PR-Prof: Taking your brand global is getting easier, but is it worth it?

A contributed article to Harvard Business Review’s blog says that it’s easier than ever for companies to go global. The Web has closed distances and influenced tastes on everything from Burberry raincoats to iPads.

“In today’s digital age, people in faraway places can find your website, learn about your company, and have an experience with your brand,” writes Nataly Kelly, vice president of market development at Smartling.

True, but is it the right strategy for your professional practice? If you are an attorney in Palm Beach Gardens, should you think more about Tianjin, Tijuana or Tequesta? You may not be able – or want – to serve many of the people and businesses that contact you online.

Consider this: Because your website has a high ranking in Google, you receive an inquiry via your website from a potential client in Montana. In all likelihood, the best you can do is refer the case to an attorney in that state.

Or, an individual in Pensacola contacts you. Is it worth your time to drive eight hours if the client won’t pay for travel? Probably not. Again, you’ll send business to a local attorney.

That raises the question: Is your online marketing helping you practice law or play legal matchmaker? You’ll have more inquiries from Palm Beach County if you focus your online presence about the area you serve.

Correspondingly, you should direct your social media messaging to the best prospects for your practice area. That way, you’ll  spend little time responding to inquiries about wills and trusts when your area is immigration law.

It may be cool to tell your friends and colleagues that your website is in Mandarin and Portuguese. And it’s flattering to Google your type of law practice and find that you’re one of the top three results. However, you’ll enjoy greater financial rewards when you attract the clients you want and can advise.

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Ottolenghi Media in Palm Beach Gardens creates and executes customized media for businesses, life sciences firms and professionals in Palm Beach County and the Research Triange Park. The firm uses online and traditional marketing, public relations, and advertising campaigns to increase revenue and reduce costs.

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