Eight months ago, I described the benefits of email and newsletter marketing here
. And even though since that time, the the benefits of social media for SEO have become more widely recognized
, marketing via newsletters still remain a powerful tool. For starters, bear in mind that many of your prospects may not participate in social media, so sending an email newsletter enables you to target a population that you might otherwise miss on social media alone. As for existing clients, newsletters help you stay in touch long after the attorney-client relationship ends, thus laying the foundation for future referrals or other work. The Law Gazette
offers a couple of examples of how firms in the UK are using newsletters for everything from promoting seminars to simply keeping clients up to date on news.
Newsletters also carry SEO value, as discussed here
. The newsletter can drive readers to a law firm website, thus increasing traffic and online visibility. And, you can repurpose that newsletter content too. Many law firms upload newsletters to article archiving sites
which can further bolster online visibility.
So if you're thinking about starting an email newsletter or improving the one you have, check out Small Business Trends
which provides 30 email marketing applications, ranging from free to fee.