Web marketing. Flashing advertisements. Billions of tags, categories. Trillions of #hashtags. Click here! Top 10 tips! Follow me! Share this or you hate the world. Buy my NEW BOOK. Did you know I wrote a book? Buy my book for $99.99.
I understand the concept of web advertising, using your blog as a form of revenue; there’s some necessity to it, you could argue. But the rampant self-promotion on blogs is beyond annoying. It’s almost insulting. You’re trying too hard—the proof is visible. Like I can’t get the hint?
This applies to websites and blogs across all industries, and law firms are not immune.
Did you know?
It’s unnecessary to include more than 10 tags on a single post, all variations on “Minnesota trial attorney.”
If I’m subscribing to your content, do you think I need to be reminded to buy your eBook after opening your site with a browser pop-up, and at the end of every post, and in every newsletter, and after I follow you on Twitter…(so many channels, so many opportunities to show your product/service down my throat!)
Kevin O’Keefe posted a thought-provoking discussion on RLHB about whether law firms should brand their lawyers’ blogs per the firm’s brand. While I’m sure there are blogs that are up to their law firm brand standards, it’s hard to pull off without coming across sales-y.
Like the too-long list of practice areas. A stiff description of the authors (which is a copy of what’s on their law firm bio). Over-zealous, aggressive SEO tactics.
It’s hard not to notice these things. The internet is big, and it’s getting bigger. And that means I’m consolidating, and your blatant pitches for my business aren’t staying on the list.
I want to read content written by a good author, who has a passion for his/her blog (and the topic). Who’d blog regardless of internal pressure or someone tells you it’s the only way to get business (the lies!). I’d hope consumers are able to read between the lines…
Give me some personality. Be authentic. Relate to me. Teach me something, but don’t hit me over the head with it (or act like you know it all).
And the next time you think about putting that 11th tag in the post, or promote your new book for the hundredth time, remember this:
If I want to read about it, I’ll have no trouble finding it.
And now, bringing it together…
As marketers in law firm, our credibility is all we have, and the same goes for our lawyers. We can negate all of our good work by coming off as clueless about this part of the sales process. Make sure you’re going for authentic and not pushy.