One of the most common struggles Kirkpatrick has faced when helping curate a law firm’s blog, is a lack of priority. Lawyers know sharing their expertise with prospective clients is the quickest way to build strong relationships — however, once that big case comes along, the lawyers stop worrying about the blog. They become fixated with the task at hand, rather than keeping one eye on the horizon.
And the leads stop coming…
Quick Stat: Companies that blog 15 or more times per month get 5X more traffic than companies that don’t blog at all. So our first tip to successful blogging is posting often.
Regardless of what you’re saying or how well you’re saying it, it is your responsibility to keep the conversation going. The minute you stop talking, the prospects stop listening. They aren’t going to call you to ask why you stopped posting, they are going to find another lawyer to feed them information (and eventually take their case.
Starting out, you should aim to post four or five times a week (most blogs get less traffic on the weekends, so you can take a break then as well). After a while, you can cut back to three times a week, perhaps even two if you’ve stockpiled some useful content. Failing to update your blog regularly will not only turn readers off but will lower your search engine rankings (undoing all of that optimization work you’ve done on site design!) Regular posts will keep your content fresh and draw more readers to your blog.
Quick Stat: Companies that increase blogging from 3-5 times a month to 6-8 times a month almost double their leads.
At the end of the day, even if you do convert casual readers into dedicated subscribers and create high-quality, beautifully written content, no one is ever going to come back for more if, well, there isn’t more.
Getting people hooked on your content but failing to publish on a frequent and consistent basis is a great way to make them lose interest, and cause you to lose business.