The sooner lawyers understand the importance of having a blog to secure clientele, the quicker their business flourishes. Studies have proven time and time again that blogs do wonders for achieving high Google search results, jumpstarting your lead generation, and increasing shareability by having a catalog of information for clients to engage with on social media.
In this two-part blog series, we will explore 1. The Value of a Blog (where we are) and 2. How to Go About Starting One.
A low-cost form of marketing
Legal blogs — otherwise known as blawgs — cost very little to run when compared with the huge marketing campaigns bigger firms use. As much or as little effort can be put into it as you have resources available, and it will always yield results. Because this is an inbound lead instead of an outbound one, the company is investing less but gaining more.
SEO can go a long way
SEO, or search engine optimization, is a style of blogging that uses key, searchable words to drive relevant clientele to a given website. By blogging about a variety of topics relevant to the legal field — like a blog about breaking down legal jargon, for example — you are driving traffic to a website that can then be converted into a new business prospect.
Shaping the brand for social media
Blogs help your firm, or you individually, build a strong voice. By creating what could be considered a “personality” for your firm, people are more likely to relate to you and see you as a resource. Your expertise, via your blog, can then be shared via platforms such as LinkedIn, Facebook, etc. This sharing multiplies the impact of the blog. A golden rule of marketing is that word-of-mouth can make or break a business. A blog is an excellent way to allow others to spread your firm’s message.
Each year the ABA publishes a list of the best legal blogs. I would encourage you to study these and determine why they work and then create your own blogging style.
If you are interested in learning more about gaining a competitive advantage over other firms and embracing better overall performance, you can reach out to Law Strategy Corp.