By Anneliese Krull
Have you ever thought “I am better than so and so, but why are they more prominent on search results?
If yes, then read on.
I graduated from Oklahoma State University (Go Pokes!) in 2014, making me a sophomore in the fall of 2011. (Alabama fans, you may know where this is going.) Although the Cowboys had clinched the Big 12 Title, had only lost one game to Iowa State and had the same record as Alabama, the Tide was selected for the championship game by .0086 of a point even though the computer numbers pointed to Oklahoma State.
Why bring this up?
No, I am not trying to discount Alabama’s win or whine about what happened.Instead, i want to use this example of how we can learn a lot from history.
You are the best. Be like the SEC - Southeastern Conference – and get the “system” on your side.
Here’s how:
Coverage. With its ESPN programming deal, the SEC was promoted across the country. Because ESPN wanted to promote its viewership, they of course promote the SEC teams. While you don’t have ESPN promoting you, Google wants people using its search engine. For example, make sure you have a branded Google Plus Business page that you are posting to regularly. Google will like you better.
Legacy. The SEC has developed a distinct brand. Its coaches and teams are truly legendary, and the current teams have been blessed with that rich history. It has awards and deep associations with the Hall of Fame. Let your clients know your awards and honors. Were you named to the Best Lawyers or Super Lawyers lists? Post it on your blog, send it out in your newsletters, and add the icons to your home page.
Faithful. The SEC has legions of faithful and vocal followers. Its fans are “raving fans”! They are very public about how much they love their team. Contact your “client fans” with a request to write online reviews about their experiences with you. Your clients are proud of your work for them, so encourage them to share it. The internet takes both client and peer reviews seriously. With many positive reviews, search engines will rank you in the estate planning and elder law “standings” accordingly.
Connect. If SEC teams relied only on the SEC for coverage, it would severely limit its exposure because people enjoy the sports experience through a variety of channels. Whatever your opinion of social media, it is important to our culture. It is accessible to people any time and any place. Use social media, and you will have a constant connection to your consumers.
Performance. The SEC consistently plays good football. Its teams hire and recruit success. First and foremost, continue doing quality estate planning and elder law.