Whether you’re a large firm or an independent operator, winning clients generally at the fore of every attorney’s mind. But with the minefield of marketing options and a limited marketing budget, the question as to where, how and when you should promote your business is a never-ending conundrum which can end up consuming more time than clocking up those essential billable hours.
Your paid marketing strategy is one you need to diligently implement, monitor and optimize, but being smart about utilizing all the low-cost and free options available to you is just as important.
One such option is blogging. This often-underutilized form of content marketing can be a gold-mine but so many law firms forgo it, either because they don’t fully understand its value, they can’t find the time, or they’re so focused on their paid marketing that they forget what can be done with time alone.
So, the question is, should lawyers blog? I’m sure you’ll have guessed that the answer is, in my humble opinion, yes! Here’s why…
No. 1: Establishing Yourself As An Expert
Ever heard the expression actions speak louder than words? Well, your website without a blog simply tells potential customers the ways in which you can help them, your blog actually shows them you know what you’re talking about!
But blogging is more than just proving you’re the real deal.
Clients place a great deal of trust in their attorney, and the client expects to be engaged similarly, which is why the process of choosing one is such a well-researched one. It’s during the research process, whereby potential clients generally look into their specific problem as well as the attorney who can help them, that you need to be found. And if you have a specific article which answers the question your clients are asking, not only are you likely to get found, you’re likely to create an instant feeling of trust and authority in your potential clients’ minds.
No. 2: It’s a Cost-Effective Form Of Marketing
Going out to cold traffic is a marketer’s nightmare. Sure, traditional marketing can yield great results, but there’s also a lot of wastage in spreading the word about your services to an audience who are not in the market for what you’re offering.
By blogging, however, leads who come to your site are qualified; they’re in the market to have their problem solved and you need to be there to solve it! That said, once you have gotten potential clients to your website, it’s your job to turn them from prospect to client, so make sure you have an easy way to collect leads on every single article.
No. 3: Gives You An SEO boost
When was the last time you updated your website? If you don’t have a blog, the answer to that question probably involves ‘months’ or ‘years’ rather than ‘days’ or ‘weeks’, right?
The truth is, Google loves fresh, new content, and blogging allows you to fulfill the search engine’s needs without having to think about how you’re going to reinvent the wheel on your static pages all the time. This has been an ongoing trend for many years now, and doesn’t show signs of slowing down.
Creating content weekly or bi-weekly shows Google and other search engines that your site is relevant to its users and hence is more likely to show it to them (i.e., you’ll get shown higher in the rankings). The higher your search engine ranking, the more traffic to your websites more and more potential to convert leads.
How To Get Started
Starting a blog is relatively simple. If you have a content management system like WordPress, you’ll already have the ability to create blog posts. If not, you may need to employ the services of a web developer to implement a system on your site. Then, start writing! It’s as simple as that!
If you’re at a loss for what to write about, think about all the questions that your clients ask you. Do auto-accident clients ask you if their claims will be public record? Do divorce clients ask you how their assets will be split? The endless list of questions asked by your current clients will help you create blog content for some time, so start there!
Then, go a little deeper and show people how to avoid these situations in the first place. It may seem counterintuitive — if you’re an auto-accident attorney teaching people about car seat safety may appear to renders your service redundant, but in actual fact, it helps your business two-fold. Firstly, you’re actively showing potential clients that you care about them, even if it means that they won’t need your services (which goes a long way to establishing trust for your brand). Secondly, so many people actually search for the best ways to avoid such situations, after they’ve already occurred!
Finally, consistency is key! While blogging may not seem like a priority when you have an endless list of tasks to get done, making time for two to four blogs per month should be on your agenda. That said, if you really don’t have the time, outsource to someone that does!