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Why a Law Firm Should Have a Blog

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This post explains the benefits for a law firm of having a well maintained, dynamic blog.   But maintaining a blog is not easy. Do not have a blog if you are not committed to it. A blog is a useful communication tool and has many benefits.

Requirements for Successful Blog

But first, let’s discuss what you need for a successful blog?  Here are some thoughts:

  • brainstorming and discussions on topics
  • consistent and interesting content from various writers including lawyers and thought leaders in your firm
  • calendar of what content to post and when
  • budget as you will need to hire outside writers or consultants to assist with the blog
  • defined blog order and structure
  • someone devoted to blog management, monitoring, measurement and maintenance
  • editor to review content before final posting
  • buy-in from top of firm down

Make sure you have a plan in place before executing on a blog.  Blog posts have categories which are a way to classify and group blog posts.  Posts can be long or short, including just  a few hundred words in length.

Benefits of a Blog

All organizations are different and thus all blogs are different.  Some are more fun and light while others are more educational and legal.  But here are my thoughts on the benefits of a blog for a law firm:

  1. Prove Your Expertise – The Internet is often the first place people go to in order to learn about anything.  Show what you know. Be a trusted adviser in your legal specialty in your geographical area with blog posts that are helpful and insightful. To position yourself as an expert, keep pace with legal news and issues.   Blogs are a sample of an organization’s thinking and professional work.
  2. Enhances Your Community by Staying in Contact with Clients – A blog can be a key part of your community.  Your existing clients and those that care about your firm will be reading the posts since the posts will provide information about your firm and the services you offer.  Share photos, videos and interesting information about your firm.  The words you use in your blog make your clients feel comfortable to do additional business with your firm. Also, perspective employees can be attracted to your firm.
  3. Provides Content for Promotional Campaigns – Prospective clients will seek out information to better inform their selection of a law firm.  And a blog is an excellent place for this.   A blog keeps your firm top of mind with clients who want to hear from you on a regular basis. Make sure that you mention blog posts in an email newsletters. Publish useful content so there will be a reason for a client to stay a client.   Make sure you do Twitter updates that link to your blog posts and that you share the blog posts on LinkedIn.
  4. Provides Content for Other Marketing Pieces – Blog posts are great to combine to form eBooks which can be used in LinkedIn Sponsored Updates and Call to Actions on Landing Pages.   You can also these pieces for webinars.
  5. Improves Website Traffic and Findability – If your blog is part of your website, new blog posts draws more traffic to the site.  Curious blog visitors will check out other pages on your firm’s website. A blog can have a positive impact on search engine ranking results. Blogs posts are full of keywords.
  6. Attracts Influencers – A blog gives you the ability to attract influencers who can spread the work about your legal services to their network.  Included in this influencer group are lawyers in other law firms (who could recommend others to your firm) or potential clients.
  7. Quick Delivery of Information – A blog answers your client’s concerns and questions in a timely manner in the comment area. A blog provides an opportunity to interact with your target audience, and exchange thoughts, believes, and ideas.  A blog is more dynamic than a website. Frequent great new content shows responsiveness, dedication, commitment and expertise. A dynamic blog raises credibility.   A blog is a great place to highlight firm news in an easy to understand wording. Share information beyond a press release. A blog can easily and quickly communicate with an audience (usually much easier than a website) and allows sharing of information about your firm.
  8. Strengthens Your Brand – A blog provides an opportunity to how your firm will be perceived  by others. Consistent branding leads to client loyalty.  Make sure your blog look is consistent with your other marketing activities (website, newsletter, etc.).

Your firm is unique and provides a valuable service.  A blog gets your message out there.  It is a great way for people to know your firm, its service offerings and its expertise.  A blog will assist in controlling the message to your audience.  Be consistent and have a regular conversation with readers.  Many firms have acquired firms through their blog.  If you don’t have a blog, please consider starting one.

Share me your thought on benefits of a blog for law firms.

 

 

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