Law Firm Web Marketing

    

5 Characteristics of Successful Blogs

In the U.S., an eMarketer survey indicates that Internet users will increase by 3.1% to reach 239 million by the end of 2012. This means 75.6% of the US population will be online by the end of the year.

Such numbers are important for anyone wishing to venture into building a brand on the web, particularly for law firms and legal professionals. Currently, blogging is one of the best platforms to support your online business and penetrate more markets. Content marketing via blogging is exceptionally advantageous for legal professions in communicating their cause and capabilities.

However, not all blogs fare well to their target audience, and many try to cover far to many subjects without establishing a focal niche. If you want your online brand to advance via blogging, you should look into these 5 characteristics of successful blogs.

Quality and Relevant Content

Whenever you are publishing your blog, always research your content to avoid boring your readers. There is a lot of information available and if readers realize you are veering away from the topic they can switch any second. Blogging is not just fun, but serious business and it is better not to update than add nothing to the reader’s quest for information. In essence, stay focused on you blog's niche, or practice area of law.

Unique, Focused Content

Readers like compelling articles written from your own perspective. As such, they need your personality to be written all over the content at all times and this will make it easier to relate to your blogs. In most cases, giving responsibility to another webmaster will sell you away immediately and this can be seen from the comments given. Try to dill down your own niche in terms of style and make it interactive.

Topical Passion

Blog management does not come naturally and as such, you have to keep going on and on until you have an audience. However, this is not the end of the journey but a beginning, because retaining this audience is a herculean task. Always have faith in what you write and expect forthright criticism; this is the Internet after all. Passion is the drive that makes you brave enough to continue even when odds are against you.

Content Consistency

Always make sure you update your content even if there is a dearth of information around. Readers come to your blog for new information and when they lack the same, they will seek other avenues of information. Consistency is the underpinning of any successful branding blog.

Keen Eye for Detail

A successful blogger is not a ‘yes’ person but one who constantly questions rationale in everything. This is the only way to create rapport with the curious readers who flock online for new provocative ideas. As such, your blog should not be a mundane regurgitation of the obvious but a platform of novelty.

These 5 characteristics of successful blogs can help resuscitate your fledgling blog and make it rank highly in the niche of your legal services. Information is power and in all these traits, it is this maxim that will define your success as a legal professional .

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5 Tips to Blog More Successfully

In the digital age that we live in, blogging has offered up a platform for people who would like to share their views online. Whether these views are personal or professional, it does not matter. The idea is share content of value with a relevancy audience. For law firm web marketing, a blog can help:

Successful Blogging for Law Firms* inbound traffic to a website

* attract more social media followers

* establish the firm as trusted and credible legal resource

* aid search engine optimization (SEO)

One thing to note though is that the blogosphere is filled with millions of writers. With the introduction of AdSense by Google, quality blog writing makes it possible to earn money, which has stiffened the competition. Although blog creation is essentially free, you should consider the following points if your law firm plans to attract a solid following of readers.

1. Have clear objectives: Before you begin a blog, you should have a clear idea of which direction you would like it to go. One cannot simply wake up one morning and decide to write on anything and everything and hope to amass a following. You should know who your target audience will be before you can decide what content would be best suited to them. Go through different blogs and figure out how they are reaching their target audience then you can make a decision on what your niche would be.

2. Get into your readers’ minds: Blog readers tend to expect a lot from the author of the blog. If you think that simply having excellent grammar and being eloquent will cut it, you will be wrong. It does not matter what niche you will be writing about, you should ensure the content is unique for you to develop your own following. What will make readers choose your blog rather than go somewhere else and read about the same thing? One of the best ways of getting into your readership’s heads would be by enabling comments on each of your blog posts. This will let you get feedback, both positive and negative, and allow you to make the necessary changes.

3. Edit your content: When it comes to writing, most people will go with the flow and jot down what comes to mind first. This is all well and good but this cannot be your final work. You should edit all your blog posts to ensure that they are free of errors and the content can be understood in the context in which you want it to be comprehended.

4. Edit your images: If you want your blog to stand out, it is recommended you incorporate images to break up the content. Do not use substandard images though. Learning the ropes of image editing will go a long way in giving your blog a professional edge.

5. Design of your blog: The design of your blog is one of the most important considerations and possibly the hardest job to accomplish. Your template should match the overall theme of the blog. If you are not proficient in web design, it is recommended to hire the services of someone who is.

Blogging offers a wealth of advantages for all types of firms, especially on a more local level where trust, credibility, and word of mouth go a long way. We hope these tips help you develop an effective blogging strategy.

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How to Leverage Blogging to Build Your Social Community

Blogging for SocialIf you are starting a social media marketing (SMM) campaign, you need to know how blogging plays an important role in the success of this campaign. Through blogging, you can improve SMM in a number of ways. Learn how you can use your blog to enhance the social media marketing efforts of your law firm.

Update links to your blog posts on social media pages

When you decide to place a link on either your Facebook wall or Twitter profile, make sure that it doesn’t sound as if your overly trying to promote your brand. Your friends or followers should never feel like you are trying to turn your profile or page into a sales and marketing arena. Placing the links will drive traffic to your blog and present you as an authority site since you are giving them knowledge.

When you are posting your links, you need to find better ways to ensure your blog content reaches out to a larger audience. First, make sure that you share your content when a majority of your audience is online. You can also add a photo beside the link to your blog. Photo posts usually receive higher engagements than simple links. Try and mention a few key influencers (authoritative people) or products, which you have included in your blog on your update. You can tag them on Facebook or use the @username on Twitter. When you do this, these people are also likely to share your blog content with their friends and followers on social media. This potentially enhances your business exposure.

Encourage your visitors to share content on your behalf

You can do different things to encourage others to share your content. For a start, make sure there are social sharing buttons conspicuously placed at the top or bottom of your blog. Additionally, you can encourage your visitors to share your blog content by using a simple call to action in all of your posts. Simply request them to share this information after reading.

Grow the number of followers and fans you have on social networks through your blog content

When you manage to get a good network of people who are interested in your blog content then you will be able to enhance your business through the loyal fans. There are different ways in which you can attract these relevant and targeted fans and followers through blogging. First, make sure you always add a call to action at the end of your post that encourages people to join or add you on their preferred social media network. Additionally, make follow buttons accessible on your blog so that people can easily follow you on social media networks.

Send advertising links to your blog content

When you do this, you increase the likelihood of getting more fans or followers. Make sure the ad is well created with a strong title, description and a captivating image. Make sure the blog post has a call to action at the end that is related to the legal services your firm has to offer. This way, your ads have a higher chance of generating more leads and quality cases.

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How Networking Can Empower Your Law Firm SEO Strategy

SEO Company StrategySEO is a very essential part of your law firm web marketing strategy. Improving your keyword rankings through SEO can stem from a well-integrated social media marketing strategy. However, let's think about your social media and networking in a different manner.

Off-line networking, an essential activity for lawyers, can be a great platform to make SEO-valued connections. Here are some of the steps to take during your networking visits to gather SEO ranking.

Invite Guest Bloggers with Specific Legal Expertise

Sometimes in your networks, there will be that one guys who seems to have a wide knowledge on various law topics. You can us such chances to invite them to write as 'guests' on your law firms' blog. Such advances will go a long way in ensuring that your site has quality content as well as quality shares and comments. Usually guest bloggers have their own following of regular readers and those readers will follow them even to their posts on your blog.

Write About Legal Conferences & Meetings

The best way to have your peers visit your site regularly is to ensure you write about the event. Post funny pictures and videos of the event to drive more traffic to your website. Most of your colleagues will be too busy with their daily jobs and will probably forget about events. Your site could be a good reference for you and your network of lawyers.

Gather Social Signals from Colleagues

Social signals are likes, comments, shares, tweets or anything related to appreciation of material on your webpage. Google has developed ways of using social signals to increase SEO ranking. Web pages with quality comments, likes, tweets and such are more likely to acquire a top Google ranking than those without. You should be able to convince as many of your colleagues to read your website (or blog) and leave comments or likes

Never Compromise on Content Quality

Once you gather traffic to your website ensure you never compromise on quality. No one wants to share poorly written content or even leave a comment. For you to get quality backlinks to your site (or blog) you have to give your audience quality content. Google ranks also have a way filtering poor content from the initial SERP.

When it comes to creating a cohesive SEO strategy, networking can be a fantastic way to leverage the aid of other proficient attorneys. In essence, why create enemies with your SEO efforts when you can build friends?

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Blog SEO Tips: Get Your Posts Found & Inbound Quality Site Traffic

Blog VisibilityAre you kin to SEO and getting the most search engine exposure from your blog posts? We thought so. What decent blogger or content marketer wouldn't want to get their work in front of as many eyes as possible (especially eyes that are actively seeking topics related to your content.)

If you're interested in master your blog SEO craft, below we share some tips to help get your posts found and naturally inbound quality site traffic your blog.

Optimizing the title of your posts

Unfortunately, many Bloggers don't really give it a second thought when writing the titles of their blog posts. In other words, they don't optimize their headlines for topical keyword relevancy, which makes it difficult for search engines to define and rank posts accordingly.

The trick is to include the keyword at the start of your post headline. Google scans for keywords starting from the post headline. It then scans the last paragraph of your post. So if you included the keywords in their relevant places, you'd have a better chance of your posts showing up.

It's important that the title of your post get shared among individuals all over the web. That calls for creativity, which basically means that it must raise curiosity for people to look into that specific post. The more your posts are shared, the higher the chances of getting ranked. That's because of the engagement factor, thanks to social media such as Facebook and Twitter.

Note: Don't forget to research on your keywords. You could even use the free Google analytics tool to find the best keywords for the titles of your post. You can also check out this great resource at FindLaw.com which shows more tips and techniques for keyword selection for law firms and legal professionals.

Respecting the value of links and anchor text

Just like we said in point number 1, search engines don't scan everything you write. Instead, they focus on certain parts of your posts, like your headlines, your sub-headings, anchor text, and alt text of images.

Now, whenever you insert a link, it will be highlighted with the color of your choice. These links can also act as keywords when search engines are crawling your web pages. Your safest bet would be to include relevant keywords where appropriate, especially on your headlines, sub-headers, hyperlinks etc.

Researching keywords parallel to blog post toics

Most newbie bloggers find it hard to choose a topic they would want to write on to make some money. In most cases, they have a passion for one or multiple topics. However, the problem is, not all topics are profitable.

To plan for your blog, start by evaluating the motive of your blog. For instance, if you want to attract more readers and make more money, you'd be better off with business, finance, health/lifestyle, and relationships topics. These are very profitable topics because people are always concerned with these areas.

If you're interest falls under any one of the above, you are lucky. Now your only task is to research on the relevant keywords to use as the main subject of your blog. For more on this, scope out this read at Moz which offers insights in choosing quality keywords that your target audience is searching for.

Researching on keywords is very easy. Just use one of the many free tools available online to find out which words are profitable. The best thing is that these tools even suggest which keywords are most popular, and by what percentage. If you're using Google analytics for instance, make sure you choose keywords worth not less than $1. The value of the keyword in question stands for the number of times it's searched online, so you'd be better off if you created a blog around that keyword.

Also, remember to check the competitiveness of the keywords you want to pick and build a blog around. They are basically categorized as high, medium and low. It's advisable that you don't choose ''high'' because competition is very stiff with these keywords, meaning it would be a struggle to get to the top with such keywords.

However, ''medium'' or ''low'' is just fine, considering the fact that they are not very competitive. If you chose to build your topics around them, your posts would start showing up on search engines in as little as 2 to 3 weeks.

Optimizing your blog for mobile compatibility

A growing number of people are now accessing the web via mobile devices such as smartphones and tablets. Because of this trend, Google has already begun to devalue websites that are not mobile-friendly. As a result, mobile-friendly SEO is becoming a popular sub-set to search marketing.

You might have great content for people to read. However, if your site is not optimized for the large percentage of people using mobile devices, you might not benefit. Consult with a professional mobile SEO provider who might be able to help give you suggestions on how to improve mobile visibility with your site.

You could edit your HTML to make your blog mobile-friendly if your platform doesn't come with an automatic mobile version of your site. You want to take advantage of the numbers, besides creating quality content.

Verdict
Blog SEO requires some hard work though. But since you know what to do, you can always start the process of optimizing your blog, both for the search engines and the readers for maximum exposure. Use the tips above to start generating some good traffic.

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3 Ideas To Cultivate Your Firm’s Content Strategy

Content StrategyDesigning an effective content strategy is one of the fundamental requirements of digital marketing success. Content marketing is not a new tool in the law firm marketing environment; however, today's law firms and legal professionals must embrace creative techniques and strategies if their content is to make a profitable impact.

There are many tools, resources and insights that can be used to design content strategies that will effectively market a firm’s legal services to a targeted audience. While content marketing in itself is not overwhelming, outperforming competitors, attracting new leads and cases, and gaining positive image is the ultimate goal that defines a successful content strategy.

Here are 3 ideas that can be carefully used to cultivate content marketing strategies for law firm and legal professionals.

1. Assume an Educative and Expert Advice Approach

When cultivating a firm’s content strategy, assuming an expert position is very important. Clients want to contract businesses that have the capacity to deliver, and content is how you can instill confidence in clients that your firm is capable.

With content marketing, your content is the mechanism to convince them of your firm's knowledgebase. Produce high quality content that is educative and acts as a resource which other relations in the niche can link back to. This can increase your websites Google ranking and trust among target market. Since clients seek quality and value, playing the expert and providing relevant content that showcase profound experience in the field goes a long way in developing perception.

2. Use Various Tools, Techniques & media

Content marketing is all about getting the word out to as many people as possible while retaining a positive image of superior service quality, affordability, credibility, reliability, convenience and professionalism. To effectively accomplish these goals, firms must use various content management and marketing tools, applications, techniques and media.

It entails going beyond what other competitors do and using a combination of marketing tools. They include websites, email-marketing lists, blogs and blog posts, TV and radio marketing, uniform marketing, billboards and all sorts of promotional mix elements.

When various media and tools are used, and the message is consistent across all platforms, the outreach will be wider. Firms must embrace the use of social networking platforms, SaaS applications for customer engagement management and features that enhance user experience. Besides nicely organized content, users must find value and convenience.

3. Focus on Quality & Professionalism

While this is a very basic and regular tip, not many law firms have achieved it. Re-enforcing promotion and marketing messages to showcase ultimate service quality and top levels of professionalism may not be as simple as it seems. It is important to ensure there is message consistency in each publication across all platforms. All product and service description must focus on defining values that clients will find in using them.

The information in websites, blogs, TV ads and other promotion media must manifest awareness of customer values, requirements and quality expectations. The strategy should be reinforced by company policies, culture, objectives and presentations at all levels of customer interaction and touch points. Professionalism can be integrated into the content through expert reviews, blog post from member attorneys and showcasing healthy relationships with other reputable firms.

Content marketing technologies are continuously evolving and new enhancements are witnessed from time to time. It is important to use tools and technologies that are trending in order to keep in track with existing efficiencies and experiences that clients seek. The abovementioned ideas are some functional practices that can be used to improve online success and overall marketing of law firms.

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5 Creative Content Marketing Ideas for Local Law Firms

Law Firm Web MarketingThe aim of content marketing is to attract and retain customers and clients by consistently producing and curating relevant content for the purpose of changing or enhancing consumer behavior. It is a continuous process which should be weaved into your overall law firm marketing plan.

The content can be produced as news, videos, e-books, email, photos, how-to guides, online contests and many more. If you run a local law firm, smart content marketing will earn you greater exposure and establish your brand name. Here are 5 creative content marketing ideas that can work wonders for your firm.

Share Professional Advice & Insight

Publishing great content that is relevant to your legal practice is absolutely critical in today's legal marketplace. Writing for your audience is a brilliant way of connecting with them by directly addressing and answering the questions or queries they may have.

It’s even better if you can create this content yourself but if writing isn’t exactly your strongest point, hire someone who can churn out some great articles for your blog. For example, you could start with top 10 lists, best practices for your legal niche, tips for handling a specific dispute, etc. Make sure the articles or videos are expertly done, beautifully crafted and thoroughly engaging so that you can make the most out of your marketing strategy.

Cover Local Events & News

Covering local news and events is a simple but highly effective content marketing strategy to get your brand noticed. People who stay within a given community tend to follow local events quite keenly because they have a sense of ownership to what happens or goes on around them. Making this news available to them on your website or through your magazines can earn you faithful customers who will start identifying with your brand.

During local events, investing in a brand sponsorship another creative way to go above and beyond.

Hold Online Contests

Even though you will need to spend some money on a couple of prizes, the number of local people taking part and the new potential leads you will get will be worth the cost. Budgetary constraints? You actually don’t need to offer expensive prizes so as to get participants.

A couple of fancy water bottles, nice-looking backpacks or branded diaries may be enough to draw many users. There are websites which help you to set up contests within a short time so check them out.

Getting The Word Out

Although you might have some killer content published, getting it exposed is a whole different battle. Below are a few strategy ideas to help make your content marketing efforts a bit more impactful.

Leverage Social Media

Leverage the immense power and potential of social media networks to make sure your business is well known in the local community. Social media platforms are critical for successful online marketing and brand awareness. Create and actively utilize social media channels where you can connect with your customers. As more of your content gets shared your reach will increase and your audience will grow. However, social media, if approached haphazardly, can break your business. If you don’t have the skills, get someone who knows how to do it.

Embark on Email Marketing

Email marketing is a clever way of getting new customers to engage with your business, as well as maintaining a constant communication stream with your existing customers. The more you stay in touch with your customers, the more they will think about your brand and the greater the likelihood of the new ones converting into loyal fans. Encourage new visitors to your website to subscribe for your newsletter by giving them a bonus item such as a free e-book. As you patiently nurture them via email, they will start buying your products.

At the end of the day, creative content marketing is a strategic activity where you use useful, relevant and interesting content to attract new customers. For it to work, it needs to be done in a clear and concise manner where the intention is well pre-defined. If you hit the right notes, you will reap the fruits in due course.

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