Digital marketing is the future of any business. This can be divided into two main categories, paid marketing campaigns and content marketing. A significant part of your content marketing strategy should be law firm blogging.
But this isn’t like journaling your thoughts. You need to have a strategic approach to the blog posts on your law firm’s website. Law firm blogging can help you with lead generation, business development, online presence, and client retention.
So how do you make your blogging efforts effective? Here are six tips to help you get started.
1. Quality Over Quantity
Large marketing machines and content mills will sell you on the idea of buying a sizeable cost-effective package of blog posts. It will sound enticing. Don’t take the bait.
More is not better when it comes to blogging. Your audience wants well-thought-out blog posts with actionable, useful advice. After all, isn’t that why you are here reading this blog? You want actionable advice on how to make your law firm blog work for you.
So skip the volume and opt for a few blog posts that have a meaningful message. You can post one high-quality article a week and have better results than posting 4-5 rushed and sloppy articles a week.
When you post well-thought-out articles that are packed with information, people will stay on your post pages longer. Google will read this as your website has better quality and useful content. Now your site will organically rank higher as Google will think your website has the information people are looking for.
2. Have a Purpose for Your Law Firm Blogging
Before you start blogging, have a roadmap of what you want the blog to do. You need to have a marketing plan so that your blog stays focused.
Often lawyers don’t know what to write about, so they cover local car accidents or crime events. This works for a personal injury or criminal attorney but isn’t relevant for other firms in the legal industry. They are also better suited for a news site. Try to keep your legal blog focused on specific topics that are relevant to your law practice.
Another common pitfall is press releases about the law firm or its attorneys. While it is ok to have some articles featuring the firm and its attorneys, this shouldn’t be the main focus. It comes off sounding very self-promotional and provides no useful information for potential clients. It fails to answer the questions the client has when coming to the law firm website.
So what should be your purpose? Answer questions that your clients and potential clients have to ensure you write about timely topics. This boost’s your law firm’s blog performance by increasing your lead generation efforts.
Use your own experience to know what their questions are. What questions do you answer the most? Why does someone seek your services? Take this blog, for example. I try to write blog posts that help business owners improve their marketing efforts. I answer their questions about content marketing.
3. Do Keyword Research
Targeting keywords in your blog posts is called search engine optimization (SEO). This helps your blog content to rank well in search engine results when your target audience googles a search term. Most keyword research services require a paid subscription. But this doesn’t mean you are totally out of luck.
If you don’t have any SEO experience, this will seem like a bit of a daunting task. But it doesn’t have to be complicated when you are just starting out. The trick is to focus on a few key topics.
Start by creating a list of the questions you frequently hear from your clients. This will give you a good indication of what potential clients want to know. Add to this a list of key terms that are relevant to your practice area.
Then you can use a free tool to determine the search volume for the topics that are related to your list of questions. This will help you create a list of phrases and keywords that you should target.
Focus on these metrics when performing your keyword research:
- Search volume- how many searches a particular keyword gets
- CPC: What’s the cost per click people are paying for the keyword in AdWords
- Competition: How competitive is the keyword?
It is typically best to spread out your efforts and go for “low hanging fruit”. Highly popular words will be difficult to rank for right away. While others have too low of a search volume to make it worth the effort, aim for the sweet spot in the middle range.
It is also important to filter your results to your local area. This will drastically change the popularity of certain keywords and may alter your whole strategy.
4. Scope Out Your Competition
This shouldn’t be new for you. Knowing what your competition is doing is good for business and helps you stay competitive. Knowing what your competitors are doing helps you avoid copying what they are doing. This way, you can create innovative and unique content.
You can also learn from your competitors by figuring out what they are doing wrong. Then you can step in and do it better. Perhaps a local competitor law firm tested out webinars or hosting a podcast. Give them a watch and see if this is a viable avenue to pursue as a part of your law firm marketing.
5. Promote Your Content
It isn’t enough to just write your blog. You need to get it out there and promote the content. This will help generate traffic to your blog, which boosts your ability to attract new clients. It will also help you create those precious referral backlinks that everyone talks about.
Once your article is published on your site, create a schedule to share your post here:
- Any other social media platforms where written content makes sense
- Relevant forums where you are an active member.
6. Monitor Your Law Firm Blog’s Performance
If you aren’t using Google Analytics to track your website’s performance, then now is the time to start. You need to track how your blog posts perform. This will help you evaluate if you are on the right track.
You may find that people love a certain type of post but hate another. Now you know to change up your strategy to do more of what they love and less of what they don’t. You can tie this in with the testing you do on your entire website. Create landing pages that have the same content but a different layout or color scheme. You may find that it isn’t the content but its readability that changes how people respond to your content.
Get Help With Your Law Firm Blogging
Having relevant, informative, and unique legal topics content is key to a successful law firm blogging strategy. Your blog can accomplish this if done correctly.
Aim to create high-quality content that is informative about your legal services and useful to anyone visiting your site. You want to establish your law firm as an authoritative figure in the local community with the know-how to effectively represent clients.
If all of this sounds like a lot of work, you’re right, it is. So why not let me help. I will put my core skills to work on your blog while you can focus on yours, representing clients.