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.
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