To maintain a successful blog, your law firm needs to be doing a lot more than just posting articles. Marketing your content across social media, creating quality links (both to and fro), and interacting with your visitors are all key components in making your blog work for you in the most effective way.
There are times when busy schedules can get the best of everyone—especially active attorneys. To get the most out of your blogging efforts, here are 5 important steps that you mustn’t overlook. And if you don’t have the personal time to follow these steps, make sure someone at your firm does, or all the great blog content in the world will be useless.
1. Answer All Blog Questions
If a viewer is taking the time to post a question to your blog, be sure to respond to it (preferably within 24 hours), and answer it in the best way you know how. If it’s a question that’s out of your area of expertise, try to help the viewer find an answer by providing applicable links, or perhaps contact information to a colleague who practices in that area of law, etc.
Unanswered blog questions are a sure-fire way to turn off readers, as you’ll appear disconnected and uninterested in interacting.
2. Respond To Blog Comments, Especially Negative Ones
Comments left on your blog are an indication that readers are interested in what you have to say—so much so that it generates a response they feel compelled to post. Be sure to respond to as many comments left as possible, but especially to comments that are being commented on by other viewers, and negative comments.
Negative comments are an opportunity to try and discuss the subject matter further with the commenter, and see if you can alter their opinion, or at least try to understand why they responded adversely. This can help with other viewers who might take the same stance.
3. Post Regularly
Make sure that you’re uploading new content to your blog at least once a week (twice a week is best). Remember, blog content doesn’t have to be long, drawn out articles, and it’s probably a good thing that it’s not. Captivate your readers, and provide content that’s valuable and engaging—no matter the length.
TIP: Content goes beyond the written word, even on blogs. Make sure to upload pictures, videos, infographs, etc.
4. Stay Active on Social Media
Social media has become a determining factor in the overall success of a blog. Maintaining an active presence on social giants such as Facebook, Twitter, and Google+ can drive traffic to and from your website, blog, and other social networks. This can boost your online visibility profoundly.
5. Don’t Forget About SEO
Always keep in mind the SEO aspects of blogging by way of descriptions, titles, keywords, performance tracking, and more. By implementing effective SEO techniques, you’ll get more bang for your (blog) buck, and keep your blog in good standing on the SERP’s.
To learn more about boosting your blogging efforts, and other legal marketing tips, contact us today!