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Why Blogging is Important

Why blog? There are lots of reasons, none of them related to showing how smart you are, or impressing the editors at the Law Review!

IMS provides you content that is informative, well-written, and created with strategy and consumer engagement in mind.

Blogging helps to:

  • Draw online traffic.
  • Nurture and convert customers.
  • Keep current customers engaged.
  • Differentiate you from other similar businesses.
  • Grow demand and interest in your products or services.

In fact, consistent blogging is the tri-fecta win for online marketing performance!

Here are three real ways a blog can help your law firm’s digital marketing performance, e.g., drive more business:

  1. Increase Traffic to Your Site

A blog gives people a reason to regularly visit your website, especially if you post frequently and deliver quality content that’s entertaining, useful, or both.

Obviously, more people on your site can only mean more potential for workshop registrations, consultation requests and new clients. More traffic also has a positive impact on SEO – the people who visit your site and remain engaged, the more authority your site has with Google.

  1. Reach Out to Clients, Prospects and Referral Sources with a Blog Digest

While posting to your blog is a great way to boost online traffic and SEO, compiling a weekly Blog Digest email for your readers delivers your news to their inbox and helps you maintain top of mind awareness. Open and click-through rates consistently prove the weekly blog digest is one the most powerful email marketing strategies you can implement – as well as one of the simplest.

  1. Give Your Law Firm Results Long After the Initial Post

Even months after a blog post goes live, it can continue to attract new leads and customers and help you increase sales. Analytics tracking shows that most blog views are for old posts. Even better, these old posts are highly effective at generating leads. While it’s still important to create new posts, older posts can remain relevant to your readers for a long time.

Not only that, because old blog posts have gained authority/ranking with Google, they bring in a good amount of organic traffic through search. And as we mentioned in #1 above, more traffic boosts your SEO and prompts Google to deliver your site more frequently and prominently in search results. Of course, that’s a win all the way around.

Updated on June 11, 2018

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