The Value of a Law Firm E-Newsletter
Does your law firm marketing plan include an e-newsletter?
One of the easiest, low cost ways for law firms to keep in touch with clients, prospects, and referral sources is an e-newsletter. E-newsletters are newsletters sent via email. Many attorneys buy into a legal e-newsletter service that specializes in sending out e-newsletters on behalf of law firms. Someone else writes the content, does the layout, and sends it out to their clients with some generic contact information about the law firm. Like everything else in technology, e-newsletters have evolved. Now any attorney, at any size firm can send out their own, customized e-newsletter.
The problem with using an e-newsletter service is that the information has to be fairly general in order to appeal to the numerous contact lists of hundreds of different law firms. When attorneys write the content themselves, they can tailor it so that it appeals to the unique individuals on their contact list.
Sending out an e-newsletter has become as easy as online bill pay or sending an email. It does not have to be labor intensive or time consuming. Many law firms who send out monthly e-newsletters are doing it in less than three hours a month. With a very minimal time investment, you can connect with all of your important clients, prospects, and referral sources. You can position your firm and yourself as experts by providing information and knowledge about your field of law. You can also keep your contacts up to date about any changes that may be happening within your firm.
Build an E-Newsletter to Build Your Brand
One of the wonderful benefits of an e-newsletter is how it builds your law firm’s brand. It provides a wonderful opportunity to let clients get to know you. With so many lawyer jokes circulating the globe, it’s easy to forget that most people are naturally intimidated by attorneys. As an attorney, you have a breadth of knowledge in a complicated subject area. Use your firm’s e-newsletter to remind people that, behind all of your expertise and experience, you are still human.
If you’re just starting out or are still trying to let people know about your niche, then an e-newsletter is a great way to get the word out. Each week you can write a short 300 - 500 word article about recent changes or little known facts in your field of law. While this might sound intimidating at first, don’t be daunted. Spend a few hours brainstorming a variety of topics that you can write about. Plan to write one featured article and then add at least one more section. Depending on your field of law, the additional section can be a link to an article that you found interesting or it can be about upcoming community events.
Link Back to Increase Activity
One of the best ways to use an e-newsletter is to include several links in the e-newsletter to your blog or to your website. The more visitors you have coming to your website, the more likely it is that Google will give your website a high ranking. High rankings mean a higher listing in search results.
If you have a blog on your website, encourage clients to visit the blog by mentioning some of the blog titles in your e-newsletter. If you are having a contest, are running a special, or if your firm is participating in a local community event, include the generic information in the e-newsletter but have the specifics listed on your website. This will drive interested readers to your website and will increase your traffic.
Still not convinced to make this a part of your law firm marketing plan?
E-Newsletters as a PR Tool
Think outside the box when deciding who to send your e-newsletter to. Of course you need to include past and current clients, potential clients, and referral sources. However, if you are truly trying to establish a niche, think about including journalists in your monthly mailing. Just like attorneys, most journalists have an area in which they specialize. They might specialize in whistle blower stories, medical writing, web technology, etc. Do some basic research to find out which journalists consistently write stories that relate to your field of law. Contact them and ask if you can send them your e-newsletter. This is a win for the both of you. Your content may help them to generate story ideas, and if they need a quote or legal research, they are very likely to reach out to you for help. Getting quoted in newspapers and magazines will definitely help to grow your practice and your brand.
It used to be that firms sent out e-newsletters to stay in touch. Today however, e-newsletters are a powerful, diverse, and inexpensive way to market your firm, educate current clients, and reach potential clients.
Your law firm marketing plan must include an e-newsletter if you want it to be successful. Add it today. You will be glad you did.
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