Email marketing has emerged as one of the most effective on-line marketing strategies that can help the legal sector reach their target audience in an affordable and convenient way.
When you consider that the vast majority of a practice’s prospects are spending more time on-line than any other form of media (and that includes TV) then it makes a huge amount of sense to invest in on-line marketing. If email marketing is not part of your marketing strategy then it certainly should be!
Most successful businesses will have a database of contacts and clients that they utilise to generate additional sales. Sadly, your average practice fails to fully exploit this rich resource that is sitting right under their noses. An e-newsletter provides an excellent marketing tool that will make the most of your idle data base. It is also so simple and quick to use that it can even be created and mailed out from your home.
If you haven’t got a database of email addresses then you can start now by simply opening an excel file and input the contact details from those business cards you received from the networking event you attended recently.
So how else can your legal practice benefit from email marketing?
Highly Cost Effective – It is one of the cheapest ways of marketing. It is considerably cheaper than advertising and does not have the print and mailing costs associated with direct mail.
Targeted Marketing – you can segment your database so that you can approach only the most appropriate prospects in relation to your campaign. Modern e-marketing systems can also allow you to personalise your communications.
Opportunity To Cross Sell – Talking about segmenting your database of clients, why not target just your conveyancing clients. You know that their circumstances have changed, so it would be safe to assume that they’ll need to either create or update their Wills. What other opportunities are there?
Measurable Results – email campaigns are fully trackable and can provide up to the minute statistics.
Generate Repeat Business – Getting new clients is not only tough work but is also expensive. E-marketing provides the opportunity to build your relationship with your current client base and keep them informed about other services that they may want to buy.
Generating New Business – You can use this tool to keep in touch with new prospects, but it is worth noting that statistically this will provide less business than your current client base.
Client Loyalty – If you continue to keep in touch with your client base and provide relevant and useful information then they’ll keep on coming back to you rather than having to go to the bother of researching your competitors. One of the most common complaints made about solicitors is that they simply fail to keep in touch beyond the first transaction.
Referred Business – A well designed e-newsletter will have the option for the recipient to forward mail to friends and colleagues. If you ensure that the content is relevant then the potential for your brand and service offerings to be sent further afield can be considerable.
Build Credibility- If you are able to demonstrate your expertise perhaps through a simple case study then your credibility will soar resulting in the barriers to purchase being greatly reduced.
Marketing Support – E-marketing can support your other marketing activities by enabling you to reinforce sales messages. It is well known that it can take several repeats of a sales message before a purchase is made.
Drive Website Traffic – If worded correctly, you can create links back to your website which can encourage prospects to find out more about a particular service or product. It can also be used to persuade them to explore other ways your business can help them.
Neil Chatterjee is the owner of Mojo Marketing, a full service marketing agency based in Lancaster, UK. He is a qualified member of the Chartered Institute of Marketing and has over 20 years experience in marketing across varied sectors.
Mojo Marketing specialises in legal sector marketing in England and Wales, but also provides marketing support for small to medium sized businesses in particular to those businesses seeking to develop new sales leads or create increased profits from current customers.
If you would like to talk to Neil about this article or if you require a solution to your marketing problem then you can contact him via his website:
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