5 Low Cost Online Marketing Tips

A strong, recognizable and easy-to-remember web address is more affordable than you think — even for the smallest firm. And not having one will take a toll on your good name.

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There are three keys to getting referrals. You already know that referrals are key to the growth of your firm so we won't elaborate on the importance of them here.

The first key to getting referrals is to ask for them — early and often. If you are not doing this as a standard practice, you need to put a plan in place to ensure this is done as part of your regular communications with clients and colleagues.

The second key is to make it easy for clients and colleagues to refer business to you. If you have a professional website and a good web address you have already done the most important thing you can do to have referrals sent to you. If you don't, you are making it difficult for clients to refer business to you.

The third key is to make it easy for referrals to learn about you. One of the top ways people use the Web is for research. When prospective clients are referred to you, the first thing many will do is visit your site. If you don't have one, they may never call. Who would you be more comfortable calling — an attorney who you were able to learn more from their website or one that does not have one?

Finally, make sure everyone knows your web address. There are several basic things you can do to make sure your site is only a click away. Add your web address to the bottom of every email you send (in your signature file). Incorporate a "Tell a Friend" feature into your site. And, of course, include your web address on your business cards, stationery and in any articles you write.

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When is it time to update your website? Let me answer this question with a question. When was the last time you thought about the image your site is projecting - and the message it is sending to visitors about the way you run your firm? Chances are if your site has been up for more than a year it could be sending the wrong message. A website can easily be the best marketing tool your firm has ever created. Is yours?

Many small companies put up a less than polished site to get their online presence established — and then they let it sit there long past when they had intended to improve upon it. They know they need to upgrade it because they don't feel comfortable when they give out their web address, or they have stopped giving out their web address completely. Stop making excuses and make a sound investment instead. Especially in this difficult economic climate, making sure you have the strongest marketing tool possible is essential. And your timing is great. It is now more affordable than ever to get a site that looks high-end without the high-end price.

For quick fixes and fast results focus on the content of your site. Once a quarter simply read your company's description on your website. Make sure that there is no out of date information and that the description of your firm is clear and engaging. Ask yourself if you have distinguished yourself by highlighting what makes your firm unique. Finally, check to make sure you are providing specifics about your services and the type of clients you serve.

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Make sure potential clients can find you by employing a few important search engine techniques on your site. If you can afford it, this is an area where it is a good idea to hire an expert. But even if you are on a tight budget there is a lot you can do yourself. This is an area where your investment and effort will be rewarded.

The first step is to focus on your site content. You need to think about the keywords that your clients use when they speak and search. A real key here is to think small. That is, really go after a niche rather than trying to compete with the big sites for the board general keywords. Think "san francisco intellectual property attorney" not "attorney".

Once you have identified your keywords, they need to be included in the text on your site as well as embedded in your pages as TITLE and META tags (see related resources below for detailed information).

Next, submit your site to the top free search engines. Don't waste your time worrying about offers to submit your site to thousands of search engines. Most people use Yahoo, Google, MSN and AOL. Sure there are a few others that are important, but we're talking about 10 or 20 not hundreds. (See list of top search engines).

You should also strongly consider the top paid inclusion search engines and directories — especially Yahoo. Currently they are charging $299 to apply. But this is a one-time fee. How many new clients would need to find you through Yahoo to cover that cost?

If you are serious about taking advantage of search engine marketing, you will have to do your homework. The below resources can get you started.

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>> Download our SEO Worksheet & Primer FREE!
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Be sure you provide your web address to any of the and business associations you belong to - many times they will include a link to your site from theirs.

Propose exchanging links to your business affiliates — offer to link to their site in exchange for a link to yours. Accountants, consultants and litigation support service companies could all be good candidates for cross-linking. After all, their sites are likely to be attracting visitors that are also in need of your services.

Check to see who's coming up on top of the search engines for keywords prospective clients might be using to find your services. Many times it will be a specialized directory or information portal. See if they offer any services to link to your site.