In the past, increasing your brand visibility could be done offline through printed leaflets, billboards and TV advertisements, with a website simply there to have something for people to see when you spoke with them via the phone. But with more and more time now being spent on the web, there is a lot more work to be done online to increase your legal brand’s visibility, so check out these four ways you can use the tools of the digital era to help improve your brand visibility.
Search Engine Optimisation (SEO)
There are a number of things that you can do to help jump start your brand’s visibility through SEO.
- Organic Results – By updating your title and meta descriptions you give yourself more control over how your brand is shown in organic search results. By not doing this you leave yourself open to Google simply pulling what it deems as relevant from your site which may be fine but it could be something like an image caption or your T&C’s.
- Knowledge Graph – By adding a few bits of code to your website you can allow yourself to tell Google what information you wish them to include in their knowledge graph tool such as social profiles, logos and contact information, giving you more real estate on search engine result pages (SERP’s) and therefore increasing your brand visibility.
Content encompasses the whole of your brands visibility journey, from beginning, middle and end. By producing high quality relevant content pieces you can increase the amount of ranked and therefore searchable content within search engines. But content can also help your brands visibility through outreach, as high quality content is more likely to be taken up and shared by bloggers, industry and national press. So when researching your content, focus on your audience but also pay attention to the potential outreach opportunities you can utilise. Check out our blog on how best to analyse your outreach opportunities.
Utilising a well-developed social media brand strategy will allow you to grow and develop your firm’s social communities through the posting of relevant content and the engagement in social discussions. Once you have a strong social community you can then leverage that network to help increase your brand visibility through the sharing of your content and positive engagement. Learn how to build a social community for your firm with these five tricks.
Pay Per Click (PPC)
Unlike SEO, content and social which all require time and effort, PPC can provide your firm with instant brand awareness. PPC campaigns can give you visibility at the top of your desired search results, giving you a presence before any competitors and directly in front of potential claimants, as well as allowing you to maintain that presence even after they’ve left your website through the use of re-marketing. Furthermore, what’s great about PPC is for increasing brand visibility, your ads don’t even have to be clicked, by simply having that presence at the top of SERP’s you increase your legal firm’s brand visibility.
There you go four ways you can increase your legal firm’s brand visibility. If you want some tips on how to get the most out of your content marketing then check out our eBook: 9 Content Marketing Tips for the Legal Sector.