Six Steps for Successful Local Marketing

Clients come from all walks of life, they go online at all hours of the day, they point, they click, they research and buy online. In fact, 97% of consumers research online before they make a purchase. This means prospects may be looking for your particular area of expertise right now. Yet you could be one of many attorneys who lose revenue each year by neglecting to maximize your firm's online visibility in your area.
 
Internet searches are becoming increasingly more localized and specific to geographic locations. Local search is on the rise as people become more sophisticated search engine users. Because most people seeking legal assistance start their search on Google by entering their location and the specialty they need, local search should be considered part of a firm's online marketing strategy.

Consider these statistics regarding local search:

• 82% of local searchers follow up offline via an in-store visit, phone call or purchase (comScore)
• 73% of online activity is related to local content (Google)
• 66% of American use online local search, like Google local search, to locate local businesses (TMP/comScore/proprietary average)
• 54% of Americans prefer the Internet and local search over phone books (comScore networks)

Clearly, having a well-defined local Internet marketing strategy can be crucial to certain businesses, particularly attorneys whose main source of business is their communities.

Here are the six elements of well-constructed local marketing campaign ... 

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