Firm Marketing Solutions
word “blog” is one
of the most commonly used words
today, but what is a blog? In
short, a blog is a Web log or
personal journal published to
the Web. Blogs give everyone
an online voice and can vary
in length from a full article
to a short paragraph. You can
write about anything from your
areas of practice to charitable
organizations you support, or
part of. It’s time to let the
online world read your thoughts
Media 101 for Lawyers: Blog for
Your Potential Clients
is a good chance you’ve heard
of or read a blog, possibly without
even knowing it. Anyone can set up
a blog and there are no limits to
what a blogger can write about. People
use blogs for everything from personal
online diaries to commentary on politics
or current events. Many major news
sources promote their writers’ blogs
on their websites. While blogging
started as a tool for personal use,
it has quickly become a great marketing
tool for businesses and law firms.
Why should you blog?
Blogging can help build the credibility of your online presence
by promoting your knowledge and expertise as an attorney. “You'll
get 88% more leads from consumers if you blog (as opposed to
not blogging) and 67% more leads from businesses if you blog,”
says Larry Bodine in an online post.1 Blogging is a great avenue
for you to develop or curate content, which your potential clients
will want to consume. Write your blog to inform your readers
about issues relevant to your area of practice and you personally.
If you provide useful content, you could develop a following
of readers who turn to your blog when they need information.
This is a great form of word-of-mouth marketing that could differentiate
you from other law firms.
As a marketing tool, a blog has many benefits. Besides the ability
to become a “go-to” place for industry information,
your blog is a great addition to your search engine optimization
(SEO) efforts. It can help you achieve higher organic rankings
by offering keyword-rich content. Your blog can also help provide
content to spread via other social networking tools such as Twitter®,
Facebook® and LinkedIn®. You do not have to recreate the wheel
every time you want to publish a piece of content, as there are
tools available that allow you to syndicate your blog to all
your social media profiles. And blogs have long-lasting shelf
lives, as they exist on the Internet until you decide to remove
What should you blog?
Your posts do not have to be long, drawn-out articles. They can
vary in length based on the subject. Maybe you have a quick tip
on how to deal with a particular legal issue. Or maybe you want
to explain in layman’s terms what a particular court order
means. Then again, you might just want to talk about the funny
question your child asked over breakfast. Don’t forget
to let your personality show. Not everything in business has
to be so serious.
You’re ready to blog. Now what?
First, you need make a commitment to blogging on a regular basis.
It doesn’t have to be every day, but if you are not consistent,
readers will stop visiting your page. According to Jay Fleischman
of Legal Practice Pro, “A failure of consistency tells
a visitor that you’re not serious. And if you’re
not serious about this aspect of your marketing, how reliable
are you as a service provider?”3
Now you need to set up a blog. You can use a free service such
as WordPress® or Blogger™ or add the functionality
to your website. Plan some time to write, maybe once a week.
Jot down ideas whenever they come to you. You can always start
with answering common questions your firm gets. Once you have
a topic in mind, just start writing. You can always edit is before
you publish, so get your thoughts out. After you have the body
(or before, if that works better), think of a good title. It
can be a statement or a question. You want the title and first
paragraph to draw the reader in and make them want to keep reading.
Don’t forget a blog isn’t just text. You can add
images and video as well. Let’s face it—we are a visual
society and sometimes an image or video can explain better then
just text. You don’t have to create the images or video.
There are many sharing sites, like YouTube™, where you should be able
to find something to enhance your post. Or your can create an “infographic” to
visually explain a topic. An infographic is simply a visual representation
of information, data or knowledge. See the image Larry Bodine
uses in his blog post titled “Law Firm Marketing: How Blogs Generate
More Leads for Lawyers.”4
Finally, don’t be afraid of comments. You don’t have
to respond, but sparking a conversation is a great way to interact
with your readers and perhaps develop future topics. Also, read
other blogs and comment. You may become a guest blogger or find
someone you want to guest blog for your firm.
To learn more about blogging and using social media to promote
and grow your business, register for our July 14 Webinar, Generate
New Business with the Web & Social Media, presented
by Larry Bodine and Robyn Raybould Schmidt.
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