To be found on the web and have an effective Internet presence, firms need to do more than the basic search engine optimization—the time has come for digital asset optimization (DAO). “By focusing only on traditional Search Engine Optimization, law firms are missing opportunities to be found on the web,” said BARD Marketing president John Sailer. “Streaming videos, blogs, photos, press releases and other online content are being searched for, and most websites don’t account for these other media types. Remember, YouTube recently overtook Yahoo to become the second largest search engine behind Google. This trend is only going to grow. ”BARD Marketing recently launched a number of websites for leading law firms that feature these digital elements, which increase the effectiveness and usefulness of each site to the user. To address this need, BARD Marketing created a mirror site to their English website, www. alpizarlaw. com, in Spanish. The Spanish site utilizes the same web address and offers the same depth of information and content. As importantly, both the English language site and the Spanish language site offer custom created streaming videos to provide answers to common legal questions in video form. The site features several multimedia capabilities, to support television, radio and print media coverage rather than just being a repository for page after page of copy. BARD Marketing offers integrated marketing and advertising services, including website development. All services are designed to complement one another and form a structure of synchronous marketing efforts that collectively increase leads for law firms.

With the uncertainty of the economy, legal marketing agency Beyond All Reasonable Doubt Marketing is advising law firms to take a serious look at their budgets. While marketing, advertising and public relations dollars frequently are cut to reduce expenses, marketing experts agree that a down economy is actually the time when marketing efforts should remain in place, and if anything, be enhanced. “When other law firms reduce their spending and cut their marketing, they have less presence in the marketplace,” explains BARD Marketing founder and president, John Sailer. “This means the time is ripe for a savvy law firm to grab market share – to reach the audience that is still there but who is hearing from fewer of your competitors. ”When planning your law firm’s budget, you should start by identifying how much you want to spend. While there are no hard and fast rules across the different types and sizes of law firms, it makes sense to budget your marketing as a percentage of expected revenue. Several studies have pegged overall law firm marketing budgets to be between 2 percent and 3 percent, with leading firms spending 5 percent or more. Second, prioritize your initiatives by looking at both costs and expected benefits. This is easy if you tracked your efforts in past years. Remember that some of the lower cost initiatives may bring strong value while some of the higher cost initiatives may bring very little value. With this said, it is imperative to track outcome of every initiative. BARD Marketing is experienced in budgeting and planning for short- and long-term marketing and advertising plans, and enables law firms to achieve and track ROI for their marketing activities. For more information or to request a report on Yellow Page Advertising Costs and Effectiveness, please visit www. bardmarketing.