While you have done the hard work of writing your law blog article, and finally hit “publish” on your website, your work is not over yet. You need to make sure that people find and read the article that you have worked so hard to research, keyword, and write! There are several ways to promote your blog so that you can work smarter, instead of harder, to distribute this content. Today, we will discuss several ways to repurpose your blog article to gain more online visibility for your law firm and reach more potential clients.
Email Your List
If you do not have an email list of past and prospective clients, you should consider starting to build one. While other social media platforms are important, your email list is truly your property. No other platform, such as Facebook or Instagram, can ever take away your email list. Additionally, these are people that have already shown interest in your law firm, either because they are former clients or because they gave you their email willingly in exchange for an opt-in offered on your website, or simply to gain more information from your law firm.
Make sure to email your list regularly to keep them expecting fresh and relevant content from your law firm. If you are creating law blogs once a week, you can simply create an email that highlights your recent blog post, with a hyperlink to your article on your law firm’s website. You can schedule these emails far in advance, making you have less work to do on a weekly basis. Consider an email service provider such as ConvertKit to make this entire process as easy as possible.
Promote Your Article on Social Media
Promoting your article on social media can be a game-changer for the traffic to your website. Consider the following different ways to promote your law firm’s blog post on social media.
If you have a Facebook group for your law firm’s website, make sure to post your article there when you publish it. Additionally, if you run any other types of Facebook groups related to your law firm’s website, publish it there as well. You should consider belonging to other Facebook groups that relate to your law firm, such as various practice areas, or even relevant social groups. For example, if you are a personal injury attorney that has a specialization in motorcycle accidents, consider creating or joining a Facebook group for motorcycle enthusiasts. Then, when you create articles on your website related to a motorcycle accident, you can post them in these groups as well. Keep a spreadsheet of all of your law firm articles that have hyperlinks, so that you can easily copy and paste these articles when you notice a discussion surrounding a similar topic anywhere on Facebook or other social media platforms.
Building a strong foundation on LinkedIn is important for any law firm and lawyer. Although some of your clients will not directly come from LinkedIn, you will build credibility in your area of law so that other lawyers will refer clients that are asking for legal services outside the scope of their law firm’s practice to you. You can link your article to your own personal profile, link it to your law firm’s LinkedIn page, and use it as a link in any relevant discussions within other LinkedIn groups or personal pages.
Take small sections of your blog out, and tweet them with a link to your article. One 1,000-word blog post can give you at least a dozen different tweets that you can drip out over the course of a year or two to link back to your law firm’s website.
Scheduling Tools
It would be nearly impossible to work to promote your blog articles across various social media platforms every day. It can take a substantial amount of time and effort. Consider purchasing a scheduling tool, such as SmarterQueue, to schedule out your posts as well as have them recur months, or even a year, later. These scheduling tools are the crock-pot of social media – “Set it and Forget it!” You can even have a Virtual Assistant or Paralegal help you schedule these posts throughout Twitter, LinkedIn, Facebook, Instagram, and more to make it easier to ensure your articles are seen by those looking for them.
Audio – Voice Snippets and Podcasts
Podcasts are all the rage now, and there is no reason you should not consider taking your article and then spending half an hour discussing the post on your own podcast! It is important to understand that creating and promoting podcasts can be overwhelming, however, there are several different agencies and independent contractors who only do this type of work. If you are not interested in creating an entire podcast, consider just creating a few voice snippets, which you can then use to promote the blog post throughout social media.
Video – The Ultimate SEO Tool
If you truly want to gain the most out of your blog post, create a short video about the subject matter, put it on a YouTube channel created for your law firm, and embed the video at the top of your blog post. You do not need to do anything fancy or have a top Hollywood producer film it. You can simply use your own phone to shoot the video and then include some captioning which can be done very inexpensively. Adding just a few minutes of video to your blog post can increase your Google rankings and your reach on the internet exponentially.
This Week’s Digital Marketing Action Steps:
- Take your article and email your list with a link to the blog post.
- Look into a scheduler tool such as SmarterQueue, in order to create a plan to start dripping your law firm blog content out to different social media platforms
- Consider both audio and video for your 2021 marketing plan
Now that you know how to keyword, write a blog post, optimize it for the internet, and promote it to your own potential clients and through social media platforms, take the time to develop a strong strategy for 2021 regarding your law firm’s content. It can make a huge difference in how many clients see you and your bottom line at the end of next year!
Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com