Does Your Law Firm Need a Newsletter?
July 6th, 2017 | By: Walker Advertising | Posted in: Email Marketing
Law firm newsletters have grown in popularity over the years. If you do not have a system set up to send regular newsletter updates to past clients, current clients, and prospects – it’s time to start! Why is a newsletter necessary if you have already worked with a client or currently work with them? The answer is to retain these relationships and keep you at the top of their mind for ongoing or future legal work.
The Benefits of a Newsletter
- An e-newsletter is one of the cheapest marketing strategies. The cost can range from $0-$75 a month depending on the number of people who receive it. This option gives you the ability to reach out to thousands of interested individuals in a cost-effective manner.
- It would take up a lot more of your time (and money) to keep in touch with people on an individual basis – especially once the firm starts growing. A company newsletter is an easy way to keep in touch with past clients and prospects that have expressed interest in your services.
- Sending a newsletter on a regular basis (whether bi-monthly or monthly) is quick and easy to learn. It doesn’t take in-depth knowledge of technical marketing strategies. With very little effort, your firm can create a workflow for the newsletter that is fast and efficient. Use recent articles from your blog, include a list of relevant seminars or information sessions, and mention all the ways a client can get in touch.
- You’ll be able to flaunt your expertise and accomplishments in a subtle manner. People will automatically start to associate your firm with issues pertaining to your practice area.
- If people don’t hear about you, they forget about you. A newsletter provides a means for you to re-engage with them and keep you in mind for work and referrals.
- You can track engagement and interest through your newsletter system. Find out how many people click through to visit your website, how long people stay on the page, and more. Based on the information, you can assess which topics are more compelling for readers. Then you can do more of what works while cutting back on the topics no one seems interested in.
- Stand out from the competition. Even if they are also utilizing this strategy, keep your content interesting and the design visually appealing.
Tips For Creating Effective Legal Newsletters
Create useful content. Based on your practice area, what are common challenges your clients face? Are there standard steps they can take to come up with a solution? How could a recent change in legislation impact their lives or business dealings? These topics can actually help your clients and prospects, or at least provide a level of understanding to topics that directly affect them. Publish content that keeps up with the trends, the latest developments, and groundbreaking cases.
Write in an easy-to-understand style. A common complaint from clients and prospects is that they don’t completely understand what lawyers are trying to tell them – even when talking in person. It may come as second nature to discuss procedure and law in technical terms, but unless your clients are fellow attorneys there’s a good chance your audience does not understand what you are saying. Avoid this mistake with the newsletters you create because as soon as an individual scans the message and realizes it’s beyond their understanding, it will go straight to their Trash or Spam folder.
You might want to have several people in your firm read the content before sending it out – especially non-attorneys. Articles should be simple, straightforward, and written with clarity. If you must include technical terms, be sure to go out of your way to explain what they mean in layman’s terms.
Keep a consistent schedule. Consistency is more important than frequency. The most challenging part of maintaining the newsletter might be finding the time to write, edit, and organize the content. If this is the case, you may want to assign it to one of your staff members. Whether you decide to send out the newsletter weekly, bi-monthly, monthly, or quarterly, stay motivated and focused. Treat your newsletter deadlines just as you would a court deadline. Recipients will not appreciate getting the mail once every few months, and suddenly being bombarded with three or four within two weeks. This signals lack of organization and may actually affect your firm negatively.
Keep the sales pitch to a minimum. Create a newsletter that has enough substance so people look forward to reading it, sharing it, or referring to it in the future. It’s okay to include a recent testimonial or big client win, just don’t focus your entire newsletter on trying to get business. Prospects will be more willing to contact your firm if you provide high-quality and informative content on a consistent basis.
Use an appealing design. The look and feel should align with your branding. Be consistent with your use of design elements such as fonts, layout, and images. Once you create an attractive template, use it for all future newsletters. The only elements that would need to be changed are content and images within the newsletter. Do not waste space with too many boxes, photos, or graphics. Finally, create visual interest through your use of alignment, colors, shapes, etc.
Provide an easy means of contact. Your newsletter should display the firm’s contact information in a prominent spot, with an invitation to contact you. Lawyers who encourage their prospects to get in touch often have a higher response rate than lawyers who may think it’s not necessary. Many people need to be prompted to take action and the more comfortable you make them feel, the easier it will be for them to pick up the phone and call you.