There was a time, the golden age, when firms had clients coming to them in spades. Strategy, marketing tools, virtual networking, and social media were not yet familiar concepts, and the debate of whether emailing clients was proper form (instead of telephoning) was still alive and kicking. The golden age has passed, and its archaic debates have been settled.
In the current age, law firms and businesses are continually on the cutting edge of client-oriented marketing. Firms and lawyers are more connected with each other and their potential clientele than ever before. However, the danger of the online relationships is that they are more anonymous and less personal.
Blogs are a unique hybrid of old-school and new-school communication. A blog can be considered a flexible return to the long lost days of penned letters and carefully drafted memos. They are more in-depth than a simple post or tweet. On the other hand, they have the capacity to reach a much larger audience than any personalized piece of correspondence.
Why should firms should get on board, or better said, get on the blog?
1) Regular blogging creates an online relationship between the authors and readers. The audience of potential clients can return time and time again to check for new posts and articles. Consistent traffic to your blog will keep your firm name at the forefront of your readers’ minds.
2) Blogging allows a firm, practice area, or lawyer to demonstrate its/his/her personality. It makes online communication more personal and interactive.
3) Practice area specific blogs are a great way to exhibit a firm’s specialized knowledge and expertise in a certain niche. It builds trust in the quality of service and knowledge base. Likewise, discussing recent involvement in cases brings publicity and attention to the firm’s latest achievements.
4) Use this type of online outlet to keep your audience informed. Blogs are an accessible and cost-effective way to educate your potential clientele about relevant matters. For example, you can answer commonly asked questions online, saving both the lawyer and client time and money.
5) At the very least, blogs get the firm or lawyer’s name out there into the cyber universe. These days, people are not pulling out the phone book to find a lawyer, but are punching in a few keys words into a search engine (SEOs). The more often your name or firm name comes up online, the easier it will be for a client to find you amongst the masses.
6) Blog comments allow your audience to feel involved and “heard.” Interactive dialogue, whether in person or in writing, is an important step to building long-lasting relationships. Ultimately, this type of dialogue encourages better customer service.
7) A blog is a marketing tool. Use this tool to your advantage by building your brand. Law firms are a business, and it is important that they hone in on their voice, message, image and product. Blogging can fortify and advertise exactly what kind of firm, or what kind of lawyer you are.
There are many reasons to get on board and get blogging: increasing your clientele base, keeping up with the competition, and building (or strengthening) a name for yourself and your firm. Regardless of the motive, blogging is an easy and creative way to stay connected to both clients and peers. So, get started.