One of the most common questions we receive here at LexBlog is how to gain a substantial readership after establishing your blog. Marketing your blog to that target audience requires three key steps: staying focused within your niche, connecting with other bloggers in your community and using social media strategically.
Stick to your niche
This may seem obvious, but if you want a specific readership, you need to stick with a specific subject. Write about the type of law that pertains to your target audience. The more focused you are, the more opportunities you have to reveal that you are an authority in this niche, and thus, earn the trust of your readers.
If you’re working in an area already populated by legal bloggers, a niche becomes more important than ever. One of LexBlog’s leading bloggers, Thomas Crane, shared his own experience with this matter.
“There are only two or three other employee-side lawyers blogging in the country…a lot of employment lawyers blog but not necessarily from the employee side, so it’s a good niche for me.”
Just as importantly, write in the style best suited for your audience. So, if you’re writing to potential clients, don’t speak in legal jargon. On the other hand, if you’re trying to network with other lawyers, you may have some leeway to use more legal language.
Connect with others in your area of interest
The legal blogging community is bigger than those outside of it realize. Reading the posts of fellow bloggers in your niche and connecting with them on social media helps put you on the map.
LexBlog CEO Kevin O’Keefe consistently emphasizes the importance of citing others in your blog posts.
“The best way to market your blog is to talk about others. If you know nothing about blogging but follow a bunch of people who do, share what they write, and provide your take on what they have to say, people will start to recognize and cite you.”
This speaks to Kevin’s larger idea of blogging as a constant conversation between you and those who read what you have to say.
You can make these kinds of communicative connections in easier ways too, or, as Kevin says, by using “low-hanging fruit,” such as adding “Publisher of ____ Blog” to your email signature. Now, the people you’re communicating with know that you are the creator of your own publication.
Use social media strategically
At LexBlog, we encourage everyone to develop a strong social strategy. By using platforms such as LinkedIn, Twitter and Instagram, you can connect with other lawyers in your niche, potential clients and other significant thought leaders relevant to your blog and practice.
We recommend getting into a routine of promoting each individual blog post, as well as making the entire publication accessible through a constantly available link.
Each social media platform has specific features that you can use to your benefit. For instance, Instagram stories are a great way to give a quick snapshot of a recent post you’ve published. Additionally, Twitter lists can help you curate your feed to niche-relevant content that will, in turn, help you network with your peers or even inspire your new blog post.
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For more information on blogging fundamentals, blogging strategy and social media, check out the LexBlog Resource Center.