WRITE FOR PEOPLE, NOT ROBOTS! A LOOK AT THE BIGGEST CONTENT MISTAKE LAWYERS MAKE
Do you have a blog on your website? If not, you should finish this article, put down this newsletter, and start writing one. If you do, close your eyes and ask yourself, “What’s the goal of my blog?” If your answer is, “To improve my website’s Google rankings,” you’re blogging for all the wrong reasons. If you’ve read the very first edition of this newsletter, you’ll know Spotlight Branding’s position on SEO: After years in marketing, we’ve realized it’s overrated, ineffective, and often does more harm than good. A myth has sprung up in legal circles that the purpose of blogging is to increase your SEO, and you need to include keywords, make sure to backlink, and do a thousand other things to make it happen. We’re ready to bust that myth wide open. Which option makes more sense: blogging in order to impress a robot and hopefully convince it to send more leads to your virtual doorstep, or blogging to reassure, impress, and convert the leads already on your website? The latter, of course. That’s why instead of blogging for robots, our clients blog for people.
audience in mind, focusing on their questions and pain points. What is your ideal client worried about? What are they curious about? What could they use your help with? The answer to each of those questions contains many blog posts. Once you’ve chosen a topic, distill your information and write it clearly in language the average reader will understand. Unless you’re marketing to other lawyers, this isn’t the place for legalese. Simply answer your ideal clients’ questions, and give them enough information so they know why they should come to you and how you can help. This will elevate your expertise and prepare your clients for the process. These posts don’t need to be perfect; they just need to be effective. Last but not least, you need to produce and distribute this content regularly. Don’t just let it sit on your website. Post your blogs on social media, or include them in an email newsletter — put them where the people are. If you’re not sure how to do this effectively, give Spotlight Branding a call.
Blogging for people is simple. There are no tricks, secret keywords, or lines of code. You just need to write with your
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AN EASY WAY TO FOLLOW UP WITH ALL OF YOUR CONTACTS!
At Spotlight Branding, we believe staying top-of-mind with your contacts is one of the biggest missed opportunities for law firms. As a business owner, you know you need to follow up with all the people you meet on a regular basis, but as your contact list grows, it becomes impossible to make a phone call or go out to lunch with everyone. However, sending an email newsletter — packed with valuable information, by the way — is one of the best things you can do to keep in touch with your contacts. We recommend MailChimp, though there are other programs like Constant Contact and AWeber that accomplish the same goals. We like MailChimp because it allows you to create a custom email design that can match the look and feel of your website, creating brand consistency. MailChimp also offers several analytics and testing options to allow you to get the most out of your campaigns. As an added bonus, an email newsletter pairs very nicely with a print newsletter campaign from The Newsletter Pro!
If you’re looking for more great resources to drive your business forward, take a look at this episode from our industry-leading podcast – “The Law Firm Marketing Minute.”
“BEWARE OF CHEAP SEO SERVICES” – LFMM 278
Marketing companies will tell you that SEO is the best way to market your firm. Not true! In fact, cheaper SEO services are about as effective as throwing money in the trash. Listen to this episode to see what we mean. If you want more referrals, better clients, and higher ROI on all your marketing, call us today at (800)-406-7229 to schedule a consultation!
Listen to this episode and find even more at LawFirmMarketingMinute.com and subscribe on Apple Podcasts or Spotify.
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