By now, you’ve probably heard the argument against legalese. Advocates of plain English emphasize its ease of understanding and money-saving properties. So why is it you still cling to your “Now Come”s and “heretofore”s? Continue reading
One of the most important parts of effective blogging and social media is to properly identify your audience. If you know what generation you’re talking to, you can better speak their language and engage their interest.
A recent report identified the social media behaviors of the three generations: Baby boomers (born 1946-1964), Generation X (born 1965-1980), and Millennials (born 1981 and after). What they learned can help you target your audience and engage them based on the way they use social media.
The Baby Boomer Generation
If you are targeting older adults, use Twitter. It may seem counter-intuitive, but the study revealed that Boomers tweeted an average of 15 times every day, more than Millennials and GenX combined. That’s partially because they engage in Twitter chats and “tweetups” (in-person meetings planned online).
You can get in on the conversation by scheduling times when your experts will be online to answer questions asked with a given hashtag. For example, a real estate lawyer may take advantage of the recent Metro-Detroit flood and engage Boomers by hosting an “AMA” (Ask Me Anything) with the hashtag #floodlawDetroit. The lawyer can give general information and encourage people with specific questions to call for a consultation.
Boomers also respond well to brand promotions and giveaways. Consider offering a discount or free consultations to people who follow you on Twitter or use a particular hashtag.
If you’re trying to reach people in their 30s and 40s, stay positive. Gen Xers engage the most with brands that have positive messaging and a strong social presence. They share inspirational messages and photos.
To take advantage of this trend, try to spin your headlines and tweets in a positive direction. Focus on success stories when you can and use pictures with inspirational quotes for your initial follower contact.
Gen Xers also use hashtags to follow politics and news. If you are writing or tweeting about current events, make sure to find the appropriate hashtag to connect into that conversation.
Unexpectedly, the youngest generation in the study is also the most nostalgic. They often tweet about TV shows, music, and movies from their childhood in the ’90s and early 2000s.
If you’re trying to reach people in their 20s and early 30s, consider tying your blogs and tweets to the icons of that era. For example, if you are a family lawyer you could ask “Are today’s families more like the Cosbys or the Bundys?”
Millenials also respond well to lists and quizzes. Consider building in a “Test Your Knowledge” quiz to engage readers.
You need to tighten your focus if you want your social media efforts to be successful. What will be appealing to older adults won’t engage 20-somethings. Before you tweet, consider whose attention you’re trying to get and what methods might be most successful. If you need help launching your social media presence, contact blogging coach Lisa Schmidt today.
You may not want to get up-close and personal with spiders, but believe it or not, there’s a lot you can learn from their spiderwebs about how to write blogs. Their focus, reach, and interconnection provide a great model for how your blog should look in cyberspace.
Focus on One Central Point
No matter how many lines radiate out from it, every spiderweb starts at one central point. This point is the focus of all the spider’s creative work. The lines it casts out from that point strengthen it and help hold it in place so it can’t blow to far one way or the other.
Your blog needs to be centered on one point as well. The finer the point, the stronger the blog, and the less likely it will stray from your original concept. By focusing your blog you can become a thought leader on that one topic, rather than blowing to whatever the topic of the day might be.
Connect to Your Surroundings
The focused center of a spiderweb wouldn’t do much good on its own. To catch its prey a spider casts out lines to surrounding pillars in its immediate area. These anchor points give the web strength and durability.
Your blog’s anchor lines are your connections to social media and the use of popular keywords. Social media sites like Facebook, Twitter, and LinkedIn are pillars in the SEO world that will strengthen your SEO. By casting strong lines between your social media platforms and your blog, you can increase your durability in search engines and draw more flies into your web.
Keep Your Articles Interconnected
Not every line in the spiderweb connects to the anchors. Instead, most lines are internal. They connect one part of the web to another, creating a tangle that keep insects that stop by much longer than they originally intended.
You can do the same thing on your blog through internal links. By linking from one blog post to another, or to your landing pages for relevant topics, you can engage your readers and encourage them to read on. The longer they spend reading your content, the more likely they are to see you as an expert, and the more likely they are to bring business your way.
Spiders may not be cute and cuddly, but their architectural instincts have a lot to teach bloggers. By making their webs focused, durable, and interconnected, they can catch all the flies they can eat. And by doing the same, your blog can become a source of plenty of new readers and new clients. If you need help building your web-blog, contact ghost-blogger Lisa Schmidt for guidance.
Have you noticed a decline in the number of views on your homepage? If so, you’re not alone. The New York Times’ hits dropped by 80 million views over the last 2 years. And lawyers’ homepages have taken a 20% hit in the last year alone. Could this be a sign that you need to forsake your website and say goodbye to your hard-earned marketing dollars?
No. While it is true that far more web traffic is coming to your site through social media than ever before, they are still coming to your site. Especially if your blog is hosted on your website, it still provides a branded one-stop spot for potential clients to learn all about you.
But just because they come to your website doesn’t mean they’ll visit your homepage. That’s why it’s important now more than ever to ensure that your blog’s imagery matches your law firm’s brand. No matter which way potential clients find you – whether through Facebook, Twitter, LinkedIn, or any of the other social media platforms your clients may use – you want them to see the same carefully crafted online image.
What this shift in web traffic does mean is that it’s more important than ever for your website to be fully integrated into the world of social media. It should be easy for people who stumble onto your blog to like you on Facebook, follow you on Twitter, or check out your connections and reputation on LinkedIn.
By making sure people can easily click between your website and your social media sites, you encourage them to engage with your brand and become part of your contact network. If you need help integrating your website, blog, and social media, contact blogging coach Lisa Schmidt today.