Laura Richelle Scott 2013-08-01 05:46:03
5 Blogging Guidelines to Improve Web Presence, Build Relationships and Gain Credibility A blog is one of the most dynamic web properties you can build to market your firm. When done correctly, blogging is an effective way to increase word-of-mouth and acquire new leads. While having a main website is a must, websites can become outdated quickly and lack the intimacy of a blog. Blogs are personal, active and can be updated easily. A well maintained blog can drive traffic to your website and provide authoritative backlinks to all of your Web properties. Your blog is an excellent tool for SEO, but it should also be used to build relationships and provide invaluable information to current and potential clients. Blogging allows you to relay your expert information in your own words to be accessed by individuals around the world. Because blogging gives you complete control of the entire content creation process, it is a very rewarding method of business development. Below are a few guidelines to get you started down the path of successfully managing a blog: 1. WHO SHOULD BLOG: Blogging is the most effective when it is done by the attorney, but this doesn’t mean that all of the responsibility of managing the blog has to fall on one person. Divide the work up between multiple attorneys in the firm and list the attorney’s name as the author of the post. Naming the author establishes trust for both the blog and the attorney as an expert on the topic. 2. WHEN TO BLOG: Depending on the topic, you’ll find that writing these posts can take as little as 20 minutes out of your day and is tremendously valuable to your clients. Write in a conversational tone that makes it easy for anyone to understand. Even two blog posts per week is a great start to building credibility for your firm as well as the blog as a Web property. Write multiple blog posts a week ahead of time and make your final revisions before you publish each one. Publish them in the morning and share the post to your social media profiles. 3. WHAT TO BLOG: Being an expert in your field, you’re confronted with specific questions on a daily basis. Keep track of these questions by writing them on a designated “Blog Ideas” notepad. Eventually you will see a trend in the types of questions that people ask which will give you guidance on the best blog posts topics. Choose a few of those questions and write up a blog post for each one that thoroughly answers the question. Within your blog posts, direct your readers to your main website or other sources of information on the topic by hyperlinking through specific keywords. For example, you should hyperlink the phrase “Phoenix bankruptcy law” to the bankruptcy law page on your website. 4. POSTING IMAGES: Include images with your blog post when possible. Yes, your readers are ultimately on your blog for the information that you’re providing, but giving your blog some aesthetic appeal will keep them there longer. Post images relevant to each topic as well as pictures of your attorneys and staff . Letting your readers get to know the firm by seeing and reading about each attorney also builds trust, and will ideally land a new client. 5. CONNECT TO SOCIAL MEDIA: Your blog is a vital component of your online presence and you want to make sure that each of your profiles is linked on the blog. Add widgets or buttons where visitors can click to like your Facebook page and view the feed of your Tweets. If they like what you’re posting on your blog, they are likely to follow you on social media. In addition to directing readers to your social media profiles, allow them to click and share your blog posts to their own social media accounts. Laura Richelle Scott is a graduate of the University of Montana SoBA and the Web content manager for the online reputation management firm, Search Control. At Search Control, Laura and the team of Web designers, Web developers, Web content writers, public relations gurus and social media managers build a positive online presence for business owners around the nation and the world. Th e team offers online reputation management services in English and Spanish. Search Control executives have decades of experience in Web-based business and have the tools to keep your firm relevant online. To learn more, visit www.SearchControl.com or call 1-800-399-2001.
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