Everyday there seem to be cases in the news that relate to different areas of the law both nationally and on a local level. Most recently the oil spill off the Gulf of Mexico has been making headlines as well as the tornado’s destroying homes in the mid-west. And everyday there are local stories in the news that may pertain to an attorney’s area of practice whether it is a trucking crash on the New Jersey Turnpike or a local crime story. The real question is, how are you supposed to leverage these if you are someone in the professional field of law? How can you incorporate these into your online marketing efforts and website to drive traffic, and communicate to clients and potential clients that you are up to date with what is happening in your field? The answer: start a blog or have a press release online.
Either a blog or press release has the potential to drive traffic to your website, and in turn, help give a few leads.
For example, recently the Nets franchise just acquired a new owner, Mikhail Prokhorov from Russia. If you were a franchise attorney, it would be a good idea to write a few paragraphs about some issues Prokhorov might encounter and how acquiring a franchise is not easy work. Additionally, in the recent interview with Prokhorov, he was asked the question if he was planning on changing the name of the team from the Nets to something else. This also could be utilized into a post for a trademark attorney, as surely there would be laws and regulations about what would happen to the Nets name. Staying up to date with what is going on makes the most sense. For example, it would not be ideal to have an Arkansas criminal attorney writing a press release on the rapper Lil Wayne going to jail. This has been in the news for months and is slowly starting to fade away out of the spotlight.
The same goes for a press release. If you wanted to incorporate a press release, it would be ideal to launch it as soon as possible in order to be current. If a press release discusses a topic from three weeks ago, it is irrelevant. Use the press release to draw attention to things that are happening at your firm or law office such as recent verdicts or settlements, or if an attorney at your firm has recently received a recognition or special appointment.
In both a press release or blog post, it is ideal to have the post up as quickly as possible. Time is not on your side when getting these out to the public. People will be searching for these topics almost immediately; the first week something happens will most likely drive the most traffic. Leverage the news to relate back to your own website, and you can be golden.
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