One of the things I want to do this year is to pass along some of the most outstanding marketing ideas I am able to find. One very important idea is to use blogging as a marketing tool.
Case in point: Back in December 2006 I wrote about Grant Griffiths, a Kansas Family Lawyer, who had stopped all of his traditional advertising because his marketing efforts using his blog was bringing in all the business he needed.
I was thinking about Mr. Griffiths because I was explaining to an other professional why blogging was such a great way to market just about any business. So today I did a number of Google searches to see where his blog is ranked by the world’s most popular search engine. Here are the results:
Grant Griffiths dominates almost every keyword or search term I could think of related to "Kansas Family Law." The only term I looked up that listed his blog on the second page was “Kansas Child Visitation.”
All the other searches I did had him on Google’s first page. The results listed below are all for Google’s non-paid listings. (In other words, the paid ads Google sells may be higher, but Mr. Griffiths’ blog outranks all the others on the "organic," or earned, search results.)
- Kansas Family Law, #2 on page one
- Kansas Family Lawyer, #1 on on page onepage one
- Kansas Family Attorney, #1 on page one
- Kansas Divorce Law, #6 on page one
- Kansas Child Custody Law, #1 on page one
- Kansas Child Custody Lawyer, #2 on page one
- Kansas Divorce Lawyer, #2 on page one
- Kansas Divorce Attorney, #2 on page one
- Kansas Divorce Mediation, #4 on page one
- Kansas Divorce Mediator, #6 on page one
- Kansas Fathers Rights, #1 on page one
- Kansas Dads rights, #5 on page one
Think about it. Almost anyone who searches for information about Kansas family law or Kansas family lawyers is going to find Mr. Griffiths’ site. And when they get to this site, they will find a wealth of information on the topic.
Do you think he has to convince people that he knows what he is talking about when they have read a site like his? Do you think he gets to be choosy about which clients he wants to work with? (or do you think he has to settle for the lowest paying, most disagreeable clients because he is desperate for business?)
And my personal favorite, how many clients do you think try to "negotiate" his fee down to rock bottom?
Now also take a look at the length or complexity of his articles. For the most part they are surprisingly short or easy to write.
Some are fairly long, but there is a fair amount of short articles in there as well. Many of his articles simply cite and comment on information he gleans from other sources. Some of his articles are list articles (such as ten ways to cooperatively seek the best interests of your child).
What I am getting at here is that Mr.Griffiths has achieved marketing success with blogging by simply communicating information to his readers on their level. He updates his blog regularly and he uses important keywords that he knows will correspond to the search queries his prospective clients will use when they go into Google.
And he did all this in a relatively short period of time. I wrote my original article in Deccember 2006 and he started his blog sometime in 2005 (I'm not sure exactly when in 2005). That means he started dominating the Google rankings in at least 24 months.
Something else. Griffiths has aparently taken a sabatical because his blog has not been updated since late 2007. Nevertheless, that blog still dominates all those keywords even without additional writing on his part.
How can you or your firm imitate what he is doing? Simply create a blog and update it regularly. Use the keywords the customers you are targeting will also use when they use search engines in both the titles of your articles and repeated in the bodies of the articles themselves.
Within a few months, you should see your site climbing the search engine ranks for the keywords you are focusing on.
COPYRIGHT © 2009, Charles Brown
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