4 ways attorneys could benefit from email marketing
Chances are good that you already know about the importance of search engine optimization (SEO) and how it can help your law firm rank higher in local SERPs. But did you know that there’s another way to gain more visibility for your law firm? Email marketing can be a great tool for attorneys to use. As with any other kind of online advertising or marketing, email needs to be approached carefully. But if done correctly, it can drive traffic to your site and make prospects aware of what you offer potentially leading them to become paying clients. Here are 4 ways email could work for you as part of their overall digital marketing strategy.
1. Attracts potential clients
Email marketing can be a great way to attract potential clients. Most people who are looking for legal counsel go online and search for the attorney that they need. It’s a fact that email marketing done correctly will get clients interested in what you have to offer. As a bonus, many times your email will also be shared on social media platforms which allows your message to reach more people organically without having to spend money on advertising via social media sites or other digital ad platforms. If you successfully win their trust, then they will most likely contact you the next time they need a lawyer for whatever problem that may come up. One of the biggest potential benefits of email marketing is its ability to inspire referrals when current clients are pleased with your work. Sending out periodic emails about successes in big cases or new prospects/clients acquired because of your firm can encourage others who have hired you before to share their experiences online, which may bring in even more leads.
2. Helps you stay relevant
Email is probably one of the most effective ways to stay relevant to your audience. Since it’s an opt-in program, people are expecting to receive emails from you; after all, they signed up for them. This creates a sense of trust and value that can help make readers eager to read your messages when they do come in. People who sign up for email marketing expect news about what’s going on with their industry or information they can use right away. It also allows you to show off your expertise by sharing helpful articles or blog posts with them that you think might be of interest.
If your email list contains mainly potential clients, then you will want to include educational content that can help them before they even get in touch with you. For example, if there’s a particular problem that your clients tend to ask for help on more than others or if you receive the same types of questions over and over again, then it would be helpful to create an article about what some of the most common mistakes are that people make when dealing with the issue so that your readers can learn from their mistakes rather than making them themselves.
3. Enhance your online presence
By using email marketing effectively, you will also enhance your online presence. Sites like Facebook and Twitter rely heavily on users having certain privacy settings activated. If someone has these settings set up so no one can see what pages they’ve liked or what posts they’ve shared, then it would be more difficult to post your messages on these platforms. However, email marketing allows you to communicate directly with your audience so they will see the content that you’ve sent them. From there, they can choose what to do with it.
Email marketing is a great way to promote your online presence when people are searching for attorneys. If someone needs legal counsel, they will most likely turn to the internet and do some research about what types of lawyers might be able to assist them with their issue. Some of that research will involve reading reviews or perusing through past cases that have been shared online by other clients who wanted to share how the case was handled. By including links in your emails to these kinds of testimonials and reviews, you’ll come across as an expert in the field and it will help you attract new potential clients while at the same time positioning yourself as an authority in your field.
4. Increase your website traffic
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Email marketing is a great way to get people interested in your website. If your emails are offering valuable information or sharing compelling articles or blog posts about legal matters that people face regularly, then they’re likely to want to click through and read the article while at the same time remembering where it came from which makes them more likely to return for future reference. When you send out an email, those who receive it might share it with others in their networks which can bring even more visitors to your site.
Email marketing is an effective way to promote your business and gain more clients whether they’re individuals or businesses looking for legal representation. From sending out email newsletters filled with helpful information that can help people before they even contact you to promoting your website by providing links to testimonials, reviews, and other types of content, you’ll be able to boost your company’s online presence while at the same time gaining new leads all thanks to effective email marketing campaigns.
