Setting up an RSS feed on your blog can help you gain loyal followers.

Really Simple Syndication (RSS) is one of the most overlooked elements of online marketing. The purpose of RSS feeds is to deliver fresh and updated content directly to subscribers; in this sense, they are similar to email newsletters with the added advantage that they are not as obtrusive. RSS feeds are neat and convenient, for they save subscribers precious time by alerting them about what’s new in terms of what they are interested in.

Cultivating a strong RSS following is in the best interest of legal professionals. RSS subscribers are loyal acolytes, and in many cases they are easier to attract than social media followers. Here are some ways for attorneys and law firms to attract RSS followers.

Understanding RSS

RSS technology has been around since the days of the Netscape browser, but not everyone has caught on to the concept. In fact, lawyers who are not familiar with the concept should subscribe to other feeds by looking for the orange RSS icon and observing how it integrates with their browser or email program.

Placing an attractive RSS button on the header of a blog along with a description of its benefits can go a long way in getting readers to subscribe. The description must be written in simple terms and can be accompanied by a friendly text hyperlink inviting users to subscribe via email.

Selling RSS on blogs and social media

Legal practitioners should take advantage of every opportunity to remind followers about their RSS feed. A family attorney answering questions about legal separation in Media, for example, can write a clarifying blog post on that topic and remind readers that they can stay up-to-date on such issues with RSS. Sharing that blog post on different social networks will extend its reach.

Once the RSS option has been added to website, lawyers should stick to an editorial calendar and step up their publishing efforts as RSS followers enjoy being notified about new content.

Information shared in an RSS feed can also become a newsletter you can use to market your firm.

This set of legal marketing tips will look at direct techniques such as RSS feeds and newsletters as well as using analytic techniques and programs to create a targeted database of potential clients. Both methods focus on narrowing down your target audience and using technology to get personalized messages to people based on their statement of interest or website navigation patterns. Used correctly, both these techniques can make your client base feel as though you are connecting with them and their needs before they even know what they need. This leads to improved outreach and more paid work.

RSS feeds and newsletters

RSS feeds enable you to connect with people using feed aggregator tools that consolidate updates and blog posts from websites of interest. If you want to cater to a less high-tech crowd, consider sending out your updates in email newsletter form as well.

1. Keep RSS feeds and newsletters short and sweet, and leave your clients wanting more. This technique works for memorable performers and DUI lawyers alike.
2. Don’t only market your website through your RSS feed — learn to market your RSS feed as well.
3. Don’t put all your eggs in one basket. Use both RSS feeds and email newsletters.

Analytics advice

Web analytics is the science of website statistics such as hits/visits, customer conversions and more. It also takes information about each visitor and creates a dynamic database that can be used for targeted RSS feeds and newsletters.

1. Take advantage of the less-used analytics information such as navigation patterns, length of time spent on the site, ratios of new to returning visitors and more. This can help you determine which pages work well and which need to be improved.
2. Use market research to improve your client conversion rates. Have visitors and/or committed customers take consumer surveys to learn the interests of your target audience.
3. Use multivariate or A/B testing in conjunction with analytics programs to test multiple versions of pages on your site, then go with the page with better navigation patterns, conversion rates and SEO.

Market your legal business smarter, not harder! RSS feeds and analytic programs are ways to use Internet-exclusive technology to focus your advertising and get the word out to the people most likely to be your clients. One of the best ways to make your law firm a success is to regularly touch base with all the people who might need your services. These methods enable you to do just that.