Law Blog Return On Investment
Any reasonable lawyer would consider his/her bottom line before committing to a new marketing campaign. But the return on investment (ROI) for a law blog isn’t cut and dry. A few indicators suggest that blogging is one of the most viable ways to generate new client leads online.
Blogging Strengthens Lead Generation
A new HubSpot report shows that 92% of companies who use inbound marketing saw an increase in traffic. The blog platform is the #2 lead generator because it opens a direct line of communication between you and your prospective clients. When the content is both engaging and valuable to the reader, they will feel invested, and a call-to-action will carry more weight. If your content has credibility, people will be more likely to subscribe to your blog, join a newsletter list, or provide an email address. It takes repeated contact for a prospective client to contact you online. A law blog can shorten the time needed to turn a prospect into a paying client. In other words, you can turn a qualified lead into a client with minimal advertising effort. The ROI of a law blog campaign is much easier to calculate when measured within the scope of the larger sales cycle.
Blogs are the Ideal Social Media Pathway
Besides consumer engagement, law blogs have a wide reach when connected with social media platforms like Facebook, Twitter, LinkedIn, and RSS feeds. HubSpot reports that blogging is the #1 method for increasing traffic, second only to SEO. A key performance indicator that demonstrates the ROI is the traffic results from the social shares and referrals of other blogs and websites. Social media shares create more unique visitors and add significant weight to your credibility. The more successful your blog campaign, the more likely journalists and other bloggers will come to you for leads. Also, visibility and media coverage builds consumer trust, which shortens sales cycles when prospects reach your site.
Blogs Generate Valuable Client Feedback
Blogging invites clients into the conversation of your practice online, which puts you at an advantage because it provides unique insight into their needs. Law practices with effective content marketing campaigns use the comments section to understand what type of content resonates most with their readers. Then, they modify their efforts to create more compelling copy. The consistent delivery of useful, interesting information will leave your readers hungering for more and encourage even more social shares. If maintained on a regular basis, the dialogue of a blog can help you build a bridge between you and the consumer and turn new leads directly into clients.
An effective blog campaign strengthens brand awareness, generates leads, and ensures those leads develop into conversions. When calculated in relation to a larger content marketing campaign, the revenue gained from a law blog significantly and undeniably improves your ROI.