Email marketing has earned a bad reputation over the years, as spammers have abused the system to the point that many of us receive hundreds of unwanted emails each day.
But a strategic, value-based approach to email marketing can provide a great return for professional firms. The key is to focus on providing value to your readers – to give them a reason to keep opening your emails, reading them, and clicking your links. One way to do this is by sending a monthly (or weekly) email to your subscribers which functions as an e-newsletter or e-magazine. You can use this platform to send out blog entries and articles you’ve written, highlight specific services you want to promote, share breaking news, and much more.
If you provide helpful, practical, and relevant content to your readers, they’ll stay engaged. And in the process, you’ll build your own credibility and establish yourself as the “go to” guy or gal in the minds of your readers. They may not need your services today, but when they do, you’ll be the first person they think of. Below are four specific ways that a regular e-newsletter or e-magazine can benefit your business…
1) An additional “touch point” with your market. Consumers and business owners today are over stimulated – everywhere they turn, there are advertisers screaming for their attention. The result is that even if a prospect is impressed by you and intends to hire you one day, as soon as you end your interaction he is going to be bombarded by new information and may quickly forget about you. Email marketing provides an opportunity to consistently engage with your audience and remain top-of-mind.
2) A way to share your content with readers who wouldn’t otherwise engage. We highly recommend that professionals create content which “proves” their expertise – blog entries, informational videos, special reports, and so forth. You can then share this information on social media and through your website. But what about those people who don’t spend much time on the internet in general, let alone using social media? Your email marketing campaign allows you to reach them directly through their email inbox.
3) An opportunity to keep your audience “in the know.” Your customers and clients want to know what’s going on with your business. A regular newsletter is an opportunity to keep them up to speed – whether you’re opening a new office, adding new services, hiring additional professionals, or whatever the case may be. One caveat: don’t bore your audience with news that they won’t care about. They probably don’t need to know every time one of your attorneys has a birthday, for example. Find a way to make your news relevant, or don’t include it.
4) A platform to promote services and special offers. You can also use your email newsletter / e-magazine to directly promote specific services or special offers. If you’re going to take this approach, make sure it’s a relatively minor component of your campaign. If all you’re doing is promoting yourself, your emails are quickly going to be perceived as spam, and your audience will tune out.
Email marketing is a powerful tool, especially when combined with a dynamic website and engaging social media presence. If you’d like to learn more, give us a call today at (305) 433-4600!
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- Best of LFMM: The Secret About SEO for Law Firms - April 18, 2024
- Best of LFMM: Law Firm Blogs That Kick Butt! - April 17, 2024
- Farming, The Grateful Dead, & Law Firm Marketing - April 17, 2024
