Law firms, both large and small, have jumped on the blogging bandwagon as a way to market their lawyers as thought-leaders. When executed with strategic discipline, a blog can be a cost-effective way to maintain relevance in a particular area of law (preaches the blogger).
Legal marketers increasingly recommend blogging to their lawyers and are often expected to advise on best practices. Common tips include: blog several times a week, keep it short and conversational, offer insight or something interesting for readers to remember, and use the Google Keyword Tool to learn what words will attract the most traffic. Even when following these guidelines, even the most active bloggers may not necessarily attract a sufficient readership. Alternatively, they may have a large number of readers and followers who are the wrong audience. In a post titled, “Why No One Reads Your Law Blog.” Lawyerist.com blogger Gyi Tsakalakis suggests four main reasons why people ignore some law blogs.
- The blog is too “markety”. Tsakalakis highlights a common marketing mistake we’ve cautioned against in other blog posts regarding law firm websites, networking, presentations, bylined articles, etc. It’s not about you; it’s about them (the reader, the client, your target audience). He writes, “Internet users aren’t interested in reading about how great you are. More likely, they’re looking for information, answers, news, or entertainment. If your blog doesn’t supply their demand, it probably won’t get found, let alone, read or shared.
- There’s too much noise. With a constant stream of tweets, blogs, articles, and videos bombarding Internet users, it’s difficult to rise above the “Internet noise” as Taskalakis puts it. He suggests, “instead of trying to write for everyone, try to write for five people, or even just one person.” Tailoring your blog toward a narrower audience within the blogosphere may cast a smaller net, but you’re more likely to catch a fish.
- You’re targeting the wrong audience. Tsakalakis offers two pointed solutions to this problem. Read your recent posts and ask yourself: If you hadn’t written it, would you read it, like it, share it, or link to it? Next, share your post with someone who you intend to attract. Ask them if they’d be likely to read more, share it, or link to it.
- Your blog is isolated. Tsakalakis points out that even blogs with strong content can fail to attract readers if they don’t foster conversation and information sharing. He recommends linking to other sources and including “share” and “subscribe” buttons to improve search engine optimization.
Check out more marketing (and football) insights from Gyi here.