Between blog posts, content marketing, social media platforms, online advertising, email, and text messages, there are more ways to communicate digitally than ever before. Constantly communicating with your clients or referral base is incredibly easy in today’s digital age, but it’s also easy to overdo it. While keeping website content and postings fresh is important, make sure you don’t alienate your followers with information overload. Below are recommendations for how often your firm should post or share content on a variety of platforms, including a few tips and tricks for each.
BLOG POSTS
Keeping your website fresh with new content is important. A blog is a great platform for establishing the firm’s authority on legal topics related to your practice areas, and Google prefers websites with regular updates. Blog posts are your digital workhorses, too. Once written and posted, they can be repurposed across a variety of mediums, including sharing them on social media channels and featuring them in your e-newsletters.
Blog posts need to be written with a minimum of 350 to 400 words to have any value for SEO purposes. And your posts should always, always, always be original content. Google absolutely despises duplicative content, and your website will suffer its wrath if you reuse content found elsewhere online.
If your firm’s website doesn’t have built-in blogging functionality, you can add content pages instead. These additional content pages are not always navigable via the main menu bar; instead, they are most often accessible when a user clicks on a link embedded on another page. For instance, below is a main practice area content page about drunk driving. An additional interior content page about wrong way accidents was written and is only accessible via the link embedded in the content of this page (the red text) – NOT via the main navigation.
Posting Frequency Recommendation:
One blog post or interior content page per week
SOCIAL MEDIA
As Digital Marketing expert Neil Patel says, “If you post too infrequently, your audience will forget that you exist and you will quickly fade into the deep dark recesses of their minds. However, if you are posting too often, you will become a complete nuisance and they will dread seeing your posts overcrowding their feed.”
Research shows consumers don’t want to see businesses and companies taking over their newsfeeds, and will start to penalize Pages for over-posting by no longer engaging with the content. Hubspot found companies with fewer than 10,000 followers that post on Facebook more than twice a day received 60% fewer clicks per post than those who post five or fewer times per month.
Posting Frequency Recommendation:
At least once per week and no more than three times per week
Tweets have a much shorter lifespan than any other form of digital content. With most tweets lasting around just 15 minutes, Twitter is the one place where more can actually be better. But because of the abbreviated life cycle of a tweet, it’s easy to repurpose material, reposting it at different times to reach a wider audience.
Posting Frequency Recommendation:
At least twice per day and no more than 10 times per day
As the professional networking social channel, posts to LinkedIn should contain only legal industry information. While Facebook is a great platform to humanize your firm with human-interest posts, LinkedIn is NOT the place to share that type of content. Keep it strictly professional here.
Posting Frequency Recommendation:
Once per week and no more than two times per week
E-NEWSLETTERS
Email is the cornerstone of office communication in this day and age, with 86% of professionals naming email as their preferred means of communication. Estimates suggest the average office worker receives 121 emails per day. With all of those emails hitting your inbox everyday, your instinct might be to send more e-newsletters in the hopes of making your content seen.
Unfortunately, sending too many emails will have the exact opposite effect. In fact, 69% of recipients unsubscribe due to “too many emails.” Instead of bombarding your subscribers every two weeks in the hopes of capturing their attention, instead focus on the quality of the content, the design of the newsletter, and whether or not you are providing answers or information relevant to the recipients.
Sending Frequency Recommendation:
No more than once per month, and we prefer once per quarter for law firms
REMEMBER: QUALITY OVER QUANTITY
Most digital media consumers are savvy enough to navigate the online waters, and with so many voices competing for attention, they are searching for better quality material rather than mass quantities of sub-par material. Inundating consumers is not the way to get their attention… and will only succeed at alienating the very people you are trying to attract. Following two simple rules will ensure your followers stay engaged: make sure the content your law firm shares is high quality, and avoid the urge to “over share.”
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