How to Get the Most Web Exposure for Your Law Blog
In the days of traditional marketing, a good message was all you needed to attract potential clients. But digital marketing has created a new dynamic. Good content is only good consumer bait if it is properly applied. Before you publish your next blog post, you have to learn how to fish.
What Platforms Should I Use?
There is no one-size-fits-all approach to content marketing. There is a reason why LinkedIn, Twitter, Facebook, Pinterest, and other platforms maintain a strong rate of use. They appeal to different markets. Some of your clients may like the traditional look and feel of Facebook, while others might appreciate the shorter bursts of information Twitter provides. LinkedInPulse is a new publishing platform solely for LinkedIn users. This is a great way to attract your business-minded clients. If your clients are more visually-inclined, Pinterest is the place to go. On the other hand, social bookmarking sites like Digg and StumbleUpon are great because your content can be peer-reviewed. This will boost your exposure and credibility. So, how do you decide which platforms to use? If you’re not sure, try them all. Then use analytics to measure your rate of success.
How Do I Publish to Multiple Sites?
The great part about social media is the ease of broadcast. WordPress and other blogging platforms have a feature called RSS, or Really Simple Syndication. The tool’s name is apt for the way it performs. With RSS, you can automatically share a post across a variety of platforms. Simply access the settings page of your blog, link your social media accounts, and voila! You have created a blog sharing system that will make your content work for you—not the other way around. Of course, if you want to add a personal touch, you can always Tweet a post manually or post a Facebook update on your personal page encouraging your friends and family to share the content.
How Do I Keep My Content Fresh?
Some companies have wizened up to the ebb and flow of internet activity. To keep their content fresh and in front of their viewer’s eyes, they post early in the morning, before 7 am. Or, they create a new title and repost a link with a slightly new angle. This is perfectly acceptable and technically necessary if you’re re-posting a Tweet. Another thing you can do is create backlinks from old posts. Simply find an older blog post on a similar topic that’s still receiving traffic and post a link to your new material. This has benefits in both SEO and potential client views.
The truth is, you can write quality content that is tailor-suited to your clients but never sees the light of day. While you should never sacrifice quality for quantity, you have to self-promote. As consumers spread their attention across an array of platforms, the only way to get their attention is to spread the love and post your content in multiple social channels.
If you would like more information about using social media marketing to promote your law practice online, I invite you to contact us.