Law Firm Marketing Blogs: A Highly Effective, Vastly Misunderstood Legal Marketing Tool
There is no denying the value of blogging when it comes to law firm marketing.
When used properly, it becomes a clear, consistent voice for your practice. It entices prospects, referral sources, colleagues, clients and thought leaders to engage you in dialogue.
It keeps you top of mind. It builds visibility among your target clients. Ultimately, it earns you more of the kind of client you most desire.
What is a blog, you ask? According to Wikipedia, a blog is a form of website, “usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.”
Technorati, the top blog search engine, is indexing over 112.8 million blogs as of June 2008. Yet, Kevin O’Keefe of Lexblog fame recently stated at the June Small and Solo Conference co-sponsored by The Rainmaker Institute and the Los Angeles County Bar that there are only about 1,800 to 2,200 blogs written by lawyers.
Do you see the huge opportunity here?
The problem arises when you begin blogging without a clear law firm marketing strategy behind you.
Blogging should be a part of, but not your entire law firm marketing strategy. It is your forum to connect with the community at large and to make it clear that you are an expert in your field.
But to make it the highly effective medium you need it to be, your law firm marketing and promotion strategy should include:
- A topic list designed to engage your target audience
- A list of social media (such as Facebook and Twitter) to promote it
- A list and schedule for article marketing services to add visibility and to feed it to reporters and thought leaders
- An up to date blog that you write articles for at least 2 to 4 times per week
- A search engine optimization formula to increase your page rank
When you have all these things in place, you will be well on your way to creating a blog that will enhance your overall law firm marketing efforts.
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