A popular urban legend goes that goldfish have an attention span of eight seconds. If that is true, then they are much more patient and attentive than the apparent target audience of much of the online content that vies for your clicks and those of your prospective clients. It seems like businesses must constantly outdo themselves and each other to compete for the attention of people searching online for a given type of business. It is not enough to attract attention; you must also keep the attention of potential clients. This is true for any type of business, but the solutions to it differ, depending on your industry. The best way law firms can continue to register on their client base’s radar screens is to have a strong online presence, including a blog that receives frequent updates.
Supermac vs. Big Mac: A Cautionary Tale
Last month, the Internet lit up with pictures of a Burger King menu board labeled “Not Big Macs,” where all the sandwiches had the word “Big Mac” in their names. One was called “Like a Big Mac but Flame Grilled.” It does not take a lawyer to know that Big Mac is a registered trademark of McDonald’s. What was it doing on a Burger King menu, then?
It turns out that, in January 2019, a court in Europe ruled that McDonald’s should no longer have the exclusive right to use the phrase “Big Mac” in its marketing materials. Supermac, a much smaller restaurant chain in Ireland, had sued McDonald’s to take away the trademark on the phrase “Big Mac.” The lesser Mac claimed that McDonald’s had not put the trademarked phrase to “genuine and continuous use” in the five years leading up to the filing of the lawsuit. Despite evidence presented by McDonald’s, in the form of menus and advertisements containing the phrase “Big Mac,” the court ruled in favor of Supermac. Now free to use the term “Big Mac” in its marketing in Europe, Burger King posted the “Not Big Macs” menu in a Burger King restaurant in Sweden. The moral of the story is that it is not always the biggest company that wins. Sometimes consistently applying your brand strategy is even more important.
What This Means for Law Firms
It is not enough that your law firm’s website ranks highly on Google searches now. If another law firm updates its blog more frequently, if it includes relevant key phrases in the URLs of its pages, and if it is more active on social media than your law firm, you can lose the top spot. Unless you live in Ireland, you had probably never heard of Supermac before reading this post, but its branding strategy was able to take down a giant among burgers. You must defend your position as a well-recognized law firm. The best way to start is to update your blog regularly?
Online Legal Writing Help
As a lawyer, you are probably too busy to eat a burger, much less write blog posts. You can count on Law Blog Writers to provide engaging, informative blog posts with your target audience in mind.