Technology in Marketing: Got 'G' Cred?

When is the last time you typed your name into Google? Take a minute and do so now. What comes up? Anything? Nothing? Much has been written about Web sites, blogs, social media, e-newsletters, e-advertising ' but tying all those tools together into a serious Internet presence can go a long way to establishing credibility and visibility for your practice.

Consider this scenario ' a potential client just learned about a serious lawsuit that has just been filed and they need a lawyer. The potential client is checking out you and a few of your competitors online. Your competitors have written articles, presented programs and maintain robust bios on their respective firms' Web sites ' each filling a page or two of Google search results. All that appears when the prospective client types in your name is your Web bio. Who do you think the client will want to call first?

'G Cred'

Believe it or not, there is actually a term describing the impression that's created when someone types your name into the Google search box and results appear (or not appear as the case may be). Dictionary.com didn't have a definition, but it did refer to the “Urban Dictionary” (see urbandictionary.com), which defines the term “G cred” as “Google Credibility ' what someone sees when they Google your name, business, product, organization or whatever. It's an increasingly important measure of legitimacy and how seriously someone will take you.” Apparently, “G cred” was coined by advertising expert and agency owner John Follis, whose blog “The Follis Marketing Report” has some pretty interesting and instructive material ' but I digress.

Here's the bottom line: In today's Internet-based marketplace, you are not helping yourself or your practice if you don't have “G cred.” Further, this applies to all types of practices ' from BigLaw to solos.

How to Get It

So how do you get “G cred” and raise your Google factor? There are a surprising number of choices that can help you expand your visibility and reinforce your credibility in a convincing and compelling way:

Web Site

Obviously your firm's Web site gives you some space on the Internet to promote your practice. Use your Web site to provide detailed information on your experience, practice, clients and accomplishments. Focus on what you do that stands out from your competitors. Keep in mind that your Web site is also a publishing vehicle ' a place to post articles, case updates and other information that can be helpful to clients and in turn, boost your credentialing and credibility. A Web site is completely indexed by search engines, so the more content you have and the more frequently you update, the better rankings you can receive.

LinkedIn

In case you haven't tuned in yet, a LinkedIn profile is indexed by Google. This means that even if you are not taking advantage of some of the other tools noted here, do take advantage of a free LinkedIn profile. Essentially, LinkedIn functions like an online resume or CV and provides ample content features to present your qualifications and experience and increase your online presence.

Online Publications

There are myriad online publications that provide opportunities for bylined articles that are posted on the Internet. Doing a bit of online research can open doors to all types of publishing opportunities ' giving you an expanded way to repurpose your article content and of course raise your Google factor. If writing articles is too time consuming for you, look for opportunities to provide quotes for a story for one of these publications.

CLE

Next time you think about just attending a continuing legal education program ' think about being a presenter, panelist or moderator for the CLE program. Bar associations and seminar shops offering a plethora of online CLE options, including live webcasts. Serving in a presenter capacity results in opportunities to achieve visibility through the promotion of the program, but also results in a prolonged Internet presence since many CLE offerings remain active posts for at least one year.

Webcasting

If taking the time to prepare and present a CLE program seems too time consuming, consider Webcasting. This gives you a presentation forum for educational programming or promotional programming with clients, prospects and referral sources. There is a wide variety of service providers, but one of the best deals out there is offered by BrightTALK (www.brightalk.com), which offers a “Starter Channel” service that is one 30-minute Webcast per month for free.

Blogging

Many lawyers, from both large and small firms, have literally put themselves on the Internet map by blogging. However, this tool requires serious time commitment, as weekly posting (at a minimum) is essential to maintaining a relevant blog.

Conclusion

Last, keep in mind that clients, referral sources, prospective clients and media all use the Internet as a tool to research and vet lawyers. So working to increase your Google factor is a very worthwhile activity. The important thing to remember is that you are a brand unto yourself, so it is essential to make sure you are using your name, as well as the name of your firm, in a consistent manner. This helps Google weed out other similar search results and present results that are specific to you.

Nancy Roberts Linder is the Principal of Nancy Roberts Linder Consulting, a law firm business development and client relationship management consulting practice, located in suburban Chicago. She can be reached at 708-482-0760 or via e-mail at [email protected].

When is the last time you typed your name into Google? Take a minute and do so now. What comes up? Anything? Nothing? Much has been written about Web sites, blogs, social media, e-newsletters, e-advertising ' but tying all those tools together into a serious Internet presence can go a long way to establishing credibility and visibility for your practice.

Consider this scenario ' a potential client just learned about a serious lawsuit that has just been filed and they need a lawyer. The potential client is checking out you and a few of your competitors online. Your competitors have written articles, presented programs and maintain robust bios on their respective firms' Web sites ' each filling a page or two of Google search results. All that appears when the prospective client types in your name is your Web bio. Who do you think the client will want to call first?

'G Cred'

Believe it or not, there is actually a term describing the impression that's created when someone types your name into the Google search box and results appear (or not appear as the case may be). Dictionary.com didn't have a definition, but it did refer to the “Urban Dictionary” (see urbandictionary.com), which defines the term “G cred” as “Google Credibility ' what someone sees when they Google your name, business, product, organization or whatever. It's an increasingly important measure of legitimacy and how seriously someone will take you.” Apparently, “G cred” was coined by advertising expert and agency owner John Follis, whose blog “The Follis Marketing Report” has some pretty interesting and instructive material ' but I digress.

Here's the bottom line: In today's Internet-based marketplace, you are not helping yourself or your practice if you don't have “G cred.” Further, this applies to all types of practices ' from BigLaw to solos.

How to Get It

So how do you get “G cred” and raise your Google factor? There are a surprising number of choices that can help you expand your visibility and reinforce your credibility in a convincing and compelling way:

Web Site

Obviously your firm's Web site gives you some space on the Internet to promote your practice. Use your Web site to provide detailed information on your experience, practice, clients and accomplishments. Focus on what you do that stands out from your competitors. Keep in mind that your Web site is also a publishing vehicle ' a place to post articles, case updates and other information that can be helpful to clients and in turn, boost your credentialing and credibility. A Web site is completely indexed by search engines, so the more content you have and the more frequently you update, the better rankings you can receive.

LinkedIn

In case you haven't tuned in yet, a LinkedIn profile is indexed by Google. This means that even if you are not taking advantage of some of the other tools noted here, do take advantage of a free LinkedIn profile. Essentially, LinkedIn functions like an online resume or CV and provides ample content features to present your qualifications and experience and increase your online presence.

Online Publications

There are myriad online publications that provide opportunities for bylined articles that are posted on the Internet. Doing a bit of online research can open doors to all types of publishing opportunities ' giving you an expanded way to repurpose your article content and of course raise your Google factor. If writing articles is too time consuming for you, look for opportunities to provide quotes for a story for one of these publications.

CLE

Next time you think about just attending a continuing legal education program ' think about being a presenter, panelist or moderator for the CLE program. Bar associations and seminar shops offering a plethora of online CLE options, including live webcasts. Serving in a presenter capacity results in opportunities to achieve visibility through the promotion of the program, but also results in a prolonged Internet presence since many CLE offerings remain active posts for at least one year.

Webcasting

If taking the time to prepare and present a CLE program seems too time consuming, consider Webcasting. This gives you a presentation forum for educational programming or promotional programming with clients, prospects and referral sources. There is a wide variety of service providers, but one of the best deals out there is offered by BrightTALK (www.brightalk.com), which offers a “Starter Channel” service that is one 30-minute Webcast per month for free.

Blogging

Many lawyers, from both large and small firms, have literally put themselves on the Internet map by blogging. However, this tool requires serious time commitment, as weekly posting (at a minimum) is essential to maintaining a relevant blog.

Conclusion

Last, keep in mind that clients, referral sources, prospective clients and media all use the Internet as a tool to research and vet lawyers. So working to increase your Google factor is a very worthwhile activity. The important thing to remember is that you are a brand unto yourself, so it is essential to make sure you are using your name, as well as the name of your firm, in a consistent manner. This helps Google weed out other similar search results and present results that are specific to you.

Nancy Roberts Linder is the Principal of Nancy Roberts Linder Consulting, a law firm business development and client relationship management consulting practice, located in suburban Chicago. She can be reached at 708-482-0760 or via e-mail at [email protected].