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How to Write an Engaging Social Media Blog Post
A quality blog post published frequently engages potential clients and builds your brand. Building your brand simply means that your firm name, or personal name, becomes recognized and synonymous with positive characteristics such as 'interesting', 'intriguing', 'entertaining', 'knowledgeable', 'expert', 'smart', 'bright', and - most importantly - 'who to call when legal help is needed'.
The use of a quality blog post creates an initial Awareness of who you are and what you do; and when done consistently, a quality blog post creates a positive notoriety that drives an ongoing Attention accompanied with a sense of Authority. These resulting elements are what we call the AAA factors, being Awareness, Attention, Authority.
Over a period of time, often a short period of time, the Awareness, Attention, Authority, establishes a network of followers made up of potential clients as well as influencers (accountants, doctors, insurance brokers, mortgage brokers, etc.) and from a network of followers comes clients - either directly or by referral. It is a simple numbers game which we call, based on experience, The Power of Five. Below is the organizational structure and the psychological strategy for publishing a quality social media blog post:
Qualitative Blogging Integrates Strategic Structuring
What Do You Think?
Your Hook
Start with a catchy Hook phrase. A Hook is something like, 'What Do You Think?' or 'You Be The Judge!' or 'True or False'. Note that the Hook is innocuous. It is important that the Hook avoids saying, 'Let Me Tell You' or anything else that attempts to intrude and impose or push information as the purpose of the blog is to merely to cause intrigue. The Hook is simply a query title for your blog and devoid of any attempt to direct or instruct.
Amy buys a used car from Abe's Used Cars.
About six weeks after buying the car, which is after the 30 day 'certification' expired, the transmission blows up.
Amy takes the car into a mechanic.
The mechanic inspects the transmission and advises that the transmission is in poor condition and certainly was six weeks earlier at the time of sale of the vehicle.
Amy requests compensation from Abe's Used Cars.
Amy is told that the car was sold without a warranty and that the 30 day certification period is also over.
Amy then calls a paralegal for help.
Amy hears good news, for Amy, from the paralegal.
Amy is told that the following law will be in favour of Amy:
Your Liner - Uses Questioning
Firstly, a good blog poses and interesting, and perhaps even entertaining, question that your followers may be able to relate to. To ensure that your followers can relate, unless you are seeking niche issue clients, use a circumstance that is applicable to almost everybody - such as, per the example, someone buying a used car.
Secondly, the story that leads to the question should be kept simple. This exercise should intrigue a layperson; and accordingly, avoid scenarios that are complex to follow and lead to a question that would stump a law school professor. The purpose of a quality blog is to intrigue laypeople without causing a feeling of stupidity. Avoid intimidating questions as the goal is to entice interaction and participation in future blogs as AAA fails to happen without followers.
A. The Motor Vehicle Dealers Act, 2002.
B. The Consumer Protection Act, 2002.
C. The Sale of Goods Act.
D. The case of Elbassiouni v. World Fine Cars Limited.
E. The above laws all working together.
Answer Options
The answer options for the Liner question should be kept simple, organized, easy-to-read using a parallel list (notice every item in the list starts with the same word which in this example is the word 'The'. Avoid long-winded answer options. You are merely trying to build AAA and the 'social proof' that will assist your SEO. Refrain from complexity. Also, and albeit our answer options here are without such, drop in some ridiculous humour from time-to-time; for example, consider adding answer option: F. The Murphy's Law Act
For more information on this topic, see:
//marketing.legal/articles-archive/areas-of-focus/consumer-protection/avoiding-lemon-vehicles
Your Linker - Refers to Webpage
What we call the 'Linker' is where you provide a link to an article upon your website that expands and explains the topic that is opened opened up by the liner and question. On average, a quality blog post will intrigue three to five (3% - 5%) percent of people to click to your website and to read more deeply about the subject of the blog. While this may seem a very low percentage, and sometimes a higher or lower percentage will occur, this is all part of the numbers game that uses the Power of Five formula and, done consistently, is enough to build AAA with followers as well as enough to build 'social proof' to assist in the SEO performance of your website.
Your Picture
Marketing.Legal provides an automated 'screenshot generator' that will image capture the page referred to within Your Linker and this shall become cached by Facebook; and accordingly, you are without need to source and license an image to include with your blog post. This is already done for you.
At this point, you now have a quality blog post that follows the structure and strategy of the Marketing.Legal model for using free tools provided inherently within social media. By posting the blog post upon your Facebook business page, the blog post can now reach your subscribed Facebook page followers. You can, and should, use the Share feature to share your blog post within the various Facebook groups to which you subscribe and where the members of these various Facebook groups should be receptive to receiving the information within your blog post. If your blog post is truly a quality blog post, written in an informative, intriguing, and entertaining way, the members of the various Facebook groups should be without perception that your blog is 'spammy'. To help avoid having your blog posts reported as 'spammy', be sure to share your blog posts into only those groups whose members will logically be inviting of blog posts that will appear somewhat promotional - such as groups whose members are business oriented as business people are rarely offended by advertising efforts of fellow business people. Furthermore, business people, should, appreciate what becomes free legal information.
Blogging Services Available
For those disinterested in writing your own blogs, the Marketing.Legal team can provide this for you. For just a $500.00 monthly fee (plus HST), the team will prepare blogs based on a the subject matter of your preference and, where access is provided, publish the blogs to your Facebook business page three days per week (Monday-Wednesday-Friday). What the team will need is:
- The advisement at least two weeks in advance of the subject matter you wish upcoming blogs to focus upon whereas the selected subject should identify the areas of law or legal issues you wish to aim towards prospective clients; and
- The status of 'Admin' to your Facebook business page.
To get started, give Marketing.Legal a call today.