One of the most common mistakes lawyers make, especially when they are just beginning their careers at a very small law firm, or even a solo practice, is trying to be all things to all people. In some industries, being willing to take on projects outside your comfort zone and to view them as learning experiences is a plus. For example, you might know someone who graduated with an MFA, determined to make a living writing various iterations of the Great American Novel and nothing less; that person probably now has an impressive resume as a freelance writer, having written product description, mercenary guest posts on someone else’s lifestyle blog, and whatever the clients at the content mills were requesting.

Saying “yes” to every request for a task that requires legal expertise is not a good idea for lawyers. It means you are always learning to do your job from square one, and the more negative reviews your customers write, the more burnt out you feel. Marc Cerniglia of the Legal Marketing Blog calls this practicing “door law,” meaning that you jump at the opportunity to take on every client that walks through the door. You need to develop a brand identity to help you attract the kinds of clients you most want to work with. Updating your website with high quality legal blog content is one of the most effective ways to do this.

How a Blog Can Help You Find the Client Base You Want

You probably already know which cases you like working on and which ones you only accept because they are better than nothing. You also already know that it is not possible for one person, no matter how knowledgeable about the law, to be a first-rate lawyer in multiple practice areas. (It is possible for each lawyer in a small law firm to focus on a different practice area, but that is not the same as practicing door law.) Once you have decided which practice area you find the most rewarding or which one is most conducive to reaching your career goals, you should focus your marketing efforts on that practice area.

A blog is a very cost-effective marketing tool. Regularly updating your blog shows Google that your website is active. The frequent updates, the contact information that indicates your practice area and geographic location, and the density of practice area-related keywords in your blog content create the perfect storm for making your site rank highly for the kinds of searches that will turn into leads. (Don’t stress about the keywords; they will write themselves if you write blog content about your practice area.) Even better, other law firms will begin to associate you with your chosen practice area and refer clients to you, so that the other law firms can focus on their own practice areas.

Who Has Time to Write in These Circumstances?

Even if your marketing budget is modest, the legal content writers at Law Blog Writers can produce custom-written, engaging content for your blog at an affordable price.

Now that the new year is here, and you have determined how big your marketing budget for 2021 will be, it is time to decide how to allocate your marketing budget. Which marketing activities can you do by yourself, which ones should be part of the job descriptions of your current employees, and which content should you have professionally made? In order to make a wise decision about this, you should measure the effectiveness of your law firm’s current marketing strategy.

There are well recognized key performance indicators (KPIs)for measuring the effectiveness of various formats of marketing content, and only some of these are applicable to law firms. If your marketing budget allows it, you can even have a law firm marketing expert assess your current legal marketing content and advise you about your new strategy.

Key Performance Indicators for Your Law Firm’s Blog

As ever fancier apps and social media platforms appear on the scene, blogs remain one of the most underrated marketing tools; they are especially important for law firms. A well-written blog can effectively present your brand identity, improve your SEO rankings, and bring in new clients. How can you tell how well your blog is doing these things, though? According to Mike Murray of Content Marketing Institute, these are some KPIS that show how well your law firm’s blog is achieving its goals:

· Number of visitors – The more people click on your blog, the better.

· Number of repeat visitors to your blog – If people reread your posts or return often to your site to look for new posts, you know you are doing something right.

· Time on page – If a visitor spends a certain amount of time on your site (about two minutes for a 500-word blog post), it is an indication that they have read the entire post, which indicates that the post is interesting and understandable.

· Geographic trends – It is not bad if people outside your geographic area read your blog; it means that you are a nationwide authority on your subject. What you really want, though, is for people in your city or county to visit your site and read your blog, because they are the ones who can become clients.

Key Performance Indicators for Email Marketing

Long form text is a more important factor in clients’ decisions to engage a law firm than in customers’ decision to make a purchasing decision in almost any other industry. Therefore, it is not surprising that blogs and email marketing are among the most important marketing strategies for law firms. KPIs for email marketing include the open rate, click through rate, and number of subscribers.

Law Blog Writers Helps You Create and Implement Your Content Marketing Strategy

If your current legal blog content is not performing well according to KPIs, you can count on Law Blog Writers to produce custom-written legal blog content that will attract visitors to your site and make them want to keep reading.

Your first response to the suggestion to incorporate email marketing into your law firm marketing strategy might be one of dismissiveness. After all, promotional emails are so numerous these days that some major email platforms automatically filter them out. If you don’t want to be reminded of the tempting foods that are two for one at your favorite restaurant or of that high-end clothing store where you once bought work clothes that you can no longer fit into, all you have to do is not click on the promotions tab of your email inbox. Do you really want to put effort into creating emails that people are going to ignore?

If this is your reaction, then take comfort in the fact that email marketing for law firms is very different from the gimmicky, spammy emails you get from businesses that are trying to get you to make a purchase today. In fact, you shouldn’t think of it as email marketing; instead, think of it as an email newsletter. Even better, if your law firm’s website already includes professionally written legal blog content, then you are more than halfway to delivering an effective email newsletter to current and future clients.

Anatomy of a Law Firm Email Newsletter

The good news about email marketing newsletters is how much they keep your target audience thinking about you, and the better news is how little effort it requires to send them. The recipients of your newsletter are people with whom you are already in contact by email, so the newsletter goes to their primary email inbox instead of getting diverted to the promotions folder. The following people are automatically part of your email list:

· Current and previous clients

· People who have filled out contact forms on your website

· Colleagues with whom you have previously exchanged emails

Your email newsletter isn’t going to convince these people that they need a lawyer, but that isn’t its purpose. It is to get them to engage with your site, share your content, and simply stay in contact. Once per month is the ideal timetable for sending your newsletter.

Creating and sending an email newsletter does not require a large chunk of your marketing budget. Once you subscribe to an email newsletter platform, the newsletter itself will not cost you anything. You can assign responsibility for it to your administrative staff or to your interns, if you have them. Using a template that comes with the email marketing platform is easy and does not add any cost. Best of all, you don’t even need to create content specifically from your newsletter. You can just share existing blog posts or videos that your law firm has made. The result is that people will view your newsletter as some much-needed “non-stressful stuff to read” when they open their email in the morning.

Blog Posts So Good You Will Want to Share Them in Your Email Newsletter

The legal content writers at Law Blog Writers will create eminently shareable blog content for you to post on your law firm’s website and distribute in your email newsletter.

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