A newly released online survey of more than 5,000 U.S. and European professional and part-time bloggers finds that the two primary traffic drivers for blogs are posting frequently and promoting posts on social media networks:
The study, conducted in May 2012 by Overblog in partnership with BlogWorld and New Media Expo 2012, correlates to a 2012 Hubspot study that found:
- 92% of companies who blog multiple times per day have acquired a customer from their blog.
- 70% of marketers indicate that they blog at least weekly.
- 57% of companies with a blog have acquired a customer from their blog.
To successfully grow your law firm marketing blog, you need to not only post frequently and market your posts effectively via social media, you also need to make your posts “sticky” so your audience keeps coming back for more. Here’s how:
Engage with other online communities. Become known on other relevant blogs by contributing valuable content to pick up audiences for your own blog.
Write about what you know. If you are passionate about your law practice, share it.
Provide engaging content. Be the spark that starts smart conversations online.
Answer questions. Solicit feedback and keep the conversation going.
Offer real value. Dive deep into your subject matter to keep readers wanting more.
Create content to match needs. Speak to your target market in your blog about the legal issues that concern them.
Make readers feel good. If someone posts a thoughtful comment, respond to it with appreciation. If you disagree, do so gracefully.
Give more than you get. Offer readers something of value like a free e-book or newsletter subscription. Post on a regular schedule so your readers are always getting something new from you.