To be successful in today’s competitive legal marketplace, a lawyer has to wear several professional hats. Besides their legal expertise, they’ve got be marketing and advertising experts and, these days, that means understanding content management on the Internet.
Blogs and social media allow personal injury attorneys to provide valuable information to prospective clients and, if done correctly, can turn those prospective clients into actual clients. More than anything it’s important for attorneys to understand that content management and marketing involves a lot more than just a simple website.
Here are a few content management tips that every personal injury attorney can use.
Getting Started on a Blog
Starting a legal blog is one of the easiest, and most affordable, ways for any attorney to start building out their web marketing strategy. From a technical standpoint, blogs are incredibly simple to set up. There are plenty of free blog services, like Blogspot.com, where anyone can set up a working blog in just minutes.
If you’re looking for something a little more advanced, you might want to consider setting up a WordPress blog. WordPress sites are more like free standing websites and give their owners much more flexibility to include advertising and marketing materials.
Setting up a WordPress blog can be a technical challenge, so you may need your IT staff or consultant to help you set it up.
Why Social Media Can’t Be Ignored
Once you’ve setup your blog and are regularly posting content, you can use social media sites like Twitter and Facebook to help you promote it. One of the biggest challenges for any website is attracting an audience to actually read your content and, with any luck, become your clients. That’s where social media comes into the picture.
Attorneys who post every bit of content from their websites and blogs onto social sites like Twitter will see almost instantaneous results. Better yet, social media interactions are one of the factors search engines like Google use to determine page rankings; and the higher your page ranking, the more business you’ll see.
Dominate Your keywords
One aspect of content marketing that can be very challenging for attorneys is mastering the keyword game. Keywords are those phrases like, “Phoenix personal injury lawyers,” that your clients will be using to find you on search engines, so you need to include them in your blog posts. That way, search engines evaluation programs, can associate your content with your customers’ searches.
The key to successful keyword placement is using natural language. Remember; write for your customers, not for search engines.
Content marketing is not something should be taken lightly and, if you don’t think you have the time to devote to it, you might want to hire a freelance writer to help with the heavy lifting. It’s an expense that will almost certainly pay off.
Lawyers who successfully harness the power of the Internet can see a real uptick in both the amount of business, and respect, they get in the community.
Bill Cohen is an Arizona-based legal blogger and Internet marketing consultant who has been helping Phoenix personal injury lawyers develop web marketing strategies for over a decade.