Online marketing tips from LexisNexis® Law Firm Marketing Solutions
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June 2011 Law Firm Marketing Solutions
Legal Marketing Insights | Boost your firm’s online visibility and attract more clients
In This Issue Features/News
The 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 philanthropies you’re part of. It’s time to let the online world read your thoughts and insights.

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Social Media 101 for Lawyers: Blog for Your Potential Clients

There 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 them.2

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.


1 blog.larrybodine.com/2011/04/articles/blogging/law-firm-marketing-how-blogs-generate-more-leads-for-lawyers/
2 www.blogtrafficexchange.com/why-blog-ill-tell-you-why/
3 www.legalpracticepro.com/blogging-law-firm-no-middle-ground/
4 blog.larrybodine.com/2011/04/articles/blogging/law-firm-marketing-how-blogs-generate-more-leads-for-lawyers/

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