LawyerCasting

With Email Alert Deliverability, You Get What You Pay For

Prospective law firm clients often ask us why they should pay a bit more for our email marketing service than they might pay for, say, a standard blast service like Constant Contact or Campaigner. I respond that email marketing is not just about sending emails, but about getting them delivered, and that (among other benefits) they'll get better deliverability with our service using tools such as private IP addresses, and authentication. Plus we can monitor a firm's "email reputation" for any red flags that might affect deliverability, such as blacklists.

To illustrate the point, compare the deliverability and reputation reports for three email alert campaigns distributed recently by three leading law firms.

How Lawyers Can Use the Groups Feature on LinkedIn for Lead Generation

Came across a case study on MarketingSherpa that offered some useful tips on using LinkedIn for lead generation. While the case study was based on the experience of a marketer at a software company, several of the insights would be applicable to lawyers seeking to use LinkedIn to develop more business.

In a nutshell:

1. Join groups related to your area of expertise (e.g., private equity group for a private equity lawyer), but focus on groups with a highly engaged audience, rather than simply the largest audience. This means looking for groups where the discussions elicit multiple comments from members, rather than just one or two (or none). You can perform this research by reading through recent group discussion posts of groups you have joined both to assess group members’ interest areas, and how much activity new posts tend to generate.

2. Freely share white papers and other resources with your group, but not in a "salesy" manner. For example, in the case study, when promoting a new white paper, the marketer would write a message to the group announcing the new title, sharing a link, and asking group members to provide feedback on the white paper itself.

3. Monitor ongoing conversations to find opportunities to comment on other people’s topics. You may include a link to marketing collateral when appropriate, but often consider just sharing an opinion or giving feedback on other group members’ comments.

4. When providing links to materials on LinkedIn consider creating custom landing pages that specifically address the LinkedIn audience for a more seamless transition.

Access the full case study (subscription required).

Registration Open for Webinar Series on "Best Practices" in Internet Marketing for Law Firms and Lawyers

We are pleased to announce a complimentary webinar series focused on Internet marketing "best practices" for law firms and lawyers. The webinars will be held on Tuesdays at 12:30 PM EST throughout the summer and fall on the dates set forth below. There is no charge to attend! 

Don't worry if you can't make a particular presentation. All will be recorded and available for download after the webinar.

Browse the list of topics below, then click a "register" link to sign up for one or more webinars.

Making the Case for a Law Firm Email Marketing Program

When we pitch the value of an email marketing program for a law firm, we explain that it's all about staying in touch with clients, referral sources and other established contacts. Specifically, if you proactively reach out to these contacts on a regular basis with valuable content that reinforces your expertise, they'll remember you more readily when an opportunity to refer new business arises.

This point is well made in a recent post by Stephen Seckler on his Counsel to Counsel blog entitled "Don't Be a Stranger." Stephen's basic point is that it is important for service providers, including lawyers, to remain visible to past and prospective clients and referral sources. Because while doing a good job and delivering good value are obviously prerequisites for getting more work, they are not enough to insure that satisfied clients will call you the next time they have a need (or that referral sources will continue to refer work your way). Instead, maintaining visibility through ongoing marketing to clients and other contacts is the key.

Email marketing does that for you.