13 Ways to Create a Powerful & Profitable Law Firm Blog
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Blogging can be a powerful performer for your law firm marketing efforts, but there’s a way to do it right and a way to do it wrong. Here are 13 tips for creating a powerful – and eventually profitable – law firm blog:
Integrate your blog with your law firm website. For SEO purposes, it is best to create your blog either as a sub-domain of your law firm website or within the site as a separate tab or folder. If you need to host the blog as a separate domain, that’s okay, too, and can provide you with link-building opportunities between the two.
Don’t write about yourself. Writing about yourself or your firm does you no great service and you miss a great opportunity for thought leadership. You need to be a resource to your target market for legal information, so they will think of you first when they actually need a lawyer.
Publish often. I’ll say it again: Google loves fresh content! Publishing 3-5 times a week is best.
Write focused content. Put yourself in the shoes of your target market and speak directly to their needs.
Create variety. Don’t be boring. Include video, audio, charts and graphs, photos, cartoons or other visually interesting content in your blog.
Encourage engagement. A blog is the perfect opportunity to create a conversation with your target market – so ask for thoughts and post responses to create a dialogue.
Take every opportunity for SEO. Identify and use the keywords that will help your blog get found by search engines.
Pick that low-hanging fruit. Add a subscribe button so people can get a continual feed from your blog. Add social sharing buttons so users can share your content in social media. Add a search box so people can more easily find your content.
Source content. Ask others in your professional network to contribute, or quote from their blogs and include a link as attribution.
Promote your blog through social media. Share a link to your blog posts through social media by posting it on your Facebook Fan Page, tweeting and posting on LinkedIn. Those social share buttons will also have your readers doing some of the heavy lifting for you.
Make it actionable. Include offers of free reports, e-newsletter subscriptions, webinars or other “freeminums” that will encourage people to give you their email address, which is also known as a lead!
Scour analytics for insight. How do you know if your blog is working for you? Look at your blog analytics. These provide important insight into how many visitors you’re getting, how many times they come back, how many subscribers you’re generating, which posts are the most popular, etc. Use what you’ve learned to improve every month.
Give it time. Reaching the level of success you want for your law firm blog takes time and effort. Don’t give up or you’ll miss a powerful lead generation opportunity.
NOTE: For those of you attending the State Bar of California Annual Meeting this week, drop by our booth (#504) to talk with us about your law firm marketing goals and challenges. We’ll be giving out complimentary marketing materials that I guarantee you will find useful!
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