We, at FindLaw, take Lawyer Marketing seriously (sorry for the shameless self-promotion
sort of). And while we've covered many areas of lawyer marketing from law firm website design, blogging to SEO, we have only one post devoted to newsletters -- and it's specific to holiday newsletters. So, we thought it was time to give newsletters the attention they deserve.
Writing and sending newsletters to clients -- existing and prospective -- should be a part of your overall marketing strategy. If you're not sending newsletters, or not convinced you should, read on ...
1. It's Free
With free services like MailChimp, it's extremely easy to create professional-looking html emails (you know the ones with the pretty pictures in them that you get from just about everyone). All you have to do is sign up for the service and you're on your way to making a great newsletter.
2. It Keeps You Relevant
Maybe you helped a client on an issue that is now closed; sending a newsletter is a great way to stay relevant with past, or current clients. It's a gentle reminder to them that you still exist, and can help them with their next legal issue.
3. It Makes You Look Good
Writing a newsletter is a great way to show the world your expertise. If you work with a very particular set of cases, let your clients (or prospective clients) know that you're the go-to-gal on the issue. Maybe you're not quite there, but are working on a field of expertise, or want to get more speaking engagements. Writing for a consumer audience may help you with understanding the issues, and being able to explain them.
4. Test Out the Waters
Maybe you are thinking about expanding your practice and you want to see if clients would be interested in different practice areas, or office locations. Your newsletter can help you test the waters: whether you ask for feedback to gauge interest, or try your hand at a new practice area by starting to write general articles about it, your newsletter can be a vehicle for you to expand your practice.
5. Pssst ... Pass It On
Ok, so an email newsletter is not like a note that you would pass along in class -- it's better! It's much easier to forward an email, and your client won't get sent to detention for doing it. If one of your newsletter recipients receives your newsletter, it may remind him of his wife's cousin's neighbor who was looking for a lawyer. In one click, your message could be forwarded to prospective clients. Now, that's rainmaking made easy.
Hopefully, by now, you realize the importance of implementing newsletters into your overall marketing strategy. Next time we chat, we'll look at how to create simple, effective newsletters. Stay tuned...
Are newsletters a part of your law firm marketing strategy? Tweet us @FindLawLP.