Remember when you were a kid and adults told you to pick your friends carefully because their reputation also reflects on you? This continues to hold true as adults, especially when you think about marketing. In a previous time I did media buying and planning for a large national retailer. I received solicitation after solicitation to advertise on anything from a milk container to a car door to the Super Bowl. I’m not going to say every option was considered equally, but we did read a lot of them. The thing we always kept in mind was what does that say about our brand? Is this something we want to be associated with? Does this relay the message of who we are and what we stand for?
 
I think these same questions hold true in legal marketing. It’s important to look at whom you partner with and determine if the reputation of this “friend” accurately reflects what you value.
 
You’ve likely heard the stats before, but they bear repeating: the majority of Internet users have watched online video and many do it regularly. This has you thinking that maybe you want to do online video too. There are many options to choose from and because this video will represent you and your firm, you want to select the right one. For instance, it’s important to compare the quality of the videos you’ll receive with the price you are going to pay. Look at what you’re getting. Does that final video reflect who you are and what you represent? Does it meet actual consumer needs? Would you watch the video if you were a consumer? There will almost always be a cheaper option just like there’s a high-end option – the key is to find the option that meets your needs and reflects your brand.  
 
Another example I recently saw has to do with Web site linking. You can link your Web site to just about anything. You may even be frequently contacted to exchange links with a variety of different people. Again, it’s vital to think about what this link says about you. Does this site’s reputation align with your values and brand? Is it something you are proud to be associated with? Sure, it might help drive more traffic, but is it really the kind of traffic you want to have? Also, the more links you apply also provides more opportunities for the consumer to leave your site. Make sure they’re going to something you want to be associated with.
 
These are just a couple examples, but it’s important to consider these types of questions with any marketing you do.  It’s important to continue to drive toward new clients, but in order to attract the type of clients you value as important, you need to carefully preserve the image your Web site through the use quality video and marketing, and by creating a network of trustworthy links.

Linda Palecek