Although social media can do wonders for exposing your law firm to the masses, it’s important to keep up with your viewers outside of social media to strengthen client relationships and develop business leads. And sending out a regular firm newsletter (via email) is perfect for doing this, and much more.
The list is long, but here’s a look at 5 key reasons why your firm should be sending out a newsletter to present and potential clients.
1. It’s Your Content On Your Turf
Social networks allow you to have your own profile, but these sites are owned and operated by other entities, and your uploaded content, and visibility thereof, is dependent on their external servers, advertising guidelines, etc.
Business page posts on Facebook usually reach less than 1% of your audience unless your firm is paying for advertising programs, and Twitter and Pinterest aren’t far behind.1 With your newsletter being sent directly to a subscriber’s email, however, your reach is at maximum level.
2. You Determine the Girth Of Your Newsletter
While there are restrictions in regard to the size of your content posts on social media—Twitter especially—there are no restrictions when it comes to the girth of your own newsletter. It can be a brief alert letting your subscribers know of an upcoming speaking engagement, to a more complex editorial on current firm developments.
TIP: Take a lesson from social media, and keep your newsletters short and to the point. A newsletter that’s too long can be boring at best, and salesy, at worst. Also, some subscribers may be reading your newsletters on their phone—another reason a shorter newsletter works better.
3. Newsletters Can Supply Direct Gifts
On your social pages, the suggestion of a gift in the form of a free document upload or other perks usually begins with “visit our website to learn more.” With a newsletter, you can include a direct link to a subscriber’s gift, or upload a PDF within the newsletter itself.
4. Newsletters Are Personalized
Social media posts are audience-targeted, but newsletters are personalized. The “To” line in your newsletter is a personal email, and the salutation of the newsletter greets the recipient by name, where this kind of personalization is not possible on your social media posts.
5. Newsletters Are Good For SEO
The connection between newsletter email and SEO isn’t quickly apparent; Google doesn’t crawl/rank individual emails. But, you can turn long newsletters into individual blog posts, and insert relevant keyword phrases throughout.
If your newsletters are short, you can create a number of related newsletters, bundle the content together, and turn the newsletters over a couple of times as one blog post. Still great for SEO juice.