When Your Blog Stands Alone, It Stands Out
A practice-specific law firm blog generates more visitors, links, and (ultimately) prospects than does a general, all-purpose blog. But what if your firm has multiple practice areas, or sub-practice area to promote? Or, what if your firm is marketing its services in two very different geographies?
A stand-alone blog is not a replacement for a blog embedded in your website. However, where it makes sense, a stand-alone, practice-specific blog — independent of your firm's general website — can be a very effective, complementary component of your firm's marketing mix.
Stand-alone blogs, with content shared and promoted on multiple social media networks and integrated with (but distinct from) the firm's general website can deliver solid business results:
> OWN MORE OF GOOGLE'S SEARCH RESULTS PAGE: A lawyer's or firm's stand-along blog can potentially rank several times in a single search engine result for a key topic: for content on that blog, the general website, and other online channels (such as a pay-per-click online advertising). If your website is already performing well in search results, a stand-alone blog can help you do even better.
> PROMOTE A SEPARATE PRACTICE AREA: A stand-alone blog provides your firm with the ability to generate high-quality leads attracted by topic-driven content on timely legal subjects that legal consumers are searching for online and are related to your practice, while not conflicting with the online marketing for a separate practice area your firm is promoting through your general website.
> MARKET TO DIFFERENT AUDIENCES: With a stand-alone blog and its content shared on and promoted by social media networks like JD Supra, LinkedIn, Twitter, and Facebook law feeds, each law post can potentially reach hundreds of thousands of prospects focused only on a practice-driven message. This helps build credibility with more consumers, with the potential for cross-promotion.
> INCREASE ONLINE FOOTPRINT/LINKS: Back-links from other blogs or websites to your blog page greatly raise the ability of search engines to find and rank your blog, reflecting the power of inbound and outbound traffic. By linking your stand-alone blog to your general website, and vice versa, you can increase the value of both properties, especially when those separate assets are receiving high-quality links from other online sources.
Ultimately, search engines reward fresh content with higher rankings. When configured and supported properly, a stand-alone blog can provide your firm with more marketing firepower, while complementing your other forms of online marketing.
If you need help starting a blog and promoting it on various social channels, please contact us to learn more about how we can assist you.
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