Most law firms contacting us about their marketing efforts inquire about social media and/or e-newsletters. We get this request most often from law firms with an outdated web presence that has been dormant since the 90’s or law firms venturing into the World Wide Web for the first time (welcome!). What many lawyers fail to recognize is that content comes first – before e-news, before social, before anything digital.
Do you have a blog within your website that is updated regularly, preferably once to twice per week at minimum? Before you venture into an email marketing or social strategy, you must have quality, fresh content to fuel those campaigns. You need a content marketing strategy.
A content marketing strategy doesn’t just fuel your other marketing efforts; it helps you begin a courtship with Google (and other search engines) that will last as long as your website remains active. Google’s search engine ranking algorithm considers several factors in rating a website, including whether or not the site has recent and relevant content. Whether you are blogging about current events, case results, or cautionary tales, you should establish a regular blogging schedule that relates to your law firm, practice areas, target demographic, and geographical areas served.
A well thought out and executed content marketing strategy, using target keywords and phrases appropriately, will build your digital reputation with Google. Then, when you begin your social media and email marketing, you will already have search engine credibility and put your best foot forward toward your existing contacts and new followers.
Once your law firm has established and implemented a regular blogging schedule, you can venture into email marketing and/or social media. Repurpose your best-performing or most interesting content for your e-newsletter and social media. Instead of including links to a bar association blog or news story, which drives readers to someone else’s website, by including links to your own content, you are creating an inbound marketing strategy to drive traffic to your law firm website.
Mandy’s Inbound Marketing Tips
1. Include blog post previews that link back to your website in an e-newsletter. This way, to finish the story the reader has to click through to a page on your website. Make sure that there is a contact form or other on-page conversion method so that the reader can send in a lead.
2. Use your blog posts as social media updates. Your own content can and should be uniquely shared (not auto-fed though) onto your social media channels, including Facebook, LinkedIn, Twitter, and Google Plus.
3. Comment on others’ blogs in a meaningful way, including links back to your blog on a similar topic.
4. Include guest posting as a part of your content marketing strategy; both posting on others’ blogs and inviting others to post on your blog.