2015 was a year full of change in the SEO world and 2016 could be even more disruptive due to further technological advances. Email is one of the oldest technologies available to digital marketers and it has managed to survive through continuous changes in methodologies and access devices. Email can be used to keep existing customers informed and as a method of re-marketing to tempt potential customers to convert into being an actual client. The potential of email marketing is still under-exploited by many marketers and it is a channel of communication with which all lawyers and their clients are familiar. Search Engine Journal, has some good suggestions for email marketing tactics this week, and we will also look at some ideas from the Moz Blog and Neil Patel’s Quicksprout Blog.
One of the reasons that respectable marketers shun email as a channel of communication is its abuse in “cold calling” tactics with spam emails. This is a shame, because you don’t think of email as too sullied to communicate appointments and advice to your law firm’s clients, and so there is no reason why it should be discarded as a method of persuasion for pre-sales communications. The first of the articles you should read on the topic of email marketing tackles the issue of junk mail. When this article gets into recommendations to boost the open rate and conversion rates of emails, it speaks more to retailers. Probably the best method a lawyer can use to avoid emails being regarded as spam is to gather your mailing list yourself through honest means, rather than by buying lists, and also plan a credible sequence of texts that tailor towards the potentials client’s needs.
This article outlines the best tactic lawyers should use to gather the email addresses of potential customers. Email can be used as a re-marketing tool. If someone visits a page on your website, they are clearly looking for services like yours. So, by encouraging the visitor to leave his email address, you can maintain contact with that potential client and send personalized emails to encourage them to book an appointment. You can recycle your best articles as email texts, encouraging previous visitors to return to your site and become familiar with your practice.
This third article from Search Engine Journal that touches on email marketing reinforces the message that emails should be used to keep in touch with potential customers who have indicated that they are in the market for services like yours by visiting your site. Again, the email campaign is not the first contact you have with your target customers. You encourage visitors to enter their email addresses rather than mailing out cold to a list you bought. This article has a great idea that will work well for lawyers – differentiated landing pages. You could write articles addressing legal issues from different perspectives, communicating to different categories of potential clients. Then you will know exactly the angle that you need to follow in order to convince each client that you understand her situation. You would then write a series of emails to be scheduled for sequential delivery to that client category, with different scripts for different types of potential clients.
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If you have tried an email marketing campaign and had little success with it, this report on the Moz blog could provide you with some explanations for that failure. The basic method of scheduling emails to be sent out at regular intervals is through an autoresponder. In this article, a marketer for a home improvement site explains his experience with a very widely used autoresponder, called GetResponse. The main problems this writer found with GetResponse center on presentation and addressing. The author found better functionality in a more sophisticated tool called Pitchbox, which improved his response rate by 187 percent. Explore this tool to see if this could work for your law firm’s email campaigns.
Neil Patel is a very successful SEO consultant and he has really taken to LinkedIn recently. In this post, Patel explains a useful set of strategies that have proved successful for him. Patel gets visitors to his site to enter their email address usually by getting them to download a report, which they have to give their address in order to access. He now uses LinkedIn as one of the methods to attract visitors into his site. This strategy would work well for you if your law firm specializes in legal services for professionals and businesses. The LinkedIn platform also has its own internal email system, which can be used to receive inquiries from potential customers who are drawn in by your posts into groups that fit your target client types.