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When Clicks Don't Count
There's a lot of allure when it comes to viral content. The thought of law firm marketing whizzing through the Web, without cost to the firms, is enough to make a person cry. Just ask Buzzfeed, which has a business model that includes creating videos and posts designed to go viral.
But when it comes to marketing your firm, Eric Fletcher, a law firm marketing officer, warns that the attempt to make something go viral can actually backfire. “Each time we are seduced into reaching for the masses, we take our eye off strategic targets,” he writes in a recent post.
Fletcher argues that page views and clicks aren't necessarily benchmarks of success, and that content shouldn't be manipulated with an attempt to generate clicks. Instead, he said, it's about having valuable online conversations with those who you really want to reach. “Highly effective marketing messages transcend analytics, connect with strategic targets and deliver something of value,” he explained.
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