Growing Relationships That Build Trust
Leading law firms today understand that a sound Internet marketing strategy and digital reputation management can enhance client relationships and foster new business. Search marketing, search engine optimization and social media engagement are no longer just the responsibility of the marketing department. The Web has opened a door to a new dynamic of personal online interactions with clients and prospects. That's where productive relationships begin, trust is nurtured and business gets done.
At The Harken Group we've delivered powerful search marketing, content development, social media & online reputation management strategies to more than 250 law firms across the country. We've helped them create better online positioning through The Harken Approach, a combination of industry knowledge, best practices and collaboration with prominent, respected law firms.
The Harken Group delivers unique value to major law firms:
- Strategic Search Marketing Assessment - We look at your online presence in conjunction with your firm's goals and client relationships. We'll assess the state of your digital footprint and recommend a comprehensive search and social media strategy designed to help you enhance your firm's online visibility and reputation.
- Search Engine Optimization & Search Marketing - Selecting the right mix of Search Marketing (PPC), Search Engine Optimization (SEO) and Social Media Marketing (SMM) will help your firm and attorneys establish connections with clients who will find your story and services timely and relevant to their needs. Our ongoing search analytics & reporting will capture additional opportunities to refine our approach.
- Effective Engagement & Search Returns Through Content Development - We've written hundreds of articles and practice area summaries that explain legal services in language people understand. We rework your existing copy and develop SEO with targeted keywords and geographic terms to increase site relevance to user search queries. We'll show you how video is a compelling platform to introduce your firm and attorneys. The results: your Website appears more prominently in search returns. People find your firm.
- Social Media Strategies: Optimizing the User Experience for both Online and Mobile Solutions - The growth of mobile devices and a trend toward more customized, personal and 24/7 "everywhere anytime" access demands new marketing strategies. The Harken Group recommends attorneys participate in writing blogs to establish and grow their online presence. We create a link building strategy to make sure Web directories and other sites/blogs/forums point to your Website. These tactics help users find and engage with your firm ways that build confidence and trust in your attorneys.
- Digital Reputation Management - We monitor the messages and conversations taking place online around your firm's brand and encourage attorneys to join the conversation. We create strategic messages associated with your firm to address public perceptions. The goal is to have the messages that you choose be the most prominent to your audience to create a more controlled, positive understanding of your firm.
Large law firms attract new business and stay competitive with a smart strategy of search marketing
There's a lot of buzz lately about the merits of businesses large and small jumping on the latest technologies and digital channels to increase their online visibility, communicate with potential customers and hope the growing number of engaged followers will become clients.
Research shows that consumers regard business communications, advertising and their social media interactions as more self serving than they are in tune with real customer needs. Technology has created a larger playing field, allowing more players in the game and ways to reach clients. The rules of the game are changing. What's usually missing is the right strategy to harness these opportunities and understand where, how and why potential clients find value in your services.
The goal is to make prominent all references to your brand that you wish to be most seen by your audiences in order to create a more controlled, positive understanding of your company.
The Harken Group creates timely, confidential and strategic solutions to help manage your digital reputation. We can help you promote your message and put it in the format and medium that best targets your key constituents.
Consider the evolution of the attorney client relationship in today's online environment. Business is, and always will be, a series of relationships between people. The Harken Group can help you develop your firm's brand strategy and the online social connections clients trust.
If you'd like to learn more about how your firm can benefit from a comprehensive search marketing and social media strategy, contact us for a discussion.