and let’s get you set up with monthly maintenance and website updates and upgrades. Get a fresh new look. (940) 498-2863.

Managed WordPress and GoDaddy for Website Maintenance and Search Engine Optimization

At Lone Star Content Marketing we always trust industry-standard vendors who know what they are doing and offer superior products and services. Therefore, we stick with GoDaddy. The GoDaddy Managed WordPress product is great for many reasons. From automatic website backups, updates and live 24-7 tech support, GoDaddy is the way to go and paying around ten dollars a month for Managed WordPress should be part of everyone’s marketing budget. Nowadays, websites are more cost-effective to build with custom and template options. Monthly maintenance and content to stay competitive in the search engines are also standard.

Learn more about the features and benefits of Managed WordPress hosting through GoDaddy

Hackers are out there, and their day job is to steal your information, make your website sick, and sabotage your site so it doesn’t show up as a healthy site would. Especially in highly competitive businesses like law firms, your competition might be trying to hack you. While we all wish it wasn’t true, we need to be more careful than ever when protecting our intellectual property, our brands, and our websites. Always pay the extra twenty dollars a month for the GoDaddy Website Security product.

Most Websites Crash from Plugin Failures When Not Updated

A plugin is software we add to your WordPress website with functional features for your website visitors. For example, a PayPal button to donate to a political campaign or a LawPay button to clients to pay their attorneys are added to websites using plugins.

Popular plugins we frequently use are social media linking and sharing plugins, Yoast SEO plugins, calendaring and appointment feature plugins, WooCommerce for online merchants, and many more. Plugins are an important part of your website maintenance and search engine optimization.

At Lone Star Content Marketing, we only use trusted plugins that are stable and known to be trustworthy. We update plugins so they don’t fail. When they fail, your website could go down and not appear online. At that point, we would contact GoDaddy and restore and repair the problem. Like a car, computer or mobile device, all the working parts must be updated to keep all the functions and features working. As website and search engine technology is constantly improving and updating, website maintenance is an absolute necessity for anyone who wants people to find and use their WordPress website.

The Speed of Your Website is a Factor in Performance and Search Engine Visibility

Reminding us that a website is a system of functional code and files that are processed and displayed as a website, we should appreciate that the more things our website is doing, the more time it can take to load properly. For example, a page full of videos or images with large file sizes take longer to load and render than an external link to the same video on YouTube (Note: always take advantage of opportunities to place your content and links to your website on Google properties such as YouTube).

Your website loading speed affects your page rank and SEO. There are many tools we can use to assess and make repairs and updates, so your site loads quickly. Remember that people are fickle and have short attention spans, often leaving a website before it loads if it is taking too long. Google wants its search engine users to find high-quality websites with relevant and authentic information from you, the authority on your products or services.

SEO Audits and Reports with Action Items to Increase Search Engine Results

After many years of people trying to figure out how to track website performance and untangle the mysterious web of how to give Google content the way it wants, we now have SEM Rush, Moz, and many more website auditing and reporting software. We use these tools for website maintenance and search engine optimization.

At Lone Star Content Marketing we pay for the license to use these great systems that automatically send us emails with opportunities to increase your SEO performance. For example, these systems run tests on your site and will notify us if a link is broken somewhere so we can fix it. So if the article we linked to on a blog article two years ago is broken, we can go in and remove or replace that link.

The content and SEO reports are fantastic. They take the guesswork out of content strategy so we can write and publish your original website and blog content, so your website shows up on the first page of Google when people search for certain keywords. We love having that keyword research handed right to us through these great auditing and reporting systems.

Get on Board with Lone Star Content Marketing (940) 498-2863

When you use Lone Star Content Marketing, you have a team of website professionals and original content writers. Founder and Marketing Director, Nick Augustine, knows and works with a team of professionals for all your advertising and marketing needs. From a variety of professional video and audio production services to website security and protection resources, we can handle literally anything. Our affiliate partner, Scott Davis, at ThriveHive is our digital advertising manager who can make the phone ring immediately with Google Ad campaigns.

We understand Google and live in WordPress, and we want to work for you. To learn more about our WordPress website and content services, please contact us through our website or call (940) 498-2863 for a consultation for website maintenance and search engine optimization.

Texas Law Firm Video Marketing and Advertising to Get More Clients

Posted on June 15, 2019August 13, 2019 by Nick Augustine, J.D.

Texas Law Firm Video Marketing and Advertising Production by Lone Star Content Marketing

Well-produced law firm video marketing makes you and your law firm look good. People notice the quality of your office, the car you drive, and the suit you wear to court. They also notice your website and expect a successful firm to have well-done attorney videos.

Believe it or not, many people are intimidated by lawyers and are may not be the best mood if they are searching for a lawyer. If your video makes the person feel comfortable, they are more likely to contact you. People like to do business with others they know, like, trust.

A friendly, calming video assuring someone how you and your law firm can help them is exactly what helps people searching online for an attorney.

At Lone Star Content Marketing, we produce high-quality videos for marketing and advertising lawyers on websites, in social media and online advertising campaigns. The team of videographers we use is highly talented and sophisticated with the editing and creative process.

Attorney Marketing Videos Improve Your Social Media Marketing and Cause More Website Visitors to Contact Your Law Firm. Call Nick Augustine, J.D. at Lone Star Content Marketing at (940) 498-2863.

Law Firm Video Marketing For SEO

Texas law firm SEO explained: Search engines robots love law firm video marketing because they know how much people like watching videos online and especially in their social media feeds. As soon as the video is added to your website and social media with links back to your website the organic search engine optimization process begins. As more robots and human web traffic view your videos, your SEO scores raise.

People are more likely to interact with a video, giving it a like, comment or share, for example. The time they spend watching the video on a website or social media also affect SEO. This activity tells the search engine robots and SEO system that your videos are relevant and popular. This social proof tells the SEO robots they should rank the website higher because of the evidence of your authority and knowledge.

The Search Engine Journal, a highly respected authority on point discusses law firm video marketing and similar content marketing elements in this article: Law Firm SEO: 5 Things You Can Do to Start Seeing Traffic & Results.

Cost-effective Video Marketing Tips for Lawyers

When working with a law firm video marketing crew, make the most of everyone’s time and resources. Be prepared enough footage so the editor can create high-quality videos that people will enjoy watching. Potential clients are more likely to respond to well-produced videos with action shots, voice-overs, and image effects. In the editing process, multiple videos can mix and match information about different practice areas and examples of what type of law you practice.

Gaining More Exposure on Social Media with Quality Law Firm Video

Your videos should be on Facebook, LinkedIn, Instagram and YouTube. When you pay the advertising fee or boost your post, whatever they call it, your video is going to be seen by new people as well as the people you already know in your social media networks.

When someone makes a lawyer referral, they want to show them something that looks good. It is helpful knowing you are recommending a lawyer who has a great video on their website.

People who know they are going to find a lawyer to increase child support, get their will and estate planning updated, or do something for their business, might be putting off looking for an attorney. But when they come across someone on their social media, talking to them in a video they may decide to click around for the phone number and make the call.

Law Firm Video Marketing Should Be Part of Your Marketing and Advertising Budget

Running a law firm is expensive. From rent to payroll and vendors, overhead adds up. It can be a challenge knowing what to spend where. Marketing experts suggest law firm budgets be near three percent of gross revenues, half of which should be dedicated to digital marketing and online advertising.

See more about law firm marketing budgets in this Above the Law article, Get Real with Law Firm Marketing – 5 Observations.

When you set your law firm marketing budget, you can spend money on all kinds of services and options. The great thing about law firm videos is you have them forever. Lawyers who spend money on content marketing are investing in a library of searchable webpages, blogs, podcasts, and videos.

Just as you update our cell phones, computers and update your website, you should update your law firm videos to make sure they are produced with the latest technology and equipment, so you look good and up to date.

How We Produce Attorney Marketing Videos at Lone Star Content Marketing

When your firm needs new videos, use Lone Star Content Marketing. We will produce your videos by talking to you about your video goals and budget. Every project is different and no two are ever the same. Some shoots are done on location at the law firm, and others are shot with a green screen in a studio. If you can think of it, we can make it happen.

You can write and memorize everything, talk on the fly, or be prepared to read from a teleprompter. Videos can incorporate a variety of indoor and outdoor settings and voiceover recording. Lone Star Content Marketing takes care of everything behind the scenes, from beginning to end; we can even help you with all the promotion and advertising as well.

Call Nick Augustine, J.D., your law firm video marketing agent at Lone Star Content Marketing in Denton County, Texas at (940) 498-2863 or send a quick email.

Law Firm Branding on Instagram

Posted on June 15, 2017August 13, 2019 by Nick Augustine, J.D.

Law Firm Marketing and Instagram: It Works

Three years out of law school I jumped on a novel idea at the time, using social media in law firm advertising, marketing and public relations. It was 2005 and most people told me I was reaching at best. Politely thanking critics with a “just watch me” attitude I set out to persuade law firm managing partners to use social media. At the time, most law firm marketing budgets covered websites, phone book ads and placement in legal periodicals and newspapers. Feeling like a young creative innovator I found my way into speaking before groups of lawyers and my business model started catching traction. I really felt like an innovator and some called me an expert and leader in my field. Humbly, but proud, I can say many of my would-be competitors joined in the game after I was first and goal.

Innovation in any field must balance with the realities of business such as paying the bills and affording to take a salary. It became clear that more law firm patrons wanted nothing more and nothing less than what was the industry standard. Guess who created the industry standards in marketing? Big law.

Why Does Big Law Set the Standard?

“If big law does it, so can I,” was the accepted notion among small firms and sole practitioners. Many were new to the idea of social media marketing and it was a few years before the State Bars acknowledged the value and specifically carved out ethics language allowing for social media marketing. Remember that lawyer advertising was very limited in years past.

Fast forward to the 10-year mark in my practice – almost every firm had at least a Facebook page. What my client firms did not share with big law, were internal marketing departments. I chose to stick with the conservative approach and use the primary industry standard social media platforms, Facebook, LinkedIn, Twitter and Google plus. Why use Google plus when nobody seems to use it? The answer is SEO and I am happy to have that conversation.

The Day Instagram Arrived on the Discussion Table

I would be remiss not to mention that blogs, podcasts and e-news compilations of content are also a vital part of any online marketing and branding plan. Today I still find new ways to repurpose the original content we write for our law firm clients. What I didn’t expect however was for a client to ask me for an Instagram account.

I started liking Instagram more during the height of the election chaos and virtual blackout of non-election information on social media. I liked the idea of “just pictures” and friends who were not politically polarizing. Working in online communications I quickly noted the “sponsored” (advertising) options on Instagram and reserved judgment. I thought, “Please do not let Instagram become another advertising-saturated social media site” As a Gen Xer I like others am quick to dodge targeted ads.

Is Instagram a Place Where We Can All Share our Brands Without Being Obtuse?

While I strongly believe that the public is better served by well-communicating lawyers and firms who share stories and updates about the law and how it affects us all, I am concerned with making my clients look good and we never want to be obnoxious. Introducing law on sites like Instagram requires we modify our approach and sail in among others on the feed with positive images and branding. We will keep it positive, keep it light and remember that a story can tell a thousand words.

Remembering that a call to action in a social media post can be a recommendation to visit the firm’s website for more information. Does that call to action must always be written? I say no. So long as there is a weblink in the Instagram profile, someone interested in your Instagram post knows how to find you.

My goal in writing this post is not to encourage everyone to jump on Instagram. I implore people to refrain from jumping into a new social media platform and treating it like everything else. If you chose to post on Instagram, have a plan and creative branding strategy.

While the difference in law firm marketing, advertising, branding and public relations may be subtle, the experienced social media user can tell who is doing it right and who is failing to respect them as the end user.

About Us: Lone Star Content Marketing manages law firm advertising, marketing and public relations. Call us at (940) 498-2863 for more information. We have plenty of articles and resources on our content marketing blog.

The Key to Blog Writing is Organization

Posted on January 18, 2017August 13, 2019 by Nick Augustine, J.D.

Blog Writing is Fun and Easy When You Get Organized

Blog writing is easy when you have something to say. What happens when you know people are waiting for content and you draw a blank? I remember trying to force myself to sit down and write papers in college before they were due. Fat chance. But as I look back, even though I wasn’t writing them down, I was working on them in my head and making notes. What is systemic organization in? This is nerd speak in blog writing for “make a plan, work the plan.”

We Take it One Step at a Time

When you break blog writing down into a series of easy tasks that take very little time, you can keep your mind working without committing anything to the page until you are ready. In 2008, when asked to write a weekly column for a major legal publication, I jumped at the experience and loved until I started having a tough time coming up with topics on demand, having something to say and offering value. Yikes. In reaching back to my undergraduate work which at a Jesuit school, was writing intensive, I wrote out a systemic plan of attack to always come up with content, even when you aren’t feeling so inspired.

Think about what audience really cares about.
Research what others are saying about it.
Make notes about possible paragraph topics.
Write it down on paper, in outline format.
Sit down and type, not stopping until you are done.
Walk away from your work for a few hours or more.
Submit, publish and walk away instead of second-guessing your work.

By taking the time to follow a construction process, I end up organizing my thoughts and putting the story together so well that when it is time to reduce it all to writing, the only limitations are my keyboard accuracy and words per minute.

We All Know We Have The Skills and Tools to Get Organized

I think back to writing college papers and working in short, manageable amounts of time. Doing so allows me to tackle just about anything, knowing I don’t have to start and finish it in one sitting.

Now, the system I use might not be a good fit for anyone else, but it is what works for me. What works for you? Maybe splitting up the work makes it easier for everyone. The risk is starting a bunch of projects and never finishing any of them, and unfortunately, I have no advice on point.

It has been many years since I wrote the legal column for Attorneys in Transition, eventually renamed Around the Water Cooler. In the meantime, I’ve been writing all kinds of marketing, advertising and public relations content for all my attorney and law firm clients. At this point in my career, my systemic organization is proprietary and second nature. But it never may have been if I didn’t pay attention on what worked for me and how to overcome challenges in blog writing for a living.

Law Firm Marketing: Updating Your Website

Posted on September 19, 2016August 13, 2019 by Nick Augustine, J.D.

The Key to Law Firm Marketing is A Frequently Optimized Website

When was the last time you updated your website? It is a good idea to update your website at least once a year. More frequently, you should check for security updates. As your practice grows, updating your website is important. Updating to newer website platforms that load quickly and work well on mobile devices helps people find you when they need you, without slowing them down.

As You Update or Replace Your Website:

Use a modern website

Make sure a potential client or referral can quickly find your website and credentials. Even if you have a large network of people who send you cases, those referral clients may get nervous if their lawyer doesn’t have a modern website that is easy to navigate on computers and mobile devices.

Make sure your website is easy to navigate

Look at a few big law firm websites and notice that many of them have simple layouts and are easy to navigate. You have one chance to make a first impression. The first time someone sees your site they will quickly form an impression of you and your firm.

Avoid clutter on the home page

If a website has too much clutter, the user can be distracted and may not find the information they need. Make sure it is easy for people find out what you are all about and whether you are a good match for whatever services they seek.

Use quality pictures and videos

A potential client or referral will appreciate a professional looking website. Current website platforms make it easy to incorporate quality imagery that makes you look good. Professional videos are a great way to share information about your practice in a way viewers can get to know you.

Include links to your social networks

People like to know their lawyer is someone they can relate to. Be sure your website has links through which people can find your LinkedIn, Facebook and other networking sites, especially Avvo. Potential clients may be interested who you all know in common and in what activities you may be involved. Most people hire and make referrals to people they know, like and trust.

We Can Do Everything For You, From Writing to Publishing Your New Law Firm Website

When you are ready to update your law firm website, consider using Lone Star Content Marketing. We have a great WordPress website development team and can update your current website or build you a new site that is easy to read and navigate on any computer or mobile device. We can also help you build a blog article library and manage all your social media marketing and advertising.

Developing Proprietary Marketing Systems

Posted on September 15, 2016August 13, 2019 by Nick Augustine, J.D.

Organizing Law Firm Marketing Systems

Over many years of practice, I slowly developed my proprietary marketing system to manage my client’s digital marketing, advertising and public relations. A key component I can share is the individual personality of every client. What works for one may not work for others. An understanding of what my clients care about and that which makes them tick is an asset.

I used to advertise and market the services of my firm with many blogs, podcasts and presentations that were detailed and technical. While certainly proving knowledge and mastery of the subject matter, all most people wanted to know was the result and how it would work for them. It is better to keep the process to yourself insofar as you can adapt that system as you go and are not bound by what industry competitors are doing, which can be a monkey see, monkey do operation.

The Interpersonal Relationship Among Clients and Their Marketing Team is Important

Underneath it all, one element of my practice is unique: I am discerning and limiting when taking on new clients. I learned years ago that the best work I do is for those I know, like, and trust. Not only do I make sure the fit is good, I think about whether my clients likely know the other people using my firm for their legal marketing. I assume they will know if I ever promote practices too close or competitive with theirs. It being a quiet check and balance system, it is an important part of the vision of how my practice works. Theoretically, when you distinguish geographic locations and practice areas, everyone you touch is good referral source for the others.

My suggestion to anyone concerned with growing professional practices is to take note of what others are doing, while you go in your own direction, creating and maintaining your own path. Being structured to allow for flexibility encourages adaptation to all types of conditions. Patience and perseverance are important to growing a practice. The seeds you plant today may take years to grow, and as they do, the fruit can be significant.

Boosting Posts: Facebook Marketing and Advertising

Posted on March 3, 2016August 13, 2019 by Nick Augustine, J.D.

Facebook Marketing and Advertising – Boosting Posts

Our law firm clients are enjoying success in connecting with new people now that the algorithms on Facebook allow for greater outreach using the “boost post” feature. We should all be mindful, however, that there are distinct differences between Facebook marketing and advertising. The way we boost our posts can attract new people (positive engagement) or be blocked through the viewer telling Facebook they do not wish to see your ads (negative engagement). Paying attention to consumer psychology and showing you care about how the public might react to your content is a key to legal marketing success. Facebook marketing and advertising works.

Marketing and Advertising are Mutually Exclusive Concepts, Online and Offline

When Facebook went public, the social media marketing and advertising world quickly paid attention. We used to earn the same Facebook news feed traffic on our business pages, as we do with our personal pages. Today, it is harder to get noticed without positive engagement and boosted posts.

The buy-in to boost, paying cost-effective dollar amounts to convert your post to an advertisement, is easy when one can reach a targeted audience of hundreds or thousands for the price most lawyers pay for a business lunch. The challenge is learning what content to boost, and when to do so. Facebook makes it easy, allowing you to target your boosted content to specific ages and demographics.

The key is remembering that a boosted post, paid by money, shows up as a sponsored advertisement. Write your titles and structure your boosted content so that it appears as an advertisement, not your daily Facebook post which is structured as marketing and public relations material. Being straightforward with your message, so people understand it is an advertisement, is a best practice.

Earn Positive Engagements Through Honest Advertising

Boosted content can be a post advertising the firm to attract more “Likes,” it could also be a podcast or blog article to which you want to call attention and encourage clicks to access the content on your website. The difference is all in the title and frame of the content.

We were taught to write catchy headlines, encouraging people to click on the content appearing in their news feed. This is a perfect example of law firm marketing, offering useful information and resources to the public and the friends and colleagues who generate referrals. Continue in this practice for your marketing, but not your advertising. Remember, the moment you monetize those posts, they become ads. Go ahead and boost an advertisement to earn more Likes and you have a better chance of more people engaging with your unpaid posts to reach a greater audience.

Keep in mind your state bar rules on law firm advertising and marketing. For example, here in the State of Texas, sponsored material may be characterized as advertising, which may trigger a duty to file the same with the state. When this is the case, some might chose a sponsored advertisement for the purpose of increasing the number of likes on the page so more people engage with you and find your traditional marketing (or information/resources) content. Be aware of the rules in your jurisdiction.

People Love to Buy But Get Worn Out by Too Much, Boost Accordingly

Nobody likes being tricked in his or her search engine results or on their social media feeds. When you expect to see content from people you know, like and trust, a sponsored message can be seen as intrusive and annoying. This makes it even more important to write your content and titles clearly, so people see them as advertising. Being open and honest about what you are doing online is easy and important.

Being subtle and respectful in your content marketing and advertising is well received by social media users. While we do not get the opportunity to jump inside the minds of the people in our marketing and advertising spectrum; we all have likely seen and evaluated social media content, as positive or negative, in a split second. When in doubt, ask if anyone out there is going to like or care about what you are posting. Does it add value to others? Is it something they can benefit others by sharing or liking it on their page? Too boost or not to boost is a compelling subject that requires some skill and practice in Facebook marketing and advertising.

Managing Law Firm Social Media Campaigns

Posted on March 2, 2016August 13, 2019 by Nick Augustine, J.D.

Law Firm Social Media Campaign Management

When you hire an outside marketing firm to manage your social media, you can increase your outreach by interacting with your published posts, so they appear on more news feeds. The roles of the account holder and administrator can complement one another to boost search engine performance. At Lone Star Content Marketing, we manage social media for our Texas law firm clients. When our clients engage with the content we publish on their pages, we appreciate the team effort and see results.

Outsourcing Social Media Management Increases Visibility and Awareness.

The original account holder can publish to social media accounts; some people naturally spend more time on social media than others do, and sometimes that is personal time between commitments and they do not want to be researching and writing. Meanwhile, at Lone Star Content Marketing, we are writing frequent original content to publish directly to our clients’ social media accounts. A consistent peak web/mobile traffic schedule has a positive effect on organic search engine performance.

The type of content we write and publish for our clients is professional and resource driven, emphasizing legal industry news and updates in various practice areas. Likewise, with blog articles, our job is to tell a small story in our post headline, attracting readers to engage the post. Our clients can make more personal posts or comments based on what they observe in their practices.

Frequent, Original and Valued Content Affects Organic SEO

Increasing engagement with our social media posts is important because the increased activity causes organic (not boosted/sponsored) posts to appear in more follower news feeds. The engagement with an individual social media post can also cause your law firm social media page to show up in the news feeds of the people who liked, shared, commented or clicked to open a page you shared on your post.

Working together, we encourage our clients to engage the social media posts we publish on their accounts on our weekday schedules. We pay attention to the numbers of people with whom our clients’ content appears in news feeds, and the numbers are higher when our clients simply click the like, share or comment button.