The Public Relations Power of Blogging
Thursday, March 14, 2013 • 12:09pm
We hear about blogging and bloggers all the time – but what actually is blogging and who actually blogs?
Blogging is an interactive form of publishing content on the web. The term blog is a shortened form of weblog or web log. Authoring a blog, maintaining a blog or adding an article to an existing blog is called “blogging.” Individual articles on a blog are called “blog posts,” “posts” or “entries.” Often blogs focus on a particular area of interest or expertise. Think of a blog as a casual yet informative conversation.
Blogs are typically updated at set intervals using software that allows people with little or no technical background to update and maintain the blog.
Yale and Laurie Hauptman, co-founders of Hauptman & Hauptman, P.C., a Livingston, NJ-based law firm specializing in elder, estate and special needs have successfully incorporated the use of blogs and blogging into their firm’s comprehensive marketing program.
Yale S. Hauptman, Esq., firstname.lastname@example.org; www.hauptmanlaw.com; 973.994.2287 is a pioneer in using blogging to inform his client base of upcoming changes in law, trends in the legal industry and case studies of people going through the same types of issues that are common to his clientele. He is one of a handful of elder law attorneys who blog in this area. Last year, Yale compiled his blogs and turned it into a book, “Be Nice to Me – I Pick Your Nursing Home: How to Provide For Your Parent’s Care Without Going To The Poorhouse or The Nuthouse.” The book can be purchased directly from their website under Quick Links.
This book is the best kind of public relations for Yale and his firm – as a published author it lends credibility and sets him apart from others in his field.
Yale comments, “Blogging is an amazing opportunity to stay top of mind with a network of customers, affiliates and referral sources. It is a way to level the playing field for a small business – a low tech and easy maintenance process to reach out to my database. Blogging allows me to create content that I can repackage in other marketing ways such as when a client has a question about a certain area and we have blogged on that topic – we just send them the blog. We blog once a week – every week so our base is familiar with receiving it in their inbox and it is a subtle yet powerful way to stay in touch.”
Laurie A. Hauptman, Esq., email@example.com adds, “Blogging also helps drive searches to your website and improves your GOOGLE rankings. We also use the blog topics for continuing education for referral sources and community outreach for the public.” Laurie continues, “another use is to take one of the hot topics and turn it into a press release.”
Blogging is a great way to proactively address topics you think your clients and/or referral sources might have questions on. According to Yale, “The best thing you can do in a blog is to put something of relevance in to pique people’s interest – take a topic either from the news or if you know of a concern and answer it for them. It is very important to educate your client base -it shows you are forthcoming in assessing their needs. Blogs are a great way to stay in front of prospective clients so that when they are ready to move forward – they will retain your services.”
Laurie adds, “It is critical for any business considering a blog to select Customer Relationship Management (CRM) software which creates the e-mail and sends out to your list. It is very important to investigate the different software that is available.”
How can you integrate blogging into your public relations and marketing plans? Please feel free to e-mail me at firstname.lastname@example.org with any comments or suggestions.
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