Law firm management has slowly evolved to include much more than traditional everyday business tasks. In addition to representing their clients, today’s busy attorneys in small or mid-size firms often must troubleshoot IT problems, participate in professional networking, meet current CLE requirements, and market their law firms so that they can be found in a highly competitive legal market. While innovative and well-researched marketing techniques do wonders for most lawyers, the options for and complexities of marketing a law firm in the 21st century only compound the stress that many lawyers experience running their firms.
Typical marketing choices include:
- Print media
- The Yellow Pages
- Television and radio commercials
- Several methods of online advertising
Online advertising is highly effective. However, as a newer medium, it’s often the one that attorneys find the most confusing. Online advertising can include:
- Developing a law firm website
- Purchasing online ads
- Having a social media presence
- Writing and publishing blogs and other consumer-facing content
Among these, blogging is usually the one most lawyers tend to shy away from since it is a routine commitment. Although, law firms that take this step might find that this marketing tool isn’t just affordable and practical but also enjoyable.
The Value of Legal Blogs
Why are legal blogs so effective? They are arguably the best way to establish an online presence that stands out to search engines and remains in the memories of those that may need your services both now and in the future. With a regularly published blog, an attorney can:
- Showcase their legal expertise
- Increase their firm’s SEO (Search Engine Optimization)
- Stay up to date on new developments in their legal niche
Establishing a Blog
Blogs aren’t as tricky as most lawyers might think. The first step is to determine whether your blog will be a part of your firm’s website or if it will be a solo project. It’s generally recommended that lawyers who work for law firms make their blog a part of the firm’s website for brand consistency and SEO purposes. However, you may want to delve further into this issue before deciding what you want to do.
Next, it’s time to select a platform. There are many to choose from. While some are free, free isn’t always best when it comes to legal marketing. You can find some designed specifically for legal blogs and legal website providers typically also provide blogs within their packages. A generic blogging platform might also work just as well for your purposes. WordPress and Squarespace are popular choices in this category.
If you aren’t sure which type of interface is right for you, think about the following:
- How many options do you want or need for branding and customization?
- Do you want 24/7 customer service?
- Do you need a user-friendly platform?
- What is your budget?
Ideally, you should test out a few different options before settling on one. What works best for one attorney or law firm doesn’t necessarily work best for everyone.
A Blog is Born
Now that you’ve selected an interface, you can begin the blogging process. However, before you pick up a pen or put your fingers to a keyboard, consider your blogging and marketing goals. Are you trying to reach potential clients, referral sources, or establish yourself as an authority in one area of law? If your goal is multi-faceted, that is okay too.
Stick to writing about topics that are of interest to you, those that you are passionate about. Be sure that you are blogging on a regular basis. At least one blog per week is ideal, though some experts recommend at least two to three times per week.
How will your target audience find your blog posts? One way to help them is to share them on your social media platforms. It’s best to post them where your target audience spends the majority of their time online.
Not Convinced You Can Be an Attorney and a Blogger?
If you’re like many of the attorneys we work with, you might not be convinced that you have the time or the know-how to begin an effective blog. Still, don’t dismiss the idea of using a blog in your marketing strategy just yet. The good news is that’s where we come in.
When you hire our attorney-led team of legal writers, you can focus on what you do best—representing clients; while we handle your blogging needs. Our authoritative, timely, and ethics-compliant blogs can help propel your law firm to the next level. Learn more about what we have to offer by speaking to one of our marketing experts. Call our office today at 877-488-8123 or contact us online.