The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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Just like building good referral sources, blogs are tools of trust-building that eventually result in bringing in new clients. In fact, social media research shows that companies with blogs generate 67% more leads than companies that do not have a blog!

That alone should have marketing-minded attorneys scrambling to implement a blog. However, if you are still weighing the pros and cons of blogging as part of your law firm marketing mix, consider these 5 reasons why attorneys need a blog:

1. A blog is a low-cost, long-term venue to reinforce your brand and educate prospects about you and your practice area(s).

2. A blog gives you a platform to speak directly to clients, prospects and other attorneys rather than through the filter of the media or other sources that may not be accurate. A blog establishes your expertise in a particular niche.

3. A blog provides a stable base for your content without the limitations of other social media channels that are constantly streaming feeds. It is a place for your own voice, 24/7, a place to burnish and protect your reputation.

4. A blog can generate leads for you at a low cost by building traffic to your website and social media networks.

5. Blog analytics provide you with important information on what interests your prospects so you can generate more content to attract them and learn more about marketing to them, thus increasing the likelihood of a greater ROI on your marketing spend.

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One of the secret tools of Internet marketing for attorneys is the power of having a targeted blog. In a new report on the influence of blogs, eMarketer.com found that in 2010, 51% of Internet users in the U.S. (that’s over 91 million people) read blogs, and they project that usage will go to 60% (150 million) in the next four years!

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