How to Build an Audience for Your Law Firm Marketing Blog
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If you build a legal marketing blog, will the readers come? That is a common question many neophyte law firm marketing bloggers must address – not just by posting and hoping, but taking specific actions to attract a following.
Here are some tips on building an audience for your law firm marketing blog:
Pick the low-hanging fruit. Send an email to all your current clients, contacts, family and friends letting them know about your blog. Make it easy for readers to share with friends by adding a Share button feature to your blog. Include your blog address in your email signature as a subtle promotion.
Create good quality content. The best way to grow readership is by creating high quality content that your readers value and will pass along to others. Make your headlines informational and relevant to your subject, instead of serving up sensational headlines that try to “trick” readers into following you.
Write for a target audience. Pick your target and stick to it. Just as we encourage you to niche your practice to attract more quality prospects, you should be applying this same reasoning to your blog audience.
Invite guests. Guest bloggers can provide a new unique voice, keeping your blog fresh, and can also direct their followers to your blog, thus providing you with a new source of readership. Just be sure you choose guest bloggers whose message is relevant to your core audience.
Post consistently. Publishing your blog on a regular schedule helps build loyalty and makes it easier for your audience to integrate you into their daily readership routines.
Be relevant. Blogging about topics that are top-of-mind – a celebrity divorce, a high profile criminal case, a controversial court decision – helps you connect with readers and encourages them to pass your blog along, which in turn increases your reach.
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Blawgs" provide a great opportunity for lawyers to increase their Web site traffic as they can boost search engine ranking results. Blogs can also help lawyers establish themselves as experts in particular areas of the law. Because information accumulates over time on a blog, starting early and contributing regularly on a specific topic will help an attorney be recognized as an expert.